Perceptions of Personal Selling: Is There a Trend?

Abstract

The perception of personal selling as a career choice by college students is examined. Previous research indicates that while college students generally believe that personal selling offers opportunities such a promotion and higher earnings, it frequently is not a preferred career choice. This paper extends existing literature by including a description (although in vague terms) of the sales position under consideration. Previous research has used a general statement about a sales career that does not define a personal selling career. A randomized block design is used to assign students to 1 of 4 possible selling situations. Contrary to previous research, MANOVA did not reveal a significant difference between gender, race, or major in the students’ perception of personal selling. The results did confirm earlier research in that the students sampled did perceive personal selling as offering positive career opportunities but again students were not desirous of a career in sales. Implications for management are offered.