INTERNAL FACTORS AFFECTING SALES PERFORMANCE OF BGI ETHIOPIA ST.GEORGE BREWERY ADDIS ABABA PLANT

Abstract

The wellbeing of one company may depend up on its performance of selling. The purpose of this Research was to assess internal factors that affect sales performance of BGI Ethiopia plc. Addis Ababa plant. For this study since the number of sales employees are small, the researcher decided to take 100% of the population to be more confident and reduce sampling errors. In this cases the sample size of the study was a total of 102 sales persons and sales supervisors of the company. Primary data were used. Primary data was collected by using a questionnaire. Quantitative research approach were used for data collection, 102 questionnaire were distributed and among those 95 of them were collected. Descriptive statistical analysis were used to analyze the data such as frequency, percentage and mean, correlation and regression analysis also was used in order to analyze the data, and the researcher also use the software called statistical package for the social science (SPSS) version 23.0. The findings show that major internal factors that affects sales performance of the company is sales person performance, sales incentive, training and development, sales forecasting and product quality and correlation results shows all independent variables have positive correlation with the dependent variable. At the end of the study recommendations were forwarded by the Researcher, such as the company should recruiting appropriate sales person, provide attractive sales incentive, providing periodic and continuous training, establish research and development department, hiring marketing expert who have ability and skill to make effective sales forecast and continuous improvement of product quality according to customer need to satisfy both existing and new potential customers.