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MANAGED THE SALES FORCE IN THE NIGERIAN TEXTILES INDUSTRY

ABSTRACT

This work is a modest attempt to appraise the adequacy of the current approach to sales force management in the t e x t i l es industry in general and in Arewa Textiles Nig. PLC in p a r t i c u l a r. The interest of the author in this subject was attracted fact that by the/what should have been an opportunity for the entire t e x t i l es industry (i.e the ban on importation of foreign t e x t i l e s ) turned out to be the beginning of an imminent “doom” for the t e x t i l es industry simply because of the rather “crude” approach to marketing at a time that a touch of high level professionalism is inevitable. This work confirms this “outdated” approach. Research findings for instance, show that the “mock sales force” in Arewa Textiles do not actually do the s e l l i n g , rather, s e l l i ng is done through independent distributors who lack professional s e l l i n g knowledge. Emphasis in Arewa Textiles is placed on the product concept, with the old erroneous belief that Arewa Textiles’ products “sell themselves” even in the face of the current high level of competition in the industry. However, “religious” application of the entire recommendations in chapter five which were purely based on research findings after a thorough investigation, would guarantee Arewa Textiles Nig. PLC and the t e x t i l e s industry in general increased sales turnover, additional profits and overall survival.

TABLE OF CONTENT

Title page- – – – – – – – – i

Approval page – – – – – – – -ii

Dedication – – – – – – – – -iii

Acknowledgement – – – – – – – -iv

Abstract – – – – – – – – – -v

Table of content – – – – – – – -vi

CHAPTER ONE

INTRODUCTION – – – – – – – -1

1.0 Background of the study – – – – -1

1.1 Statement of the problem – – – – -5

1.2 Purpose of the study – – – – – -6

1.3 Significance of the study – – – – -8

1.4 Research questions – – – – – -9

1.5 Scope of the study – – – – – – -10

CHAPTER TWO

LITERATURE REVIEW – – – – – – -11

CHAPTER THREE

Research methodology – – – – – – -39

Design of study – – – – – – – -40

CHAPTER FOUR

Presentation, analysis and interpretation of data – -48

CHAPTER FIVE

Summary of findings – – – – – – -60

Conclusion – – – – – – – – -61

Recommendations – – – – – – – -62

Suggestions for further research – – – – -64

References – – – – – – – – -65

Appendix I – – – – — – – – -68

Questionnaire. – – – – – – – -69

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