Paper Title
Selling Orientation – Customer Orientation Behaviour Of The Medical Sales Person And Its Relationship With Customer’s Trust Towards The Medical Salesperson In Pharmaceutical Industry

Abstract
This study deals with the “How the Selling Orientation and Customer Orientation Behaviour of the sales person creates changes in customer’s trust towards the salesperson. Here the salesperson is Medical Sales Representatives. In this study researchers found that Medical Sales Representatives who practice Customer Oriented sales Behaviour is inducing a positive trust towards the Medical Sales Representative. If a Medical Sales Representative is practicing Selling Orientation Behaviour, it leads to a negative relationship with customer’s trust towards the Medical Sales Representative. Keywords - Selling Orientation, Customer Orientation, Trust