Table 2.19: Results of linear regression analysis
Model
Coefficient not yet standardize | Coefficient standardize | t | Sig. | Multicollinearity statistics line | ||||
B | Error | Beta | Tolerance | VIF | ||||
1 | (Constant) | 1,014 | 0.302 | 3.353 | 0.001 | |||
Product | 0.118 | 0.066 | 0.114 | 1,782 | 0.077 | 0.672 | 1,487 | |
Price | 0.714 | 0.072 | 0.598 | 9,865 | 0.000 | 0.753 | 1,327 | |
Promotional activities | 0.342 | 0.058 | 0.329 | 5,894 | 0.000 | 0.887 | 1,127 | |
Sales agent | 0.301 | 0.061 | 0.300 | 4,929 | 0.000 | 0.749 | 1,336 | |
Sales Service | 0.253 | 0.058 | 0.243 | 4,385 | 0.000 | 0.901 | 1.110 | |
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(Source: SPSS processing results) First, we see that the Sig value of 4 independent variables including: "Price", "Sales promotion activities", "Sales staff" and "Sales service" has a value of 0.000
< 0.05, so these 4 variables explain the meaning of the dependent variable "General assessment of performance"
sales motivation” in the research model.
The variable “Product” has a Sig value = 0.077> 0.05, so we will remove this variable in the research model.
The VIF coefficients of all variables are less than 2, so no multicollinearity occurs.
We have the following regression model:
DGC = 0.598*GC + 0.329*HĐXT + 0.300*NVBH + 0.243*DVBH
-Coefficient = 0.598 indicates: under the condition that other factors remain unchanged, when the factor "Price" increases by 1 unit, the overall level of customer evaluation of the company's sales activities increases by 0.598 units.
-Coefficient = 0.329 indicates: under the condition that other factors remain unchanged, when the factor "Promotional activities" increases by 1 unit, the overall level of customer evaluation of sales activities at the company increases by 0.329 units.
-Coefficient = 0.300 indicates: under the condition that other factors remain unchanged, when the factor "Sales staff" increases by 1 unit, the overall assessment level of customers' sales activities at the company increases by 0.300 units.
-Coefficient = 0.243 indicates: under the condition that other factors remain unchanged, when the factor "Sales service" increases by 1 unit, the overall level of customer evaluation of sales activities at the company increases by 0.243 units.
From there, through regression analysis, we see that the factor "Price" has the greatest influence on the overall customer assessment of sales activities at the company with coefficient β = 0.598, and the positive sign shows the positive relationship between Price and sales performance.
The factor “Promotional activities” has the second most influence with coefficient β=0.329, the factor “Sales staff” has the third most influence with coefficient β=0.300, the positive sign of the coefficient shows the positive relationship between these two factors and sales performance.
The factor "Sales service" has the lowest impact on sales performance with coefficient β=0.243, the positive sign of the coefficient indicates a positive relationship with sales performance at the company.
2.3.5. Customer evaluation of factors affecting sales activities at Bao Quyen Production - Trade - Mechanics - Construction Company Limited
We will conduct a One-Sample T Test to evaluate the level of influence of factors on sales performance at the company through a 5-level Likert scale.
2.3.5.1. Customer evaluation of Price factor
Table 2.21: Customer reviews of “Price”
Variable
Test Value =4 | ||||||
t | df | Sig. | Average value jar | 95% confidence interval | ||
Lower | Higher | |||||
Price matches quality (GC1) | -4.694 | 149 | 0.000 | 3.5733 | -0.6063 | -0.2470 |
Price matches the brand (GC2) | -5.185 | 149 | 0.000 | 3.5600 | -0.6077 | -0.2723 |
Price is suitable for the market (GC3) | -4.017 | 149 | 0.000 | 3.6267 | -0.5570 | -0.1897 |
Competitive price (GC4) | -4.863 | 149 | 0.000 | 3.5600 | -0.6188 | -0.2612 |
(Source: SPSS processing results)
Test of paired hypotheses:
- : µ= 4: Customer's assessment of "Price" at the level of agreement
- : µ≠ 4: Customer's assessment of "Price" is different from the level of agreement. The significance level of the test is 95%
-If sig ≥ 0.05: There is no basis to reject the hypothesis
-If sig < 0.05: Reject hypothesis, accept hypothesis
Through the test table, we see that the sig. value of all variables in the factor "Price" is equal to 0.000 < 0.05, we reject the hypothesis, accept the hypothesis. Besides, the observed value t < 0 so the average value of the variables in the factor "Price" is lower than 4 - the level of agreement.
