The effect of personal selling management process on the buying intention of consumers in a drug company: the case of Samsun province

Nowadays due to the intense competition experienced in many sectors, enterprises attach great importance to marketing and sales management in order to increase their sales. One of them is the pharmaceutical sector, where personal sale method is intensely preferred. The aim of this study is to investigate the relationship between personal selling process and buying intention. For this purpose, 176 drug representatives and regional managers in Samsun participated in the study. The research data were collected by using a questionnaire and SPSS 24.0 package program was used to analyze the data. As a result of the study, it was determined that all the stages of personal selling process had a positive effect on customer's buying intention. According to age, duration and status of the sale staff, there is a difference between the opinions about personal selling process and there is no statistically significant difference according to gender and income status.