Date of Award
Honors College Thesis
Marketing and Fashion Merchandising
This paper examines the characteristics of people who are a good fit for a career in direct selling marketing as well as the characteristics of those who are not. It is also an examination of the motivations to join direct selling and the different levels of “success” that some may find in their careers as direct sellers. Some of the motivators for success came from emotional drives while some were situational. Analysis of the questionnaires given to each participant led to the discovery of three common determinants of what does make a successful direct seller and four determinants of characteristics that are not conducive with success in the direct selling market. The determinants in favor of success were determination, teach ability, and confidence. The characteristics not in favor of success were laziness, lack of motivation, unwillingness to dedicate time to the business, and lack of consistency. There were also three emotional motivators that drive direct sellers to become successful and two situational motivators. These findings will help provide current and future direct sellers with important knowledge about whether or not this is a type of business that they could excel in, a better understanding of what it takes to be successful in this field, and what they can expect within a career of direct selling.
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Holloway, Ashten N., "Sustainability of Direct Sellers in Marketing" (2017). Honors Theses. 512.