INFLUENCE OF SALES REPRESENTATIVE CHARACTERISTICS ON CUSTOMER PURCHASE BEHAVIOUR

The present study examines the influence and effectiveness of sales representative in an emerging market enhancing retail sale cases a high involvement product like apparel low grocery. research examined effect five factors, namely, representative's personal characteristics, competence, representative's-initiated promotion, ethical behaviour on purchase consumers. step-wise regression method was used to support proposed hypotheses. results concluded that both category, promotion affect Other than these two competence salesperson plays important role products, whereas his characteristics are case products. provides guide for managers developing training strategy development program their force.