The Effectiveness of Selling Behavior towards Customers in UC- Pri

Canteen

Submitted by: Baby Pink

Members:

Aliño, Benjie

Cabiso, Jenette

Donasco, Christine

Jurak, Maria Liza

Lausa, Angel Mae

Leyson, Jacquiline

Manayaga, Ej

Osio, Jeanna Jhen

Robledo, Debbrah Palm

Siclot, Sallywenn

Grade 12 ABM 5A Zeal

August 2019
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Table of Contents

CHAPTER I .......................................................................................................... 3

Rationale .......................................................................................................... 3

Statement of the Null Hypothesis .................................................................. 4

Theoretical Background ................................................................................. 4

Statement of the Problem ............................................................................... 6

Significance of the Study ............................................................................... 6

Scope and Delimitations ................................................................................. 7

Definition of Terms.......................................................................................... 7

CHAPTER II ....................................................................................................... 10

Related Literature .......................................................................................... 10

Related Studies ............................................................................................. 11

CHAPTER III ...................................................................................................... 15

Research Design ........................................................................................... 15

Research Locale ............................................................................................ 15

Research Respondents ................................................................................ 15

Research Instrument..................................................................................... 16

Establishing and validating reliability ...................................................... 16

Statistical Treatment .................................................................................. 16

Data Gathering .............................................................................................. 17

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Data Analysis ................................................................................................. 17

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CHAPTER I

The Problem and Its Scope

Rationale

The study "The Effectiveness of Selling Behavior towards Customers in

UC- Pri Canteen" because they want to evaluate the different selling behaviors

used by the vendors and how effective they are in dealing with students and

other customers in the University of Cebu.

Based on experiences and observations, the canteen sellers entertain

their customers very well even though, there are lots of customers especially

during lunch break. Their service are well organized, and they treat students in a

proper manner. If there is any misunderstanding between students and

personnel, they give immediate solution to the problem like giving the right

change.

The service in the canteen specifically the food businesses there are good

and recommendable because they are fast workers and they serve the students

well with patience and time management. They know how to handle rush hours

and their prices are affordable and reasonable, they also have mixed attitudes

because some certain vendors are not that quite good at treating their customers

well.

However, some services rendered by the canteen staffs do not fit the taste

of its customers. The canteen is well cleaned, neat and even nice to look at, but

some canteen staffs were kind of in favor of those goodlooking students and that
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is the one of the things unlikeable in the canteen. As a student and as a person,

they are often said to be hardworking and good with their works. Overall their

service is quite and still nice that makes their customers feel satisfied.

The purpose of this exploratory research was to create a foundation

(based on prior results) for more comprehensive future work investigating

customer judgments of a salesperson based on observed behaviors. Specifically,

this study assessed whether a salesperson’s relational customer’s orientation

(compared to a functional orientation) could trigger improved evaluations of a

salesperson’s ethical treatment of a customer, increased trust in the salesperson,

and stronger intentions to purchase.

This study also aims to gather more data on the evaluation of the

customers as regard the overall canteen management in terms of seller-

customer relationship.

Statement of the Null Hypothesis

There is no significant relationship between the selling behavior and

customer satisfaction.

Theoretical Background

This study is anchored on the theories of job performance.it suggest that

three factors affect performance: role perceptions, motivation and ability. Role

perceptions influence the salesperson’s understanding of what activities should

be undertaken and how these activities should be performed.

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Motivation affects the amount of effort expended performing the activities,

and ability affects the quality of the effort expended. The Walker, Churchill and

Ford (1977) model of salesperson pertains almost exclusively to the first two

factors – role perceptions and motivation.

The third component, ability, is discussed in a few paragraphs and no

propositions are developed. The objective of our article is to provide a framework

for research directed toward increasing our understanding of the ability

component. The framework centers on a specific ability, the ability to adapt sales

behavior effectively to the demands of the sales situation. Through ability related

to adaptive selling is only one element of the ability component, we believe it is a

crucial aspect because, it indicates the degree to which salespeople are able to

take advantage of the unique communication elements associated with personal

selling.

Personal selling is the only communication vehicle in which the marketing

message can be adapted to the specific customer’s needs and beliefs.

Salespeople have the opportunity to do “market research” on each customer and

implement a sales presentation that is maximally effective for the customer. In

addition, they can observe the reactions of their customers to sales messages

and make rapid adjustments (Weitz and Wright, 1978).

