Attitude and perception of consumer towards salesperson while buying cosmetics

ATTITUDE AND PERCEPTION OF CONSUMER
TOWARDS SALESPERSON WHILE BUYING
COSMETICS
TERMREPORT
FALL-2016
GROUP MEMBERS:
PAWAN KUMAR
SAAD NAZIR
HINA MAQBOOL
SAHAR FATIMA
TAIMOOR ISMAIL
SUBMITTED TO: MS. SAADIYEH
SAID

Page ii of 27
LETTER OF ACKNOWLEDGEMENT
In the Name of ALLAH the most Merciful and Benevolent. As we present this report, we would
like to take this opportunity to pass our gratitude to our respected teacher, who gave us this
opportunity and guided us during the course of our endeavor to accomplish this task. We have
taken efforts in this report. However, it would not have been possible without your kind support.
We are highly indebted to Ms. Saadiyeh Said for her guidance and constant supervision as well
as for providing necessary information regarding the report. We would like to express our
gratitude towards our colleague’s for their kind co-operation responses and encouragement,
which help us in completion of this report.

Page iii of 27
TRANSMITTALLETTER
______________________________________________________________________________
December 15, 2016
Institute of Business Management,
Karachi
Dear Ms. Saadiyeh Said,
We are submitting to you the report, due December 15 2016, that you requested.
The report is titled “ATTITUDE AND PERCEPTION OF CONSUMER
TOWARDS SALESPERSON WHILE BUYING COSMETICS”. The purpose of
the report is to determine the need of salesperson on cosmetics sales, and
customers’ attitude and perception about sales person.
Sincerely,
Saad Nazir
Pawan Kumar
Hina Maqbool
Taimoor Ismail
Sahar Fatima

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EXECUTIVE SUMMARY
The aim of the research is to explore information regarding effectiveness of sales person in
cosmetic sales. For this purpose qualitative research is done in which selection of females was
done randomly and questionnaire was filled which were based on likert scale. Sample size of the
research is 100 respondents. The questionnaire which is made is to check out the importance of
variables such as communication, trustworthiness, attractiveness and so on. Further descriptive
analysis is done and results are interpreted in the form of pie diagram showing percentages of
respondents who agreed and disagreed. Communication, cooperativeness and appearance are the
three major important criteria among all variables that female customer consider in the sales
person while buying cosmetics.

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TABLE OF CONTENT
Introduction..................................................................................................................................... 1
Problem Statement ...................................................................................................................... 2
RESEARCH OBJECTIVES ....................................................................................................... 2
BACKGROUND INFORMATION: .......................................................................................... 2
RESEARCH GOALS ................................................................................................................. 3
LITERATURE REVIEW ............................................................................................................... 3
Data collection ............................................................................................................................ 4
HYPOTHESIS ................................................................................................................................ 5
Advice:........................................................................................................................................ 5
Credibility: .................................................................................................................................. 5
Attractiveness:............................................................................................................................. 5
Presence: ..................................................................................................................................... 5
Gender:........................................................................................................................................ 5
Trustworthiness:.......................................................................................................................... 5
Communication skills: ................................................................................................................ 6
Professionalism:.......................................................................................................................... 6
Cooperativeness:......................................................................................................................... 6
THEORITICAL FRAMEWORK ................................................................................................... 6
Research Design.............................................................................................................................. 8
SAMPLE DESIGN ..................................................................................................................... 8
Data Collection Methods ............................................................................................................ 8
Nature of the study...................................................................................................................... 8
Data Type, Data Collection and Research Period....................................................................... 8
Unit of Analysis and Sampling Procedure .................................................................................. 8
Results of data analysis............................................................................................................... 9
GRAPHICAL ANALYSIS ....................................................................................................... 10
OVERALL ANALYSIS ........................................................................................................... 20
Conclusion .................................................................................................................................... 21
Recommendation .......................................................................................................................... 21
Limitation of the study.................................................................................................................. 21
Bibliography.................................................................................................................................. 22

