In a village, a salesperson shows families a new solar lantern and persuades them to buy it in place of their kerosene lamps. The lantern meets their need for light in a better way, and their standard of living improves. Which role of personal selling is shown here?
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → Induces customers
Option (1) Induces customers — Correct. Personal selling induces customers to buy new products that meet their needs in a better way. This helps in improving their standard of living, as the solar lantern does for these families.
Option (2) Latest market information — Incorrect. Latest market information is news about prices, availability, shortages and new products. The families here are persuaded to buy.
Option (3) Product standardisation — Incorrect. Product standardisation is a benefit to society: it brings uniformity in consumption pattern in a diverse society. The case is about persuading families to buy a better product.
Option (4) Personal rapport — Incorrect. Personal rapport with customers is a benefit to the business: it raises its competitive strength. The case shows no bond built with the seller; it shows families persuaded to buy a better product.
NCERT (2026-27 Edition): “Importance to Businessmen … (vi) Personal Rapport: Development of personal rapport with customers increases the competitive strength of a business organisation.” “Importance to Customers … (ii) Latest Market Information: Customers get latest market information regarding price changes, product availability and shortages and new product introduction, which help them in taking the purchase decisions in a better way. “Importance to Society … (v) Product Standardisation: Personal selling increases product standardisation and uniformity in consumption pattern in a diverse society.” |