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Relationship between compatibility and product adoption by the salesperson in manufacturing firms in kenya

Author: 
Yusuf Kimutai Kibet and Dr. Michael Korir
Subject Area: 
Social Sciences and Humanities
Abstract: 

This study examined the relationship between compatibility and new product adoption by the sales force. The specific objectives of the study were to examine the relationship between compatibility and product adoption by the sales person. The design of the research was cross sectional survey using the questionnaire to collect data. The target population was 250 sales managers and 550 salespersons, the sample comprised of 122 salespeople judgmentally sampled and 64 sales managers who were randomly sampled from manufacturing firms in Kenya. Data was analyzed using descriptive and inferential statistical tools. The findings show that there is a high correlation between relative advantage and salesperson adoption. The results showed that there was significant relationship between compatibility and product adoption. Salespersons acceptance or rejection of new products will rely greatly on the extent to which it accommodates or rejects all or some of the past values. An innovation is compatible with the way salesperson work, and is compatible with the current situation then salesperson adopts the new product. Compatibility has a positive and direct effect on the rate of adoption of an innovation. The product characteristics significantly influence the sales adoption of products and it is important to motivate salespeople particularly during new product introductions. Thus there is need to create awareness of the new products to be introduced in the market.

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