Introduction to Personal J i Selling and Salesmanship \ hs ie ad tA £ 0.1. what do you understand by the term “Personal selling’? Bxplain it jaturo, Ans, Personal selling is the olde \ ‘ 9 oldest method of selling, Itis considered most [ective method ofselng ILinvolves direct andl personal contact of seller wi Ye buyer: It means face to face communication between the buyer and the sell ‘According, to National Association of Marketing, Teachers of America “Personal selling isthe ability lo persuade peo Her an brit to he ayer." : According to Cyril Hudson: LE Personal setting basicaly isthear of persuading someone either to accept oro follow our [leas an ths lead hens fo the ation we desire” {lature of Personal Setting IL ‘These definitions roveat the following characteristics of personal selling, () Personals ¥ the buyer. Hip tts fa § (id Misthe I Ge) hist science of wining he buyer product of buy goods or cervices al a profit the ing, involves direct personal contact between the seller and to-face and oral communication. ‘Lof persuasion that converts human needs into demand. confidence in the seller and his i (@) Itis both an art as well as science. (ei) Its real purpose is not to induce or trap people to buy goods which they do not need or cannot afford, It i rather to build up a mutually advantages 4 and permanent relationship between the seller and the buyer. (ii) involves contact with a limited number of buyers. (vil) 11 requires a flexible approach as different people react differently Personal selling is abbroader concep then salesmanship. Personal selling ' along with other elements of marketing mix, is ameans for implementing Pe marketing programme: © Q.2, What are the objectives of personal selling? Ans. The main objectives of personal selling are as under: 4, Creation of Demand : The basic objective of personal selling is to create {mand for a product ot service. The salesman personally talks to the customer idexplains the utility of the product. He tries to convince the customer so that (57)=a 3 i series / 1 “om. IIT Year (Semestey, My 58 SATISHL; Delhi University 5 the product. The salesman induces immed the customer may of the custome: pation on the pa ed i 1s: Customer: 2. Handling Objection: the quality of a product customers patiently at ‘create new customers. Hidden Wants : customers. He helps them appreci In this way personal selling conver! demonstrates the product and explains 4, Educating Customers new products and their uses product. 5, Building Relationships : Sales! relationships with customers 6, Providing Feedback : Personal They collect information about tastes, Such information helps the producers | distribution system. (Quantitative Objects T, Tooblain a particular sales volume. To capture and retain a certain market share, 3, To obtain a certain number of new accounts of a given type. 4, Tosecurea target percentage of the business of certain accounts. 5. To keep personal selling expenses within set limits. Q.3. Explain the role of personal selling in marketing mix. ‘Ans. Marketing mix is composed of four major elements : product, pri distribution and promotion. Personal selling plays a vital role in each of elements. -sexpress their doubts and objec "The aim of sales ind to solve them 50 a pier ‘A salesman studies the hidden Beas ‘ate their needs and take action to sae" ts hidden wants into demand, 4 «gd its uses to increase sales, ‘A salesman int e He guides the customersin the selection of. for the benefit of both the buyer and the seje selling are in direct Louch with cy preferences and attitudes of xn Objectives of Personal Selling {| __ , Todo the entire selling job, 1.TheR lbs benefits | ynponent: yp be builtin Ser adver Issignay sugges! man is to listen the pig sto retain existing, custome” fy girm’s prod it, 2, The feller place mnception: reducin, Which cant forms and educates customer, man is aimed at developing perp, jositioning cick di ssessing, anageme Sse rces bu aly ut the pre Patterns a layers vie qual pric which he icing pt in improving product q ‘Qualitative Objectives 1. 