The Effects Of Retail Competition On The Personal Selling Effort Of New Car Salespeople

Abstract

This study presents an empirical investigation of the personal sales effort at the retail level. Automobile dealerships were selected based on the emphasis they place on personal selling as an important component for sales. However, little actual personal selling effort was observed as a result of inter-brand competition between dealerships, as well as, intra-brand competition among dealerships. The effects of retail competition on the personal selling effort are discussed.