This study was conducted to assess the impact of motivation on the performance of Guinness Nigeria Plc and MTN sales force in the Southeast. The main purpose of this paper is to examine the comparative effects of motivation on the performance of salespeople in manufacturing and service firms. Sales staff are often late for appointments, do not keep business promises, provide customers with incorrect information, offer the wrong brand of product, return to the office before responding to customer inquiries, and treat customers poorly. It is not active and effective because it cannot be managed. relationship. A survey design was adopted and data were obtained from both primary and secondary domains. The data generated were presented and analyzed using tables, simple percentages and mean values. Copies of the questionnaire were directed to a sample size of 400 marketing and sales professionals drawn from a population of 892 using the Taro Yamane formula. This study was validated and tested for reliability using Cronbach Alpha, yielding an Alpha of 0.97. Hypotheses were tested using analysis of variance (ANOVA). Hypothesis testing revealed no significant differences in the motivation of sales staff at Guinness Nigeria Plc. and MTN; raises, bonuses, profit sharing, wages, and team building have been observed to be some of the most commonly used motivational tools in manufacturing and service companies. It was announced that desired vacation time and participation in decision-making had no material impact on the performance of Guinness Nigeria Plc and his MTN sales staff. Insurance, commissions, and regular salary payments were shown to be the most effective motivational tools for performance of sales staff in manufacturing and service companies. Recommendations were made based on the results.
Financial support, fees, and benefits are good motivating factors and should be maintained and increased in manufacturing and service companies. All employees should be highly motivated, because carefree employees never think about negative actions. To motivate employees to perform their jobs well, all companies should consider bonuses and team building as motivating factors. Participation in workshops, organizational support, and ongoing field service training are powering activities that should be encouraged. In conclusion, Cell Phone Top Up His Card Allowance, Fuel Allowance, Meal Voucher, Travel/Tour Allowance, and Dressing Room Allowance proved to be the latest tools to motivate his sales staff.


Chapter 1 Introduction

1.1 Research background

To remain competitive in today’s global marketplace, companies strive to efficiently and effectively deliver their products (physical) and services (intangible). In service supply chains, human labor forms an integral part of the value creation process, and physical handling of products leads to standardized and centralized procedures and controls in manufacturing supply chains (Sengupta et al 2008:
1). Service Supply His efficiency focus in the chain is on capacity management, resource flexibility, information flow, service performance, and cash flow management. Key factors are demand management, customer relationship management, and supplier relationship management in manufacturing and service supply chains. Salespeople in any business, large or small, manufacturing or service, are tasked with generating product sales from assigned customer accounts in independent geographies. But today’s evolving sales environment is much more complex, requiring significant changes in performance metrics, goals, management and rewards. The South East Zone is synonymous with developing centralized companies employing sales forces east of Niger. The role of sales and marketing is becoming increasingly important for manufacturing and service companies (both large and small) in the Southeast. Unfortunately, most of these companies do not apply sales management theory to their sales operations.

A distinct and distinctive feature of fieldwork is personal contact with customers. namely, the need to persuade through personal visits and the need to carry out other activities not directly related to anthropomorphism. Therefore, all classes of field workers or salespeople, i.e. remote salespeople, salespeople, detail salespeople, account managers, sales engineers, and creative salespeople, have the right and appropriate motivations. Requires. Three common salesperson compensation methods identified by Ubanagu (2006):
190) are salary-only, commission-only, and combined plans. He further explained:

1. Salary Direct:
This system is most often used when management wants to motivate salespeople to achieve goals other than short-term volume. The method of direct payroll compensation is used in the following cases:

a. When it is very difficult to measure the impact of individual sales representatives on sales volume in a reasonable amount of time.

b. If the vendor is engaged in selling missions, like MTN Nigeria. When

c. Where the sales process is complex and requires a team or multi-tier sales effort, such as Guinness Nigeria Plc.

2. Direct Fee:
A commission is a payment for achieving a certain performance and is based on a certain percentage (%) of the amount of Essence Units sold. However, the MTN and Guinness companies set commissions based on sales profitability to motivate sales staff to extend their efforts to the most profitable products or customers.