2, Toserviceexistingaccounts, 3. Th 3, To search out and obtain gistributi customers. Miser. The anager 4, To keep customers informedyasted if changes in the productline. as to esl 5, Tosecure and maintain cooperahe sales of dealers. listribut 6. To assistdealersinselling theprog 4. Th line. sresenta 7. To provide technical advice atimulat assistanzetocustomes, 918 {en _ senef 8. Toaststinthe rsningof tegen, 9. To collect and report mati a a information. Ans he soci 1B roduc juidet heir nAdvertising, Personal Selling and Salesmanship 4, The Kole of Personal Seling in Product Strategy: A ingin Product Strategy A product isthe bundle benefits that fem offers for sale. It consist of tangibie and intangible ponents. Sales managers help ndciding the desable features and enehits ult intothe produc. My parton produc ting and st martin, ee also be ee for product sourcing, For example, sales people suggest an outside supplier who can supply certain producto augment 's product mix. SO 2, The Role of Personal Selling in Pic 2D in Pricing Strategy : Price isthe value thata ler places on a product. A price is proper when it coincides with the Value ceptions of prospective buyers. When demandlis elastic, sales ean be increased reducing price of the product. The second option is product differentiation lt can be achieved through innovative productand package design, distinctive wu Baiaionng branding sn super sri at nanognet Can sn ar foduct differentiation by ascertaining competitive pricing strategies and by Sssessing market reaction to alternative price levels, It can advise senior yanagement in pricing decisions. Sales managers are involved not only in setting, ices but also in keeping selling costs under control so that the mark up does not jut the product ata price disadvantage. They are familiar with customer response errs and compslive pricing behaviour Sls mangers kw whether the uyers view the company’s offerings as priority products which requite at leas ich should be under priced. They can thereforeelp in determiningthe rms BL Sricing philosophy. fl, 3, The Role of Personal Selling in Distribution Strategy : A channel of ‘lay distribution stheroute tha the litletoa product takes from producer to ulimate Niser. There are two types of distribution channels—direct and indirect. Sales jranagement is essential in both. A product is meaningless and its advertising is Jaislvasted if it is not readily available to consumers. The personal selling function tas to establish this vital link to the market place. In case of direct distribution, fe sales force calls on the ultimate users of the product. In the case of indirect listribution, sales force has to secure the support of the middlemen. JPl) 4, The Role of Personal Selling in Promotional Strategy : Promotion is the Jresentation of persuasive messages to the firm's target market in order to {vice timulate sales. Personal selling is a vital element of promotion. Advertising isa wg term technique designed to create awareness of a product and its major Jaesyenefits. Sales promotion supports the other techniques of promotion, While ivertising and sales promotion pave the way for personal selling, the main sponsibility lies on personal selling. ‘Q.4. Why is personal selling important? ‘Ans. Personal selling offers several benefits to consumers, businessmen and fe society at large. These benefits are as follows : 4p: 1.Benefits to Consumers : (i) It provides knowledge and education about new ef @roducts and new uses of existing products. A salesman acts as the friend and jide to customers. (ii) It helps consumers in selecting products best suited to weir needs, tastes and preferences. (fi) It communicates the grievances and |« 0 _ SATISH : Dethi University Series /B, Com, Year (66 2a luoers and traders.) emg Suggestions of consumers to prod get quality products at far pices, 2. Benefits to Busines teate demand by winning th sales and profits. (i © ) Ithelps to locate pr svinning the confidence of customer thee ihecot sales and p explores new markets and make Fs geen overs Seasonal ach aee ing: i) I eates continuous demande th adve competition tors demand. (2) It helps businessmen (ee etompl of customers te athe. (ot provides valutble fedbackabpan taal pauoner os basis of which producers canimprove prelist arate" Package, etc. (vii) It helps to build a favourable irse su Products. Its themtost exible mathod of promotion. oT el Alexi th Fpanth ats the ‘eyes and ‘yers of businessmen, —— : Spence to Society : (i) It stimulates consumption and acceleratey oI Gib Teinerea ei) creates employment opportunitiesforalargenumieels sFracy ttenational income the country. (jo) Ithelpstoraive me 2 £94 ‘ ofliving of peopl : commeecg ePIC (0) It generates revenue for the Government. (0) I isthe Co 3, Cor 5. Explain the differe na . ° ae ae ference between advertising and personal sellin cocene ditferences between advertising an personal selling areas fo F! fo croatian: Personal selling isperhaps he oldest and most traditional a ng demand and increasing sales. Advertising is comparatively 2 pProach which grew to overcome the limitations of personal reling. mS. Fet 2. Nature of Communication : Advertising is im ig is impersonal in nature, I not involve face-to-face contact between the seller and the buyer. On thee” i, personal selling has personal touch. Itinvolves face+ 0 Ce the salesman and the customer, ae eS se 3. Mass Appeal : Advertising tries fo reach allarge number of persona ™ same time. It is a technique of mass communication. Personal selling, on contrary, is directed towards a limited number of people. 