Strategic sales force compensation and performance of selected breweries in Nigeria

The main purpose of this study is to determine the influence of sales force compensation on the performance of selected Breweries in Nigeria. The study made use of a sample of 220 sales reps of the selected Breweries. Cross-sectional research design was adopted, and the statistical method employed comprises of correlation as well as regression analysis using SPSS version (21). The findings show that there is significant positive relationship between sales force compensation and sales performance of breweries in Nigeria. It was also found that Sales force compensation through profit sharing and cash bonuses showed a significant positive relationship with performance. The study therefore concludes that to attract good salespeople, Breweries must have an appealing compensation plan. The study recommended that organizations leaders should voluntarily integrate different sales force compensation plan in the organization to ensure effective marketing performance.