STAFF TRAINING AND MARKETING PERFORMANCE OF PZ CUSSONS AND MACDON INDUSTRIES IN ABIA AND ANAMBRA STATES, NIGERIA

Abstract

This study examined the relationship between staff training and marketing performance of PZ Cussons and Macdon Industries Abia and Anambra States, Nigeria. The researcher adopted survey research design and questionnaire served as the instrument of data collection. The population comprises the 105 staff in sales/marketing department of PZ Cussons and Macdon Industries Abia and Anambra States, Nigeria, and census method was used so as to study the entire sample size.  Data collected were analyzed using and mean statistics. Pearson product moment correlation coefficient, with the help of SPSS 21.0 and Microsoft Excel software, were used to test the hypotheses. The study showed that there is significant relationship between orientation training and customer patronage, orientation training significantly affects customer retention, there is significant effect of seminar/workshop training on customer patronage and seminar training of sales force influences customer retention. The study recommends that there is need for induction and orientation of sales staff to enhance their effectiveness in customer acquisition, patronage and retention. More so, there is need to always organize seminars and workshops for sales staff to improve their performance. The study concludes that the achievement of marketing performance in firms depends on the nature and effectiveness of sales force training through seminar, on-the-job, and orientation among other factors.