Analysis of the impact of goods characteristics on the results of personal selling

Abstract

The article deals with the relationship between the characteristics of the product and the results of its selling, identifying the search direction of relevant characteristics of the goods. The article proposes an algorithm for determining the relevant characteristics of the product or service for the purpose of increasing sale due personal selling. Goods characteristics are analyzed based on their importance, influence and significance determined by the results of consumer survey in the process of personal selling. To identify the significant characteristics of the product a search area was developed, which is based on different approaches to the classification of characteristics of the product (services). The evaluation of the influence of significant characteristics (service efficiency, reliability, company reputation) on the result of the personal selling was carried out on the single example.