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INTRODUCTION
In the retail environment, the salesperson is a strong factor of influence in consumers’ decision
process. Store image and ability to build loyalty can heavily depend on the ability and
characteristics of the salesperson ((Engel, Blackwell, & Miniard, 1995). A consumer may fully
anticipate buying, but this intention may change if the salesperson’s performance is not
satisfactory. ((Engel, Blackwell, & Miniard, 1995) Indicated that appearance is an important
characteristic of the salesperson. For many companies, salespersons are the most important
marketing tools in the interface between the companies and their customers. Operating at the
interface between the organization and its environment, salespersons perform important
boundary-spanning roles ((Baldauf & Cravens)., 2002)Good salespersons may offer substantial
performance improvements in today’s increasingly competitive business environment. A top-
quality salesperson who maximizes revenues from current existing customers and systematically
identifies and manages new prospects well will allow a business entity to grow faster than its
competitors (Futrell, 2006).
Such efforts are particularly important in an environment where valuable customers have many
more options and choices than ever before. Considering the pivotal role played by salesperson in
ensuring continued growth of sales, therefore, hiring highly skilled sales personnel organizations
becomes critical (Churchill et al., 2000; Ingram et al., 2004; Futrell, 2006). Moreover, many
researchers have emphasized the importance of salesperson’s skills level on salesperson
performance (Churchill et. al., 1985; 2000; Rentz et. al., 2002). To understand the importance of
sales person advice in cosmetics, we need to understand consumer’s psychology. Cosmetic is a
high involvement product due to social and health risks attached. Consumers need surety that
whatever they are applying on themselves, they will look beautiful with it. The cosmetic
companies have come to the conclusion, as one may expect, that one of the most important
attribute of a high-powered salesperson is good looks. If the salesperson is beautiful and very
experienced at applying makeup, then presumably the customer will want to buy from them.
However research conducted by Josh Bersin negates this presumption. The findings tell, high
performing sales person in this field have “high cognitive ability." That is, these high-powered
sales people are actually very smart. They think fast, they know how to analyze a lot of incoming
data, and they are excellent communicators. A typical cosmetic rep must be familiar with
hundreds of similar product among many different lines. They must understand the various
colors and hues, how to apply these to different people, and how to use them in many ways.
The customer walks in and sits down only a few feet from the salesperson and says "make me
beautiful." They must immediately ask the right questions, select the right blends of cosmetics,
and listen closely to the customer as they put on the makeup.

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PROBLEM STATEMENT
As cosmetic products are very popular in every society and females are very sensitive about their
skin they usually buy the products which are branded. They do not prefer to buy local cosmetics
but here we want to ensure if really sale persons is considered as an effective criteria in the sale
of cosmetics so basically the research focus is upon the attitude and perception of consumer
towards sales person in buying cosmetics. Thus the problem statement is as follows:
“To increase sales with the help of increasing the effectiveness of sales person in the purchase of
cosmetic sales”.
RESEARCH OBJECTIVES
1. To find out whether cosmetics are purchased on advices of sales person.
2. To find out if the customers finds the opinion of sales person credible.
3. To find out if attractiveness of cosmetic sales person is important to consumer.
4. To find out if presence of sales person is important in purchasing.
5. To find out whether the sales person gender matters in personal selling.
6. To find out if trustworthiness of sales persons influences customer.
7. To find out the communication skills of sales persons have a positive impact on customers or
not.
8. To find out if the professionalism of sales person has importance cosmetic selling.
9. To find out if cooperativeness of cosmetic sales person is important to consumer.
BACKGROUND INFORMATION:
As retail people contact directly with customers they play crucial role in persuading and
increasing buying intention. One of the researches argues that women purchase intention in
cosmetic sales is increased if the person is of a male gender. The reason behind this mentioned in
the research was that the female motive is to look more pretty than another women and women
believe that same gender will not give a true advice due to jealousy factor so hiring a male
person is even more effective. Reputable companies such as MAC, CHANEL employ male
persons in cosmetic retail selling activities. Initially females only prefer the “quality of product”
and buy because of the “popularity of the brand” but now the mind sets have been changed.
There are some people who would not buy if there will be no person to guide them how to use
the product, benefits of the product, communicating value proposition to the customers and so
on.
Traditionally selling activities in retail outlets are not given such importance because consumers
were unaware of the products in depth knowledge; they just know the name, price, quality and
buy on this criteria although they were unaware about the extra benefits products are providing.
But now days in this competitive environment they have become much more aware of the
product so it is the responsibility of the sales person to pursue them in such a manner so they
could purchase the product and it can be done through value based selling.
Traditionally every product was presented to every individual but now Adaptive selling is
needed for persuading them. It refers to the strategy in which product is being presented to the
consumer according to the type of consumer.

