CHAPTER ONE
INTRODUCTION
Background Of The Study
Organizations strive to deliver their products (physical) and services (intangible) in an efficient and effective manner to compete in today’s global markets. Human labor is an important part of the value delivery process in service supply networks, and physical handling of a product leads to defined and centralized procedures and controls in sales supply chains (Sengupta et al 2008:1). In service supply chains, efficiencies are focused on capacity management, resource flexibility, information flows, service performance, and cash flow management. Demand management, customer relationship management, and supplier relationship management are all critical components in sales supply chains.
However, today’s complex selling environment necessitates considerable adjustments in performance measurements, goals, management, and reward.
East of the Niger, the South-East zone is the acme of developing and concentrated enterprises that participate in psychographic profiling. In the South-East, the job of sales and marketing is growing increasingly crucial for sales organizations (both large and small). Unfortunately, most of these businesses do not apply sales management techniques to their sales operations. They frequently rely on their own judgment or previous experience. Sales management is defined as a set of management activities that include the requirement to plan, set goals, develop policies, procedures, strategies, and tactics, organize and coordinate operations, motivate, communicate, and develop employees, monitor and control operations, and assess results (Bolt 1987:28).
Objectives Of The Study
The researcher will make every effort to:
I Determine the direction of psychographic profile in Shoprite Plc, from extremely high to very low.
ii) Recognize the incentive strategies utilized by the sales business during psychographic profiling.
iii) determine whether employees’ chosen leave period and participation in decision-making have a substantial impact on the company’s psychographic profiling performance.
iv) Determine the most efficient motivational incentives, such as an insurance system, commissions, and regular pay, employed by either of the companies under investigation.
Research Questions
The following research questions were raised to lead the investigation based on the study’s background, statement of the problem, and objectives:-
What is the level of psychographic profiling in the company under investigation (Shoprite)?
What are the many motivational tools employed by the sales company during psychographic profiling?
What are the motivational consequences of employees’ desired leave period and participation in decision-making on the company’s psychographic profiling performance?
What are the most effective psychographic profilingal incentives that the company under investigation employs?
Statement Of The Problem
Customers nowadays are more demanding than they have ever been. Better goods, services, and quick and dependable assistance are required by the target market than in the past. Failure to maintain business commitments, offering erroneous information to clients, and bad customer relationship management are all examples of psychographic profiling in the sector, which should have a wealth of knowledge and experience about the products, market, rivals, and industry trends.
Psychographic profiling in sales companies, in particular, has been a key offender in these activities, which include being late to work and not maintaining appointments at all. Others may be unfriendly and even angry while dealing with clients. Some psychographic profiling miss focus and, as a result, provide clients with the wrong brand of product. These factors contribute to extended wait times for customers to acquire essential goods and, as a result, bad performance, since some customers lose patience and, as a result, depart or seek other options. Poor psychographic profiling attitudes, such as tardiness to work, missed sales calls, and a lack of information about customer problems, may lead to the sales company’s low growth of psychographic profiling performance.
Significance Of The Study
This research will be useful to companies doing business in Nigeria. These companies’ management will be refreshed and educated on the necessary knowledge and use of appropriate motivational tactics to improve industrial harmony and growth. This will make peace, commitment, and interpersonal relationships easier to achieve. The findings of the study will motivate executives at various companies and organizations to implement policies that will result in “happy psychographic profiling, happy company” scenarios.
The study will educate instructors and educational administrators/managers with the right mindset to “encourage kids to learn” in the educational sector.
Scope Of The Study
The scope of this study will be limited to determining the effects of motivation on psychographic profile performance at Shoprite Plc, a South-East sales company. This research will identify the company’s accessible psychographic profiling tools and suggest a course of action.
Definition of Terms
The following are the definitive definitions of several key phrases that will be comprehended during this research:-
Motivation is the desire and effort to fulfill a desire or achieve a goal (Akpala 1990:237). It is a goal-oriented human resources management action focused on psychographic profiling in order to elicit their best performance.
Motivational Practice: This refers to all of the activities that management engages in on a regular basis with organizational members in order to elicit loyalty and a high level of task performance (Carter 1990: 216).
Cash or any other type of liquid asset remuneration for services given, task performance, or merit attained is referred to as motivational reward (Chime 1990:196).
Psychographic profiling: This phrase refers to salespeople (both men and women) who are hired by a firm or a company to locate potential buyers of their products, convert them to customers, and keep them satisfied in order to facilitate repeat business (Nwokoye 1988:154).
The performance of business operations that steer the flow of goods from producers to users is referred to as marketing (American Marketing Association). Marketing is defined by the Institute of Marketing in London as “the management of systems responsible for recognizing, predicting, and profitably satisfying customers’ requirements” (Onah and Allison 2007:124).
Communication: This is the process of exchanging ideas or information in order to achieve mutual understanding, trust, and healthy human interactions. It’s a technique for one organization member to exchange meaning and understanding with another through the use of words, letters, symbols, or messages (Osuala and Okeke 2006:118).
The business or industry of creating vast numbers of things in factories is known as sales. Psychographic profiling is used to present these products to potential buyers/users, persuade them, and secure their patronage.
Service: A system organized by the government or a private corporation that gives something useful (intangible) to the public. It is a firm that does something for clients but does not produce things – a service industry that serves customers in hotels, shops, restaurants, and other establishments.
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