ACKNOWLEDGMENT

Assalammualaikum,

First and foremost, Alhamdulillah and thankful to Allah S.W.T. for it is of His blessing that

has enable me to finish my research and project paper without any major obstacles.

Secondly, I would like to thank to my advisor, Miss Noor Rita binti Mohamed Khan for

her patient and dedication in providing me with kind assistance and valuable advice that guide

me throughout the whole project. Not forgetting my second advisor, Professor Dr. Mohammad

Naim who has evaluated me honestly. Without their help, I would not have been able to

complete this project paper.

I would also want to thank to all the respondents who have been very cooperative and

promptly spent their time to answer the questionnaire during completing my research. Then,

thanks to my parents who helped me in terms of providing information as well as financial

supports.

Lastly, thanks very much to all who were directly or indirectly contributed and

participated with me in completing my research and report.

Thank you.

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LIST OF TABLES PAGE

Table 4.2 Demographic Profile of Respondents 33

Table 4.4.1 Sales Personnel Attributes 40

Table 4.5 Characteristics of sales personnel 41

Table 4.6 ANOVA 43

LIST OF FIGURES PAGE

Figure 1.1 Theoretical Framework 7

Figure3.3.1 The Likert Scale used in questionnaire 27

Figure 4.3 Awareness of Pro Direct 34

Figure 4.3.1 Purchase experience 35

Figure 4.3.2 Products / services Respondents' Purchased 35

Figure 1.3.3 Cross-tabulation 1 36

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Figure 4.3.4 Cross-tabulation 2 37

Figure 4.3.5 Enjoyment Level and Sales Personnel ability to influence 38

Figure 4.3.6 Future buying 39

Figure 4.4 Importance of Sales personnel attributes 39

Figure 5.3.1 Activities for improving effectiveness 51

ABSTRACT

Pro Direct Sdn Bhd is one of the division companies for DNMC International Sdn Bhd

which is proud to be the Malaysian affiliate of Innovate International Inc., the fastest growing

network of wholesale distributors worldwide. Pro Direct then is act as the service consultant

company which running the marketing and selling activities for it’s’ clients. For this type of

business nature, the sales personnel are one of the important elements for the company. The

most important this is that, Pro Direct doing personal selling or direct marketing in promoting its

goods and services. Thus, the first impression of the customers is looked important. This

research paper attempts to determine the effectiveness of Pro Direct sales personnel in selling

its’ clients’ goods or services. It discuss on the awareness of Pro Direct, customers’ experience

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and perception towards sales personnel, sales personnel attributes and the characteristics need

to be good sales personnel. The study was conducted in Klang Valley with the focus being in

Klang and Shah Alam. A total of 50 questionnaires were used and deemed as appropriate for

this research. From the findings, it was found that the variables have a strong relationship or

influence in determining the effectiveness of the sales personnel in selling clients’ goods or

services. This research also has provided several suggestions that can be used by Pro Direct to

increase the level of customers’ satisfaction thus increasing the effectiveness of the company’s

sales personnel as a whole.

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