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So our research is basically initiated to confirm the above mentioned factors and what attitude
consumer shows towards sales person in retail stores. We initiated this by conducting a focus
group discussion which consists of 6 members along with our own moderator. Questionnaire was
then designed and research work was preceded.
RESEARCH GOALS
The specific goals of our research are to know the various factors influencing the customers or
consumers behavior towards salesperson in cosmetics sales; To increase sales with the help of
increasing the effectiveness of sales person; and to provide the retailers with insights into how
knowledge about the factors influencing purchasing behaviors of females can be incorporated
into their marketing strategies; to help the Pakistani ecommerce businesses map out plans and
devise strategies so as to help themselves grow and expand in Pakistan. They should be able to
easily sort out how an understanding of women’s certain buying attitudes and perception can
help them come up with strategies.
LITERATURE REVIEW
The OBJECTIVE of the article reviewed by us was to find that if there is an influence of sales skill
on the performance of sales performance of the employee in telecom sector in Malaysia . The
variable they include in the sales skills set were interpersonal skills, salesmanship skills,
technical skills and marketing skills. The findings of their research was that there is no except of
inter personal skills no other variable influences the performance of salesperson,
Their research was conducted because there was a rise in telecommunication sector in Malaysia.
There were new competitors in the market and the consumer base has undergone a rapid change
in this industry. The company can no longer relax as competition is intensifying and will be
getting difficult in the future. The existing and future competitive market outlooks for the
company have created great pressure to the company market its products or services so that the
company not only can retain but also further improve its market share. Moreover, selling
products or services is the most important component of a business. With respect to this, sales
groups are forced to work harder in order to provide the revenue streams that support all of TM’s
business activities.
There are many factors that contribute to salesperson performance. Nonetheless, it has been
acknowledged that sales skills possessed by salespersons plays a pivotal role in relation to sales
performance. Sales skills are one of the key individual–level determinants that contribute to
salesperson performance (Churchill et. al., 1985; Churchill et. al., 2000). Ingram et. al., (2004)
added that turbulent business environments even forced sales departments to headhunt highly
skilled salespersons so as to ensure successful sales. Salespersons’ selling skills have long been
identified as a determinant of salesperson performance (Churchill et al., 1985; 2000). Churchill
et al. (1985) and Ford, Walker, Churchill, and Hartley (1988) who are credited with seminal
work in this area found that besides aptitude, role perception, motivation, personality and
organizational factors, sales skills also affect salesperson performance

