scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 1,334
Introduction Direct selling is developing into a multi-billion dollars business worldwide in recent years Only a few years ago one may think direct selling as no more than the troublesome mail order things But with the development of direct selling both in concept theory and in practical areas more and more people are involved in direct selling activities In theory direct selling is focusing on the marketing of consumer goods and services directly to consumers in their homes or the homes of friends at their work place and similar places away from shops through explanation or demonstration of the goods or services by a salesperson for the consumers use or consumption Xardel 1993 In practical direct marketing has three main formats--internet selling mail order and face-to-face direct selling In this research only the face-to-face selling model is addressed Research objectives Direct selling is also considered as relationship selling which involves personal contact between a salesperson and a consumer away from a fixed business location such as a retail store Berstein and Associate 1984 Chinese society is considered as a social normative society rather than an instrumental pragmatic society Weber 1968 During the direct selling activities while the credence of the product is hard to obtain by ordinary consumers the mutual trust and relationship or Guanxi will act very importantly for the final decision A couple of extant studies such as S T K Luks direct selling activity study are all conducting their research on the selling side The scarcity of research from consumer perspective raise the opportunity to do research to find out what factors are important when consumers making their purchasing decisions Firstly this particular research tries to establish the relationship between such culture factors as relationship or Guanxi with the direct selling activities among overseas Chinese people Secondly this research hopes to explore the other factors which will influence the purchasing choice of overseas Chinese Thirdly this research is also designed to
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA