INFLUENCE OF SALES PERSONNEL ON CUSTOMER BEHAVIOR

Abstract

The authors of this paper deal with the analysis of the impact of sales staff in the car showroom on potential customers and their behavior in the process of buying a car. In this research, the focus is on determining the extent to which the behavior of sales staff and their expertise influence the behavior of customers themselves when buying a Škoda car. How their behavior and expertise affect the behavior of potential customers when visiting a showroom, getting to know the performance of the car, test drive, choosing models and equipment and finally making a decision to buy a car. The aim of this paper is to examine how much influence the sales staff in the car showroom has on consumer behavior, as well as what factors have a decisive influence on customers on making the final decision. The research was conducted on the territory of Republika Srpska, and the survey was conducted by calling the buyers of Škoda cars by phone. The aim of this research is to show how much influence the sales staff of the car show has on the behavior of customers when buying a car.  The entire research is based on the confirmation of the set hypotheses. The results obtained by this research confirm that sales staff has a very significant influence, often decisive, on customer behavior and making the final decision to buy a car.