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The HYPOTHESIS they used in their study were
 H1: There is a significant positive relationship between interpersonal skills and
salesperson performance.
 H2: There is a significant positive relationship between salesmanship skills and
salesperson performance.
 H3: There is a significant positive relationship between technical skills and salesperson
performance.
 H4: There is a significant positive relationship between marketing skills and salesperson
performance.
DATA COLLECTION method used by them in their study was the unit of analysis in the present
study is individual. The subjects of analysis were salespersons in TM there population was 900
and 270 respondents were selected. The mode of data collection was electronically self-
administrated survey questionnaire (a web/on-line survey) .The sample for the empirical research
consisted of 270 respondents, where each was identified as currently supervising at least one
salesperson. The respondents were told that participation was voluntary and not compulsory, and
thus only 114 respondents returned the completed on-line questionnaire.
A VALIDATION procedure utilized in this study was the factor analysis. Once the variables were
validated, they were subjected to a test of internal consistency. One-tailed Pearson correlation
tests were employed to assess predictive validity of the variables In order to test the hypotheses
developed for this study, regression was used
The RESULTS from this study suggest that salespersons that possess excellent interpersonal skills
can significantly boost sales performance. Additionally, this study shows that in a monopolistic
business environment, interpersonal skills play a pivotal role in salesperson performance. Ales
organizations should now treat interpersonal skills as a critical skill component in salesperson
recruitment and selection exercises.

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HYPOTHESIS
Respondents will be asked to fill out the questionnaire based on likert scale. The respondents are
the women that may be working women, university student. A sample of 100 women has been
selected.
The hypothesis test will be made on:
ADVICE:
1. ALTERNATIVE HYPOTHESIS: The purchases of cosmetics are made on sales people
advice.
2. NULL HYPOTHESIS: The purchases of cosmetics are not made on sales people advice.
CREDIBILITY:
1. ALTERNATIVE HYPOTHESIS: The purchases of cosmetics depend on the credibility
of the sales people.
2. NULL HYPOTHESIS: The purchase of cosmetics does not depend on the credibility of
the sales people.
ATTRACTIVENESS:
1. ALTERNATIVE HYPOTHESIS: The attractiveness of sales people forces the consumer
to buy cosmetics.
2. NULL HYPOTHESIS: The attractiveness of sales people donot forces the consumer to
by cosmetics.
PRESENCE:
1. ALTERNATIVE HYPOTHESIS: The presence of sales person is important in
purchasing of cosmetics.
2. NULL HYPOTHESIS: The presence of sales person is not important in purchasing
cosmetics.
GENDER:
1. ALTERNATIVE HYPOTHESIS: The sales person gender matters in personal selling.
2. NULL HYPOTHESIS: The sales person gender does not matter in personal selling.
TRUSTWORTHINESS:
1. ALTERNATIVE HYPOTHESIS: The trustworthiness of sales people influences
customer in buying cosmetics.
2. NULL HYPOTHESIS: The trustworthiness of sales people does not influences customer
in buying cosmetics.

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COMMUNICATION SKILLS:
1. ALTERNATIVE HYPOTHESIS: The communication skills of sales person have a
positive impact on customers.
2. NULL HYPOTHESIS: The communication skills of sales person have not positive
impact on customers.
PROFESSIONALISM:
1. ALTERNATIVE HYPOTHESIS: The professionalism of sales people has importance in
cosmetic selling.
2. NULL HYPOTHESIS: The professionalism of sales people has no importance in
cosmetic selling.
COOPERATIVENESS:
1. ALTERNATIVE HYPOTHESIS: The cooperativeness of cosmetic sales person is
important to consumer.
2. NULL HYPOTHESIS: The cooperativeness of cosmetic sales person is not important to
consumer.
THEORITICAL FRAMEWORK
Purchasing
of cosmetic
sales
Communication
skills of sales
Professionalism
of sales person
Credibilityof
sales persson

