ABSTRACT

            The importance of personal selling cannot be over emphasized. This has informed this study which is on the impact of personal selling on the marketing of beverages. A case study of Milo.

            The objective, the study among other things include:

-          To determine the impact of personal selling on the marketing of Milo.

-          To find out whether personal selling strategy adopted in the marketing of Milo has any significant impact on the sales volume of the product.

-          To determine whether the personal selling strategy adopted in the marketing of Milo is adequate.

Based on this, an indepth literature review was conducted on related materials and data were also sourced using questionnaire and personal interview.

The population of study include consumers of Milo, dealers and employees of Nestle makers of Milo.

Statistical techniques and method such as topman and Bournleys formulaa were used to determine the sample size while tables and percentages were used for the analysis.

Data collected were clinically analysed and used in the testing of hypothesis formaulated.

Thus the following findings were made.

            That personal selling strategy adopted in the marketing of Milo have positive impact on the performance of the product.

            That personal selling strategy builds good will  for both the company and its product.

            In the light of this, recommendations were made on how to effectively and efficiently exploit the benefits of personal selling strategy particularly in the marketing of Milo within Enugu metropolis.