A Cross-National Investigation of Student Intentions to Pursue a Sales Career

Abstract

Previous studies related to student selection of a sales career indicate that their perception of sales as a career is generally negative. Numerous reasons have been offered for this negative view, including negative perceptions of attributes associated with sales jobs and salespeople. This study examines the perceptions of negative and positive attributes of sales jobs and salespeople held by students in three nations and the impact these perceptions have on their feelings about selling. The impact that their feelings have on their intentions to pursue a career in sales is also investigated. The examination of students’ intention to select sales as a career in the United States, Switzerland, and Turkey identified several underlying dimensions of sales jobs, salespeople, and their feelings about selling. Study findings indicate that perceptions of a sales job and of salespeople influence their feelings toward selling. As expected, students’ feelings toward selling are positively related to their intention to pursue a sales career. However, their career intentions are significantly affected by their enrollment in a sales course, nationality, gender, and academic major. Several explanations are offered for these differences, and educational and training implications are discussed.