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МІНІСТЕРСТВО ОСВІТИ І НАУКИ УКРАЇНИ
ОДЕСЬКИЙ НАЦІОНАЛЬНИЙ Е К О Н О М І Ч Н И Й У Н І В Е Р С И Т Е Т
КИЇВСЬКИЙ НАЦІ О Н А Л Ь Н И Й Т О Р Г О В ЕЛЬНО -Е КОНОМ І Ч Н И Й У Н І В Е Р С И Т Е Т
КАФЕДРА МАРКЕТИНГУ ОНЕУ
КАФЕДРА МАРК ЕТИНГУ КНТЕУ
МАРКЕТИНГ:
ВИКЛИКИ ТА РІШЕННЯ
МАТЕРІАЛИ
ВСЕУКРАЇНСЬКОЇ НАУКОВО-ПРАКТИЧНОЇ КОНФЕРЕНЦІЇ
Одеса – 2019
УДК : 658.5 : 005 (063)
Маркетинг: виклики та рішення. Матеріали І Всеукраїнської науково-практичної конференції /
За ред. Литовченко І.Л., Ромата Є.В. – Одеса, ОНЕУ, 2019. – 145 с.
Збірник містить матеріали, в яких узагальнено результати наукових досліджень науковців
закладів вищої освіти України, Грузії, Республіки Білорусь. Тези присвячено актуальним
проблемам розвитку маркетингової діяльності.
Всі матеріали опубліковано в авторській редакції.
Рекомендовано до публікації:
ISВN
© Одеський національний економічний університет, 2019
© Київський національний торговельно-економічний університет, 2019
62
References:
1. Forbes, L. (2013). Does Social Media Influence Consumer Buying Behavior? An
Investigation of Recommendations And Purchases. Journal of Business & Economics Research,
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2. Zarrella, D. (2010). The Social Media Marketing Book. Sebastopol, CA: O‘Reilly Media Inc.
3. Morah, Ch. (2018). Shopping Online: Convenience, Bargains And A Few Scams,
Investopedia.
4. Lee, H., Kim, J., and Flore, A. (2010). Affective and Cognitive Online Shopping Experience:
Effects of Image Interactivity Technology and Experimenting With Appearance. Clothing and Textiles
Research Journals, Vol. 28, No. 2, pp. 140–154.
5. Flore, A., Kim, J., and Lee, H. (2005). Effect of image interactivity technology on consumer
responses toward the online retailer. Journal of Interactive Marketing, Vol. 19, No. 3, pp. 38–53.
6. Chaffey, D. (2012). Social media marketing in the UK, Europe and Asia – who‘s doing what?
Smart Insights. https://www.smartinsights.com/social-media-marketing/social-media-governance/social-
media-research.
7. Global number of digital buyers 2014-2021, Statista. https://www.statista.com/statistics/
251666/number-of-digital-buyers-worldwide.
8. Duaerte, P., Silva, S., and Ferreira, M. (2018). How convenient is it? Delivering online
shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing
and Consumer Services, Vol. 44, No. 9, pp. 161–169.
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In Proceedings of the 22nd International Conference on Corporate and Marketing Communications:
Challenges of Marketing Communications in a Globalized World, At Zaragoza (Spain), pp. 307–309.
10. Jashi, Ch. (2013). Significance of Social Media Marketing in Tourism. In Proceedings of the
8th Silk Road International Conference ―Development of Tourism in Black and Caspian Seas Region‖.
Tbilisi: Black Sea University Publishing.
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International Journal of Social, Behavioral, Educational, Economic and Management Engineering,
Vol.9, No.4, pp. 1160-1163.
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Tourism Industry. International Academy Journal Web of Scholar, Vol. 5, No. 23, pp. 11-16.
13. Todua, N. (2017). Social Media Marketing for Promoting Tourism Industry in Georgia.
In Proceedings of the 22nd International Conference on Corporate and Marketing Communications:
Challenges of Marketing Communications in a Globalized World, At Zaragoza (Spain), pp. 168–171.
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stats/all/georgia.
Seturi Maia
PhD, assistant professor of marketing Department,
Ivane Javakhishvili Tbilisi State University, Tbilisi
DETERMINING ASPECTS OF CUSTOMERS ATTITUDE
TOWARDS SALES PERSONNEL
Abstract. Sales play a very important role in efficient functioning of market economy. Personal
communication has a great importance in selling. This is directed towards, that the seller should assist,
should help and convince potential customers to buy the product (service). Trading personnel
practically helps people make the right choice. Customers' attitude toward selling methods and trading
personnel significantly changed in the last years in Georgia. The consumers requirements were
improved and developed. The goal of the research was to study some modern views and approaches in
sales, which determining to create a dependency towards sales staff and therefore, they influence on
selling indicator.
Keywords: selling, sales personnel, trade, selling methods.
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Introduction. Trade and sale is one of the oldest human activities. The professional activity of
the sales personnel is difficult and requires great effort. Also, sometimes people have negative attitudes
and opinions towards the sales personnel. However, such attitude is not groundless. It affects on the
customers negatively when sellers mislead customers. For example, in many US states accepted sales
laws, in which is given what is not permissible; sellers should not deceive customers, they should not
mislead them [1].
It must be noted that the interest in this issue is growing in Georgia. Local trading companies
will not be able to profitable function, if they do not pay serious attention to the basic aspects of
selling. In the field of trade is an important competition. The number of retail trade companies in
Georgia is quite numerous. Inside the country are functioning hypermarkets, retail stores and
supermarket chains, small shops in the district, etc. It should be noted that in the recent years in
Georgia significantly increased number of employees in wholesale and retail trade.
