STUDY ON ATTRIBUTES AND PERSONALITY TRAITS- AN EMPIRICAL STUDY ON MARKETING EXECUTIVES

Abstract

 

Abstract

Marketing of products and services is an extremely challenging task in the days of global competition. In olden days the customers had to buy whatever the company offered to them. They hardly had any choice. But today, the customer get what they want, tailor made solutions are available. Hence creating a need among customers, delivering through the best channels and providing minimum customer satisfaction is a great task in marketing. Further, customers also have social, environmental considerations. Thus, the role of marketing executives has become more complex than ever and in this context marketing executives need to have certain kinds of attributes and personality traits.

In this context, the current study examined the Basic Attributes and Personality Traits Required for Marketing Executives. Data were collected from a sample of 35 Marketing Executives in shivamogga by employing stratified random sampling method. The results clearly showed that, Personality trait of an marketing executives majority of respondents are accepted the trait of an executives in work almost in creativity 91 %(32) in motivation 100%(35), people skill, in lifelong learning83%(29) in commitment and The qualities required by marketing professional by the respondent's opinion that strongly agree and agree by following traits were Loyalty with employer 97%, skilled leadership 100%, time manager 97%, ability to take right decision quickly 100%, This clearly indicates that Motivation, Lifelong learning, loyalty with employer are some if the basic attributes personality traits required for any Marketing executives are significantly correlated.

Key words- Marketing Executives, Traits, Attributes, skills,