You have no items in your shopping cart.
ABSTRACT
This study investigates personal selling strategies and their impact on fashion marketing in Benin Metropolis. Employing a descriptive research design, the study analyzes personal selling practices and their correlation with customer satisfaction, loyalty, sales conversion rates, and brand engagement. The study reveals that effective personal selling strategies significantly enhance customer satisfaction, loyalty, sales conversion rates, and brand engagement within the fashion sector. Data was collected from a random sample of 200 University of Benin students through surveys, interviews, and observations, enabling a comprehensive analysis. The research provides a comprehensive understanding of personal selling's role in fashion marketing within Benin city. It offers practical recommendations for fashion retailers and marketers, aiming to enhance customer satisfaction, optimize sales, and foster brand loyalty. These findings provide a valuable foundation for future research endeavors and the continued evolution of fashion marketing strategies in this dynamic urban landscape
