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

The IUP Journal of Marketing Management, Vol. XIII, No. 2, May 2014, pp. 72-83

Posted: 29 Oct 2014

See all articles by Sushil Punwatkar

Sushil Punwatkar

GD Rungta College of Science and Technology

Manoj Verghese

Rungta College of Engineering and Technology (RCET)

Date Written: October 29, 2014

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.

Suggested Citation

Punwatkar, Sushil and Verghese, Manoj, The Impact of Salesperson's Behavior on Consumer's Purchase Decision: An Empirical Study (October 29, 2014). The IUP Journal of Marketing Management, Vol. XIII, No. 2, May 2014, pp. 72-83, Available at SSRN: https://ssrn.com/abstract=2516249

Sushil Punwatkar (Contact Author)

GD Rungta College of Science and Technology ( email )

Bhilai
Chhattisgarh
India

Manoj Verghese

Rungta College of Engineering and Technology (RCET) ( email )

Bhilai (Durg)
India

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