Salesmanship Qualities of Retailers: Customer Perception in the Context of Thimphu, Bhutan

Abstract

This study aimed to assess the salesmanship qualities of retail enterprises based on the customer's perception. In this survey-based perceptual study, 383 customers participated giving their views on the salesmanship qualities of the retail enterprises in Thimphu. Four qualities of salesmanship were evaluated: sales personality, knowledge of the goods, knowledge of the customers and their buying motives and services. The results indicated that 47.14% of the customers felt that the salespersons of the retail enterprises in Thimphu lack the most competent salesmanship qualities. There is a need for developing training centres and offering tailor-made courses to the salespersons focusing on their ethical practices and qualities that a competent salesperson is expected to possess.