A critical research on ' personnel selling in saudi arabia', taking the case of alkhobar city, saudi arabia

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A Critical Research on ' Personnel Selling in Saudi Arabia', taking the case
of Alkhobar city, Saudi Arabia
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TABLE OF CONTENTS
A Critical Research on ' Personnel Selling in Saudi Arabia', taking the case of Alkhobar
city, Saudi Arabia.................................................................................................................1
TABLE OF CONTENTS....................................................................................................2
1. INTRODUCTION...........................................................................................................3
1.1 Introduction................................................................................................................3
1.2 Background of the study............................................................................................4
Even though the personal selling has been become a much discussed and relevant
topic, not much works have been carried out in the topic, says Abdel (2010).
According to Brady (2011), the personal selling has become a most effective measure
to promote the sales of products and commodities in the Kingdom of Saudi Arabia.
The success of the business firms of the specified country, lies in the personal selling,
which serves as a method for reaching the customers who are not reached through the
other methods. As per the data collected by Zirinski (2010), the sales personnel or sales
force of the business firms of Saudi Arabia, mainly succeeds in winning the hearts of
the customers as well as creating an impression among the public, through the perfect
awareness of the customers about the products and services as well as convincing the
customers to develop an interest for these products and services. The provision of
information, as well as reinforcement of the brand, are the two elements which are
considered to be the primary factors, by the sales personnel of the business firms of the
country, Saudi Arabia. ....................................................................................................6
1.3 Rationale for the research .........................................................................................7
1.4 Conclusion.....................................................................................................................7
2. AIMS AND OBJECTIVES.............................................................................................9
2.1 Aims of the study.......................................................................................................9
2.2 Objectives of the study...............................................................................................9
3: LITERATURE REVIEW..............................................................................................10
3.1 Marketing concept...................................................................................................10
3.2 Personal selling........................................................................................................10
3.3 The significance of ‘personal selling’ of industrial products...................................16
3.4 Methods of marketing of industrial and consumer products in the context of
'personnel selling'...........................................................................................................17
3.5 Basic factors that manipulates and controls the efficiency of ‘personal selling’. ...19
3.6 ‘Personal selling’ of consumer and industrial products in Saudi Arabia today.......20
‘Personal selling’ of consumer products:.......................................................................20
‘personal selling’ of industrial products:.......................................................................21
3.7 Conclusion ..............................................................................................................22
4. RESEARCH METHODOLGY.....................................................................................24
4.1 Introduction .............................................................................................................24
4.2 Research Method.....................................................................................................24
4.3 Research strategy.....................................................................................................25
4.4 Research Philosophy................................................................................................25
4.5 Sampling techniques................................................................................................26
4.6 Data Collection method...........................................................................................27
4.7 Ethical issues............................................................................................................28

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4.8 Reliability and validity of the research ...................................................................28
4.9 Conclusion ..............................................................................................................28
5. RESEARCH RESOURCES..........................................................................................30
6. ACTION AND CONTINGENCY PLAN.....................................................................32
6.1 Action plan of the research .....................................................................................32
6.2 Contingency Plan ....................................................................................................33
REFERENCES..................................................................................................................35
1. INTRODUCTION
1.1 Introduction
According to Brady (2011), the personal selling is considered as one of the most
prominent as well as practical marketing strategies for the marketing environment that
exists in Saudi Arabia. As per the research survey conducted by Abdel (2010), Saudi
Arabia stands 13th
position among all the countries of the globe, in the world economy.
As per the research surveys conducted on the marketing strategies of Saudi Arabia, the
personal selling has gained much attention and impression among the public, since the
other means of marketing techniques are more based on the non personal
communication, while the personal selling mainly involves the personalized as well as
personal communication with the sellers as well as the clients, say Gillespie et.al (2010).
Gillespie et.al (2010) also states that the personal selling deeply involves the emotional
attachment, since this involves a feel of bonding between the sales personnel of the
producers as well as the customers.
According to Anthony et al (2010), the personal selling is an important strategy which is
applied by the Kingdom of Saudi Arabia (KSA), where the business firms use the tactics
of selling certain products or commodities through the personal communication of the
sellers (also known as sales force) after having a face to face communication with the
customers or the clients. KSA is one of the countries of GCC (Gulf Cooperation Council)
which uses the most effective measures so as to achieve great success in the processes
of business, whether it may be any area, says Brady (2011). Because of the brilliant
strategies adopted by the country, it stands 13th
rank in the world economy and it takes

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the first position among the GCC (Gulf Cooperation Council) countries. According to
Wells (2010), the country serves a source of finance and economy to the other GCC
countries, when these countries face any challenges or come at the risk of financial
demand.
This research proposal gives a lucid explanation on the concepts of personal selling as
well as the business tactics and strategies adopted by Saudi Arabia (especially the
policies of personal selling) for the growth and well establishment of the business firms
of the country, taking Alkhoabar as the sample city. The present chapter is a highlight of
the relevant information regarding the personal selling, which is one of the best defined
marketing strategies or promotion mix. The present chapter also acts a compilation of
the required as well as relevant information and data about the country of concern,
Saudi Arabia. The basic features of the personal selling and the distinguishable features
of personal selling which make it unique from the other marketing strategies are also
thoroughly discussed through the present chapter.
1.2 Background of the study
The statements put forward by Gerbe (2010) through his research works, clearly open
ups the increasing popularity as well as the importance of the strategy of personal
selling (which is a type of promotion mix) which is a method of advertisement and
marketing, that involves the personal as well as face to face communication between
the sellers as well as the clients or the customers. According to the supportive
statement provided by another well known researcher, Shoult (2010) also reveals the
increased prominence of personal selling across the different countries of the globe and
this was proved through the statement of the fact of the involvement of more than 14
million people into personal selling, in the United States. Shoult (2010) also states that
these sales personnel who are involved in the personal selling include manufacturing
sales representatives, stock brokers, real estate brokers etc. Zirinski (2011) also supports
the above mentioned facts by stating that the personal selling strategy adopted by the
well reputed and established firms acts as the most effective method for the more
success, rapid growth as well as well establishment of these firms.
According to the conclusions made by Zirinski (2011), the personal selling has very much
developed to a huge extent that each firm, whether it be a retailing or manufacturing
company, a multi national company or a local start-up, sells goods or services, derive
benefits or not, has started to make use of the strategy of personal selling, so as to
attain success and development. Shoult (2010) has also given a detailed description