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Sales person is an important tool for any organization in making their sales. Sales person job is
not as easier as it is seen, it is a complex job. Sales person physic is very important to attract the
customers towards the product especially in the case of cosmetic products. The purchases of
cosmetics are mainly depends on the salesperson’s credibility, professionalism, communication
skills. Its mainly depend on the sales person that how he makes his customer comfortable with
him. There is a positive and significant relationship between all the attitude statements and
degree of agreement about the influence of salespeople on the purchasing decision. This means
that if salespeople are perceived to have positive attributes, this will increase their influence on
the purchasing decision of the respondents.
Salesperson is one of the sources used in marketing communications. As lawlor (1995) states
“sales staff is one of the principle ingredients that determine organizational success. “The
manufacturer is fully dependent upon the attitudes and behaviors of salespeople to successfully
build and maintain relationships with customers” ((Langerak, 2001)There is a research question
that “Does the influence of salesperson on purchasing decision differ with respect to the type of
salesperson?” Outside salespeople use more creative selling techniques as indicated above. So
they may have greater influence in closing the sale. However, as customers come to the store by
their own will, over-the-counter salespeople do not have to go through the initial stages of selling
process, hence can be expected to be less influential on the prospect as indicated by Mucuk
(1998).
Personal selling holds an important place in marketing strategies of firms. The negative attitudes
towards salesmanship appear to be an important problem for salespeople and firms to reach their
objectives. Those negative attitudes can even hinder salesmanship to be evaluated as an
occupation ((Langerak, 2001)). Obviously, existing negative attitudes towards salesmanship
affect attitudes towards salespeople negatively (Dubinsky & Jolson, 1991: 655; Siminitras,
Lancaster & Cadogan, 1994: 7). Sales process, which depends on interpersonal communication,
should generate in an environment where the customer and the salesperson understand each other
completely. Attitudes towards the salespeople have an influence on credibility and trust in
salespeople (Doney & Cannon, 1997; Dorsch, Swanson & Kelley, 1998 2001; Ray, 1982). As a
result, they have an influence on the effectiveness of the communication (Kotler & Armstrong,
2001:525). In addition, these attitudes have been found to be important drivers of customer
satisfaction (Dolen, Lemmink, Ruyter & Jong, 2002; Price, Arnould & Deibler,1995; Winsted,
1997).
However, each customer may have a different attitude towards salespeople. These differences
may stem from the personal characteristics of the customer, environmental conditions as well as
salesperson’s indifferent behavior that does not consider the differences between customers’
personal traits (Jobber & Lancaster, 2003: 83).Salespeople have a very important role in creating
and increasing customer satisfaction, loyalty and trust, which are the corner stone of a long-term
success (Dwyer, Schurr, & Oh, 1987; Roman, 2003; Sharma, Tzokoas, Saren & Kyziridas,
1999). Attitudes and behavior of salespeople towards the customer affect customers’ attitudes
about the reliability of the products and services produced by the firm (Guenzi, 2002: 75).

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RESEARCH DESIGN
SAMPLE DESIGN
The population of interest chosen for the research was females who are chosen randomly.
DATA COLLECTION METHODS
For collecting the data, survey research was done. In the survey research, questionnaire was
made, which comprises of above mentioned factors. These factors were then divided into several
variables. Comprehensive questions were made on these variables and Likert scale was used.
The respondent have 5 options to show their perceptions towards Salesperson. These options
were strongly agree, agree, neutral, disagree and strongly disagree. 100 respondents were
selected on convenience basis. Data was collected through online and physical questionnaires.
NATURE OF THE STUDY
The research being studied here is a descriptive research. In descriptive research, quantitative
data is collected and analyzed. It gives a description of the population, and define their
preferences. As this research is also descriptive research, several variables were formed and
questioned. These questions were asked in the form of questionnaire. The data was then put in
the MS excel so that certain analysis was made.
DATA TYPE, DATA COLLECTION AND RESEARCH PERIOD
Data collection and gathering process has been done by the means both the primary and
secondary data collection methods. We designed a comprehensive questionnaire comprising
about 23 questions in total. The secondary data which has been used was comprised of published
material including articles, case studies, research papers, journals as well as the internet sources.
The time period for the research started from November and ended in December 2016.
UNIT OF ANALYSIS AND SAMPLING PROCEDURE
Primarily we wanted to target Females who are educated and a frequent visitor of Malls or
cosmetics stores. Also the targeted audience was limited by geographical area. The sample was
chosen from IOBM, Szabist, IBA, JSMU and other universities too from undergraduate and
postgraduate students as well as teachers too. The number of individual selected for filling the
questionnaire and participating in the research was 100. They were selected through
convenience sampling approach. The demographic summary of participants is shown in the table
below.
Category Frequency Percentage
Gender
Male 0 0%
Females 100 100%
Age
below 18 1 1%
18-22 74 74%
23-30 24 24%
30 and above 1 1%

