Implementation of factor analysis for identifying cultural differences in personal selling

Abstract

This study aims to explore intercultural and gender customer differences in Czechia regarding their perceptions of verbal and nonverbal personality traits of salespeople during personal sales interactions. By examining these differences, the research provides valuable insights for scholars and practitioners into cultural and gender-specific factors critical for designing effective interpersonal sales strategies.

An experimental design was employed. The collected data were analyzed using factor analysis and hypothesis testing. The findings suggest that salesperson authenticity and personal interaction factors significantly influence sales success in Czechia. Additionally, gender-based variations were identified in customer receptivity.

The research primarily focused on automotive retail sales scenarios and it a follow-up of series of previous research in this domain, but the results offer broader applicability to similar market contexts, contributing to the understanding of effective personal sales techniques across cultures and genders.