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about the significance of the personal selling and states that it plays a very much
important role in the growth and development of the firms. According to the researcher
Shoult (2010), this is mainly implemented by the efficiency and potential of the concept
of personal selling to overcome the tough and strong competitions as well as threats
posed by the strong rivals and opponents of the firms in the related industry. Abdel
(2010) has also pointed out the same advantageous feature of personal selling and has
highlighted the role played by the ideology of personal selling in the successful
establishment of any firm. The two independent research works, carried out by the
other two researchers, Brady (2011) as well as Wells (2010) have also shown the
increased popularity as well as beneficial features of the personal selling when
compared to the other strategies of the marketing environment.
In the ancient times, the sales personnel or sales force were considered to be a group of
people who always give out fake promises for the purpose of selling their products and
services by the customers or the marketers, says Kotler et.al (2008). The researcher
Jobber (2010) has also stated that the scenario has completely altered and nowadays
the sales personnel are considered as the hard working people who work to their
maximum to understand the needs and requirements of the customers as well as to
make sure that the needs of the customers are satisfied to the maximal level. According
to Brown (2011), this is a technique of marketing where the seller creates a mutual
bond with the customers, thereby involving the concept of emotional attachment for
the sales of products or services. The most important characteristics of the personal
selling is considered to be the personalized as well as face to face personal
communication which is maintained between the sellers and the clients (or the
customers). Anderson (2011) also supports the above mentioned statement and
highlights the importance of these personal communications in the success and
development of businesses of any firm. However, according to the statements of Brady
(2011), the two-way communication is considered to be most noticeable element of the
personal selling, which enables the sellers to adjust or alter the messages they are
intended to present before the customers, in cases when the customers do not
understand those messages.
According to the facts mentioned by the researcher, Wells (2010) in his research studies,
KSA (Kingdom of Saudi Arabia is recognized to be the largest country among the other
countries of the Middle East. Wells (2010) has also stated that it is the 12th
largest
country, when compared to the other countries of the whole world. Among the entire
Middle East countries, KSA has the largest GDP (Gross Domestic Product), also clarifies
Wells (2010). According to the researchers, Anthony et al (2010), the free trade based

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business processes form the basis of the business operations taking place in the
mentioned country. According to Gillespie et al (2010), the competitive advantages of
the country, Saudi Arabia, have been continuing to develop over a long time. Through
the years, the country had been contributing to a large extent, for the development of
entire countries of Middle East area. The infrastructure of the country, is very much
advanced and developed, which also accounts for the total number of business firms of
the country.
According to Abdel (2010), the marketing strategies adopted in the Saudi Arabia, are
gaining much popularity as well as fame, because of the success or victory of the
country in almost every field of the business. This has urged many prominent
researchers to carry out research works on the topic which deals with the marketing
strategies which are highly prevalent in the country. Still, no much works could be seen
on the topic, states Abdel (2010). However, according to the opinions and conclusions
made by another eminent researcher, Gerbe (2010), the generalized marketing
strategies are not the responsible elements for success of the business firms of the
country (though these account for the development of the business organizations of the
country), but it is more specifically the strategy of personal selling.
Even though the personal selling has been become a much discussed and relevant topic,
not much works have been carried out in the topic, says Abdel (2010). According
to Brady (2011), the personal selling has become a most effective measure to
promote the sales of products and commodities in the Kingdom of Saudi Arabia.
The success of the business firms of the specified country, lies in the personal
selling, which serves as a method for reaching the customers who are not reached
through the other methods. As per the data collected by Zirinski (2010), the sales
personnel or sales force of the business firms of Saudi Arabia, mainly succeeds in
winning the hearts of the customers as well as creating an impression among the
public, through the perfect awareness of the customers about the products and
services as well as convincing the customers to develop an interest for these
products and services. The provision of information, as well as reinforcement of
the brand, are the two elements which are considered to be the primary factors,
by the sales personnel of the business firms of the country, Saudi Arabia.
The business procedures of many firms of the country, also involves the ‘point of sale
merchandising’, according to Brown (2011). As per the statements given by Gerbe
(2010), the point of sale merchandising is considered to be a specialist form of personal
selling. According to the opinions of Doung (2011), face to face contact is well

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maintained between the sales representatives of the producers as well as the retail
trade, in the ideology of point of sale merchandising.
1.3 Rationale for the research
The present topic ‘Personal selling in Saudi Arabia’ could be very well considered as an
appropriate topic because of the increased prominence of the concept of personal
selling in the different countries across the globe, which includes the Kingdom of Saudi
Arabia (KSA). The features which distinguish the personal selling from the other
marketing strategies and tactics, are also clearly included in the present topic. According
to the researcher, the personal selling acts a key element which is the most important
determining factor for the promotion of number of business firms. The role played by
personal selling and its merits in the benefits of any firm, is apparently discussed
through the present report and this is very much sufficient enough to convince the
positive effects of personal selling. The topic, selected here, and the assignment
developed on the topic could be considered as a reference for the researchers who wish
to pursue future research as well as for the firms which have the idea of employing the
mentioned strategy of personal selling for the improvement.
1.4 Conclusion
This research proposal deals with the concepts of personal selling, which is a widely
accepted marketing strategies of almost every well established business firm of all the
countries across the globe. The importance of the ideology of personal selling in the
growth and establishment of the business firms of the KSA (Kingdom of Saudi Arabia) is
also well highlighted through the current research.

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2. AIMS AND OBJECTIVES
2.1 Aims of the study
The main aim of the present study is the assessment of the personal selling techniques
on the business firms of Saudi Arabia as well as to analyze the effects of personal selling
on the purchasing behavior of the customers of Saudi Arabia, taking the case of Alkobar
City, Saudi Arabia.
2.2 Objectives of the study
The objectives of the present study are:
• To analyze the beneficial effects of personal selling on the success and
development of the business firms of Saudia Arabia.
• To assess the impact of personal selling on the purchasing behavior of the
customers.

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3: LITERATURE REVIEW
3.1 Marketing concept
There are numerous ‘versions of definitions’ for ‘marketing’, and all of them mainly
concentrates on the theoretical aspects of the process of marketing. It is just a process
of recognizing, foreseeing and satiating the needs of clients in a worthwhile fashion,
according to one prevailing point of view (Kotler and Armstrong, 2008). As per the
opinion of Jobber (2010), ‘The saga of sales has started very early and can be traced
back to the early days of human civilization’. Many of the contemporary organizations
employ certain functionalities in order to achieve the task of customer satisfaction.
‘Marketing Mix’ is one of such methods, by which client satisfaction is ensured by the
companies. Stanton says that ‘Marketing Mix’ is an amalgamated process which is
formed by merging the main four factors of marketing; the upshot, its value, the various
promotional actions and the nature of product or service distribution (Kotler et.al 2008).
3.2 Personal selling
A sales process which comes as the net result of the highly adaptable effective
interactions between a potential client and the involved sales person can be termed as a
‘Personal Selling’. In other words, it can be said that ‘Personal Selling’ is a planned
process of selling, which is brought into effect by straight personal interactions with a
potential customer by the sales person of the organization (Lancaster and Reynolds,
2005). Osuagwu (2009) says that, ‘sales persons’ are highly significant as far as the
overall sales enhancement of organizations are concerned; they impart clear-cut ideas
about the company and its products to the potential customers and induce them to buy
those products or services.
All sales personnel have to devise exclusive and distinctive remedies for solving the
diverse types of dilemmas they face, while carrying out the various sales tasks entrusted
on them by their companies (Kotler and Keller, 2009). According to the findings of
Gatignon and Hanssens (2007) there exist a high pressure and compulsion in the
prevailing overall scenario of 'personal selling' and this coercion has necessitated the
need for proper training for the sales staff of all organizations for imparting the desired
levels of market knowledge in order to gain the competitive edge. (Isobel and Robin,
2008) have found out that the general sales procedures of all organizations contain
some well defined selling actions performed by the sales staff of the concerned
organization. They have also said that there are various ways for explaining these

