Selling Orientation – Customer Orientation (SOCO) Behaviour of the Medical Sales Person and its relationship with Customer’s Trust towards Salesperson

Abstract

This study deals with Selling Orientation and Customer Orientation Behaviour of the sales person and how it creates changes in customer’s trust towards the salesperson. Here the salesperson is Medical Sales Representatives. In this study researchers found that Medical Sales Representatives who practice Customer Oriented sales Behaviour is inducing a positive trust towards the Medical Sales Representative. If a Medical Sales Representative is practicing Selling Orientation Behaviour, it leads to a negative relationship with customer’s trust towards the Medical Sales Representative. The research design used in this study is Descriptive research design and the sampling technique used is Judgemental sampling. This study will be a torch bearer for the Medical Sales representatives and the first line managers to promote and practice Customer Oriented Behaviour rather than selling oriented behaviour.