Salesman’s Predisposition Towards Buyers – A Retail Perspective; An Analysis in the City of Bangalore

24 Pages Posted: 18 Apr 2019

See all articles by Mahadev AVR

Mahadev AVR

Jain University

Satish Kumar

affiliation not provided to SSRN

Date Written: March 08, 2019

Abstract

This paper attempts to measure the attitude of the salesperson towards the customers, the predisposition if any, can be a hindrance in making a sales interaction successful. The study thus undertaken has revealed the intensity of such predisposition, the salespersons across ten different retail businesses in classifying the customers as a preferred customer or a non-preferred customer based on the data assumed by the salespersons.

It has been found that there is evident discrimination of customers to be treated as preferred and non – preferred. Six noticeable characteristics of customers in categorizing them to be fit for preference were validated as the reasons for discriminations. The intensities of these discriminations varied across retail outlets across the ten industries studied. It was also found that the intensity of the discrimination between preferred and non-preferred customers was varying across the industries for the factors of discrimination.

The bias thus exhibited by the salespersons is more because of the predisposition they have towards the customers. This demonstrates the very clear case of a preset mind influencing the behavior of the salespersons.

Keywords: Salesperson, Predisposition, Preferred Customers, Differential Treatment

Suggested Citation

AVR, Mahadev and Kumar, Satish, Salesman’s Predisposition Towards Buyers – A Retail Perspective; An Analysis in the City of Bangalore (March 08, 2019). Available at SSRN: https://ssrn.com/abstract=3355339 or http://dx.doi.org/10.2139/ssrn.3355339

Mahadev AVR (Contact Author)

Jain University ( email )

34, 1st Cross, JC Road
Karnataka
Bangalore, 560001
India

Satish Kumar

affiliation not provided to SSRN

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