The article is divided into five sections. In the first section, we define

adaptive selling and present a framework for examining it. Prior research on

adaptive selling is reviewed in the second section. In the third section we

consider the crucial capabilities needed to be effective in adaptive selling-

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knowledge of sales situations and behaviors and information acquisition skills. In

the fourth section, we describe the variables that motivate the salespeople to

practice adaptive selling and learn from their experiences. We conclude with a

discussion of managerial actions that can improve the adaptive selling ability of

salespeople.

Statement of the Problem

This study aims to show the effectiveness of selling behavior towards

customers in UC- Pri. It aims to show how seller’s attitude affect their customers.

It seeks to answer the following questions:

1) How does selling behavior influence the success of the business in UC-Pri

canteen?

2) What is the most affective selling behavior to be given to the customers to

increase their sales and profit?

3) What is the significance of the seller customer relationship in the study of

selling behavior towards customer in UC-Pri canteen?

4) What selling behaviors are observed in the UC-Pri canteen?

5) What selling behavior effects to seller customer in the UC-Pri canteen?

Significance of the Study

The study shows the effectiveness of selling behavior towards customers

in UC- Pri canteen. It will give benefit to the following areas:

Students. The studybenefits the students especially to ABM. It shows the

importance of behavior in interacting with other people.

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Teachers.The study will be a benefit to the teachers on how to react and

help their students in making their own study.

Employees.It will give benefits to employees to have the knowledge on

how to behave accordingly to their customers in order to gain high sales.

Offices.It will be a benefit to them to be aware of their workers’

performances.

Small Businesses.It will serve as a guide on how to behave in a way that

their customers will be satisfied by their treatment.

Future Researchers.It will guide researchers who want to make the same

study. It can serve as their reference or placed as a related study in their

research, as a stepping stone to meet good results in their study.

Scope and Delimitations

The study is focused mainly on the seller’s selling behavior and its effects

towards their customers in University of CebuPri on School Year 2019-2020.The

seller’s selling behavior is limited to how they interact with their customers. The

study is limited to stalls that sell rice and heavy meals only.

Definition of Terms

These are the terms being used in the study.

Sellers. People who sells goods in the market.

Selling behavior. It refers to how sellers behave during selling

goods to their customers.

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Customers. People who buy goods in the market to be used by

them.

Service.It is an act of providing the needs and wants of others to

gain customer value.

Customer satisfaction. It is satisfying the customer’s needs and

wants for him or her to buy products repeatedly.

Customer-oriented. It a marketing sales strategy that focuses on

the satisfaction of the customers while making a long-lasting customer-

seller relationship.
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CHAPTER II

Review of Literature and Studies

Related Literature

According to Goff, et al (1997), the study was all about the behavior on

how salesperson treat customers. Salesperson must have prior strategies and

behavior to be able to satisfy customers and its needs. They must maintain good

and proper treatment to customers to meet loyalty and respect from customers

also. To meet customer’s satisfaction, one must provide the services that

customers need. The quality that customers wants and the price or the rewards

that a customer demands. It is important in the field of business so that a

salesperson can apply it in different perspective, not just in businesses, but when

she/he can encounter small problems and arguments within a salesperson and a

customer.

Customer satisfaction refers to the satisfied needs and wants of a

customer (Saxe and Weitz, 1982). In this selling strategy, the salesperson

initiates dialogue and conversations with their customers in order to figure out the

needs and demands of the customers. In order to gain high sales profit,

interacting with the customers is very essential since, it helps in gaining customer

loyalty and in determining the needs, wants and demands of the mass.A

salesperson, to be customer-oriented, needs to be motivated in order to reach

higher in sales. For example, a company wants to gain higher sales this year,

hence, they will give a rewarding amount to their employees who can reach their

desired goal.
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The salesperson’s customer orientation by Saxe and Weitz (1982), is the

degree of which the salesperson practices to help his or her customer in

satisfying their needs. In satisfying the needs of their customers, they create

customer value at the same time which leads to a mutual benefiting long-term

relationship in both parties.

According to Konrad (2018), due to the changes of customer requirements,

increase competition and similarity of products in quality, the traditional selling

approach is changed, modern selling approach makes the customer and his or

her needs is centralized, which is the customer-orientation. It is a comprehension

and continual analysis of the customer’s expectations. Moreover, it is defined as

the interaction and relationship between the firm and its customers.