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RESULTS OF DATA ANALYSIS
Sno. QUESTIONS
Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree
Total
1
Whilebuyingcosmetics the presence of sales
person is important.
30 44 24 1 1
100
2
Appearance of sales person influences his
advicewhilebuying Cosmetics.
23 51 20 6 0
100
3
Neatness of sales person influences me to buy
cosmetics.
28 44 23 5 0
100
4
Language of the sales person makes me feel
convenient to buy cosmetics.
32 50 15 2 1 100
5
Jargon of the sales person influences me to
buy cosmetics.
12 33 43 12 0 100
6
I would buy from that sales person who is
wearing trendy clothes.
5 20 38 32 5
100
7
If sales person languageaccentis not
appropriateI would not buy from him.
8 15 38 31 8
100
8
If his gestures don’t resemble his words I
would not buy.
14 40 23 19 4 100
9
Professionalismof the sales person Persuades
me to buy cosmetics.
25 47 16 11 1 100
10
I would prefer to buy from sales person who
has excellent productknowledge.
54 41 4 1 0
100
11
Trustworthiness of sales person increasesmy
purchaseintention.
36 49 13 2 0
100
12
If the sales person is notcustomer oriented I
would still buy fromhim.
4 15 29 43 9
100
13
Honesty of sales person matters a lotto me if I
am purchasing fromhim.
45 43 9 2 1 100
14
Gender of sales person hesitates me to buy
cosmetics.
8 14 14 49 15 100
15
I would only buy from a sales person who
knows about substitutes.
11 38 33 16 2
100
16
I would only buy from a sales person who
knows the latestfashion/trend.
34 37 21 8 0
100
17
A good welcome from sales person makes my
mind to buy from him.
21 45 22 11 1 100
18
I feel comfortabletalkingto person who has
same native languageas mine.
19 37 29 13 2 100
19
I would prefer to buy from sales person who
has pleasantpersonality.
22 51 18 6 3 100
20
My decision in buyingcosmetics is influence
by, if testing opportunities is given by sales
person.
43 40 10 5 2
100
21
Co-cooperativeness of sales person Persuades
me to buy from him.
29 57 11 1 2
100

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GRAPHICAL ANALYSIS
DEMOGRAPGICS
Population of interest we targeted is Females only because our research is all about cosmetics
products. 98% of the population that responded is of ages of between 18 to 30 years.
1. IMPORTANCE OF PRESENCE OF SALES PERSON:
24% of the females remain neutral to this question which means that it does not matter whether
sales person is present or not. They feel satisfied in both of the situations.
Presence of sales person in retail outlets of cosmetics seems very important to 74% of the
consumers. 2% disagreed with the statement.

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2. IMPORTANCE OF APPEARANCE OF SALES PERSON:
20% of the respondents remain neutral here where as 6% of them totally disagree with the
importance of appearance. They just check the quality and durability of product; appearance does
not matter to them.
74% of females considered that the appearance of sales rep is important.
3. INFLUENCE OF NEATNESS OF SALES PERSON:
72% of the respondents considered neatness as a crucial part of sales person presentation and
believe that cleanliness of a person influences them to buy where as 5% of them totally disagree
with it.
23% remain neutral regarding answering importance of neatness of a person while purchasing
cosmetics.