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actions in detail. Palmer (2008) have established that most of the concerned
academicians and researchers have agreed that the concept of 'exchange relationships'
is the core point of marketing research and practice. Legace et.al (2010) clarifies that
'exchange' of something is the actual handing over of some objects or topics which can
be real or emblematic, but which are definite things that can be clearly defined.
Of late, 'personal selling' is regarded as a vital and extensively utilized element of
marketing tactics; this is basically true irrespective of the fact that whether the
'conducted sales' comes under the segment of retail, service or industrial sales. As per
the observations of (Kotler and Armstrong, 2008), 'personal selling' is a significant
marketing tool, which is extremely adaptable to the particular requirements, as well as
the convictions of the involved customers. The research findings of Priester et.al (2010)
shows that this precise model of marketing, gives the option of 'customized purchasing'
to all clients. They also add that 'personal selling' acts as an organized data link between
the client and the organization, and edifies all the involved parties. As a matter of verity,
it can be firmly said that the sales team of an organization is the real backbone of that
firm. Ranaweera and Prabhu (2010) point out that an organizational ambience which
takes care of the comfort, as well as the security of its employees and initiates the
needed steps for cultivating resourcefulness in their individual characters will make a
whole lot of positive and innovative differences in the competitive marketing field,
which will be highly in favor of the company.
According to the clear findings of Robert (2007), there are basically three specific
hurdles in front of the present day sales people, which block their performance levels
and bring down the quality of their sales performances. These obstacles are the
attitudes of the contemporary customers, the overall business ambience and the giant
technological leap. If an organization wishes to gain the highly required competitive
edge in the present day competitive market, then some subject oriented trainings have
to be provided to its sales staff on a regular basis; then only the true merits of the sales
endeavors will be visible, says (Kotler et.al 2008).
In the opinion of Smith et.al (2010 ) ‘There are certain requirements which can be
assigned to the process of ‘Personal Selling’; finding out the potential clients,
ascertaining the aspirations and requirements of this group, proposing some clear-cut
methods for satiating their grievances and demands, revealing and validating the true
values of the products which are being sold to them, ending the process of sale in
satisfactory methods, and finally prompt and efficient follow-up services’. As per the
view points of Hawes Sheth and Sharma (2008) precisely it can be said that all
customers will be seeking the assistance of sales people, for gathering the germane

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details of the product of the company. Schwepker (2009) is of the view that it is
generally seen that this reliance of the customers on the statements and clarifications of
the concerned sales persons is very high when they are preparing themselves for buying
high-priced or luxurious items. He adds that the main reason for this is that the general
line of consumers feel that all organizations utilizes the method of ‘Personal Selling’ for
selling their high and medium priced products. As a matter of fact, it is indeed true that
many organizations uses the communicative talents of their sales team for convincing
the general public that even though the prices of their products are little bit high, they
are truly worth for the price they pay. In short, it can be said that ‘Personal Selling’ is an
effective marketing tool, by which the companies are able to propagate the value of
their products in effective ways and thereby induce the prospective customers to buy
them. This way of marketing is a typical kind of ‘relationship marketing’, which makes
the present customers happy with the company products of the company, and also
prompts new prospective customers to buy them (Kotler and Keller, 2009).
Apparently Legace et.al (2010) that many of the present day experts, as well as the
explorers on the relevant topic are aware of the fact that the present day sales job is
entirely different from the sales jobs of the earlier periods. A creative definition given
to the concept of ‘Personal Selling’ is that it is the process of ‘one-on-one’ interaction
between individuals and the concerned sales persons, just for the attaining the objective
of buying or selling by developing, adapting, utilizing and retaining mutually
advantageous dealings (Jobber, 2010). As per the findings of Thomas et al. (2007), it was
Moncrieff who created the very first complete and all-inclusive list of industrial sales
endeavors and that was in the year of 1986, which resulted in 121 such endeavors. He
established that Moncrief (1986) made use of the 121 activities for distinguishing the
fundamental traits that motivates and triggers the creation of categorization or
classification of ‘industrial selling’ jobs. As a result ten diverse functions were identified
and classified; ‘Selling function’, ‘Working with orders’, ‘Servicing the product’,
‘Information management’, ‘Servicing the account’, ‘Conferences/meetings’,
‘Training/recruiting’, ‘Out-of-town travel’ and ‘Working with distributors’. According to
Zoltners et.al 2009), ‘Personal Selling is the genuine and frank Endeavour of a company
for creating long-standing and at the same time, cost-effective relationship with
individual clients for gaining common, or reciprocal advantages’. It should be specifically
mentioned here that the most all-embracing and far-reaching report on ‘sales activities’
is the study performed by Moncrief (1986). On the other hand, Warren (2009) is of the
opinion that this report by Moncrief has got a somewhat restricted value, as he had
considered only the performances of the ‘sales persons’, when in fact the selling activity
is a combined effort of very many people of the company.

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Smith and Hansen (2006) have pointed out that various theorists have clearly
established that of late, there is a clear drift in the ‘personal selling’ scenario, where
individual ‘personal’ selling method is taken out and in its place, ‘team selling’ method is
employed. According to the opinions Zolters et.al (2009), there is a practical problem
seen in many of the ‘selling teams’; the participant members are very less aware of the
qualities and capabilities of the other members, and hence there is a high requirement
for educating all the participant members regarding the individual traits of all members
of the group. For gaining a better comprehension level on the subject, Albers et.al
(2011) created a basic hypothetical structure. They defined two sets of teams who are
to be involved in a successful sales endeavour; ‘the selling team’ and ‘the actual selling
center’. They further clarified that the key difference between the two teams is in the
nature of the job performed; the ‘selling team’ conducts direct interactions with the
prospective and existing customers and creates ‘purchasing orders’, while the ‘selling
center’ executes the secured purchasing orders. Albers et.al (2011) creates further
explanations on the topic; they say that, as there are no particular distinctive functional
differences, there can be some confusions regarding the functioning of these two
teams. Kotler and Armstrong (2008) says that as the jobs of the ‘selling team’ and
‘selling center’ are mutually connected, one group’s negligence of the entrusted duties
and responsibilities will affect the functioning of the other group. As per the finding of
Anderson (2008), the ‘selling center’ members have highly well-defined roles to play for
creating prospective buyers. The various roles handed over to them are ‘Initiator’,
‘Controller’, ‘Resource’, ‘Endorser’ and ‘Executor’. Gonzales et.al (2010) tried to give apt
definitions to ‘selling teams’; they make use of the terms like ‘core selling team’ and
‘extended selling team’ for explaining ‘selling teams’. Kotler and Keller (2009) is of the
opinion that the participants of ‘selling teams’ have certain clear cut jobs to perform
like acting as the ‘Selling- team leader’, ‘Seller’, ‘Internal Coordinator’ and ‘Customer-
service representative’.
As per the views of Jober (2010 ), ‘The main targets of ‘Personal Selling’ are clients and
as a matter of verity, clients are part and parcel of all organizations, and hence, it can be
very rightly said that consumers can be considered as one of the key assets of the
company’. Some of the significant elements of ‘Personal Selling’ are original and
innovative selling methods. For carrying out effective ‘Personal Selling’ effectively and
efficiently, the concerned sales staff should possess excellent sales talents. They must
have the capability to appraise the particular situations, ascertain the requirements, as
well as the aspirations of the customers and must be able to present the products which
they are suppose to sell, before the clients, in highly effectual ways. ‘Order taking’ is yet