According to Pederson, Wright, &Weitz, 1988Our definition of selling that

influence and persuasion are only a part of selling. Selling is also involveshelping

customer identify the problems, supplyinginformation on potential solutions, and

proving after-the-sales-service to ensure long term satisfaction. This focuses on

the strategies that a salesperson should have to provide good services to

customers to meet their satisfaction.

Related Studies

According to Plank and Reid (1994) attempts to understand and improve

salesperson performance, a research should considerable amount. This research

has focused on the relationship and impact of various personal, organizational,

and environmental on sales performance.It says that in improving sales

performance it needs to consider the personal traits of the organization where he

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belong, then lastly the environment also so big impact on the sales if the market

is a good site to build a business.

According to Kotler and Armstrong (2004), marketing is all about satisfying

the needs and wants of the customer. The marketing is a social and managerial

process by groups and individuals, what they need and want through creating the

products and values with others.

The main focus of marketing strategy is to manipulate the variables of the

product, price and promotion to achieve the objectives of the organization

(Schnaars, 2010). In marketing strategies, there are four steps in setting: First,

defining the business and selecting the functional plans and budgeting.

Secondly, the process of setting the mission tries that, how it will meet the needs

of its target market in order to meet long-term objectives. Third, developing

functional plans, involves the outlining the tasks that will help to business

success. Finally, budgeting is concerned with the resources of the marketing

department will have to implement the marketing plan.

This study focuses on the salesperson and the role played by the

salesperson in buyer-seller relationship. This study claims that a salesperson

must be oriented on selling and also approaching its customers. They are

responsible for making initial contacts, identifying the need of customers and

most especially providing follow up support for customers to satisfy their needs.

This study was demonstrated the importance of selling behavior, it helps

the salesperson to identify and validate its characteristics and abilities as a

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person. This study was conducted because of relation to selling behaviors. This

helps salesperson to identify how they treat customers, how they satisfy the

needs of customers the relevance of this study has taken its perspectives to

every salesperson.
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CHAPTER III

Methodology

Research Design

The design used in the study is quantitative. Quantitative research is used

to gain results through statistics and any numerical terms. The type of research

used in the study is descriptive. Descriptive research design is used in this study

because it aims to collect information on certain behaviors that would lead to the

effectiveness of selling behavior.

Research Locale

The study will be conducted in the vicinity of University of Cebu Main

Campus Senior High Department. The building consisted of 9 floors and ground

floor with a parking lot and basketball court. The offices can be seen on the

ground and mezzanine floors. The canteen can be seen on the 2 nd floor while the

library is situated on the 3rd floor. Classrooms can be seen from mezzanine to 9 th

floor. The survey will be conducted particularly on 3rd floor, there situated the

canteen and stalls to be used for the study.

Research Respondents

The study used Convenience Sampling Technique. In this technique, the

researchers will choose their respondents to their convenience that will fit

perfectly to their study. The study consisted of 244 respondents which were from

Grade 12 ABM.
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Research Instrument

A standardized test questionnaire was used to obtain data in the study

conducted. A questionnaire is used to gather data from respondents through a

series of questions which answers their thesis problem. The standardized test

questionnaire to be used is entitled “The SOCO Scale: A Measure of the

Customer Orientation of Sales People” by Robert Saxe and Barton A. Weitz

which, measures the selling behavior and its effectiveness through customer

orientation.

Establishing and validating reliability

The data will be made from survey sheets that will be applied on

August 22 to August 30, 2019.

A checklist will be used as an instrument for validation. It will be

composed of the variables in the study, the attributes of a survey sheet.

Various indicators per variable will be included to fully analyze the

documents and arrive at a thorough determination of the said attributes.

Each indicator will be measured by the level of appropriateness through

the SOCO Scale.

Statistical Treatment

Responses to the questionnaire by Senior High School students will

be statistically analyzed with the data requirements of the study. Students

will be statistically analyzed with the data instruments of the study.

Descriptive statistics such as frequency count, mean, percent and rank

are considered. Know if there is a correlation between the independent

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and dependent variables person product. Moment of Correlation

Coefficient will be utilized with 0.05 level of significance.

Data Gathering

In collecting a data, a transmittal letter was provided and was signed by

the subject teacher and the principal. In selecting participants or respondents,

participants that are suited for the research were chosen. The scheduled time

were set to ensure that the participants can focus on the said survey sheets.

Data were collected and derived from survey sheets.

Data Analysis

In analyzing the data,