THE EFFECT OF BUYER SELLER RELATIONSHIP ON SALES EFFECTIVENESS: THE CASE OF NOAH REALESTATE ETHIOPIA.

Abstract

The purpose of the present study is to examine the effect of buyers-sellers relationship on sales effectiveness in Noah Real Estate. The study developed a framework incorporating six key variables: strength of ties, information, solidarity, service guaranty, commitment and sales effectiveness. The framework was tested using data from Noah Real Estate Ethiopia. The statistical population of this study includes marketing manager; supervisors and sales persons found in marketing department. This research tried to answer questions like whether strength of ties, information, service guaranty, commitment and solidarity has significant effect on sales effectiveness. In this research, both explanatory and descriptive research designs were used. In order to collect the data, a standard questionnaire has been used. Information gathered from questionnaires were analyzed using descriptive and inferential (correlation, regression) statistical tools. The result shows that buyers-sellers relationship has significant positive effects on sales effectiveness. Predictor variable INFO with beta value of 0.478made the first strong positive and statistically significant influence in explaining or predicting the dependent variable (SE) than Predictor variable STT made the second strong statistically significant positive influence on SE with Beta value of 0.301. Predictor variables SG also made strong statistically significant positive influence on SE with Beta value of 0233. Generally, having better information network, Service guaranty and strength of ties between buyers and sellers brings positive effect on sales effectiveness.