ABSTRACT

This study was conducted to evaluate the effects of sales force motivation on sales performance of Nigeria Breweries plc Ama Enugu State, Nigeria. The major objective of this work is to examine the comparative implications of motivational tools on sales force performance. Sales force are not active and effective as most of them are always late to appointments, fail to keep business appointments, give incorrect information to customers, supply wrong product brand and poorly manage customer relationship. Non- probability analysis was adopted and data was sourced from primary areas. Data generated was analyzed using tables, statistical tools and descriptive analysis. The copies of the questionnaire were directed to a sample size of 133 marketing and sales personnel which were deduced from a population of 200 using Taro Yamane formula. The hypotheses were tested using Chi-square. From the test of hypotheses, it was revealed that there was no significant effect in the level of sales forces motivation on sales performance; it was observed that straight salary, straight commission and combination plan, were some of the motivational tools mostly used. Conclusively; it was revealed that straight commissions, straight salary and combination plan had significant effect as most effective motivational tools used on sales force. Based on the findings, Recommendations were made: financial support, commission and motivation should be maintained and increased because they are good motivating factors, every employee should be highly motivated because comfortable employees will never think of acting negatively.

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of content vii

List of tables x

Abstract xii

CHAPTER 1: INTRODUCTION

1.1 Background of the Study 1 

1.2 Statement of the Problem 3

1.3 Objectives of the Study 4

1.4 Research Questions 5

1.5 Hypotheses of the Study 5

1.6 Significance of the Study 5

1.7 Scope of the Study 6

1.8 Limitations of the Study 6

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Conceptual Frameworks 7

2.1.1    Overview of Sales Force 8

2.1.2   Sales Performance 13

2.1.3 Sales Quotas 14

2.2 Theoretical Framework 17

2.2.1 Abraham Maslow’s Hierarchy of Needs 17

2.2.2   Herzberg’s Two Factor Theory of Motivation 19

2.2.3    J.S Adam’s Equity Theory 20

2.2.4 Reinforcement Theory 20

2.3 Empirical Review 22

CHAPTER 3: RESEARCH DESIGN AND METHODOLGY

 3.1 Research Design 25

3.2 Study Area 25

3.3    Population of the Study 26

3.4    Sample Size 26

3.5    Sampling Technique 27

3.6 Research Instrument 27

3.6.1    Validity of the Instrument 28

3.6.2    Reliability of the Instrument 28

3.7    Methods Of Data Collection 28

3.8    Method of Data Analysis 29 

3.9 Model Specification 29

CHAPTER FOUR: RESULTS AND DISCUSSIONS OF FINDINGS

4.1: Result 30

4.2 Testing of Hypothesis 39

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary 44

5.2 Conclusion 44

5.3    Recommendation 45              

Questionnaire 47

References 51