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4. LANGUAGE OF SALES PERSON:
82% of females agree that if the sales person has the ability to use that language which is
convenient for buyer to understand then there chances of buying intention will be increased.
15% remain neutral in this case where as only 3% disagree with that.
5. DRESSING STYLE OF SALES PERSON:
Only 25% of the responses showed that are influenced the persons who are trend followers like
in this case they will be buying from those persons who is following dressing trends properly.
Weightage of being disagreed with this battery statement are higher i.e. 43% which shows that
dressing of sale representative does not matter to them where as 32% remain neutral.

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6. LANGUAGE ACCENT OF SALES PERSON:
38% of the females neutral while asking about language accent of sales person in purchasing
cosmetics.
23% of them considered language accent as important criteria which states that they will not buy
if he/she is not having a command on the language he is speaking where as 39% totally disagree
with the statement.
7. PROFESSIONALISM OF SALES PERSON:
72% of females have the same opinion regarding professionalism. They agree that the person be
professional for example he must have expertise regarding usage of product and this quality
persuades them to buy from him/her
12% disagree with the statement where as 16% remained neutral.

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8. EXCELLENT PRODUCT KNOWLEDGE:
95% of the respondents agreed that they would prefer to buy from that sale rep that has excellent
product knowledge than the one who has not.
4% remain neutral whereas only 1% of them disagreed which has no weightage.
9. TRUSTWORTHINESSS OF SALES PERSON:
13% remain neutral whereas only 2% disagree with the statement.
85% of females agreed that if they will find the sales person as being trustworthy their intention
of buying from them is increased.

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10. HONESTY OF SALES PERSON:
88% of females from population of interest agree that if they find sales person is honest in giving
advice they would definitely purchase from him where as 9% remain neutral and 3% disagreed.
11. GENDER OF SALES PERSON:
64% does not give importance to gender which means that they would buy no matter what ever
the gender is.
14% remain neutral to the statement where as 22% supports the opinion that gender of person
really matter in cosmetic selling.

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12. KNOWLEDGE ABOUT SUBSTITUTES (Products):
49% agree to the statement where as 33% remain neutral. 18% of the respondents argue that they
would not prefer to buy from sale rep that has excessive knowledge of substitute of products.
13. INFORMATION ABOUT LATEST TRENDS OF COSMETIC INDUSTRY:
71% of the respondents agree that they would only purchase from a person who has excessive
knowledge about latest trends of cosmetic industry.
21% remain neutral where as 8% of them totally disagreed.

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14. GOOD WELCOME:
66% of females states that if a sales person will welcome them in a smiling way there are
chances that they would buy from him where as 22% remain neutral and 12% disagreed that it is
not important for them that how a sales person greet them.
15. SIMILAR NATIVE LANGUAGE:
56% supports the opinion that if the mother tongues of sales person is same as theirs then their
buying intention increases.
15% disagreed where as 29% remained neutral to this battery statement.

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16. PERSONALITY OF SALES PERSON:
73% agreed with the statement that they would prefer to purchase from a sales person who has
pleasant personality whereas for 9% of the respondents having unique and pleasant personality
does not matter.
18% of respondents remain neutral here.
17. TESTING OPPORTUNITIES:
83% of females support the opinion that they are more convinced with the sales person and
intention to buy who offers them testing opportunities in buying cosmetics.
7% totally disagree whereas 10% remain neutral.

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18. COOPERATIVENESS OF SALES PERSON:
86% of females give huge importance to the sales person being cooperative and they believe that
their buying intention is increased if the person is cooperative.
11% remain neutral whereas 3% disagree that cooperativeness of a person does not persuade
them to purchase from them.

