Top Management Commitment and Sales Force Performance of Beverage Manufacturing Companies in Nigeria

This study was designed to examine the influence of top management commitment on salesforce performance in selected beverage manufacturing firms in Nigeria. The study population was 151 and made up of all persons that are involved in sales of both alcoholic and non-alcoholic beverages manufactured in Nigeria. The major instrument for data collection was the questionnaire. The proxies for top management commitment were leadership, management involvement, management support and resource allocation. The instrument was administered to every member of the population out of which 142 copies of the questionnaire were completed and returned in useable form. Data collected were analyzed using percentage analysis and hypotheses formulated were tested using the multiple regression analysis. Findings from the study revealed that there is significant relationship between the top management variables (i.e. leadership, management involvement, management support and resource allocation) and salesforce performance. Based on the findings, it was concluded that top management commitment influences salesforce performance in the beverage manufacturing companies in Nigeria. Consequently, it is recommended, among other things, that top management should show leadership by driving improvement that will enhance sales through the performance of the sales team. Also, they should allow team members’ input into decision making on issues concerning sales.