FACTORS AFFECTS SALES PERFORMANCE THE CASES OF META ABO BREWERY S.C

Abstract

The Purpose study is to analyze factors affecting sales performance in cases of Meta Abo brewery S.C. the Sales Performance measurement is always important, especially in highly competitive, dynamic, complex, and global environments where managers are expected to have a strong grasp on dozens of issues in this study. To analyze factors which are affects the sales volume of Meta Abo and it analyze the company sales volume by the dimension of Route to Market of the company, Sales management, Price, Sales force Skill and sales promotion. Pearson’s correlation values as well as analysis methodologies were employed to gather de-scriptive statistics, reliability analysis. Cronbach’s alpha value helped determine the reliabil-ity of the variables. 50 Questionnaires were distributed for the company sales force, sales manager and sales distributor and the returned questioners from the distributed were 49. Classical linear regression model was used to analyze the returned questioners. The current study contributes to the literature on the company sales volume and its factors which are af-fects the company sales volume by applying empirical evidence. The results affirmed a posi-tive effect of Route to Market of the company, Sales force Skill and sales promotion on sales volume of Meta Abo brewer. Price of the company has negative effect on the company sales. However, the finding of the result indicates that Sales management has no effect on the com-pany sales volume.