Factors Affecting the Sales Performance of Manufacturing Companies. A Case Study of Nile Breweries Limited

Abstract

study was undertaken to assess factors affecting sales performance of manufacturing industries with focus drawn to Nile Breweries Limited in Njeru, Jinja district. The independent variables of the study included, internal factors, external factors, administrative resourcefulness and marketing strategies while the dependent variable was sales performance. Stratified and simple random sampling procedures were used to select respondents from the marketing, sales, distributions and other departments of the company. Self-administered questionnaire approach was used in data collection and of the 142 questionnaires, 136 were returned, the data collected was analyzed using descriptive analysis at the univariate level and cross tabulation analysis at the bivariate level using the SPSS version 20 software. The study results showed that the factors affecting the sales performance in NBL are mainly administrative resourcefulness and external factors such as inflation, political environment and stress on the raw materials among others. And the independent variables were found to account for only 20% of the variations in the sales performance of Nile Breweries Limited thus implying that 80% is explained by other factors not included in the study as indicated in table 4.12. It was concluded that for the managerial implementation to improve the sales performance of its members, NBL will provide more interesting incentives or bonuses by increasing the number of members who receive bonuses as well as the number of bonuses by creating programs and activities supporting such conditions. It will also have to create new brands and more attractive products of higher selling power as a reward to increase the motivation of members in order to increase sales.