ENHANCING SALES FORCE PERFORMANCE THROUGH COMPENSATION MANAGEMENT STRATEGIES IN NIGERIA BREWERIES INDUSTRY

Abstract

The study focuses on the effect of compensation management strategies on sales force performance in the Nigeria Brewery Industry. This was borne out of the fact that most organizations in the world today appear to suffer high labour turnover and absenteeism,
which in turn need a high cost of selection and training. This seems occasionally endorsed to
the disregard of the compensation system. Hence the specific objectives of the study are to
ascertain the influence of recognition on sales force performance, to find out the influence of
salary on sales force performance, to determine the effect of incentive pay on sales force
performance and to examine the influence of fringe benefit on sales force performance. A
cross-sectional survey research design was adopted in the course of the study. The population of 500 which comprised of staff and customers from Intafact Breweries in Onitsha, Anambra State and Guinness Nigeria Plc in Benin, Edo State was used in this study. A sample size of two hundred and twenty-two (222) using Taro Yamani‟s formula was used for the sample size. A stratified sampling technique was used to select the respondents. The method data used was collected from primary and secondary sources, using a questionnaire as the research instrument. Findings from the questionnaire response analysis revealed that the study found that sales force recognition has a significant effect on sales force performance in brewery firms. Also, salary has an influence on sales force performance in the same firm under study. It was observed from the study that incentive pay has a significant effect on sales force performance in these firms. It was found that fringe benefit contributes significantly to sales force performance in these firms. The study concludes that Fringe benefit had a statistically significant relationship with sales force performance in these brewery firms. A fringe benefit to employees also works to attract and retain key talented persons that work towards organizational goals and objectives and added that people sometimes need an incentive to work hard and perform tasks well. The study recommends that to ensure employee commitment, breweries should deliberately integrate alternative compensation plans into the company.