3. Combined plan:
Set base salary with commission/bonus or both. When you combine salary and commissions, your commissions are tied to your turnover, just like in commission-only plans. Bonuses are payments made for meeting or exceeding a specified level of performance, at the discretion of management. In many cases, as is the case with Guinness Nigeria Plc, the minimum requirement for a merchant to earn a bonus is meeting a quota.

The purpose of motivating subordinates and salespeople is to achieve goals (results) that are useful to the organization. Motivating employees is a constant challenge for managers. Therefore, in this study, in order to conduct a comparative analysis, highlight areas of difference and commonality, and suggest more effective and modern methods, the impact of motivation on the performance of salespeople in manufacturing and service companies Examine.


Motivate your sales staff to optimize productivity. For this purpose, Guinness Nigeria Plc and Mobile Telecommunications Network (MTN) have been deployed in southeastern Nigeria.

1.2 Problem Description

Today’s customers are more demanding than ever. Your target market demands better products, service and faster, more reliable support than ever before. On-site sales personnel, who must have some knowledge and experience of products, markets, competitors, and industry trends, fail to deliver on business promises, provide false information to customers, Does not seem positive and effective, such as doing bad things. Customer relationship management. In particular, the majority of salespeople in manufacturing and service industries are the main culprits for these practices, such as being late or missing deadlines. Others can be very rude and even hostile when dealing with customers.

1.3 Objectives Of The Study

Consequent upon the background of the study and the statement of the problem, the researcher will endeavour to:-

i) determine the direction from very high to very low levels of motivation of sales force in

Guinness Nigeria Plc and MTN.

ii) Identify the differences in the motivational tools used on the sales force by manufacturing and service companies.

iii) ascertain whether staff preferred leave period and participation in decision making have significant effect on sales force performance in the two companies.

iv) determine the most effective motivational incentives – insurance scheme, commissions, and regular pay used by either of the companies under study.

1.4 Research Questions

Based on the background of the study, statement of the problem and the objectives of the study, the following research questions were raised to guide the study:-

1. What is the level of sales force motivation in the two manufacturing and service companies (Guinness Nigeria Plc and MTN) under study?

2. What are the different motivational tools used on the sales force by the manufacturing and service companies?

3. What are the motivational effects of staff preferred leave period and participation in decision making on sales force performance of the two companies under study?

4. What are the most effective sales force motivational incentives used by either of the companies

under study.


1.5 Hypotheses Of The study

Following the statement of the problem, the objectives of the study and the research questions raised therefrom, the following hypotheses were formulated to guide the survey:-

1. There is no significant difference in the level of sales force motivation in Guinness Nigeria Plc and MTN.

2. There is no significant difference in the sales force motivational tools used by the manufacturing and service companies. 3. Preferred schedule leave period and participation in decision making do not have significant effect on sales force performance in Guinness Nigeria PLc and MTN. 4. There are no most effective motivational incentives used by manufacturing and service companies in Nigeria.

1.6 Significance Of The Study

This study of the effects of motivation on sales force performance in Guinness Nigeria Plc and MTN Nigeria will be of immense benefit to the growth of manufacturing and service output in the economy. The study will provide the marketing managers with better conceptual, human and technical skills for assessing and increasing the efficiency of their sales force and other levels of employee towards achieving both personal and organizational goals. This study will also be relevant to companies operating in Nigeria. The management of these companies will be refreshed and educated more on the needed adequate knowledge and application of appropriate motivational strategies that will enhance industrial harmony and growth. This will facilitate peace, commitment and interpersonal relationship. The study will encourage the management of various companies and corporations to make policies that will harvest “happy sales force, happy company ” situations.

In the educational sector, the study will equip the teachers and educational administrators/managers with the right mindset to “invite students to learn”. Through this study, they will see more reasons to helpfully but objectively commit the students to the pursuit of successful teaching and learning process. The students themselves will be prepared through this study to adequately handle some economic functions involving human resource management especially the sales force issues. This


work is intended to help the students get ready for the additional management responsibilities they are likely to encounter in the real world.

