ST.

MARY’S UNIVERSITY

SCHOOL OF GRADUATE STUDIES

FACTORS INFLUENCING SALESPERSON PERFORMANCE OF

REAL ESTATE COMPANIES IN ADDIS ABABA

BY

NATAN ALEM

MAY 2022

ADDIS ABABA
FACTORS INFLUENCING SALESPERSON PERFORMANCE OF REAL
ESTATE COMPANIES IN ADDIS ABABA

BY

NATAN ALEM

SGS/0357/2013A

ADVISOR: MESFIN W. (Ph.D.)

A THESIS SUBMITTED TO ST. MARY’S UNIVERSITY, SCHOOL OF

GRADUATES IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE OF MASTER OF MARKETING MANAGEMENT

MAY 2022

ADDIS ABABA
 ST. MARY'S UNIVERSITY

SCHOOL OF GRADUATE STUDIES

APPROVAL SHEET

FACTORS INFLUENCING SALESPERSON PERFORMANCE

OF REAL ESTATE COMPANIES IN ADDIS ABABA

BY

NATAN ALEM

BOARD OF EXAMINERS

----------------------------------- -----------------------------------
Dean, Graduate Studies Signature & Date

----------------------------------- -----------------------------------
Advisor Signature & Date

----------------------------------- -----------------------------------
External Examiner Signature & Date

----------------------------------- -----------------------------------
Internal Examiner Signature & Date
 DECLARATION

I, the undersigned, declare that this thesis “FACTORS INFLUENCING SALESPERSON

PERFORMANCE OF REAL ESTATE INDUSTRY IN ADDIS ABABA, ETHIOPIA.” is
my original work, prepared under the guidance of MESFIN W. (Ph.D.). All sources of materials
used for this thesis have been duly acknowledged. I further confirm that the thesis has not been
submitted either in part or full to any other higher learning institution for the purpose of earning
any degree.

_____________________________ ____________________________

Name Signature

St, Mary‟s University, Addis Ababa May 2022

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 ENDORSEMENT

This thesis has been submitted to St. Mary‟s University, School of Graduate Studies for
examination with my approval as a university advisor.

_________________________ ____________________________

Advisor Signature

St, Mary‟s University, Addis Ababa May 2022

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 ACKNOWLEDGEMENT

First of all, I would like to thank the Almighty God who gave me the strength, patience
Guidance in my life.

Next, I would like to thank my advisor, MESFIN W. (Ph.D.) for his intelligent guidance and
valuable advice during the whole process of the thesis articulation.

I would also forward my heartily appreciation , the staff of the real estate companies, especially
HR manager – Ato Zelalem M. for his unlimited assistance in providing me with the required
information.

My gratitude also goes to the respondents at the case company who took the time to provide
their responses without any hesitation.

I wish to take this golden opportunity to express my deepest thanks to my dear family for the
love, affection, and support they have provided me in every step of my life, especially in this
important part of my education.