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another significant factor with respect to ‘Personal Selling’; even though the job looks
like little bit casual by nature, it involves skill and talent. In some cases, the company
also employs messenger staff for contacting the prospective clients, just before the
actual ‘order taking’. Brown (2011) says that, ‘There are some vital points which all
salesmen or saleswomen, who are involved in ‘Personal Selling’, should possess’. As per
Brown (2011) point of view the following are the main traits of all effective sales
personnel.
• ‘Self-esteem’ should be the guiding force of their personality.
• They should be aware of the significance of their job.
• They should be highly talented and competent.
• They should be able to ascertain the needs of the customers and should be
focused in solving them at earliest, in effective ways which will be beneficial to
the company, as well as the individual customers.
• They must be extremely keen and prepared to take the involved difficulties
which may come during the process of ‘Personal Selling’.
• They must be highly jovial and lively by nature.
• They must possess good reckoning powers.
• They should be slightly skeptical about the other involved persons.
• They should be imaginative.
• They should be extremely compassionate.
It should be remembered that creating a new customer is highly strenuous and difficult,
when compared to selling a product or service to an existing customer. For carrying out
the job of strengthening the client base, all sales people should be highly talented and
technically perfect. For making the involved sales staff competent and technically
perfect, effective training programs can be conducted. By this way, the company can
make them aware of the modern techniques and notions of sales. They can be also
made aware of the new technological gadgets and other means of communication,
which will make their sales endeavors winning (Isobel and Robin, 2008). According to
the point of view of Lancaster and Reynolds (2005), there are some good aspects which
all sales people should possess. They lists the following points as the key factors of a
good salesman:
A good sales person must be fully aware of his or her company’s stance and objectives.
• They should know about their main competitor’s sales tactics and their products.
• They must know how, when, and where to use the support of the other
connected teams like the technical and marketing squads of their company.

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• They must be fully aware of the very many selling strategies, as well as the
connected methods.
• They must always take into consideration the exact feedback of the customers.
For this matter the opinion of one-time customer and that of regular customers
must be considered in different perspectives. All of these should be coded into
one and this merged statistics should be the guiding force of all sales personnel.
• All sales personnel should be well aware of the exact nature of the product or
services, which he or she sells.
• Another significant factor is that all sales personnel should have a thorough
knowledge with respect to the segment of population to whom the product or
services are to be sold.
• All sales people should make it a point to implement the various tactics devised
by the marketing department of the organization.
• All sales persons should be highly competent in communication. The customers
should feel at ease, while they interact with the sales persons.
The way by which the sales subject is presented in front of the prospective
customers counts a lot and so, all sales people must be able to present the product
or services before the clients in highly tactful and talented ways. The quality of
presentation must be truly superb, and then only the anticipated results can be
brought about (Palmer, 2008). According to (Peter and Donnelly, 2006 ) ‘the highly
needed qualities of a sales person, who is entrusted with the task of ‘Personal
Selling’, are the ability to perform as a team, consideration for human values and
relationships, self motivation, ability to have clear assessments, regard and respect
for company values and assets, presentable physical personality traits, ability to
have introspection, tolerance, promptness, reliability, inventiveness and ingenuity,
physical fitness and strict adherence to ethical values’. According to Jober (2010)
when the overall picture of ‘Personal Selling’ is taken to consideration, there are
certain benefits for the same. Some of them are:
• The item or service can be customized to the actual needs of the customer.
• There will be good interaction with the customer and the organization.
• This good level of interaction will be highly beneficial to the organization, as the
particular clients will not be diverted to other products or services, or swayed
away by other company’s products or services.
• The needs or aspirations of the prospective contemporary clients can be
gathered through direct methods.

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Kotler et.al (2008) gives an emphasis there are some chief elements that may influence
the process of ‘Personal Selling’ are:
Advertisement campaigns: Effective advertisement campaigns are real backbones of
effectual ‘Personal Selling’. It will reduce the altogether expenses involved and also will
be highly handy for the salespeople, while approaching the various segments of
population. Good advertisements will enhance the prospects of sales, as they will open
up new avenues for the concerned sales persons (Kotler etal 2008).
Internet Platforms: Using internet platforms is a good way of getting the information
regarding the products or services to the minds of potential customers. It will be an
effective medium, which will save the involved expenditure. Through the various
platforms of internet, the details of the products or services can be made available to
the customers very easily and cost-effectively (Kotler and Keller, 2009).
Direct Marketing: This is another method by which the detailing work regarding the
product or services is done effectively, usually by means of customary mailing system, e-
mails, or by telephone (Kotler and Keller, 2009).
Different ways of Sales Promotions: Many companies employ various innovative sales
promotion tactics, by which they make their presence in lively ways. As per the views of
Brown, (2011), ‘There are seven guiding factors for the process of sales; there ought to
be two parties for effecting a sales, a buyer, and a seller, there must be some kinds of
products or services to be sold, there will be an exchange of rights or ownership, there
will be some kinds of advantages for the seller, in the same way there will be some
benefits for the buyer, the transaction is done by means of financial deal and to the
contentment, and agreement of the buyer. If the sales person, who is entrusted with
the duty of carrying out the job of ‘personal selling’, is zealous and highly avid,
extremely talented, and has the able back-up of a professional ‘management team’ and
an efficient ‘support system’, he or she will be able to achieve the entrusted job, with
ease and with less costs. It must be good to remember the old adage here that ‘when
you are truly fervent about your work to be performed, even the process of work will
seem like a pleasant, as well as perfect pastime for you’. To put the matter in a pithy
ways, it can be very rightly said that sales persons assist their companies by establishing
fruitful relationships with the customers by way of convincing and persuading them in
effective ways. These desired qualities can be developed in the character of all sales
personnel, by practical and theoretical training programs (Palmer, 2008).
3.3 The significance of ‘personal selling’ of industrial products
The technique of ‘Personal Selling’ has got wide implications and high significance in the
arena of ‘industrial marketing’. It must be specially mentioned here that the ‘personal