Table 2.22: Customer evaluation statistics on “Price”
Comments
Evaluate | ||||||||||
Absolutely not. Agree | Are not Agree | Jar often | Agree | Completely Agree | ||||||
Number quantity | % | Number quantity | % | Number quantity | % | Number quantity | % | Number quantity | % | |
Price matches quality quantity (GC1) | 8 | 5.3 | 17 | 11.3 | 39 | 26.0 | 53 | 35.3 | 33 | 22.0 |
Price is right for you Brand (GC2) | 5 | 3.3 | 15 | 10.0 | 53 | 35.3 | 45 | 30.0 | 32 | 21.3 |
Price is suitable for the market School (GC3) | 9 | 6.0 | 16 | 10.7 | 33 | 22.0 | 56 | 37.3 | 36 | 24.0 |
Competitive price (GC4) | 8 | 5.3 | 18 | 12.0 | 37 | 24.7 | 56 | 37.3 | 31 | 20.7 |
(Source: SPSS processing results)
2.3.5.2. Customer evaluation of Sales promotion factors
Table 2.23: Customer evaluation of “Sales promotion activities”
Variable
Test Value =3 | ||||||
t | df | Sig. | Average value | Confidence interval 95% | ||
Short than | High than | |||||
Preferential discount when buying goods in large quantities (HĐXT1) | -2.154 | 149 | 0.033 | 2.7867 | -0.4090 | -0.0177 |
Apply multiple programs attractive promotion (HDXT2) | -2.558 | 149 | 0.012 | 2.7533 | -0.4372 | -0.0561 |
Big promotion value (HDXT3) | -1.980 | 149 | 0.050 | 2.8000 | -0.3996 | -0.0004 |
(Source: SPSS processing results)
Test of paired hypotheses:
- : µ= 3: Customer evaluation of “Sales promotion activities” at the level
Normal
- : µ≠ 3: Customer evaluation of “Sales promotion activities” is different from normal level
The significance level of the test is 95%
-If sig ≥ 0.05: There is no basis to reject the hypothesis.
-If sig < 0.05: Reject hypothesis, accept hypothesis
Through the test table, we see that the sig. value of the variable HĐXT1 =
0.033 < 0.05, variable HĐXT2 = 0.012 < 0.05, we reject the hypothesis, accept the hypothesis
. In addition, the observed value t <0 so the average value of these two variables is lower than 3 - normal level. The variable HĐXT3 has a sig. value = 0.05, we do not have enough basis to reject the hypothesis but considering the t value of this variable, we see that t <0, inferring that customers rate this factor at a value lower than 3 - lower than normal level.
Table 2.24: Customer evaluation statistics on "Sales promotion activities"
Comments
Evaluate | ||||||||||
Absolutely not. Agree | Are not Agree | Jar often | Agree | Completely Agree | ||||||
Number quantity | % | Number quantity | % | Number quantity | % | Number quantity | % | Number quantity | % | |
Preferential discount when purchasing in quantity big (HDXT1) | 28 | 18.7 | 27 | 18.0 | 62 | 41.3 | 15 | 10.0 | 18 | 12.0 |
Apply multiple chapters attractive promotion (HDXT2) | 24 | 16.0 | 37 | 24.7 | 59 | 39.3 | 12 | 8.0 | 18 | 12.0 |
Great promotional value (HDXT3) | 24 | 16.0 | 42 | 28.0 | 42 | 28.0 | 24 | 16.0 | 18 | 12.0 |
(Source: SPSS processing results)
2.3.5.3. Customer evaluation of the Salesperson factor
Table 2.25: Customer reviews of “Sales staff”
Variable
Test Value =3 | ||||||
t | df | Sig. | Average value | Confidence interval 95% | ||
Short than | High than | |||||
Sales staff enthusiastic, friendly, polite (NVBH1) | 1,078 | 149 | 0.283 | 3.1133 | -0.0944 | 0.3211 |
Sales staff are knowledgeable about the product. product (NVBH2) | 0.752 | 149 | 0.453 | 3.0800 | -0.1303 | 0.2903 |
Sales staff have working style professional (NVBH3) | 0.453 | 149 | 0.651 | 3.0467 | -0.1567 | 0.2500 |
Sales staff have the ability to advise, convince (NVBH4) | 0.823 | 149 | 0.412 | 3.0867 | -0.1214 | 0.2948 |
Sales staff understand and care to customer needs (NVBH5) | -0.526 | 149 | 0.600 | 2.9467 | -0.2536 | 0.1469 |
Sales staff explains sales policies and discount levels. (NVBH6) | 0.441 | 149 | 0.660 | 3.0467 | -0.1626 | 0.2559 |
(Source: SPSS processing results)
Test of paired hypotheses:
- : µ= 3: Customer's assessment of "Salesperson" at average level
often
- : µ≠ 3: Customer's evaluation of "Salesperson" is different from average level
often
The significance level of the test is 95%
-If sig ≥ 0.05: There is no basis to reject the hypothesis
-If sig < 0.05: Reject hypothesis, accept hypothesis
Through the test table, we see that the sig. value of all variables is greater than 0.05, meaning that there is no basis to reject the hypothesis. In addition, the observed t value of the variables NVBH1, NVBH2, NVBH3, NVBH4, NVBH6 has a value greater than 0, equivalent to the customer's assessment of these factors being above level 3 - normal level. The variable NVBH5 has a t value less than 0, meaning that the customer's assessment of this factor is lower than 3 - lower than normal level.
