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Implementation of factor analysis for identifying cultural differences in personal selling

Author

Listed:
  • Elena Riha

    (Skoda Auto University, Czech Republic)

  • David Riha

    (Prague University of Economics and Business, Czech Republic)

  • Vladimir Zhechev

    (Department of Marketing, University of Economics –Varna, Bulgaria)

Abstract

This study aims to explore intercultural and gender customer differences in Czechia regarding their perceptions of verbal and nonverbal personality traits of salespeople during personal sales interactions. By examining these differences, the research provides valuable insights for scholars and practitioners into cultural and gender-specific factors critical for designing effective interpersonal sales strategies. An experimental design was employed. The collected data were analyzed using factor analysis and hypothesis testing. The findings suggest that salesperson authenticity and personal interaction factors significantly influence sales success in Czechia. Additionally, gender-based variations were identified in customer receptivity. The research primarily focused on automotive retail sales scenarios and it a follow-up of series of previous research in this domain, but the results offer broader applicability to similar market contexts, contributing to the understanding of effective personal sales techniques across cultures and genders.

Suggested Citation

  • Elena Riha & David Riha & Vladimir Zhechev, 2025. "Implementation of factor analysis for identifying cultural differences in personal selling," Business & Management Compass, University of Economics Varna, issue 2, pages 12-23.
    • Handle: RePEc:vrn:journl:y:2025:i:2:p:12-23
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    File URL: https://bi.ue-varna.bg/ojs/index.php/bmc/article/view/116/30
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    More about this item

    Keywords

    Sales process; authenticity; personal sales factors; factor analysis;
    All these keywords.

    JEL classification:

    • C4 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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