A Survey of the Aspects of Personal Selling Process Perceived as Critical in the Purchase of Agrochemical Products by the Rose Flower Growers in Kenya

Abstract

The study sought to investigate and document those aspects in personal selling process by the rose flower firms. It was based on forty-eight farms out of the total registered population of sixty firms. The key objective of the study was to identify those aspects of personal selling that are perceived to influence purchase of agrochemicals by the rose flower growers firms. The study used primary data, which was collected by use of a questionnaire delivered by "drop- and- pick-later" method. The data was obtained from all the forty-eight firms forming the population of interest. It was then analyzed using percentages. Finding of this study revealed that there were certain aspects of personal selling process that are perceived as important by the rose flowers firms in their decision to procure agrochemicals. These aspects include, means of contact, the basis of qualifying a prospects, personal appearance and approach, products presentation by use of aids, charts, encouraging prospector to participate, developing an enabling environment for the discussion, assisting the client to understand the product and make decision to buy enhanced by issue of samples for trial purposes and making sure the product arrives on time and as ordered. In reference to the study findings, a number of recommendations have been made in all the steps of personal selling process. First, the initial contact by telephone should uphold the positive countenance just as if it was a personal , encounter. Further research about the client may be done to help the salesperson to draw a precise, simple and convincing presentation. This may give IX the salesperson the confidence in the presentation. It will equip the salesperson to welcome concerns raised by the clients and assist the client make the decision to buy. Unforeseen risks by the clients would be addressed by the guarantees and warranties given. Of equal importance is to avail product for trial as sample for demonstration. Proper follow up is vital to address any concern that might arise during the documentation, delivery or actual application of the product. This wouldhelp to build the mutual trust and ensure continuity of future business