Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
권호 표지
DOI QR코드

DOI QR Code

Influencing Factors of Sales Process and Task Education on Sales of Health Functional Food in Door-to-door Saleswomen

건강기능식품 여성 방문판매원의 판매과정, 직무교육 요인이 건강기능식품 매출에 미치는 영향 분석

  • Nam, Minyoung (Department of Functional Food and Nutrition, Graduate School of Human Environmental Sciences, Yonsei University) ;
  • Yoon, Sun (Department of Food and Nutrition, Yonsei Univrsity College of Human Ecology) ;
  • Lee, Hae-Young (Department of Food & Nutrition, Sangji University) ;
  • Chung, Hye-Kyung (Severance institute for vascular and metabolic research, Yonsei University College of Medicine)
  • 남민영 (연세대학교 생활환경대학원) ;
  • 윤선 (연세대학교 생활과학대학 식품영양학과) ;
  • 이해영 (상지대학교 생활과학대학 식품영양학과) ;
  • 정혜경 (연세대학교 의과대학 혈관대사연구소)
  • Received : 2014.04.14
  • Accepted : 2014.08.13
  • Published : 2014.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to investigate factors influencing sales of health functional foods by door-to-door saleswomen. A total of 450 women who worked as door-to-door salespersons in Seoul were enrolled. The survey questionnaire was composed of five parts as follows: general characteristics, factors related with door-to-door sales process, task education, competency required for door-to-door salespersons, and customer relationship beliefs. The survey was conducted in October 2011. Finally, data on 302 subjects were statistically analyzed using the SPSS 17.0 package program. Reason for sales of health functional foods (p<0.01), time required for sales promotion (p<0.001), difficulties during sales of health functional foods (p<0.05), satisfaction of task education (p<0.01), and failure of salesperson's memory as problems of task education (p<0.01) were significantly associated with sales of health functional foods. However, means of sales promotion, frequency and time of task education, and competency required for door-to-door salespersons were not significantly related with sales of health functional foods. Customer relationship beliefs did not show significant association with sales of health functional foods either. In conclusion, certain factors were associated with sales of health functional foods by door-to-door saleswomen. These results provide an understanding for sales of door-to-door health functional foods and provide basic information for preparation of task education for health functional food saleswomen and marketing.

Keywords

References

  1. Bucher D. 2004. Sales skill 1.2.3: From meeting with customer to contract. Sia Press. Seoul. pp 50-87
  2. Chun YM, Park YS. 1997. A study of the reliability and the validity of the relationship beliefs scale. Korean J. Clinical Psychology, 16(1):101-116
  3. Chung HK, Lee HY. 2011. Consumption on health functional foods according to age group in some regions of Korea. J. Korean Diet Assoc., 17(2):190-205
  4. Fletcher GJO, Kininmonth LA. 1992. Measuring Relationship Beliefs: An Individual Differences Scale. J. Res. Pers., 26(4):371-397 https://doi.org/10.1016/0092-6566(92)90066-D
  5. Hwang BS. 2004. A study on the education channel and the realities for a beauty counselors of cosmetics. Masters degree thesis. Sookmyung Women's University. pp 23-24
  6. Hwang JS, Kweon SA. 2006. The purchasing behavior and the satisfaction for door to door selling cosmetics according to lifestyles. J. Korean Soc. Clothing & Textiles, 30(5):742-752
  7. Ji GH. 2003. Salesperson's characteristics influencing sales performance: Focus on the door to door salespersons in the health supplementary food industry. Master's degree thesis. Yonsei University. pp 54-68
  8. Kim JD, Choi YS, Kim SH. 2008. A study on the actual conditions of door-to-door selling cosmetics. J. Kor. Soc. Cosm., 14(4):1077-1087
  9. Kim JH. 2008. A study on door-to-door cosmetic saleswomen's attitude toward jobs and customers and occupational ethics. Master's degree thesis. Wonkwang University. pp 13, 47
  10. Kim JH, Lee EH. 2003. Relationships between consumer nonethics and interaction with salespersons. J. Korean Home Economics Assoc., 41(5):165-178
  11. Kim NG, Lee HO, Lee DS. 2009. The impacts of salesperson's relationship beliefs on adaptive selling and sales performance: Moderating effect of insurance salesperson's career. J. Korean Industrial Economics & Business, 1(2):151-171
  12. Kim SH. 2007. A study on relationship of salesperson's attachment tendency, relationship beliefs, and adaptive selling. Korea Marketing Review, 22(2):135-175
  13. Kim SH. 2011b. A survey on the use of and significant variables for health functional foods among Korean elderly. Korean J. Food Culture, 26(1):30-38
  14. Kim SH, Han JH, Kim WY. 2010. Health functional food use and related variables among the middle-aged in Korea. Korean J. Nutr., 43(3):294-303 https://doi.org/10.4163/kjn.2010.43.3.294
  15. Kim YS. 2011a. Presentation of good sales practice from analysis of the distribution structure of health functional foods market. Research report of Ministry of Food and Drug Safety. pp 69-73
  16. Lee EH, Min HS. 2004. Door-to-door cosmetic saleswomen's vocational ability expectations and self-evaluation on aptitudes. J. Korean Home Management Assoc., 22(5):1-16
  17. Lee JE, Yang YJ, Seo SH, Kwon OR. 2012. Health/functional food consumption factors of 20's Korea women based on social cognitive theory. Korean J. Nutr., 45(2):170-180 https://doi.org/10.4163/kjn.2012.45.2.170
  18. Miller LC, Read SJ. 1991. On the Coherence of Mental Models of Person and Relationship: A Knowledge Structure Approach. in Cognition in Close Relationships. Fletcher GJO, Rincham FS eds., Hillsdales, NJ: Eribaum. pp 69-99
  19. Ministry of Food and Drug Safety. 2013. Production of food and food additives 2012. pp.26. http://www.mfds.go.kr/index.do?mid=690&pageNo=1&seq=15989&cmd=v Accessed March 1, 2013
  20. Mun SD. 2009. The present situation and the assignment of health functional food act. J. Law & Politics Research, 9(1):49-80
  21. Ohn J, Kim JH. 2012. Intake pattern and needs assessment for the development of web-contents on health functional foods according to age of adults. Korean J. Community Nutr., 17(1):26-37 https://doi.org/10.5720/kjcn.2012.17.1.26
  22. Park YJ. 2013. Comparison of perception and factors between door to door salesman and consumers for purchasing health functional food. Master's degree thesis. Chung-Ang University. pp 29-30
  23. Powell WW. 1990. Neither market nor hierarchy: Network forms of organizations. Research in Organizational Behavior, 12:295-336
  24. Roehling PB, Robin AL. 1986. Development and validation of the family beliefs inventory: a measure of unrealistic beliefs among parents and adolescents. J. Consulting & Clinical Psychology, 54(5):693-697 https://doi.org/10.1037/0022-006X.54.5.693
  25. Sung KW. 2005. The Influence of the level of salesperson's moral judgement on his or her ethical marketing decision making in IT retailing industry. Doctoral degree thesis. Kyungnam University. pp 53-62
  26. Won TY, Jung SW. 2010. SPSS PASW Statistics 18.0 Statistical Research Analysis. Hannarae Academy. Seoul. pp 427-432
  27. Yang H, Lee KC. 2000. Consumer problems in door to door selling. J. Korean Home Management Assoc., 18(4):127-144
  28. Yang MH, Kim KO. 1999. Consumer complaining behavior according to problems and dissatisfaction with door to door and mail order sellings. J. Korean Home Management Assoc., 17(4):133-147