The Influence Of Buyer-Seller Relationship On Sales Effectiveness: The Case Of Ayat Real Estate In Ethiopia
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Date
2019-06
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Addis Ababa University
Abstract
The purpose of the study was to examine the influence of buyers-sellers relationship on sales effectiveness in Ayat Real Estate. The study developed a framework incorporating four key variables: strength of ties, information, solidarity and sales effectiveness. The framework was tested using data from Ayat 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 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 0.424 made the first strong positive and statistically significant influence in explaining or predicting the dependent variable (SE) than the STT and SOLID. Predictor variable SOLID made the second strong statistically significant positive influence on SE with Beta value of 0.222. With Beta value of 0.218 Predictor variables STT also made strong statistically significant positive influence on SE. Generally, having better information network, solidarity and strength of ties between buyers and sellers brings positive effect on sales effectiveness.
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Keywords
Buyer seller relationship, sales effectiveness, Real estate