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selling’ endeavors have got direct influences on the exact happenings of industrial
‘sales’; ‘personal selling’ persuades previous to the purchase decision of the prospective
industrial customers, in the course of the actual purchase and after the purchase action
(Priester et.al 2004). One of the main plus points of ‘personal selling’ techniques in the
industrial sector is that it builds up high quality rapport with the industrial purchasers
and the concerned company, through the tireless and strenuous efforts of sales
personnel, says (Smith et.al 2010). In this contemporary period, all modern
organizations are investing in their sales and marketing divisions for making them fit for
performing for achieving the desired levels of sales targets. It must be particularly noted
that the process of ‘personal selling’ in industrial sectors consumers helps heart-to-
heart interactions with the industrial consumers, and hence there is every possibility of
serving all concerned clients in effective and pleasing ways (Prister et.al 2004).
While making a classification, it can be understood that all types of industrial sales
require some clearly defined sequences. The initial process is the recognition part, the
immediate step is to organize or categorize the clientele according to the eligibility
criteria. Immediately after this the concerned sales team will gather all the germane
details of the specific industrial consumer, and then they will get in touch with that
particular industrial client with the product details. In the next stage the sales team or
sales person will present before the client the special offerings, which will be
customized to the actual requirements of the client; it is, in fact, during this stage the
sales staff conducts consultation and discussions with the prospective consumer. After a
few successful discussions, finally a deal is brought about. The efforts of the sales staff,
who are entrusted with the task of industrial ‘personal selling’ is not over yet; they will
have to perform productive after-sales follow-up processes, which will please the clients
and which in turn will create new industrial clients for the company (Sheth and Sharma,
2008).
3.4 Methods of marketing of industrial and consumer products in the context of
'personnel selling'.
Kotler and Armstrong (2008) very rightly said about marketing that, ‘assume and accept
the specially created catchphrase, ‘attitude first, then marketing’ and then develop your
business, because extremely inexpensive, as well as effectual marketing tactics are
infinite. You will always have to contemplate, assume, arrange and then be imaginative,
before implementing any types of marketing strategies. The specific areas where the
consumer and industrial products are marketed assume real significance, while figuring
out the relevant marketing strategies for the same. It comes under the responsibility of

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the sales team of all companies to draw up the desired kinds of plans, so as to enable
maximum sales for the company’s products, say Kotler and Armstrong (2008). As a
general principle some of the sales techniques employed by the company are intelligent
advertising, relationship marketing or personal marketing, direct marketing, guerilla
marketing, positioning and viral marketing (Jober, 2010). As far as the advertisement
methods are concerned, along with the standard kinds of printed and online
advertisements, attractive flyers and posters can also be made use of for reaching the
prospective customers. Some other ways of making the company’s presence known to
the public are by using the supportive platforms of various social and referral networks.
Many of the modern day sales teams also try presenting diverse types of ‘value added’
gifts to their clients along with the product, like coupons by which they can get high
value added services which will be of great use to them (Wilson and Gilligan, 2009).
Some of the factors that influence the marketing strategies of an organization to a great
extent are the nature of the product, its price, promotional methods and the ways of
distribution (Kotler and Armstrong, 2008).
Product:
For making effective marketing of all industrial and consumer products products, a good
amount of thoughts and deliberations have to be carried out in highly purposeful
manners, regarding the characteristics of those particular products, which makes them
really special and unavoidable (Brown, 2011). The company has to make sure that the
product packing is also done in extreme care, so that the quality of that particular
product is kept intact. Some other points which the sales team has to take care, with
respect to the selling of the product, are prompt delivery and effectual after-sales
service, says (Brown, 2011).
Price:
According to Wilson and Gilligan (2009) even though both consumer and industrial
product purchases are highly responsive to the price variations, it is generally noted that
when compared to consumer products, industrial products are more receptive to the
aspect of quality than the variations of price. To be much more precise, it can be clearly
observed that an industrial product buyer is much keener on the quality aspect and the
availability, than the simple discrepancies or differences of price of the products they
buy. As per the generally seen tendency, an industrial product buyer won’t change his
decision to buy a particular brand of product, just because it is very much costlier or less
costly than another brand of the same industrial product. One of the key differences
between an industrial product buyer and a consumer product buyer is that the former

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won’t usually bargain or negotiate on the fixed prices of the commodities they buy.
When a consumer product buyer bargains and asks the seller to lower down the labeled
price, an industrial product buyer will be more interested in getting discounts in freight
charges or similar kinds of price variables (Wilson and Gilligan) .
Promotion and Marketing:
Warren (2009) gives emphasis that there is a wide difference between the promotional
works and the connected advertisement works of industrial and consumer goods.
Industrial products are generally publicized and sold by the methods of ‘personal
selling’; while there will be a good bunch of advertisement campaigns before, during
and after the launching time of consumer goods. One main reason for giving
advertisements for industrial products is the need for creating the desired awareness
level among the potential industrial segments; here again we have to see that the main
way of selling an industrial product is by the way of ‘personal selling’. In contrast to this
scenario, the method of ‘personal selling’ is very much widespread and extensive in the
segment of consumer durables (Zolters et.al 2010). Another difference between the
consumer and industrial products promotional activities and marketing is that the
potential industrial goods buyers can be easily found out, as they will be usually located
in similar kinds of places and they will not be easily vulnerable to the general methods
of promotions or advertising (Schwepker, 2005).
Distribution Methods:
It can be easily found out that there is a significant and noticeable difference in the
methods of distribution of industrial and consumer products, in the context of personal
selling, says (Legace et.al 2010). When the industrial products are sold to the concerned
industrial buyers by the sales team of the manufacturer, it is not the case with the
consumer goods. There is a time-honored marketing method employed for the
distribution of consumer goods; the consumer goods are passed to the hands of the
wholesalers by the manufacturer, and then the wholesaler passes it to the very many
retailers who lie across the length and breadth of the country. The common consumer
buyer gets the needed products from the stores of the retailers (Legace et.al 2010).
3.5 Basic factors that manipulates and controls the efficiency of ‘personal selling’.
The very many researches and studies that were conducted on the subject, up to now,
have found out that there are some fundamental aspects that persuades and affects the

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effectiveness of ‘personal selling’, as far as an organization is concerned. They are the
‘staffing’ pattern of the sales team of the concerned organization, the nature of the
specialized training given to this sales team, the general motivation given to them
including salary and other kinds of compensation or rewards and above all the proper
ways of appraisal works and management of the sales team, says (Robert, 2007).
3.6 ‘Personal selling’ of consumer and industrial products in Saudi Arabia today
‘Personal selling’ of consumer products:
There is an escalation of retail trading, which is brought about by the methods of
motivated and intensified revenue avenues, and trading expansions. One can see an
obvious and constructive growth in the overall picture of retail trading segment of Saudi
Arabia, which is as a matter of fact attained by escalating, as well as intensifying the
general income structure, and enhancing the speed of the growth of trading. A very
stable and deep-seated growth can be seen during the contemporary period, in the
‘personal vending’ arena of Saudi Arabia (Gerbe, 2010). The overall trading vibes of
Saudi Arabia has undergone rapid changes, in the past few decades, and at the moment,
without a doubt we can make out that the country has become highly lively, as far as
the subject of trading, especially personal trading is concerned. The main reason for this
bubbly and bouncy nature of personal trading sector, in Saudi Arabia, is the surfacing of
a relatively substantial mid-income section of population. This rise of the mid-income
group is the vital factor which enhanced the quality, as well as the quantity of ‘personal
selling’ in Saudi Arabia (Shoult, 2010).
According to Abdel (2010) many new business ventures came into existence in the
country, just because of this newly gained potential. Many types and styles of shopping
malls were established across the country, and because of this, the common people had
easy access to these shopping centres. It must also be noted here that just because of
the overall financial ambiguity that circled around many parts of the globe in the recent
past, there was a considerable slowdown in the trading patterns of Saudi Arabia and this
influenced the ‘personal selling’ segment of the country.
But as soon as the global economic scenario regained its vigour and strength in the early
days of 2011, the precise impacts of the same was witnessed in this country also. During
this period, there were governmental initiatives also in the trading sector, as the
government began to spend more for social causes and infrastructure building. The
general picture regarding the ‘personal selling’ became more evident, when the