1.7 Scope Of The Study

This research work will be confined to assessing the effects of motivation on sales force performance in Guinness Nigeria Plc and MTN as manufacturing and service companies in the South-East states. This study will identify the available sales force motivational tools, the ones used differently or otherwise by the two companies, and proffer the way forward. However, lack of adequate time and finance will not permit the extension of the study to their head offices, but it is believed that what will be obtained from their South-East branch offices will represent the general true situation.

1.8 Area Of Study

This study will be carried out in the South-East area of the country, Nigeria. Specifically, Aba, Onitsha, Enugu, and Owerri will be covered because of the time frame for this study. Moreover, Guinness has its South-Eastern manufacturing plant at Aba, while the MTN‟s service centres are located in Aba, Onitsha, Owerri and Enugu amongst others. The two companies will be studied as respective representatives of manufacturing and service companies in the East of the Niger.

1.9 Study limitations

Conducting research in Nigeria, and of course in all developing countries, is hampered by many problems. In this particular study of the impact of motivation on the performance of salespeople at Guinness Nigeria Plc and his MTN in the Southeast, the following issues were identified:

a.Power adapter:
Bad power supply is the biggest problem of this research. In some cases, there may be no light for about a month or more. He becomes very epileptic when the lights are on, and the researchers have to bear more costs to keep the generator running, otherwise nothing will be done. Surfing, studying, advances in data processing, etc., are all affected by inefficient electricity supply, even in all sectors of the Nigerian economy.

b. Family Recreation:
This study is a very demanding task, requiring a combination and coordination of office work, family responsibilities, and rigorous academic practice. Also, there was no hostel accommodation to facilitate my studies.

c. Data retrieval issues:
There was a delay in respondents filling out and returning the questionnaire. This required numerous visits to her two businesses under study, including the poor.


Recruitment of some targeted respondents who did not complete the tool at all. In fact, obtaining data from companies was a very difficult case due to staff secrecy, which relied heavily on the exposure and mindset of both companies’ staff and the individual variability of everyone involved in the investigation.

i.e. financial issues:
It shows the general economic situation in Nigeria and the economic situation of the average Nigerian student. Therefore, funding this study was a major challenge. To support self-funded research, nothing beats research grants.

e.Time limit:
Time waits for no one, so the time frame of this study did not allow us to use or expand the scope of many analytical techniques. Due to general academic pressures, program phasing and fear of harm in the researcher’s workplace for his NUC screening, extension of the time frame allotted for this study will not be permitted.

1.10 Definition of terms

In the course of this learning, the final meaning of some related terms is understood as follows.
– Motivation:
Motivation refers to desires and efforts to satisfy desires and goals (Akpala 1990:
237). It is a pursuit of results, a human resource management action aimed at helping salespeople achieve optimal performance. Motivation practice:
It consists of all activities routinely performed by managers and directed at members of an organization to enforce loyalty and acceptable levels of task completion (Carter 1990:
216). Motivational Rewards:
It means payment in cash or other liquid assets for services rendered, performance of tasks, or benefits achieved (Chime 1990:
196). Foreclosure:
The term is used by a company or company to find potential buyers for goods, convert those potential buyers into customers, and make sure they are continuously satisfied to enable repeat service. Refers to salespeople (both male and female) employed by a business (Nwokoye 1988:
154). marketing:
We conduct business activities that guide the flow of goods and services from producers to users (American Marketing Association). The Institute of Marketing in London defines marketing as “the management of processes responsible for identifying, anticipating and profitably satisfying customer needs” (Onah and Allison 2007:

8th place

It refers to exchanging ideas and information in order to build mutual understanding, trust, and good interpersonal relationships. It is an exchange through words, letters, symbols, or messages, a way for members of an organization to share meaning and understanding with others (Osuala and Okeke 2006:
118). Manufacturing:
This is a business or industry that mass-produces goods and services in factories.



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