9.C 4, Media: Advertising, makes use of printed material, hoardings andw aids to persuade consumers. On the otherhand, personal selling persuadespy through spoken words. "5. Cost : Advertising approaches a large number of people andis, ther. F more economical than personal selling, Cost per unit in advertising is lowers that in personal selling because a salesman contacts only a limited numby customers. a 6. Flexibility : Advertising is rigidin approach as the same messageis come toall the customers simultaneously. On the contrary personal ellingis lil approach. The salesman can tailor hs sales talk to suit theneeds and psyehines ofeach individual customer. . jen 7, Feedback : A salesman can provide valuable ooo ce complaints, suggestions and attitude of consumers. An advertisement provide such information.Advertising, Personal Selling and Salesmanship 8, Effectiveness: Advertising ean only bring customers tothe shop. Tteannot ie complete job of sling. Personal selling smore effective because a salesman qn overcome doubts and objections on the spot. It can cteate as well as salty omer. ‘avetising and petsonal sling are, however, no mulually exclusive but mplementary to each other. Advertsing prepares the ground for the vist of ainby fomiliarisng consumers eth the product and is features. Personal ling converts the potential demand ereated by advertising into actual sales Comparison between Advertising and Personal Selling Pein of Comparison “Adtorisng Personal Seling i Nature of| Impersonal, no face-to- | Disectand personal, face- communication face contact to-face interai Payment Direct payment foreach | No direct payment for . advertisement each contact Cost and time Less costlyand les time | More costly and more consuming. item consuming 4, Flexibility Less flexible, common | More flexible, specific message message, tailor made approach Feedback Not immediately | immediately avaliable 6. Aims Tocteate customer _| Tomake sales , Completeness Incompletesalestool | Completesates tool B, Salesforce Not required Required, training and ‘management motivation of sales persons Ikeoversalarge number | It covers only a few of prospective buyers— | prospective buyers— massselling technique | individual selling technique Removalofdoubts || May fall of remove | Can remove doubts and doubts and convince | convince customers customers 0.6, What are various approaches to selling ? Explain in detail. ‘Ans. The selling function is becoming more and more professionalised due to acteasing sophistication of buyers, adoption of the marketing concept, better aining of sales people. Today's sales person is far more than a eller of goods and srvices. He/she must satisfy a need rather than sell a product or service.ay Sorios/B. Com 1 Yeas Semestey versity Series! ‘saTisHt: Delhi j a exe re traditional view of the s on al 4. The Taditional Approach The salespersons beh louie eS iesalosmanship PP nether or nota sale results. ari sigan cen aca emia Gideon almost entirely on how the: ae a Se TES loat POO a cig, i ee rr er rsmatns: Tass ae sctue besiigg gr lice ae The prospect is treate¢ = te es on sierr one wweaeqaniymceoroaeor seine) see eee een Response Theory: This approach is based on thea: mpi Te OS eer does Ue Proper thiNES (paves heh Sen ica salesperson aye 0 doe ngs (roid 3 cet product ore : ee prope lpr Pi eee bir as nis AtbR Aton ere Deano Ree) Hi esnetinad g, rnsective buyer goes through thesefour sage O8 a7 cd the salesperson must beable to lead the 0 ee below in 1924 sheldon defined successlselingas the ar ofinducing conscion, according tothe traditional approach, product qualities anid cstomergg joo) are the only Uoteninants of an effective sales presentation. This approgg oC p pli oa tat at hess ncn Prom ea thecontext of changing environment : ‘hen 2 The Modem Apprch: The made approseh recognise hal pet action since by enonmental forces. Theres lo need to unde thesalesperson-cuslomer elalonship. The salesperson mustbe able ereqgglivene aap! the sles presentation to different customers andenvironmental condi ol “Themoder approach also considers, selling as an interpersonal communi-ca &€ salespé process with afeedbackmechanism (Fig. 1.1) pr Tr —] Messe, (Tsay Mess naar produc! (soso) (Se Pera) ropes) Ot t explain expensi and off coe installa Sa Knowle ieacor. ee Fig, 1.1: Selling as an Interpersonal Communication Process meets “The sender (salesperson) transmits a message through a medium (a 2vailat presentation) to the receiver (prospect). The resulting interaction. provides 4 "Cts necessary feedback mechanism and closes the communication system, Th 3. simplified description points out that the prospect is not passive. Rather tTetaile) prospect playsan active rolein the selling process. The prospect responds, interae™ay al and communicates with the salesperson. to buyAdvertsing Pesonal Seng and Starship ® sco ol sling is Se, laity between the seller and prospect, the greater the possibility of » sale ntmorarysellingalso cephesies hat he salesperson must understand the aoe F mmuni-cate with them. ‘ Ger in bate 4: Systems Selling Indus sling avoles special prblems To cope with es prolems, many companies have nea sarees nena Ueber fens sling concept, sles people seek tose tahoe inal component parts. Systems sling empheree erate roach io ndustal sling, Systema seling epi vatheecd aa on prospective buyers business and mode fepeation mt neccenn ae Beleso hc basis or deciding the sas approceh oan (0.7 tsplain various types of personal selling situations ud selling jobs Ans Tere are several ypesofslingstuatonsandjobs Someot hese gen 4, Manufacturer's Salesmen : These are salesmen employed by a manufacturer psellhis products eter directly to consumersfusen ortawhoksdoner tains ch salesmen normaly carry a lined lin of products nd posses erent enedge of those products They canbeof he olowing une (@ Pioner or Creative Salesman: A pionesrox prometional ales sresponible or creating and cultivating outlets for anew prosutHchastopevcea We danes handle the new product and to convince people about the desraty of sacha ect Therefore he needs to behighlyimagintiveand skied. als promotes je manufacturer's image. Creative selling deals with arousing demand and Iuencing patronage. (6) Dealer Servicing Salesman: Such a salesman provides supply and services to established dealers of the product. He also provides information and training to salesperson of dealers. Pharmaceutical manufacturers employ medical presen-tatives to call on physicians, chemists and hospitals to promote their roducts. Service selling aids the customer in bringing the sales to completion, (© Specialty Salesman : This type of salesman calls upon prospective buyers, plains the utility ofthe product and persuades them to buy it. He usually handles expensive and durable items like refrigerators, washing machines, air-conditioners and office equipment. Due to the technical nature ofthe product and need for its installation at the customer's place, specially salesman possesses expert technical 1owledge ofthe product. Therefore, eis also known as “sales engineer’ 2, Wholesaler’s Salesman : This type of salesman represents a wholesaler. He and sells to retailers and indusivial buyers. He informs them about the vailabilty of various products helps themin the choice of products and books their 3, Retailer's Salesman ; This type of salesman interacts with consumers. A. tailgrs salesman may be counter salesman selling goods inside a retail store. He may also be a travelling or outdoor salesman who visits buyers and persuades them fo buy.qu IvERSTTYSERIES gATISH: eee (Semester-VI) a _B anal Selling and Salesmanshj, les from existing customers wh, to obtain sales oe to such sales, Or ee ae ls no te ER ose opie oe hove casiied exstomer 4. se These job usual Fi ‘customers for example, the sales 1 ide canter a mers Store le on: Mainly engagesin delivering the product; f, 2, Delay Slepeey pread or fuel i ae smdsing Salesperson < Operates aS an Order taker by a re pce slespeion ain On Tales poe La ae cnly to build goodwill to educate the actual op 4. Misia Aims oto fake an order; for example, the fa user and & id the pharmaceutical company’s ‘detail’ person 4. Tema Salesperson: Eowphasises technical knowledge; for se reperon who parila Conant gM companies. i Group B Developmental Selling) =e E ‘Coative Seeserson to Tangites: For example, salespersons selling ware © lanes automobiles siding and encyclopaedias. 