Salesmanship Qualities of Retailers: Customer Perception in the Context of Thimphu, Bhutan

Dhanapati Sharma, Tenzin Yeshey, Lham, Ugyen,, Tshering Dorji, Tshering Chophel, Ugyen Chezom and Tshewang Yuden

Bhutan Journal of Business and Management, 2021

Abstract: This study aimed to assess the salesmanship qualities of retail enterprises based on the customer's perception. In this survey-based perceptual study, 383 customers participated giving their views on the salesmanship qualities of the retail enterprises in Thimphu. Four qualities of salesmanship were evaluated: sales personality, knowledge of the goods, knowledge of the customers and their buying motives and services. The results indicated that 47.14% of the customers felt that the salespersons of the retail enterprises in Thimphu lack the most competent salesmanship qualities. There is a need for developing training centres and offering tailor-made courses to the salespersons focusing on their ethical practices and qualities that a competent salesperson is expected to possess.

Keywords: Bhutan; business; retail enterprises; salesmanship (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:eoq:bjbmjr:art24

DOI: 10.17102/bjbm.v4.6

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