Özet:

The concept of marketing has changed with the effect of the changing world and developing technology through the increasing diversification of products and services needed in daily life, and the efforts to meet these needs. Concepts such as relative sales, consumer satisfaction, and personal selling in retail have become highlighted with the adoption of consumer-oriented marketing approaches instead of product-oriented approaches. In this context, the study aims to reveal the effects of personal selling techniques used in retailing, which generally enables sales without intermediaries and sales representatives, on consumer perception. In the first part of the study, the literature on retailing, retail strategies, and personal selling are reviewed, and theoretical explanations related to the topic are given. In the research section, the effects of personal sales and sales representative on consumer perception are examined. Data were collected through a face-to-face survey method from 270 consumers shopping in retail stores in the stationery sector. Findings suggested that the social skills - which includes the communication and personal characteristics of the sales representative - the trust of the consumer to the business and the sales representative, and the recommendation variables have positive and weak relationships with both consumer perception and each other.

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