ABSTRACT

This research work is a very crucial study for the entire Nigeria and to the Nigeria Breweries Plc in particular. The study was motivated by the necessity to ascertain the effect of sales management on the performance of firm in Nigeria especially Nigeria Breweries Plc. It is aimed at identifying the extent of satisfaction their customers derive in the management of their sales and to give recommendation which will lead to the solution to the problems if any exist. Data collected from the company was analyzed using tables, frequencies, percentages and standard derivation where necessary to enable the reader make a long lasting satisfaction as a result of reading the manuscript. Based on the hypothesis formuated, the researcher studied the senior and the junior staff of the company who were relevant to the study. Descriptive statistical formular were adapted to determine the sample size and also test the hypothesis formulated. However after a critical analysis of the data collected through questionnaire and oral interview, it was discovered that sales management is the best method of positioning the company product in the market.    

TABLE OF CONTENTS

Title Page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of Contents vi

List of Tables ix

Abstract x

CHAPTER ONE

1.0 Introduction 1

1.1 Background of the Study 1

1.2 Brief History of the Company and Profile 4

1.3 Statement of the Problem 6

1.4 Objectives of the Study 9

1.5 Research Questions 9

1.6 Research Hypothesis 10

1.7 Significance of the Study 10

1.8 Scope and Limitations of the Study 11

1.9 Limitation of the Study 11

CHAPTER TWO

2.1 Review of Related Literature 13

2.2 Meaning and Definition of Sales Management 14

2.3 Importance of Sales Management to Organization 15

2.4 Role of Sales Management to Organization 16

2.5 Management of Sales Operations 16

2.5.1 Setting up the Sales Organization 17

2.5.2 Recruiting and Selecting Salesmen 17

2.5.3 Training and Development 18

2.5.4 Compensation Plans 18

2.5.5 Motivating Salesmen 19

2.5.6 Controlling and Evaluating Selling Performance 20

2.6 Qualities of a Good Sales Person 21

2.7 Performance Evaluation of Sales Forces 23

2.8 Factors Militating Against the

Growth of Sale Management in Nigeria 24

2.9 Need for Sales Management 25

CHAPTER THREE

RESEARCH METHODOLOGY 

3.1 The Design of the Study 28 

3.2 Area of the Study 28

3.3 Sample Section 29

3.4 Methods of Data Collection 29

3.5 Sampling Techniques 30

3.6 Method of Data Analysis 31

3.7 Validity and Reliability 32

CHAPTER FOUR 

4.0 Results and Discussion 33

4.1 Socio-economic Characteristics of the Respondents 33

4.2 Sales Management Strategies Adopted by Firm 34

4.3 The Level of Performance of Sales force in 

Terms of Target Attainment 35 

4.4 Effect of Sales Force Performance

on the Company’s Profit 36

CHAPTER FIVE

5.0 Summary, Recommendation and Conclusion 37

5.1 Summary of Findings 37

5.2 Recommendations 38

5.3 Conclusion 39

REFERENCES

APPENDIX 

LIST OF TABLES

Table 4.1: Distribution of the Socio-economic Profile of the 

Respondents 33 

Table 4.4: Relationship between Sales force Performance 

and Company’s Profit 36