INTERNAL MARKETING AND SALES FORCE PERFORMANCE OF BEVERAGE MANUFACTURING FIRMS IN NIGERIA

Authors

  • Jacinta Ozioma Ndubueze Department of Marketing, Michael Okpara University of Agriculture, Umudike, Umuahia, Abia State, Nigeria.
  • Ikechukwu Dialoke Department of Industrial Relations and Personnel Management, Michael Okpara University of Agriculture, Umudike Umuahia, Abia State, Nigeria.
  • Marcelina Offor Department of Marketing, Michael Okpara University of Agriculture, Umudike, Umuahia, Abia State, Nigeria.

Keywords:

Beverage Manufacturing Firms, Internal Communication, Internal Marketing, Internal Training, Sales Force Performance

Abstract

The main objective of this study was to examine the effect of internal marketing on sales force performance in the selected beverage manufacturing firms operating in Nigeria. The study adopted a survey design method to help analyze the inherent problem. The population of this study is made up of management and staff of 15 food/beverage firms quoted on the Nigerian Stock Exchange. 153 respondents were studied. Convenience sampling was used because of the nature of the respondents. The test of hypotheses was done using simple regression model. All analyses were done through the use of SPSS (version 20.0). The results of regression analysis revealed that internal communication exerts positive and significant effect on sales force performance of the designated beverage firms in Nigeria. The study's second regression result showed that internal training significantly and favourably affects the sales force performance of the chosen Nigerian manufacturing companies. The researchers recommended that fostering mutual relationships amongst the persons concerned is a two-way process that is achieved through communication. The studied beverage firms should keep lines of communication open so that the sales staff and upper management may communicate. Also, the management of the studied beverage firms in Nigeria have to give training its sales force top priority if they are to succeed. To give the sales force the knowledge and direction they need to represent the firm in an ethical manner, a variety of training methods must be employed.

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Published

2024-10-05

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Section

Articles