| dc.description.abstract | Using the role play technique, the effect of four different sales orientations on customers with four different need patterns was examined. In a factorial design, product-centred, company-centred, customer-centred, and self-centred salespersons interacted with strong need, marginal need, no need, and negative need consumers. Each salesperson-customer pair interacted for a period of ten minutes during which the salesperson attempted to sell a radio set to the customer. Neither the salesperson nor the customer was aware of the other's orientation. The study was conducted separately on two different samples; three groups of salesman and three groups of students with eight persons in each group. Date obtained from both samples were quite similar. Resuls indicated that product-centred sales persons made more positive impact on consumers followed by customer-centred and the company-centred. | en |
