The Role of Personal Selling on Brand Awareness: A Case of Akwaaba Sof Company Limited (ASCL)

Abstract

This study investigates the role of personal selling in enhancing brand awareness for Akwaaba SOF Company Limited (ASCL), a Ghanaian fast-moving consumable goods (FMCG) company seeking to strengthen its market presence. Recognizing brand awareness as a crucial element for business success, the research employs a quantitative methodology to analyze the effectiveness of personal selling strategies in increasing ASCL's brand recognition within a competitive landscape. Data was collected through structured questionnaires administered to a sample of 100 participants, focusing on the direct interactions between sales personnel and customers. The findings indicate that personal selling significantly contributes to brand awareness by fostering customer loyalty and trust through personalized communication and relationship-building. However, the study also identifies several challenges faced by ASCL, including limited resources, inadequate training for sales staff, and a lack of integration with other marketing efforts, which can impede the effectiveness of personal selling initiatives. To address these challenges, the study recommends investing in targeted training programmes for sales personnel, developing a structured approach to personal selling, and ensuring alignment with overall marketing strategies. By implementing these recommendations, ASCL can optimize its marketing efforts, enhance brand visibility, and improve its competitive position in the Ghanaian market. This research provides valuable insights into the importance of personal selling in building strong brands, particularly in the context of emerging markets, and lays the groundwork for future research in this area.