SALESFORCE MOTIVATION AND MARKETING PERFORMANCE OF MANUFACTURING FIRMS IN NIGERIA

Abstract

This study explored the relationship between salesforce motivation and marketing performance of manufacturing firms in Nigeria. The study adopted the correlation survey research design. Data were collected from sales personnel of some selected registered manufacturing firms in Port Harcourt, Rivers State. A sample size of 258 respondents was used for the study. The sample size was determined using the Taro Yamen’s formula. A structured questionnaire was used to elicit data from the respondents. The data collected were analyzed statistically while the Spearman Rank Order Correlation Coefficient (rho) was used to test the formulated hypotheses. The SPSS 22.0 version was used to correlate the data on the study variables. The result revealed that intrinsic motivation has a significant relationship with sales growth of manufacturing firms. The study also found a significant relationship between intrinsic motivation and market share growth of manufacturing firms. A significant relationship was reported between extrinsic motivation and sales growth of manufacturing firms. The study equally found a significant relationship between extrinsic motivation and market share growth of manufacturing firms. Based on the findings, it was concluded that salesforce motivation significantly enhance the marketing performance of manufacturing firms. In line with the findings and conclusion, it was recommended that manufacturing firms in Nigeria should motivate their salesforce intrinsically and extrinsically as it would surely enhance their marketing performance.