Effect of Motivation on Medical Representatives Selling Performance in Addis Ababa

Abstract

This study examined the effect of financial and non- financial compensation on the satisfaction of community pharmacies. Debates regarding influencing motivation of medical representatives’ to increase their sales performance are going on in most nations and worldwide. In its turn increasing sales performance means increasing customer satisfaction of community pharmacy units. The aim of the thesis is to explore motivational factors of medical representatives and satisfaction of community pharmacy unit. Furthermore, to assess the financial and non-financial motivation of medical representatives and customer satisfaction of pharmacy units located around the governmental general hospitals of Addis Ababa. Data was collected by quantitative research method through distribution of questions for selected medical representatives and selected community pharmacies in two month duration. The sample size of 50 for both the medical representative and community pharmacies was selected using systematic random sampling method. The collected data was analyzed using quantitative content analyzed by SPSS software. Financial and non- financial compensation are factors that determine medical representatives’ motivation level and sales performance. In conclusion financial incentive has a significant dimension to satisfaction community pharmacies around the governmental general referral hospital in Addis Ababa.