An analysis on the effect of personality characteristics on sales performance. a case study of Doves Morgan Funeral Service
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The insurance industry has grown over the years and with intense competition has found the need to employ sales representatives. In order to increase sales and a customer base, insurance companies have adopted to personal selling which requires the need of sales people to be physically in contact with customers. The study is based on ascertaining the effect of personality characteristics in determining sales performance of Doves Morgan Insurance. Three predictor variables self-efficacy, selfmonitoring and locus of control were used to show how these factors are related to sales performance. Self-efficacy and self-monitoring were used to determine the sales and the extent to which sales people obtain locus of control. The research design used was causal and effect as the study aimed to find the relationship between the variables. Questionnaires where used to obtain the information from Doves Morgan sales representatives. A total of 60 population sampling was used, 52 questionnaires where completed and returned. Using the Pearson correlation the findings from the analysis were (r = .476, n = 52, p = .000) on self-efficacy and (r = .290, n = 52, p = .037) on self-monitoring. Using the measures of Central Tendency the mean values of locus were all above 0.4. The results showed that self-efficacy and self-monitoring were found to be positively related to sales performance and that to a greater extent sales people obtain locus of control. They believe in their internal abilities to succeed and not external forces. Rather it is recommended that the Doves Morgan managers should be aware of the personality characteristics of their sales people as they have an effect on the way in which they conduct their business.
- Department of Marketing