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 TABLE OF CONTENTS
DECLARATION................................................................................................................................................................. i
ENDORSEMENT .............................................................................................................................................................. ii
ACKNOWLEDGEMENT ................................................................................................................................................. iii
TABLE OF CONTENTS .................................................................................................................................................. iv
LIST OF TABLES ............................................................................................................................................................ vi
LIST OF FIGURES .......................................................................................................................................................... vii
ACRONYMS AND ABBREVIATIONS ........................................................................................................................ viii
ABSTRACT ...................................................................................................................................................................... ix
CHAPTER ONE................................................................................................................................................................. 1
INTRODUCTION .............................................................................................................................................................. 1
1.1. Background of the Study ......................................................................................................................................... 1
1.2. Statement of the Problem ........................................................................................................................................ 3
1.3. Objectives of the Study ........................................................................................................................................... 5
1.3.1. General Objective ............................................................................................................................................. 5
1.3.2. Specific Objectives ........................................................................................................................................... 5
1.4. Significance of the Study ........................................................................................................................................ 5
1.5. Scope of the Study .................................................................................................................................................. 6
1.6. Limitations of the Study .......................................................................................................................................... 7
1.7. Definition of Key Terms ......................................................................................................................................... 8
1.8. Organization of the Study ....................................................................................................................................... 8
CHAPTER TWO................................................................................................................................................................ 9
REVIEW OF THE RELATED LITERATURE ................................................................................................................. 9
2.1. Theoretical and Conceptual Review........................................................................................................................ 9
2.1.1. Social Cognitive Theory ................................................................................................................................... 9
2.1.1.1. Self-Regulation and Self-Reflection....................................................................................................... 9
2.1.1.2. Symbolizing, Modeling, and Self-Esteemed Personality ..................................................................... 11
2.1.1.3. Self-Efficacy ........................................................................................................................................ 13
2.1.1.4. Effort .................................................................................................................................................... 16
2.1.1.5. Current Performance/ Communication ................................................................................................. 16
2.1.2. Agency Model (Adaptive Selling) .................................................................................................................. 17
2.2. Empirical Literature Review ................................................................................................................................. 19
2.3. Conceptual Framework ......................................................................................................................................... 21
CHAPTER THREE .......................................................................................................................................................... 22
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RESEARCH METHODOLOGY ..................................................................................................................................... 22
3.1. Research Approach ............................................................................................................................................... 22
3.2. Research Design .................................................................................................................................................... 22
3.3. Population, Sample Size, and Sampling Technique .............................................................................................. 23
3.3.1. Study Population ............................................................................................................................................. 23
3.3.2. Sampling Size ................................................................................................................................................. 23
3.3.3. Sampling Technique ....................................................................................................................................... 24
3.4. Source of Data ....................................................................................................................................................... 25
3.5. Data Collection Instruments .................................................................................................................................. 25
3.6. Data Collection Procedure .................................................................................................................................... 26
3.7. Data Collection Procedure ..................................................................................... Error! Bookmark not defined.
3.8. Data Analysis Techniques and Presentations ........................................................................................................ 26
3.9. Scale Validity ........................................................................................................................................................ 27
3.10. Reliability........................................................................................................................................................ 28
3.11. Ethical Considerations .................................................................................................................................... 28
CHAPTER FOUR ............................................................................................................................................................ 29
DATA ANALYSIS AND INTERPRETATION .............................................................................................................. 29
4.1. General Information about the Respondents ......................................................................................................... 29
4.2. Description of Study Variables ............................................................................................................................. 31
4.2.1. Factors affecting the Sales Performance ......................................................................................................... 31
4.3. Inferential Statistics ............................................................................................................................................... 33
4.3.1. Correlation Analysis ....................................................................................................................................... 33
4.3.2. Assumption for Multiple Linear Regression Tests ......................................................................................... 34
4.3.3. Regression Analysis ........................................................................................................................................ 37
4.4. Discussion ............................................................................................................................................................. 40
CHAPTER FIVE .............................................................................................................................................................. 42
SUMMARY OF MAJOR FINDINGS, CONCLUSIONS AND RECOMMENDATIONS............................................. 42
5.1. Summary of Major Findings ................................................................................................................................. 42
5.2. Conclusions ........................................................................................................................................................... 44
5.3. Recommendations ................................................................................................................................................. 45
References.......................................................................................................................................................................
Appendices .....................................................................................................................................................................

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 LIST OF TABLES

Table -1: Population Distribution................................................................................................... 24

Table -2. The outcome of Reliability Test..................................................................................... 28

Table -3. Demographic Characteristics of Respondents................................................................ 33

Table -4. Descriptive statistics of variables................................................................................... 34

Table -5. Correlation Matrix......................................................................................................... 35

Table -6: Collinearity Diagnosis................................................................................................... 36

Table -7: Normality of Distribution Using Descriptive Statistics (Skewness and Kurtosis) ....... 38

Table -8: Model Summary............................................................................................................ 39

Table -9: ANOVA Analysis......................................................................................................... 41

Table -10: Estimated Regression Coefficients............................................................................. 43

Table -111: Summary of the Research Hypothesis Test Result .................................................... 44

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