1B°A Bsintess R 7, Creative SelespesonofIntagibes:For example, salespersons sellin a8) advertising services, and educational programmes. Bin Group C Basically Developmental Selling, but Requiring Unusual Cregg heart: Itt 8. Political, “Tndiret’, or ‘Back-Door Salesperson : Sells big-ticketitems, ee because ¢ commodities or items with no truly competitive features. Sa Pst consummated through rendering highly prsonalised services (iggy HO" Jittleorno connection with the product) to key decision-makers in, sLFBy ‘organisations; for example, the salesperson who lands large orders ted personali from banking companiesby catering tokey buyers’ interestsin fishing og 04 isa Nondes ore eee OPA pear appe aa 9. Salesperson Engaged in Multiple Sales: Involves sales of big-ticket Stree tts at ‘istomers organisation, usually a committee, only one of which feoecns a ‘but all of whom can ‘say ‘no’; for example, the account ‘executive Advertsing agency who makes presentations to the ‘agency set ge amie of advertsers—even afterthe account isoblained,theviaye YS hhas to work to retain it. a * Sales Task ~ Amore precise task: Pas fomer A more precise classification of sales tasks is as follows : “needs to 1, Development: i : : epment:ltavlves reaton of customers by motivating toe poo‘SATISH : DELHI UNIVERSITY SERIES B, Com. IM Year (Semester-VI) Advertising, Personal Selling and Salesmanship nary Itinvolves providinglow key asistancesso, marketing channel 9s (0 pull he produet involves the generation of sles volume from existing 4. Support involves providing continuing service to the buy. ‘These selling tasks can bearranged ina spectrum (Fig. 1.2. The fel sales person’ usually involves ablendl of these various tasks, ee Fig. 12, Continuum of Sales Tasks Source ;H1 Robert Dodge, “The Role oftne Industrial Salesman,” Mit South Quarterly Busines Review, January 1972.13. Q.8.Explain various characteristics of successful salesman. ‘Ans. To be successful, a salesman must possess several qualities of head and Ibis dificult to give a universal or exhaustive lst of sich qualities or traits use different situations requite different qualities. Nevertheless, the qualities ich are commonly found among effective salesman are described under the following heads: successful salesman musthavesound health and pleasing rsonali. Hisjob is arduous and his physique should be sturdy fre from disease and disability of all types. Good personality consists of several atibites such as appearance, refined tastes, good habits clear voce ete A pleasing and charming nality boosts self-confidence and morale. Only a well-goomed and cheerful lesman can create good impression on the customers, The Chinese proverb “one Hho runs a store must have a smiling face” indicates the significance of personality orasuccessul salesman. 2. Mental Altributes: A good salesman must have a high degreeofinteligence, initiative flexibility and imagination, Fe needs to be intelligent and imaginative ough to understand the customer quickly ancl toread his mind accurately Balanced judgement, self-confidence, tactfulness, poise and patience areneeded to handle the jomers according tothe requirements of the situation. An effective salesman also “Theeds to have presence of mind and good commonsense, He requires initiative to |.) make additional sale and to win permanent customers. Sharp memory is necessary recognise the customer and to recollect his needs and wants,66 _ SATISH: Dethi Univer ly Series /B,Com. Il Year (Semester yp eevy Gone ee A salesman has toe wih ifr ype cu | therefore, have the ability to get along, of cus implies wt ty to get along with people of all — spp espinanne tng ep sr andcn ating on ahwonrecroed bi lite, sel-disciplined and courteous. He shouts be Stee shy oreaeved tan eave ah aged sen He neds beam aout Denar aes courageous, ambitious mate loyal and dependable Heh ana win and helpful enough to assist customers inthe selection of gong 0" so salesman must besncerein his work and rut his words a amt aetiona Atsibutes: Personal seling aight silled vocation and feasts fbi aptitude ancl enthusiasm A god salesman needs to have creative agargute [igeship cuales, knowedgeandspeiasd iting A god sales mans Sp fanaitian with his firm, its produets and customers, competitors’ products Indu ing techniques. PHOT Product een 9.