Rewards and Sales force Performance in the Pharmaceutical Industry: A case Study of Laborex Uganda Limited.

Abstract

The study investigated the effect of rewards on sales force performance in the pharmaceutical industry taking a case study of Laborex Uganda Limited (LUL). The specific objectives of the study included; to assess the effect of financial rewards on the performance of sales force at LUL and to assess the effect of non-financial rewards on the performance of sales force at LUL. The sample size was 59 with 53 actually responding giving a response rate of 90% which is acceptable. The study involved a case study design with both qualitative and quantitative methods of data analysis used. Data was collected, coded, cleaned and analyzed using Statistical Package for Social Sciences (SPSS version 20). Data analysis involved use of both descriptive and inferential statistics such as; mean, standard deviation, percentage, correlation coefficient and regression analysis and the results of the study showed; a positive significant correlation between financial rewards (Salary, bonus and commission) and performance. Further regression showed that 26% of the variations in performance of sales force is explained by financial rewards. A positive significant correlation between non-financial rewards (recognition, opportunities for growth and development) and performance. Further regression showed that 14% of the variations in performance of sales force is explained by non-financial rewards. The study recommended that; LUL develops several criteria for considering payment of salary based on qualification, experience and expertise, for determining bonus pay that incorporates the extra sales achieved, for identifying and recognizing sales that have excelled, for promotions and implementation of mentorship programs for employees’ skills development.