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Abstract

The purpose of the research is to find out the association between Adaptive selling (AS) as the dependent variable and its antecedents: Adaptive Selling Behavior (ASB), Adaptive Selling Confidence (ASC), Salespersons Intrinsic Motivation (IM), Role Ambiguity (RA); as independent variables. An adaptive selling approach helps the salespersons to provide better service to every customer. Hypotheses are designed and tested considering all the variables using data obtained from 600 students studying at graduate and post graduate levels in Punjab University. Non-probability convenience sampling technique is used for data collection employing 5-point Likert scale close-ended questionnaire. Results show that the impact of adaptive selling to ASB, ASC and IM are significant as well as positively correlated. Moreover, ASC and ASB increase with IM, while the salesperson's RA reduces with AS. The study is conducted from the point of view of end consumers, and the results show that adaptive selling behavior is the most significant factor in determining adaptive selling.