“A successful sal . pa Mee eee salesman must possess some vocational qualities” Exp ympat Ans. The vocational qualities consist of wiele knowledge. A suce: Ooo requitesknowledgeoftheiolowinghpe: nthe @ Knowledge of Self : The overall personality of the salesman is his (6), impottantasset,To make thebest use ofhis personality a salesman must continugaesi asses himself and analyse hs ques inthe ig of he resurements of hdc ich assessment willl make him fully aware of his strengths and weaknessegproduc should constantly try to overcome his weak points through training and expengyhich (i) Knowledge of Firm : A salesman is a representative of is firm. He segs" simply product but the name and goodwill of his employer. Therefore, heshoilety ship etree tt eon neers competitors heen pater = Foxdone. partnering approach comparisonis ivenlespersn acts asa problem solver. Few prospects ae SiS ands sksporson is proving the. Se hein: OBEN arse washing cothes with hands; the swesPoron Suggests her to use the washing Wichine.For another prospect thereis time shortage problem whilerunning asemi- automatic , roblem by telinghim tobuya fully. fulomatic machine: resees that she has problem wih front paling fully automatic machine, the oleaperson solves the problemby suagestN fr to buy a top Toading fully automatic Frachine. Here the salesperson acts 2 & problem solver, and a consultant forhis prospects- BUYING MOTIVES 0.1, Write ashort note on motivation ssne. Motivations hereason or PPI SO {s also ones direction to behavions nee ur. A motives what prompts (he tevlop an incinaton fox speticbenateraty eves /B.Com- Lear (Sees ly eth Unive 74 satis snfouvaionssa word thats party. os rs based an whether the underiing thon ens dee aay)" awhetor the fe On the Conley, + Cont 2: rc a eon fakes Pace ¢ rates vs, process (“how”) mot e nie ierarchy ofneeds theory. oo ray of nee a motivational RELY in yg, ‘ns Masi’ hierarchy of ee ced a era compiling ve ier model of human nad OREN GEES rh within a praia, Maslow C3, 195) satel that people are no alet atannesond tate neds ie plyscal sure andthi wile heist thing that metas oy, naa evaisailed he net evel upwhat mais “Theoniginal hierarchy of needs fivesiagemodel in 1. Biological and physiological neds: ar food, drink shelter, warmth sy, 2. Safety needs: protection from elements, secunty, order, law stability jy, foot hip, intimacy, trust and 3. Love and blongingness needs: friendship, intimacy, trust and accep, erence Ls ea (anil, frends, work). ‘ 4, Esteem needs : which Maslow classified into two categories () ete, nese (dignity, achievement, mastery independence) and (i) the ds reputation or respect from others (estat, prestige). Maslow that the need for respect or reputation is most important for chile, adolescents and precedes real self-esteem or digi, 5. Selfactualization nceds realizing personal potential, self-fulfillment sx personal grovtt and peak experiences. A desir to becomeeverythin, is capable of becoming”. 16. Write a short on buying behaviours. ‘Ans It's important to know and understand that the emotional buying my day be sameor differen for different people. However thereare some conn norlay {olives that make the prospects to buy. Y ZThefollowing discussion isrelate to some common emotional buying mth ‘ying points: * Physical pleasure; comfort; convenience; avoidance of effort: Goinglyt Maslow need hierarchy, only when basic physical needs such as foci ellen vehicle for convenience, clothes to protect our body, emotions Banc sey st satiated, do human beings think beyond them. uch time, gratification of these needs isthe pred f a eat '¢ predominant force driving! | Ad J things sual basi clothi thisurge. tn fay rela fonsike: biter emot tic satisly Quanto act the prospe thisdesre! sports bart + Aestheticy forever." hone, ca Eeything. ay andl Eomtertia getshighl + Selfestee inavion seltesteet This need unmet th basic ami example, alsotoen the same + Imitatio boys buy Onthes arealliny ‘oneadin sts own thebran image,’ delicate that hav rugged prospet + Aequisi thoi % financi desire) + Fear,p atthetAdvertising, Personal Sling Frongs suc a8 car, washing ma Te athing, reltigerators, a bv Wg, refsigeraton, ar cond OREM play; relaxation, recreationter proce Fle slike machine, rel: Ventertalmnent: tn oda nt wewtsite a nsatlon and recreation a easy Hf where an ater emo wave become muich sou ieee) re men Pate i ory . i at f i Th pet uate Uh adage “A thing if bei Rewer.” Beauty may manifest itself in anything-colour, form desig reves” numa aint os am eg a Prmthing, An effective salesman combines the above tee appeals emf, piay and beauty) to influence the ove thee appeals (comfort, it rospect positively. le Prywfort/convenience providing, produc oianyeie providing prot ina mannr thal Ws bea ao "oducts such as rao, lelvislon, gots highlighted. Seleesteem, ego, power, status; Once the lower lovel need Frdiviclual socks gratification of ego and movesin TE een kame I etn al al Eta Eade eat el aa sr eval RS OM FOE Eo ca pes Tis a sha Ur fo Dis eae Wit cane ee neat basi ommpanCEO bya Mise only pve aboot pas exam om teralandseal presi: Anoriay Woud ats inction bul he prefers the lalan Ixy ca to sul his Stas Imitation: Young. toys buy bikes, spot Js buy cosmetics their favouriteactress endorses, young, 5 wear, cool beverages