PERSONAL SELLING AND PURCHASE DECISION MAKING ON HOUSEHOLD PRODUCTS IN ONDO CITY

Abstract

This study examined the relationship between personal selling and consumers’ purchase decision-making on household products in Ondo city. The research focused on three sub-variables of personal selling: communication skills, product knowledge, and sales follow-up. A correlational research design was adopted, and data were collected from 372 consumers using a structured questionnaire. The hypotheses were tested using Pearson Product-Moment Correlation Coefficient at a 0.05 significance level. The findings revealed strong positive correlations between all sub-variables of personal selling and purchase decision-making, indicating that effective personal selling significantly enhances consumer confidence, product choice, and brand preference. Based on the results, the study recommends that businesses invest in sales personnel training, improve product knowledge, and implement structured follow-up strategies to optimize consumer purchase decisions. The study contributes to understanding how personal selling can be leveraged to influence household product purchases in emerging urban markets.