Implementation of factor analysis for identifying cultural differences in personal selling

Elena Riha (), David Riha () and Vladimir Zhechev ()
Additional contact information
Elena Riha: Skoda Auto University, Czech Republic
David Riha: Prague University of Economics and Business, Czech Republic
Vladimir Zhechev: Department of Marketing, University of Economics –Varna, Bulgaria

Business & Management Compass, 2025, issue 2, 12-23

Abstract: This study aims to explore intercultural and gender customer differences in Czechia regarding their perceptions of verbal and nonverbal personality traits of salespeople during personal sales interactions. By examining these differences, the research provides valuable insights for scholars and practitioners into cultural and gender-specific factors critical for designing effective interpersonal sales strategies. An experimental design was employed. The collected data were analyzed using factor analysis and hypothesis testing. The findings suggest that salesperson authenticity and personal interaction factors significantly influence sales success in Czechia. Additionally, gender-based variations were identified in customer receptivity. The research primarily focused on automotive retail sales scenarios and it a follow-up of series of previous research in this domain, but the results offer broader applicability to similar market contexts, contributing to the understanding of effective personal sales techniques across cultures and genders.

Keywords: Sales process; authenticity; personal sales factors; factor analysis (search for similar items in EconPapers)
JEL-codes: C4 M16 M31 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://bi.ue-varna.bg/ojs/index.php/bmc/article/view/116/30 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrn:journl:y:2025:i:2:p:12-23

Access Statistics for this article

Business & Management Compass is currently edited by Julian Vasilev

More articles in Business & Management Compass from University of Economics Varna Contact information at EDIRC.
Bibliographic data for series maintained by Yana Doneva ().