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common people began ‘impulse purchases’ (Wells, 2010). Because of the altogether
shift in thinking and approaches, many of the contemporary consumers started to buy
small items like snacks and drinks from ‘open-space’ or ‘public’ retailers and this really
augmented the scene of ‘personal selling’. The mood for ‘impulse shopping’ was highly
increased and as a result, when the consumers visited shopping malls for some other
purchases, made unexpected ‘impulse shopping’. This special shopping tendency or drift
in the nature of shopping was not limited to the resident people; many of the visitors,
who came to the country for religious purposes, were also had the same mood of
shopping. These people also stared to rely on ‘impulse shopping’ for purchasing various
types of gifts for their friends and relatives (Wells, 2010).
Rise of Supermarkets and Hypermarkets: There was an escalation in the numbers of
super and hyper markets in the country, and there was also a shift in the nature of
goods that were stored in these super and hyper markets. The management of these
markets were highly enthusiastic in storing all types of goods, irrespective of the nature
and value of the goods, in their stores, because they were very keen in impressing their
clients that they can get any type and make of products from their stores. Even the
customary grocery shops began to store special kinds of toys and toiletries, which will
tempt even the casual buyer for having ‘impulse purchases’. Apart from storing all types
of novelties, almost all of the super and hyper market managements began to store
fresh and lively products, because all contemporary customers began to ask for fresh
and new products. Many of the top players in the grocery sales of Saudi Arabia like Al
Azizia Panda and Al Othaim began to spread their reach, by implementing ‘personal
sales’ with other specialized products, which induce the customers for ‘impulse
purchases’ (Abdel, 2010).
‘Personal Selling’ is expected to gain further momentum and appreciation in Saudi
Arabia, because of the prevailing overall economic boom. The middle-income group is
expanding its base, and this will have direct impacts in the overall ‘personal selling’
scenario of Saudi Arabia. This group is showing high enthusiasm in spending on retail
purchasing. Apart from this aspect, the incoming religious and other categories of
tourists are also displaying the same mood and spirit of ‘purchasing behaviour’.
Numerous kinds and styles of shopping malls and mega shopping malls are surfacing in
many parts of the country and this augments the purchasing tendency of the customers
(Gerbe, 2010).
‘personal selling’ of industrial products:

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As per the opinion of Zirinski (2011) Saudi Arabia’s fiscal condition is basically based on
oil resources and the overall economic decisions are controlled by very strong
governmental controls. The country, which is the leading exporter of petroleum, with its
rich oil reserves has a got a principal role in ‘Organization of Petroleum Exporting
Countries’. Apart from petroleum, the main source of export income was from ‘dates’. It
should be mentioned here that ‘crude oil’ and connected petroleum products counts to
almost 92% of Saudi Arabia’s exports. Just after the realization of the copious nature of
its oil banks, the country started to implement several measures for going in tune with
the wide spread industrial developments. The government began to use the income
from the exports to build-up the fundamental infrastructure of the country. Even
though there is scarcity of water in the country, as it is situated in a desert region, the
government is pumping enough funds for creating the agricultural scene of the country,
extremely productive and beneficial (Zirinski, 2011).
The significance of ‘Personal Selling’ can be seen in the overall industrial segments of
Saudi Arabia. The contemporary social situation and the fiscal actualities of Saudi Arabia
are pointing towards the fact that slowly but surely, the country is moving in the
direction of substantial industrial growth and perfection. In this current scenario,
‘Personal Selling’ assumes extremely high significance in the industrial arena also. The
availability of plenty of needed sub-products which are to be used in the various
production sequences, stresses the high need for ‘Personal Selling’. ‘Personal Selling’ is
indeed a true source of industrial openness and progress. When the talents and
inventiveness of the involved sales teams are effectively used, all organizations can
successfully implement ‘Personal Selling’ techniques, which in turn will boost up the
overall financial prospects of the respective companies. As a matter of fact, all types of
industrial products can be taken as the forerunner of all supplementary products. Highly
focused ‘Personal Selling’ techniques will make the overall industrial arena truly
flourishing (Gerbe, 2010).
3.7 Conclusion
A sales process which comes as the net result of the highly adaptable effective
interactions between a potential client and the involved sales person can be termed as a
‘Personal Selling’ (Jober, 2010). According to the findings of Deborah J. Grassi, there
exist a high pressure and compulsion in the prevailing overall scenario of 'personal
selling' and this coercion has necessitated the need for proper training for the sales staff
of all organizations for imparting the desired levels of market knowledge in order to gain

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the competitive edge. Brown (2011) found out that the general sales procedures of all
organizations contain some well defined selling actions performed by the sales staff of
the concerned organization. They have also said that there are various ways for
explaining these actions in detail. As per the observations of Isobel and Robin (2010),
'personal selling' is a significant marketing tool, which is extremely adaptable to the
particular requirements, as well as the convictions of the involved customers. The
research findings of Smith et,al (2010) shows that this precise model of marketing, gives
the option of 'customized purchasing' to all clients. They also add that 'personal selling'
acts as an organized data link between the client and the organization, and edifies all
the involved parties. As a matter of verity, it can be firmly said that the sales team of an
organization is the real backbone of that firm. Anderson (2008) clearly states that many
of the present day experts, as well as the explorers on the relevant topic are aware of
the fact that the present day sales job is entirely different from the sales jobs of the
earlier periods. A creative definition given to the concept of ‘Personal Selling’ is that it is
the process of ‘one-on-one’ interaction between individuals and the concerned sales
persons, just for the attaining the objective of buying or selling by developing, adapting,
utilizing and retaining mutually advantageous dealings. The technique of ‘Personal
Selling’ has got wide implications and high significance in the arena of ‘industrial
marketing’. It must be specially mentioned here that the ‘personal selling’ endeavors
have got direct influences on the exact happenings of industrial ‘sales’; ‘personal selling’
persuades previous to the purchase decision of the prospective industrial customers, in
the course of the actual purchase and after the purchase action (Kotler and Armstrongg,
2008).
There is an escalation of retail trading, which is brought about by the methods of
motivated and intensified revenue avenues, and trading expansions. One can see an
obvious and constructive growth in the overall picture of retail trading segment of Saudi
Arabia, which is as a matter of fact attained by escalating, as well as intensifying the
general income structure, and enhancing the speed of the growth of trading. A very
stable and deep-seated growth can be seen during the contemporary period, in the
‘personal vending’ arena of Saudi Arabia. The overall trading vibes of Saudi Arabia has
undergone rapid changes, in the past few decades, and at the moment, without a doubt
we can make out that the country has become highly lively, as far as the subject of
trading, especially personal trading is concerned. The significance of ‘Personal Selling’
can be seen in the overall industrial segments of Saudi Arabia. The contemporary social
situation and the fiscal actualities of Saudi Arabia are pointing towards the fact that
slowly but surely, the country is moving in the direction of substantial industrial growth
and perfection (Gerbe, 2010).

