IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 5 NO. 1 2021
DOI: 10.56201/ijmcs.v5.no1.2021.pg78.98

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Sales Performance of Fastmoving Consumer Goods (FMCG): Do Behavioural Traits of The Sales Force Matter?

Christian Amadi Ph.D and Emmanuel Nwokah Ph.D

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Abstract

The term "suit and hard sell tactics" does not adequately describe effective sales techniques. When it comes to FMCG manufacturing, in Port Harcourt, Nigeria, there are a lot of factors that affect sales performance and that separates good salespeople from bad ones. This calls for research on the behavioral traits of salespeople in this industry. The research utilised a descriptive survey approach. From a total population of 3838 people, 370 were selected as a sample using the Taro Yamane methodology. Sales managers and salespeople from fast-moving consumer goods companies in the Port Harcourt metropolitan area were among the 370 respondents who filled out the structured questionnaire. The validity of the instrument was done using construct validity and for the reliability, cronbach alpha and composite reliability were used. In analyzing the data for the hypotheses, Structural Equation Model (SEM) was adopted with the aid of Smart-PLSv3. The sales performance of fast-moving consumer commodities in the Port Harcourt metropolis of Rivers State is influenced positively by the sales persons’ beheahioural trait of agreeableness, conscientiousness, openness, and extraversion, and adversely by neuroticism. The study revealed that the behavioural characteristics had a noteworthy influence on the sales performance of Fast- Moving Consumer Goods (FMCG) in the Port Harcourt metropolitan area. The study recommended that organisation should give attention to agreeableness, conscientiousness, openness, neuroticism and extraversion to determine its effect on sales performance. That further research on the elements of behavioural traits on firm’s performance should be investigated.

keywords:

Behavioural trait, Agreeableness, Conscientiousness, Openness, Extraversion, Sales performance

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