THE EFFECT OF MARKETING INFORMATION ON SALES PERFORMANCE: A CASE OF B.G.I. ETHIOPIA HAWASSA PLANT, HAWASSA, ETHIOPIA

Abstract

The purpose of this study Is to identify the effect of marketing information system on sales performance in case of B.G.I Ethiopia, Hawassa Plant. The study was done from March 2023 to March 2024. To accomplish the objectives of the study both primary and secondary data were used. The study adopted quantitative research approach with theuseofsurveyquestionnairetoelicitdatafromthetargetpopulation.231sampleswas selected from543respondents. More over stratified sampling technique was used to select 231 samples and purposive sampling was used to distribute 231 questionnaires.. Finally 218 samples were used for final analysiswith96.15% of questionnaire response rate. Descriptive as well as explanatory research design was used to test the hypothesis developed. Descriptive and inferential statistical tools such as; Frequency tables, percentages, Means, standard deviations, Pearson correlation and multiple linear regression analysis were used for data analysis with the support of SPSS version 26 to analyze the core data. The mean score of measurement variables indicates that the respondents were answered as the firms sales performance is strong and as all sales forces are doing well.. This shows that there is a sales performance in the selected case areas.. The correlation results revealed that Marketing Information system has positive and significant relationship with all independent variable included in the study. Multiple regression model explained 80.2% of the variance in sales performance while the collective marketing information system variables included in this study was found to be significant (P<0.000).) All of the independent variable included in study were statistically significant (either at p<0.05or p<0.01). The most important finding is that marketing research (p<0.01), Internal recording system (p<0.05), Marketing decision support system (p<0.05), and Marketing intelligence (p<0.05) are the variables included in the study. Based on the findings, it was recommended that the stakeholders and managers of the organization should primarily focus on Doing Market research every time as a usual, having strong internal recording system, having marketing decision support system and strongly developing marketing intelligences for having effective sales performance