Internal Marketing and Sales Force Performance of Beverage Manufacturing Firms in Nigeria

Usani, Nfawa Erasmus; Sampson, Emem Akaniyene

doi:10.5281/zenodo.8268267

Document Type : Original Research

Authors

Department of Marketing, University of Uyo, Uyo, Nigeria

https://doi.org/10.5281/zenodo.8268267

Abstract

This study was designed to investigate the influence of internal marketing on the sales force performance of beverage manufacturing firms in Nigeria. The underpinnings of internal marketing were internal communication and internal training. The population of the study included the salespersons that were involved in the sales of beverage-manufactured drinks, both alcoholic and non-alcoholic, in Nigeria. A sample size of 152 was investigated. A structured questionnaire served as the primary instrument for data collection. The structured questionnaire was administered to every member of the population, and 144 copies of the instrument were filled out and returned in useable form. Data collected were analysed using percentage analysis, and hypotheses formulated were tested using simple linear regression analysis. Findings from the study revealed that there is a significant relationship between the internal marketing variables (i.e., internal communication and internal training) and sales force performance. Based on the empirical findings, the author concluded that internal marketing strategies influence the sales force performance of beverage manufacturing firms in Nigeria. The researchers recommended that management show more interest in communication and training to improve and enhance sales through the performance of the sales team.

Keywords

20.1001.1.23832126.2023.10.7.3.8

Main Subjects

COPYRIGHTS

©2023 The Author(s). This is an open access article distributed under the terms of the Creative Commons Attribution (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, as long as the original authors and source are cited. No permission is required from the authors or the publishers.

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International Journal of Management, Accounting and Economics

Internal Marketing and Sales Force Performance of Beverage Manufacturing Firms in Nigeria

References

References

Volume 10, Issue 7 - Serial Number 108
July 2023
Pages 480-494

Internal Marketing and Sales Force Performance of Beverage Manufacturing Firms in Nigeria

References

References

Volume 10, Issue 7 - Serial Number 108July 2023Pages 480-494

Volume 10, Issue 7 - Serial Number 108
July 2023
Pages 480-494