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The Impact of Personal Selling on the Purchasing Behavior towards Clothes: A Case Study on the Youth Category

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  • Rudain Othman Yousif

Abstract

This study aimed to find the impact of personal selling on the purchasing behavior for youth in buying clothes. To achieve the objectives of the study, hypotheses were formulated and tested on a sample of the target community made up of 289 young men and women. The questionnaire design (32) was divided into five dimensions, four dimensions based on the personal characteristics of salespersons and their display of goods, characteristics of clothing stores, promotion done by salespersons in the sale of clothing, and the fifth focused on youth¡¯s clothes purchasing behavior. The results of the study showed that 76.7% of males and 99.1% of females prefer to purchase from clothing retail stores. The sampling showed that salespersons in retail stores are honest in dealing with their customers but do not have the ability to negotiate with them. They neither have the required sales skill nor play a big role in stimulating sales, and they do not grant discounts to customers. The study recommended the importance of training and qualification for salespersons in personal selling to help them deal truthfully with customers and develop the ability to negotiate. Salespersons should be granted the authority to give discounts to customers.

Suggested Citation

  • Rudain Othman Yousif, 2016. "The Impact of Personal Selling on the Purchasing Behavior towards Clothes: A Case Study on the Youth Category," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(5), pages 128-135, October.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:5:p:128-135
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    References listed on IDEAS

    as
    1. Ashley, Christy & Noble, Stephanie M. & Donthu, Naveen & Lemon, Katherine N., 2011. "Why customers won't relate: Obstacles to relationship marketing engagement," Journal of Business Research, Elsevier, vol. 64(7), pages 749-756, July.
    2. Murianki Morris Murithi, 2015. "Effects of Personal Selling on Sales: A Case of Women Groups in Imenti North District, Meru County, Kenya," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(1), pages 38-52, January.
    3. Allan P. O. Williams, 2006. "Impact of Strategies," Palgrave Macmillan Books, in: The Rise of Cass Business School, chapter 13, pages 167-181, Palgrave Macmillan.
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    More about this item

    Keywords

    personal selling; buying behavior; salespersons; purchasing behavior; clothes;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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