Table 1
Indicators of enterprises of wholesale and retail trade [2]
Year
Volume turnover
(at current prices),
mln.GEL
Annual average
number of the
employed, persons
2013
22 819.9
119 638
2014
25 249.5
138 411
2015
26 690.5
156 089
2016
29 284.7
169 699
2017
32 816.3
183 884
Literature Review. People employed in sales play an important role in the country's economic
system, because practically on them depend how well and quickly will be sold produced products. The
efforts of salespeople have a direct impact on such diverse areas as these: the success of new products;
keeping existing products on the retailer‘s shelf; constructing manufacturing facilities; opening
businesses and keeping them open [3].
Various personnel involved in the sale have a relationship with potential buyers. Therefore,
they in many case, know the needs of customers and have information about buyers. Creation of
customer satisfaction is much depends on Trade staff. The seller should listen to the potential buyer
when he or she asks the question or when wants to specify some aspect of the product before buying.
Trading personnel should have knowledge, mood and desire for listen to consumers, consider
their needs and help them. This is the most pressing issue for shop trade today, because it has a great
deal of competition with modern electronic forms of selling. Similar to the processes ongoing in the
world, the number of Internet users is growing in Georgia as well and hence, the limits of its use for
business are expanding as well. More and more users have access to the wire Internet. In addition, the
number of wireless internet users increases as well [4].
It is impossible for trade staff to establish positive relations with consumers if they only care
about their own interests. It is also important that the seller does not deceive the buyer, tell them truth
about the product.
Among the modern theories about sales is worth mentioning "Golden Rule". According to this
approach, customer‘s interests are the most important for the seller. Sales personnel serve and help
consumers as to dear and loved persons. Sales personnel can‘t be successful in his (her) case if does
not like this job and relationship with people. Sales personnel should be sure that products for sale are
useful for consumers [3]. Vendors serve other people in a good mood, and the customer likes
purchased products. Thus, the sales staff makes a great contribution to the welfare of people. If we
compare this approach with what we see in real life, we will see that only a small number of
companies use this approach [5].
To ensure the effectiveness of marketing activities, it is very important to consider such aspects
as, missing buyers, number of unsatisfied buyers, number of new customers, etc. [6]. Therefore, the
effectiveness of marketing activities to some extent related to the results of the sales staff.
64
Methodology. In our study we used marketing research methods. In the research process researcher
can gather secondary data, primary data, or both. In the work there are used the concepts of marketing
theories, statistic data, information existing on web-pages of certain Georgian organizations, etc.
Findings. In our opinion, sales staff should have the following characteristics and skills:
- love for his work;
- sociability;
- knowledge of the properties of products presented for sale;
- politeness;
- the ability to properly perform the procedures associated with his case;
- confidence;
- constant willingness to listen to customers and serve them;
- diligence, etc.
Conclusion. We consider some of the main recommendations to improve customer service:
- it is of great importance to employ qualified people at selling work, who have personal
characteristics (communication skills, etc.), which are essential for sales career;
- it is important to increase the salaries of those workers who are selling, which are in direct
contact with the consumers. Because this personnel serves other people, contributing to their well-being,
helps consumers get the buying decisions. Unfortunately, the salary of such personnel in our country (in
most cases) is very low; Only truly motivated sales personnel will be able to put customers in the first
place and take care of them as ―precious‖ clients.
- today, special importance is given to keep the buyers, to ensure full satisfaction of
consumers [7], to establish relationships with customers based on their trust. Such events are known as
relationship marketing.
References:
1. Philip Kotler, Gary Armstrong, Principles of Marketing, 14th edition, (translate in Georgian),
Tbilisi, 2015, p. 489.
2. Statistical Yearbook of Georgia: 2018 / National Statistics Office of Georgia. – Tbilisi, 2018.
p.211. http://www.geostat.ge/cms/site_images/_files/yearbook/Yearbook_2018.pdf.
3. Charles M. Futrell, Fundamentals of Selling Customers for Life Through Service , Twelfth
Edition, Published by McGraw-Hill/Irwin, Texas A & M University. Pp. 5, 9, 17.
4. Mghebrishvili B., Seturi M. (2015). Trade Personnel and Shop Trade Challenges in
Contemporary Conditions. The 7th international Research Conference ―Management Challenges in the
21st Century‖, May, 2015, School of Management, Bratislava. (PDF) Trade Personnel and Shop Trade
Challenges in Contemporary Conditions. Available from: https://www.researchgate.net/
publication/308994957_Trade_Personnel_and_Shop_Trade_Challenges_in_Contemporary_Conditions.
5. Todua, N., Vashakidze, B. (2018) Consumers Attitudes towards Personal Selling on the
Georgian Market. Economics and Business. Vol. 11, No. 1, pp. 114–130.
6. Seturi, M. (2013). For evaluation of marketing efficiency. Scientific proceedings of Guram
Tavartkiladze teaching university. Vol. 3, Publishing House ―UNIVERSAL‖, Tbilisi. Available from:
https://www.researchgate.net/publication/325869228_FOR_EVALUATION_OF_MARKETING_EFFI
CIENCY.
7. University Project of translating books. Scientific editor Todua N., TSU publishing house,
2015. Authorized translation from the English language edition, entitled Marketing Management,
14th ed.; ISBN 0132102927; by Kotler, Ph.; and by Keller, K.; Published by Pearson Education, Inc.,
publishing as Prentice Hall. Pearson. p. 168.
