SALESFORCE CREATIVITY AND MARKETING PERFORMANCE OF AUTOMOBILE DEALERS IN NIGERIA

Abstract

This study explored salesforce creativity and marketing performance of automobile dealers in Nigeria. The aim of this study was to determine the relationship between the dimensions of salesforce creativity (salesforce expertise, salesforce creative thinking and salesforce intrinsic task motivation) and marketing performance (sales growth and market share growth) of automobile dealers in Nigeria. In the process of carrying out this study, six (6) research questions and hypotheses were formulated to address the objectives of the study. The study adopted the correlational research design. The population of this study consisted of all the 168 registered automobile dealers in South-South Nigeria. The unit of analysis consisted of sales personnel of the registered automobile dealers in Nigeria. A sample size of 118 sales personnel was used for the study. The sample size was determined using the Taro Yamene’s formula. A structured questionnaire was used to collect data from the respondents. The data collected were analyzed statistically while the hypotheses were tested using the Pearson Product Moment Correlation Coefficient (r) with the aid of SPSS version 24.0. The findings showed that salesforce expertise has a significant relationship with marketing performance (sales growth and market share growth) of automobile dealers. The study also found a significant relationship between salesforce creative thinking and marketing performance (sales growth and market share growth) of automobile dealers. The study equally found a significant relationship between salesforce intrinsic task motivation and marketing performance (sales growth and market share growth) of automobile dealers. Based on these findings, it is concluded that salesforce creativity is significant predictor of marketing performance of automobile dealers in Nigeria. Therefore, it is recommended that salesforce in automobile dealers in Nigeria should be more creative in performing their duties as it would enhance the marketing performance of their dealer.