THE CONSTRAINT OF PERFORMANCE, EVALUATION, AND CONTROL OF SALES FORCE IN NIGERIA (A CASE STUDY OF DANA PHARMACEUTICAL PRIVATE LIMITED COMPANY)

ABSTRACT

The study focus on the Constraints of Performance Evaluation and Control of Sales force in Nigeria (a case study of Dana Pharmaceutical Private Ltd Company). Sales force refers to group of sales people collaborating and working together to help a company meet in sales goals. The main purpose of this study is to find out the constraints of performance, evaluation, and control of sales force in Nigeria. A simple size of 160 users was determined using chi-square formula; the sampling technique used was sample random sampling. Both primary and secondary data were employed and the measurement of instrument used was open –ended questionnaire. Two hypotheses were tested using null hypothesis. The major findings were that there exist significant satisfactions of staff with management/staff relationship of the company. On the strength of the findings, the researcher concludes that incentives have significant effects on the performance of sales force. On the strength of the conclusion, we recommend that management relationship be encouraged through meetings and seeking workers’ opinion on some issues. 

TABLE OF CONTENTS

Title page ﾿ i

Certification ﾿ ii

Dedication ﾿ iii

Acknowledgement ﾿ iv

Abstract ﾿ v

Table of contents ﾿ vi

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study ﾿ 1 ﾿

1.2 Statement of the Problem ﾿ 2 ﾿

1.3 Objective of the study ﾿ 2

1.4 Research Question ﾿ 2

1.5 Statement of the Hypothesis ﾿ 3

1.6 Significance of the Study ﾿ 4

1.7 Scope of the Study ﾿ 4

1.8 Limitation of the Study ﾿ 4

1.9 Definition Terms ﾿ 5

CHAPTER TWO

2.0 Literature Review ﾿ 8 ﾿

2.1 Over View of Related Literature ﾿ 8

2.2 Implementation, Evaluation and control    ﾿ 10 

2.3 Theoretical foundation of sale force ﾿ 15

2.4 Marketing Performance    ﾿ 16

2.5 Sales Force Competence Management 

﾿ and Marketing Performance ﾿ 18

2.6 Marketing Performance a Measure of the 

﾿ Contributions of Organizations Marketing 

Functions To Its Corporate Goals Objectives ﾿ 19

2.7 Sales Force Competence Analysis (SFCA) 

and Marketing Performance ﾿ 20

2.8 Sales force competence Development (SFCD) 

and Marketing Performance ﾿ 21

2.9 Force Competence Evaluation (SFCE) 

and Marketing Performance ﾿ 25 ﾿

2.10 Structure of customer sales force ﾿ 27

2.11 Sales Force objective and Task ﾿ 27

2.12 Sales Force Training ﾿ 28

2.13 ﾿ Compensation and Motivation of Sales force ﾿ 29

2.14 ﾿ The Benefit of motivating Sales  Forces ﾿ 32 ﾿

2.15 Performance, Evaluation and Supervision ﾿ 33

CHAPTER THREE

3.0 Introduction ﾿ 35

3.1 Research Design ﾿ 35

3.2 Area of study ﾿ 36

3.3 Population of the study ﾿ 36

3.4 Sampling Techniques and method ﾿ 36 ﾿

3.5 Determination of Sample Size ﾿ 36

3.6 Measurement of Instrument ﾿ 37

3.7 Sources of Data collection ﾿ 38

3.8 Validity and Reliability of instrument ﾿ 38

3.9 Method Data Collection ﾿ 39

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1 Presentation of Data ﾿ 41

4.2 Testing of Hypothesis ﾿ 46

CHAPTER FIVE

SUMMARY, CONCLUSION, AND RECOMMENDATION

5.1 Conclusion ﾿ 54 ﾿

5.2 Recommendation ﾿ 55

References ﾿ 56