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OVERALL ANALYSIS
Our overall analysis shows that the most important factor regarding when women go for
shopping for cosmetics is the attractiveness or neatness of the sales representatives. Obviously,
the appearance of the sales representative gives the perception of beauty, groom and elegance
when women purchase cosmetic products that are meant for enhancing physical appearance and
beauty. Also, women agree that if the sales person has the ability to use common language with
them that is easier for them to understand, it becomes convenient for buyers to understand the
product being offered at the hands of the sales representative and to communicate freely
regarding their problems and questions.
Another important variable is that product knowledge is very important for a sales representative
according to women. A sales person that knows how to respond to questions and to solve the
problems, if any, has greater chances that women prefer that sales representative in their
consultancy and pre-purchase and post-purchase behaviors. This is where the communication
skills of the sales rep also matter as the more understanding and courtesy offered by him/her, the
more customers will prefer that sales representative.
Also, a sales representative who is honest have greater chances of building relationships and that
relationship follows the trust being developed by the customers in their regular purchases and
even finding and asking about products through that specific sales representative. Also, due to
this honesty and trust, customer becomes more prone to complain or take his complaint to that
sales representative having higher hopes that the specific sales representative will respond
appropriately and solve their problem(s).
Gender of sales representative doesn’t matter to women and supporting this statement can be the
fact that it depends on the knowledge of the sales representative about substitutes and latest
trends in cosmetic fashions that enables consumers to have broader knowledge available at their
disposal to base their purchase decisions on.
Lastly, the cooperativeness of the sales person to his customers and the element of provision of
testing opportunities by the sales representative also greatly favors the consumer to prefer that
specific sales representative and to continue their purchases with that specific sales
representative. in our society which is starved of options and have very low incomes and
products that come under budget without compromising quality, it is increasingly important for
women to have product testing opportunities during their cosmetic purchases.

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CONCLUSION
It can be concluded from the study that the variables (communication, attractiveness, neatness,
trustworthiness, professionalism, positive gestures) regarding salesperson skills have positive
affect on the consumers attitude and perception. The cosmetic companies have come to the
conclusion, as one may expect, that one of the most important attribute of a high-powered
salesperson is good looks. If the salesperson is beautiful and very experienced at applying
makeup, then presumably the customer will want to buy from them. The research highlighted the
important aspects of effectiveness of sales person in cosmetic sales. Attractiveness, Gestures,
Male gender, trustworthiness, Personality and cooperativeness of sales person are considered
important factors for the effectiveness of sales. If the Sales person is deceptive and his action
does not match with his words, it may result in ineffective sales.
RECOMMENDATION
To encourage a positive consumer response, retailers need to consider salesperson presence.
Good Welcome by Cosmetic Sales person is important as it convinces customers to buy from
them. In some specific contexts (such as the selling of products designed to enhance female
attractiveness), male salespeople ought to be used ahead of female salespeople, and those male
salespeople need to have high credibility to be effective. However, as such, salesmen may not be
seen as more expert than saleswomen. The research study recommends that appearance of sales
representative is important. Sales Person Gestures and words should resemble otherwise the
respondent will not buy from the Sales person. Sales person must also be neat and able to use the
language which convinces customers to buy cosmetics. It is better if the Sales person is
professional and has expertise regarding usage of product. In order to sell effectively Sales
person should have excellent knowledge about the product and also be aware about latest market
trends. Sales person advice must reflect that they are true as customers don’t buy from the sales
person who looks deceptive and not say true. In order to increase Sales it is also important for the
Sales person to have a good personality and to be cooperative. Most of the females are also
pleased to buy cosmetics if they are given the chance of testing the product.
LIMITATION OF THE STUDY
 The respondent may be bias if he has any certain relationship with the interviewer.
 As sample size is small i.e. 100 respondents it will be difficult to find significant
relationship from data as statistical test normally require a large sample size.

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BIBLIOGRAPHY
(Baldauf, & Cravens). (2002). attitude of salesperson towards cosumers mind and satisfaction.
abc: siwon cho.
(Engel, Blackwell, & Miniard, ). (1995). Influence of salesperson attitude on consumer . abc:
siwon.
(Langerak, ). (2001). salesperson skills . orlando: siwon cho.

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