that thelr superstars promote: ‘an find multiple examples from our daily ie These on instances of iation, ts human psyhlogy told someone (hon area tes) ina high pedestal and tr toemulate mye Each band aren personality and prospeets ten to associat thet perenatl W a dl personally or example, Levis conveys agen nate OO Treas THumbs up conveys a rough, sng Ings PN tale conveys a image range and soon. Thefe are more than 170 such personales de reye been broad grouped into the five heads sophisiaion gedness excterent sincerity and compass In trying toinfluecethe prompects, make sure (0 ares hsm a0 factor + Acguisitioeness Tis human nalwve' {ool the urge to possess to cal ings fheje “own. Iti to cater to ths UrEE et Salespersons offer arate thong schemes so that easy forthe wid To own the product: Th desire is stronger for electronic tales, automobiles andre : ving heopposite ofall motivesfinds iP Fear precaution, concer: Ths en |-0OPr eof most tra bottam ofthe appets ist The ea of losing any ples in ‘On the samelines, we«B.Com Ill Year (Semester-ypy 76 SATISH a, sr mee acnene ine Oulton desea) ra a has an inher healt i suggestions aa comfort an eng wt recognition, security ome, arco values. The very thot resinetopethis prospectinagy, | O! repres “The approach of arous An A god wy for asi erg - : his products by arousing his OTT rr cashed representative Upon by) golive then satistying aa ‘ir example Recollect How the by’ foo rence meal pas taiaeseing Se Sacracteapetearet news e Pree tounderstand the buying behaviou- a‘ i: ay buying behaviours i St 17, Which approaches are used 10 O27 Whi rs Spach tings bac : ed a5 a BFEY Box: you), reach through. Consumer's mind as best can be vie os you to eae ei reception is painted by multiple intemal and external ie light ofthese influences the consumer makes his cee ae ie “There have been multiple schools of thought that have de Fea, oitgeh et canter «The Problem Solving Approach: An ideal way for the pragmatic salespe, yeeds Solutionsto some problem that they face. This canbe seen tobesimilar) requ 4s of marketing given by Robert Lauterborn (customer problem, «@_ para convenience, communication) to adclress which McCarthy introduced, enco! Ps framework (product, price place and promotion respectively). For if one is thirsty, the problem is thirst. The solution to this problem water. Hence, people buy water to satisfy or quench their thirst. + The Self-Concept Theory: This theory isakin fo the ego gratification behayy of an individual. According to this theory, one buys a.particular prod order to satisfy his consciousness of his own identity aka ego. This integrated theory that combines both the rational and the em approach. Behavioural scientists have identified different selves that ‘buying behaviour. Following are some prominent ones: (@ The real sei: The real self of a person is what he thinks he really is) individual's perception of his capabilities, intelligence, chat personality, etc. determine his real self (© The ideal self: Thisis one’s personal goal. It is what one wants tobe. might be interested in being a rich industrialist influential, chars ~ etc. Then all the actions in this case would be driven by the atiain the ideal self. The goal of every individual is to bridge th between the real self and the ideal self. e (© The eal other: Thisis the perception of what others think of you. (@ The ect other: This is whatone wants others to thinkof oneself. Alt different selves play a rolein influencing the prospect's decision.under upon theimpactof diving Medes fine furnishings On your se-eonenet a ae pls. Al these anceps ae {9 18. Explain the dynamicnature of moti ans: Dynamic Nature ofMotivation Nec, fees eg aan Nee mot ibe forchange. Thefacts that notalina ge saul lmitations, pope can full some ttt Failure of need fulfilment may give rise to the 1. Rational = following states: 2 ying (0 justify the situation ancl excusing. oneself, Aggression — getting angry and frustrated, and resorting Ho Unto actions, 3. Regression — trying to settle wai something else 4 Wi Const ithout that particular need and try iWidrawal — trying to disassociate oneself from the very thought ofit. sometimes needs can not be full ly salisfied, They ty to find all thoi pues and desites of the Mahkota parade a -melaka It's the motivation that drives them {oshop and find all the requirements in Mahkota parade, When all their reeds a requirenvents is fulfilled, they have reached the level of satisfaction when Mahkota pm ara has all the needs andl requirements of consumer. Theis past experience also Encouraged them to keep shopping atthe same place.