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4. RESEARCH METHODOLGY
4.1 Introduction
According to Saunders et.al (2010) research methodology plays dominant role in
accomplishing the research. The research methodology determines the way of research
conducted. The term methodology is meant to the methods, designs, strategies pursued
to identify, appraise, and analyze the solutions for research problems and questions
related to the particular research (Saunders et.al 2009). There are various design,
methods, strategies followed for this research, they explained under this section.
4.2 Research Method
According to Anderson (2010) research method or designed is used to answers for the
questions; how the research is conducted, when the research is conducted, and what
the research is going to be conducted. There are two types of research methods namely
qualitative method and qualitative method. The qualitative method explains the true
feelings, views and perceptions of the people. In addition this research method also
describes the non arithmetical attributes that involves the intensity of relations
(Creswell, 2009). Quantitative method utilizes the approaches of interview, focus group,
observation etc. Whereas the quantitative type of research includes numerical patterns
and this is later converted into text format. The approach used for this method is survey,
therefore collected data is illustrated in with the help of graphs, diagrams etc.
In order to collect primary data, the researcher will opt qualitative research, using semi
structured interview with officials from different sectors in the city of Alkhobar Saudi
Arabia. The sectors includes, IT solutions, Cosmetics, Clothing, Computer Game,
Accessories, Industrial equipments, and Industrial products. The length of each
interview will be 10-15 min , and the interview will be recorded. The rationale behind of
selecting qualitative research method is that, it produces more in depth and
comprehensive information. Moreover, the qualitative research design looks for broad
understanding of the entire situation, and it uses subjective information and

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observation of participants for describing the context or natural settings (Dawson,
2009). In addition, there are some significant features for qualitative research, they are;
purpose, reality, viewpoint, values, focus, orientation, data, condition and results,
(Saunders et.al 2009). Therefore qualitative research seems for appropriate for this
research to get results in depth.
4.3 Research strategy
According to Creswell (2009) research strategy deals with the research questions and
problems emerged in the first part of the research. Indeed this plays vital role in
answering the research questions. Moreover, the researcher is given an appropriate
idea of the research structure by the research strategy. Saunders et.al (2009) states that
research strategy simplifies the analysis of research problem or question raised in the
research. There are various types of research strategies identified by Saunders et.al
(2009) they are case study strategy, interview strategy, survey strategy, observation
and action research, and these ones actually relies upon the nature and types of
research.
In this research, the researcher will make use interview strategy to deal with the
research problem of 'Personnel Selling in Saudi Arabia'. As mentioned above the
interview will be conducted with the numerous officials from different sectors, in
Alkhobar city Saudi Arabia. The interview will be semi structured and it will take 10-15
min for each interview. The significant reason for selecting interview strategy is that it
will enable the researcher to investigate issue i.e , 'the effects of personnel selling in
Saudi Arabia' in depth. In addition , the interview strategy can find out how individuals
thing and feel about the topic and why they have certain opinion (Creswell, 2009).
Moreover, the researcher can get detail information about personnel feeling,
perception, and opinion about personnel selling in Saudi Arabia. Meanwhile the vital
reason for opting interview strategy is that researcher can attain direct feedback and
thus make sure depth response from the interviewees. Furthermore, interview strategy
is considered as the valuable instrument for conducting research (Cooper et.al 2010).
4.4 Research Philosophy

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The philosophy of the research significantly comprises the researcher's viewpoint with
regards to the collection of imperative data for accomplishing study. It is obvious that
there are several types of research philosophies made use by the researchers for
collecting data required for the research projects (Saunders et.al 2009). The three major
types of research philosophies are positivism philosophy, interpretive philosophy and
realism philosophy, says Kumar (2010).
By implementing positivism, the study of reality can be achieved and reality is taken into
consideration as stable. In addition in the process of positivism, the facts get extended
logically (Giorgio, 2010) and thus this philosophy can also be termed as logical
positivism. Whereas the philosophy of realism is dealt with the reality and that is not
relied upon the viewpoint of individuals. In comparison with interpretive philosophy and
positivism philosophy, realism is an entirely different approach. Besides, this research
philosophy significantly deals with the human dimension (Cooper et.al 2010). At the
same time interpretive philosophy is referred to the behavioral aspects of the
individuals involved in the research and the vital elements associated with them are
studied well through this research philosophy, says (Dawson, 2009). In the interpretive
philosophy the interaction between large numbers of population is done for obtaining
maximum extent reliable data needed for the research project.
In this research the research opts the philosophy of realism for accomplishing the
research. The rational for opting this philosophy is that, the researcher can ensure the
long lasting of the data by applying the realism philosophy. Under this philosophy the
researcher will gather data by conducting interview from the officials from different
sectors, in the city of Alkhobar Saudi Arabia. The realism philosophy gives an emphasis
to the accuracy of methodology and the data. Furthermore, the realism philosophy
explains the remarks, thinking, results, of the research precisely (Cooper et.al 2010).
4.5 Sampling techniques
The sampling techniques involves the procedure of selection of sample imperative for
accomplishing the research project. There are various types of sampling techniques that
can be made use in accordance with nature of the research (Dawson, 2009). Since the
validity of data vitally rely on the sampling selection of the research, the selection of
sampling techniques is very imperative as far as a research project is concerned (Lohr,
2010). According to Lohr (2010) two categories of sampling techniques are there;
probability sampling and non probability sampling.

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The probability sampling techniques comprised of random sampling, stratified sampling,
and systematic sampling. According to this sampling total sampling technique, equal
chances of selection is given o the total samples participating (Lohr, 2010). Whereas in
the non probability sampling, the chances of selection are limited to certain samples
and therefore it is entirely differentiated from the probability sampling technique.
Moreover, the generalized perceptions of large population are likely to be attained via
non probability sampling.
Amongst the two sampling techniques described above, the non probability sampling
techniques is opted for this research. The significant rational for choosing non
probability sampling is that, it is more flexible, cost effective, and less time consuming,
whilst the probability sampling is more costly and time consuming (Lohr, 2009). Non
probability sampling technique is based on the non probability theory, using this
method samples are chosen not randomly but conveniently. Thus the researcher can
choose the samples conveniently as they are from different sectors. In addition, using
this method the researcher can make his own judgment for choosing what is a
representative sample for the larger population. Under the non probability sampling a
sample is drawn based on the opportunity (Dawson, 2009). Therefore the researcher
can conveniently include the sample from consumer products and industrial products
industry. Moreover, as the population is large , the researcher avoid the random
sampling and conveniently selects the group of employees and customers.
4.6 Data Collection method
According to Creswell (2009) data collection is an important face of the research, and it
very necessary for the researcher to select adequate data collection methods as there
are numbers of methods are available. The research will collect both primary data as
well as secondary data to accomplish this research. The collection of primary data will
be by employing interview method from the officials of numerous sectors such as
electronic, equipment, IT solutions, Cosmetics, Clothing etc. The interview will be semi
structured and will take 10-15min long. The officials from different sectors in Alkhobar
City, Saudi Arabia will be asked questions to identify the effect personnel selling in Saudi
Arabi. This will make sure the accuracy of data with very less percentage of error. The
reason for selecting interview is that it includes more or less open ended questions to
the interview situation, therefore it helps the respondents to expand upon their answer
and give more details and add additional perspectives (Flick, 2009). The secondary

