THE EFFECT OF MARKETING INTELLIGENCE ON SALES PERFORMANCE OF PRIVATE BANKS IN ADDIS ABABA

Abstract

This study aimed to investigate the effect of marketing intelligence on sales performance of selected private commercial banks in Addis Ababa. A quantitative research approach along with explanatory research design was applied. Branch managers of Awash, Abyssinia, NIB, Dashen, and Cooperative Bank of Oromia banks in Addis Ababa were taken as a study population. A sample of 258 respondents was selected by applying the convenience non-probability sampling technique. The primary data were collected from the targeted respondents through a self-administered questionnaire, of which a total of 228 valid usable data were used for analysis. SPSS 21.0 application software was used for processing quantitative data and analyzed using both descriptive and inferential statistics. Based on the analysis, the results of the findings revealed that marketing intelligence had a positive and statistically significant relationship with sales performance. Among the five dimensions of marketing intelligence, product modification had relatively the highest effect on sales performance followed by competitor business processes and marketing information review. Whereas, process modification and strategic competitor analysis showed the least effect on the sales performance of the private commercial banks in Addis Ababa. It can be concluded that marketing intelligence dimensions are good predictors of sales performance in private commercial banks in Addis Ababa. Therefore, the commitment of managers is required to demonstrate the marketing intelligence acquired from both internal and external sources into practice. In doing so, private banks may enhance their sales performance to a better level.