1 / 16

“Building Up personal Level Relations: Case of Russian Direct Sales and Industry ”

“Building Up personal Level Relations: Case of Russian Direct Sales and Industry ”. 28 Sep 2011, Saunders College of Business, Rochester Institute of Technology. Introduction and research background. Direct selling includes person-to-person relations

berke
Download Presentation

“Building Up personal Level Relations: Case of Russian Direct Sales and Industry ”

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. “Building Up personal Level Relations: Case of Russian Direct Sales and Industry” 28 Sep 2011, Saunders College of Business, Rochester Institute of Technology

  2. Introduction and research background • Direct selling includes person-to-person relations • Direct sales industry shows quite stable growth rates • Modern media channels are not that frequent in certain regions (low Internet penetration rates)

  3. Research • Main research purpose – define most common sales practices is Direct Sales Industry • Goals: • Identify distributor relations with customers and motivation • Identify customer communication channels and objectives • Identify the most common problems in relationship development

  4. Theoretical background • Person-to-person connections are considered to be very important on B2C (Saxe, Weitz 1982, Beatty et al., 1996, Verbeke et al. 2011) as well as B2B markets (Singh, Koshy 2011). • Community influence on consumer behavior (Dellarocas 2003) • Emerging media channels use

  5. Research design

  6. Russian Direct Sales Industry Research project • Data collection Feb – April 2011 • Over 6500 respondents fill in the questionnaire • Over 65 regions of Russian Federation • 16 companies

  7. Several descriptive outtakes • Gender

  8. Several descriptive outtakes (2) • Distributor age

  9. Main results

  10. Distributor motivation: why they do it.

  11. Major problems in customer relations

  12. Problems in starting customer relations

  13. Benefits for customers (perceived)

  14. Customer communication channels

  15. Conclusions • Customer relations are in high priority for most distributors. • Customer benefits are connected with relational, not transactional features. • In general distributor performance depends on Company-consumer relations. • Most distributors fail to use modern media and communication channels.

  16. “Building Up personal Level Relations: Case of Russian Direct Sales and Industry” THANK YOU FOR YOUR ATTENTION! Alexander Rozhkov arozhkov@hse.ru

More Related