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http://dx.doi.org/10.7318/KJFC/2014.29.4.326

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

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)
Publication Information
Journal of the Korean Society of Food Culture / v.29, no.4, 2014 , pp. 326-335 More about this Journal
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
Health functional foods; door-to-door sale; door-to-door saleswomen; sales;
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Times Cited By KSCI : 7  (Citation Analysis)
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