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Salesmanship Qualities of Retailers: Customer Perception in the Context of Thimphu, Bhutan

Author

Listed:
  • Sharma, Dhanapati
  • Yeshey, Tenzin
  • Lham, Ugyen,
  • Dorji, Tshering
  • Chophel, Tshering
  • Chezom, Ugyen
  • Yuden, Tshewang

Abstract

This study aimed to assess the salesmanship qualities of retail enterprises based on the customer's perception. In this survey-based perceptual study, 383 customers participated giving their views on the salesmanship qualities of the retail enterprises in Thimphu. Four qualities of salesmanship were evaluated: sales personality, knowledge of the goods, knowledge of the customers and their buying motives and services. The results indicated that 47.14% of the customers felt that the salespersons of the retail enterprises in Thimphu lack the most competent salesmanship qualities. There is a need for developing training centres and offering tailor-made courses to the salespersons focusing on their ethical practices and qualities that a competent salesperson is expected to possess.

Suggested Citation

Handle: RePEc:eoq:bjbmjr:art24
DOI: 10.17102/bjbm.v4.6
as

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File URL: https://bjbm.gcbs.edu.bt/index.php/bjbm/article/view/24
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File URL: https://libkey.io/10.17102/bjbm.v4.6?utm_source=ideas
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