The Effect of Internal Organizational Determinants on Sales Performance: Evidence from Selected Beverage Companies in Addis Ababa, Ethiopia

Simple item page
dc.contributor.advisorMesfin Workineh
dc.contributor.authorShegaw Marie
dc.date.accessioned2026-11-06T05:00:37Z
dc.date.available2026-11-06T05:00:37Z
dc.date.issued2026-11
dc.description.abstractThe main objective of this study was to examine Internal determinants of sales performance in selected beverage companies in Addis Ababa. Specifically, the study examined the effect of product quality, sales training and development, sales incentive scheme, promotional and marketing activities, pricing strategy, distribution efficiency, customer satisfaction and brand awareness on sales performance. The study employed a quantitative research approach using explanatory research design. The primary data were collected from structured questionnaire from a total population of 291 respondents including marketing manager, regional area manager, area sales manager, sales supervisor, sales representative, marketing officer and other personnel units of selected beverage companies. A total of 241 valid responses were collected and analyzed using SPSS version 26. Stratified sampling and proportionate random sampling technique was applied for the first two companies and census for Dega water S.C. Descriptive statistics, correlation analysis multiple regression including Sobel mediation test analysis were used to analyze the data. The regression model explained 48.8% of the variation in sales performance implying that that independent variables collectively affect the Sales Performance of Dashen beer, Dega water and Awash Wine by 48.8 percent. The study concludes that sales incentive, price and sales training contributed the strongest contribution to sales performance
dc.identifier.urihttps://etd.aau.edu.et/handle/123456789/9382
dc.language.isoen_US
dc.publisherAddis ababa university
dc.subjectSales Performance
dc.subjectProduct Quality
dc.subjectSales Training and Development
dc.subjectSales Incentive
dc.subjectPromotion
dc.subjectPrice
dc.subjectDistribution
dc.subjectCustomer Satisfaction
dc.subjectBrand awarenes
dc.titleThe Effect of Internal Organizational Determinants on Sales Performance: Evidence from Selected Beverage Companies in Addis Ababa, Ethiopia
dc.typeThesis

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
Shegaw Marie.pdf
Size:
1.34 MB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed to upon submission
Description:
Download

Collections

Marketing Management