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sources of data will be collected from books, academic journals, magazines,
publications, articles, .websites, etc. associated with personnel selling.
4.7 Ethical issues
It is made sure that, the researcher will strictly follow the research ethics concerned
with the research and will not violate any kinds of ethical morals. In addition, the
researcher also pursue research ethics whilst collecting primary data as well as
secondary data and all through the research project. Prior to the research, the
respondents will be informed and explained about the purpose of this research.
Furthermore, the confidentiality of the information given by the participants will be
ensured by the researcher and there will not be any kind of misuse of data.
4.8 Reliability and validity of the research
According to Dawson (2009) the reliability of the research is associated with the
research quality. Dawson (2009) also argues that a research can be considered as
reliable if the outcome of the research are according to the aims and objectives of the
research. In order to make sure the reliability of this research, the researcher will
repeat the questions with the samples in different days. Moreover, the researcher will
make sure the consistency in interview questions and the questions so as to get all the
answers extremely consistent.
According to the statements given by Kumar (2010) the validity of the research can be
determined by the extent of the accomplishment of aims and objectives. The outcome
of the research or the research conclusion need to be more accurate and valid. In
accordance with the argument of Creswell (2009) research validity can be divided into
two types; they are internal validity and external validity.
In this research in order to make sure the validity of the research, the researcher will
consider the face validity of the questions. According to Saunders et.al (2009) face
validity is referred as the sense that the questionnaires look like it measures, what was
proposed to measure, whether the questions have been phrased appropriately, are the
options are correct. Therefore, the researcher will be keen on these to make sure the
validity of the research.
4.9 Conclusion

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In conclusion, the methodology section of this paper, explained the research methods,
research strategies, and research philosophies. In addition this section of this paper also
briefly described the justification for the selection of each methodology. Furthermore,
researcher also emphasized the research ethics, research validity, research reliability of
this research.

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5. RESEARCH RESOURCES
Research resources are the time, costs, information sources, skills, knowledge, etc.
which are imperative for conducting research. One of the vital research costs that could
be directly incurred costs or indirectly incurred costs. The directly incurred costs can be
referred as the costs that emerges from the conduct of the research, and these are
charged as the cash value spent, for example, travel costs, equipment costs, and other
costs, says (Chris, 2009). Whereas the indirect costs is considered as the costs that get
charged non specific throughout the research based on the estimation, for examples;
costs of administration, personal, library etc. According to Saunders et.al (2009) there
are definite required to conduct an academic research, they are; skills to conduct
qualitative and quantitative research, facilities or availability of equipment, information
sources, and time available.
In this research, the researcher will need to numbers of officials in different sectors in
the city of Alkhobar Saudi Arabia, , therefore the researcher will be incurred travel costs
i.e direct costs. In addition, it is necessary for the researcher to access numbers of
library for books, academic journals, and need to purchase magazines for gathering the
secondary sources of data. Moreover, it is imperative for the researcher to access some
online library, purchase some articles for which researcher need to pay substantial
amount. Thus it is apparent the researcher will be incurred indirect costs as the research
resources. This indicates that budget is the significant resources for conducting this
particular research.
In addition to the budget or costs there are some other resources required for
conducting this research. The significant one is nothing but the skills to conduct the
research. As this research requires both qualitative types data, it is necessary for the
researcher to have types of skills to conduct the research. The vital skills required for
conducting researches are ; capability to format a questionnaire for the selected
medium, sampling design, word processing, interviewing, managing data collection,
verification of data, coding of open end responses, processing of data, data analysis,
report writing, and presentation . These vital skills are required to conduct this research
successfully.
Facilities and equipment availability is the another research resources to conduct this
research. The facilities/ equipment required for conducting this research are computer,

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software i.e and photocopier. At last not the least, the research required conduct is the
time available. The researcher requires significant amount of time to gather data and
time to put towards organizing and survey. In conclusion it is obvious that, time, costs,
facilities, various types of skills are the imperative resources required to conduct this
research.

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6. ACTION AND CONTINGENCY PLAN
6.1 Action plan of the research
It requires 12 weeks to accomplish this research project. The first step of this research is
to identify the problem and that requires (1) to perform. Subsequently it is to begin the
preliminary work of literature review and it takes (5) weeks to finish the literature
review. However during this (5) weeks, research design, interview preparation , choice
of methodology also will be done. The next step to start data sources and data
collection and it will begin on the 6th week, and moreover in the same week the
researcher will also begin to write up draft. The author will start analyzing the data on
the 7th week prior to finish the data collection and in the 10th week the analysis of data
will be finished. Whereas in the 11th week the researcher will perform editing and final
document, whilst the binding of document will be done in the last week.
Action plan of this research
1 2 3 4 5 6 7 8 9 10 11 12
Identification of
problem
Literature
Review
Research
Design
Choice of
Methodology
Data
Sources
Data
Collection
Data
Analysis

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Writing up
Draft
Editing
Final
Document
Binding of
Document
6.2 Contingency Plan
Kerzner (2010) states that contingency planning is a systematic approach to
understand which may go wrong in a situation. It is imperative for a planner to find out
the contingency events and be prepared with plan, strategies, approaches, in order to
avoid, address, and even exploit the contingency rather than hoping everything will be
fine. The following is the contingency plan of current research, and this plan is made
assuming the likely event that may taken place during the research.
Contingency plan of this research
Contingency Conditions for action Contingency action Intended results
Access to materials Researcher is unable
to access the
materials
Check with library
in advance the
availability of
access to materials
Can have access
without any
obstacle due to
planning ahead
Access to people
(samples)
Difficulties in
accessing people
Conduct interview
in the early process
of research
Conducting the
interview in the
early process will
enable the
researcher to have
required data on
time and thus
accomplishing the

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research.
Method Problems with
chosen method
Consult supervisor
regularly on
progress
Consult with
supervisor on
timely manner, will
avoid risks of
wrong
methodology
Illness Researcher is ill and
unable to carry on
with the research
Assuring work
including travelling,
carried out in the
early time.
Understand the
rules of extension
Assurance of early
schedule and
understanding the
rules of extension
will aid to evade
this risk
Technical The researcher faces
some technical
problem.
Ensuring the access
of alternative
facility or
equipment
This will help to
avoid the problems
with technical

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