The Impact Of Sales Skills On Sales Person Performance The Case Of Bgi Ethiopia

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In recent years the competitiveness in Ethiopian beer industry has enormously increased specially after thernprivatization of government breweries to international well recognized breweries. Despite of room forrngrowth and additional breweries are underway to join the industry, currently breweries are spending arnlarge sum of money to attract consumers in using their sales person officers. Understanding the salesrnperson sales skill contributes in the result of sales person performance. This study analyzes the impact ofrnsales skill on sales person performance. The objectives of this paper are two-fold. Firstly tornunderstand the influence of sales skills dimensions, namely interpersonal, salesmanship, technicalrnand marketing skills on salesperson performance in BGI Ethiopia, which is a major breweryrnindustry in Ethiopia; and secondly, to investigate the effect of organizational commitment as arnmoderating variable on the above relationship. Data was gathered from all agents of BGIrnEthiopia sales person 252 salesperson in the industry. Different literatures have been used inrndiscussing the concept and to identify major factors that affect sales person performance. Sales skills:rninterpersonal skill, technical skill, marketing skill, salesmanship skill, and organizational commitment arernfound to be important variables that determine sales performance. Questionnaires were distributed to allrnrespondents of the agent of BGI Ethiopia sales person. From each agent all sales persons are taken andrnresults were put through different methods of data analysis. Descriptive statistics, correlation andrnregressions were used in this study. Based on the analysis from the independent variables the onlyrnsalesmanship skill and organizational commitment are the most influential factor of sales personrnperformance. Different factors are consists on those sales skill variables. The findings show that therneffect of salesmanship skills positively influence and predicts salesperson performance. And thernfindings also show that technical, marketing and interpersonal skills do not influence salespersonrnperformance. And, organizational commitment was necessarily moderate the relationship betweenrnsales skills dimensions and salesperson performance

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The Impact Of Sales Skills On Sales Person Performance The Case Of Bgi Ethiopia

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