The Effect of Successful Communication in Personal Selling on Consumer Purchasing Decision

Abstract

Purpose – In this study, it is aimed to talk about the concepts of communication and consumer purchasing decision and to reveal the effects of successful communication in personal selling on purchasing decisions of consumers according to their demographic characteristics. Design/methodology/approach – According to TUIK 2022 data, the population aged 18 and over living in Ankara province was accepted as the population. Since the whole population could not be reached, sampling was carried out and the minimum sample size was found to be 384 people. In this regard, data was collected from 414 consumers living in Ankara, determined by easy sampling method, using face-to-face survey technique. The data obtained was analyzed electronically using the SPSS 26th version statistical program. Findings – As a result of the T-test and Anova analysis, successful communication in personal selling is in the purchasing decision of consumers; ıt was seen that there was no difference according to gender, age, education level, occupation and average monthly income. Study findings point to the importance of communication in the consumer purchasing process. Discussion – The concept of communication constitutes an indispensable dimension of life that has existed from the beginning of human history to the present day. For businesses, communication is of great importance in customer relations. It is of great importance that businesses attach importance to personal communication, as well as different communication options with current technological developments in the increasingly competitive conditions, due to the place of personal selling in marketing communication. As a result of the research, it has been revealed that communication in personal selling does not differ according to demographic characteristics in consumers' purchasing decisions and the importance of communication in the entire process. In this regard, recommendations were made for businesses and future studies planned.