Publication
Jan 2013
Using marketing data collected in northern Uganda, this paper shows that customers of both genders are more likely to decide to buy a product when the salesperson is female. The argument is that female salespeople are better at influencing customers’ decisions on whether to purchase a product or not. The author therefore concludes that using only female salespeople is an easy way to improve the cost-effectiveness of an operation, a key goal for social marketing schemes.
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English (PDF, 42 pages, 376 KB) |
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Author | Adam Alagiah |
Series | LSE International Development Working Papers |
Issue | 136 |
Publisher | LSE Department of International Development (ID) |
Copyright | © 2013 LSE |