Operationalization of psychological model of the salesmen typology

Abstract

The research aim is the model operationalization for the classification of salesmen given by Buzzotta. In theoretical model the accent is on the interpersonal relationships, established in buying and selling process. The criteria of classification is the way salesmen approach the participants in buying and selling communication. The scale PRO-1 is constructed in the aim of operationalization of this model. Factor structure and metric characteristics of this scale is checked on the sample of 301 salesmen in Vojvodina, who were included in different aspects of sales. The most of samples were female, (74.8%), average age of 33 years, whereas the average years spent in the sale were 7. The tested ones had the different education and the largest percent had the secondary school qualification, 79%. The scale has the satisfactory reliability (Cronbah alfa coeficient is 79). The processing data included the factor analysis with Promax rotation. Four factors, that explain 32,75% of the whole variance, were isolated, on the basis of scree criteria. According to subject analysis we defined four factors that describe relation of the seller towards some aspects of his tasks in process of selling and to participants in this process dominance-hostility, dominance-warmth, submission- warmth and submission-hostility. Obtained results are partly in accordance with tested model, they point out the need of modification of model, which would help us define appropriate profiles as a basis for diagnosis of the style of selling according to four previously mentioned factors.

Keywords

• style of selling
• typology of sellers
• selling
• psychology of marketing