The Impact of Salesperson's Behavior on Consumer's Purchase Decision: An Empirical Study

Abstract

Every time a customer visits a store for purchasing, the very first person with whom he interacts is the salesperson. The manners of a salesperson mean a lot to a customer. So, salesperson’s attitude/behavior cannot be ignored in the entire buy-sell course. In this paper, efforts have been made to examine the impact/influence of salesperson’s behavioral traits — Ethical Behavior, Listening Ability, Relational Skills and Emotional Intelligence — on the coinciding purchasing behavior of the customer. The outcome of this study emphasizes the soft skills of a salesperson, which is otherwise disregarded as an antecedent variable, accordingly providing insights for salespersons in refining their selling behavior.