Table 2.26: Customer evaluation statistics on “Sales staff”
Comments
Evaluate | ||||||||||
Absolutely not. Agree | Are not Agree | Jar often | Agree | Completely Agree | ||||||
Number quantity | % | Number quantity | % | Number quantity | % | Number quantity | % | Number quantity | % | |
Sales staff enthusiastic, friendly, polite (NVBH1) | 19 | 12.7 | 31 | 20.7 | 42 | 28.0 | 30 | 20.0 | 28 | 18.7 |
Sales staff are knowledgeable about product (NVBH2) | 21 | 14.0 | 31 | 20.7 | 40 | 26.7 | 31 | 20.7 | 27 | 18.0 |
Sales staff have professional working style. career (NVBH3) | 20 | 13.3 | 33 | 22.0 | 39 | 26.0 | 36 | 24.0 | 22 | 14.7 |
Sales staff have the ability to advise consult, persuade (NVBH4) | 21 | 14.0 | 28 | 18.7 | 45 | 30.0 | 29 | 19.3 | 27 | 18.0 |
NVBH understands and customer care (NVBH5) | 23 | 15.3 | 31 | 20.7 | 46 | 30.7 | 31 | 20.7 | 19 | 12.7 |
Sales staff explains sales policies and discount rates. (NVBH6) | 25 | 16.7 | 24 | 16.0 | 43 | 28.7 | 35 | 23.3 | 23 | 15.3 |
(Source: SPSS processing results)
2.3.5.4. Customer evaluation of Sales Service factor
Table 2.27: Customer reviews of “Sales service”
Variable
Test Value =3 | ||||||
t | df | Sig. | Average value | Confidence interval 95% | ||
Short than | High than | |||||
Return policy (DVBH1) | -1.446 | 149 | 0.150 | 2.8467 | -.3629 | 0.0563 |
All customer complaints are resolved. satisfactory resolution (DVBH2) | -1.469 | 149 | 0.144 | 2.8533 | -.3439 | 0.0506 |
Fast, on-time delivery (DVBH3) | -2.053 | 149 | 0.042 | 2.7933 | -.4056 | -0.0077 |
Full quantity delivery (DVBH4) | -1.437 | 149 | 0.153 | 2.8533 | -.3483 | 0.0550 |
Reasonable and convenient payment method (DVBH5) | -0.957 | 149 | 0.340 | 2.9067 | -.2861 | 0.0994 |
(Source: SPSS processing results)
Test of paired hypotheses:
- : µ= 3: Customer's assessment of "Sales Service" at average level
often
- : µ≠ 3: Customer's evaluation of "Sales Service" is different from average level
often
The significance level of the test is 95%
-If sig ≥ 0.05: There is no basis to reject the hypothesis
-If sig < 0.05: Reject hypothesis, accept hypothesis
Through the SPSS data processing results table, we see that the sig value of the DVBH3 variable has a value of 0.042 < 0.05, so the hypothesis is rejected and the hypothesis is accepted. In addition, the t value <0, proves that customers' evaluation of this factor is lower than level 3 - lower than the normal level. The remaining variables such as DVBH1, DVBH2, DVBH4, DVBH5 have sig values greater than 0.05, not enough basis to reject the hypothesis. Looking at the observed t values of these variables, we see that the values are all <0, which shows that the average value of these variables is less than 3 - lower than the normal level.