A Dissertation submitted in Partial fulfillment of the Requirement for the Award of
the Degree of Master of Business Administration ( MBA-Corporate Management)
of Mzumbe University
Sales performance is often described as the quality and quantity of sales closed in a
specific time period. However, the literature provides several perspectives on evaluating
sales performance. In order to attain the performance measures; personality
characteristics of marketers need to be reflected upon to enable marketers to persuade
others to change their minds, communicate effectively, listen actively, and manage one’s
own time and the time of other people. Despite that marketers in Morogoro municipality
have been enhancing personality characteristics of their employees in order to raise sales
performance; little or few studies have been conducted with regard to the effects of
personality characteristics of sales performance. The general objective of the study was
to evaluate the effects of personality characteristics on sales performance.
Case study research design was used whereby a sample size of 100 respondents was
involved. The data collected were analysed and processed by SPSS computer software
through the utilization of descriptive statistics where; frequencies, percentages and tables
were run.
The findings showed that 85% of respondents argued that personality characteristics
enabled sales persons to be sociable, talkative and ambitious as well as being organised
and persistent at work. This was associated with the marketer’s ability and competence
to undertake business as salespeople who perform better have high self-efficacy because
they believe that they have the competency of reaching the sales targets. However, 85%
of respondents reported that marketers need to be detailed oriented for the purpose of
raising sales performance. The details collected on sales issues and their challenges were
important for forecasting the future performance as well as profitability. Furthermore,
87% of respondents stated that marketers are encountering unfavourable investment
climate something that does not provide avenue for their business undertakings.
It is concluded that the absence of marketing skills has contributed much to marketers’
failure something that necessitate knowledge provision on the same that needs to be
provided for their growth.