*Associate Professor and Head of Department. Sardar Vallabhbhai Patel International School of Textile and Management, Coimbatore, Tamil Nadu, India
**Director, School of Management Studies, Bannari Amman Institute of Technology, Sathyamangalam, Tamil Nadu, India
***Research Scholar, R & D Centre, Bharathiar University, Coimbatore, India
This research is done to find out the influence of in-store sales personnel on the purchase decisions of the buyers and also attempted to find out whether the sales personnel change the planned purchases and brand choice of the consumers in making purchase decisions. A theoretical model depicting the influence of sales persons on the purchase decisions of buyer has been proposed. The study has also taken into consideration the various demographic and psychographic variables of the respondents and how it affects the level of influence of the salespersons at the automobile showroom. A sample of the buyers in a prominent metropolitan city in India was selected and the responses were got from them. Primary data from 1080 respondents were collected. They were surveyed by structured questionnaire through personal interview method. ANOVA and MANOVA were used for analysis. The results revealed that the sales personnel have got a direct causal relationship on purchase decisions.
Purchase Decisions, Sales personnel, Marketers, Dealers, Automobile showroom
