Yaratıcı Düşüncenin Kişisel Satış Üzerine Etkisi: Perakende Giyim Sektöründe Bir Uygulama

Abstract

The aim of this study is to investigate the impact of the creative strategy on sales performance in the personal selling process in the retail clothing sector. The research model is the descriptive survey model. The population of research is comprised of staff working in retail on male-female clothing stores in Istanbul. Research sample consists of 400 employees. A questionnaire form was used as data collection tool in the research. The questionnaire consists of five questions with demographic information, the "Creativity Scale" and the "Sales Performance Scale". The data was analyzed in the SPSS 16 packet program. While analyzing data, descriptive statistics, t-test, ANOVA and correlation analysis were used. As a result of research, it was determined that personal creativity and organizational creativity have an impact on sales performance.