ASSESSMENT ON THE FACTORS AFFECTING SALES PERFORMANCE (CASE OF MOHA SOFT DRINK INDUSTRY SUMMIT AND T/HAIMANOT PLANTS)

Abstract

The wellbeing of one company may depend up on its performance of selling. The aim of this research was to assess factors that affect sales performance of MOHA soft drink industry summit and T/Haimanot plants. For this study since the number of sales employees and depot sales agents are small, the researcher decided to take 100% of the population as the sample to be more confident and reduce sampling errors. In both cases the sample size of the study was a total of 140 samples, (66 employees and 74 sales agents). Both primary and secondary data were used. Primary data was collected by using a questionnaire for both employees and depot sales agents. On the other hand, secondary data were collected through document review. Moreover, literature review, company manuals, brochures and practical observations are used to strengthen the research. Descriptive statistical analysis such as frequency, percentage, mean, standard deviation, and inferential statistical analysis like correlation was used in order to analyze the data. The findings show that major factor that affects sales performance of the company is sales volume fluctuation. This fluctuation is caused by shortage of raw material and seasonality due to weather. At the end of the study recommendations were forwarded by the researcher, such as the company should study and determine the nature of the seasons and their differences clearly and there should be an incentive or promotional packages for the end users during off peak sales season.