EFFECT OF EFFICIENT SALES MANAGEMENT ON THE PERFORMANCE OF FIRMS (A STUDY OF NIGERIAN BREWERIES PLC ENUGU)

 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