Relationship Between New Product Characteristic and Salesperson Adoption in Manufacturing Firms in Kenya

Abstract

This study examined the relationship between new product characteristics and new product adoption by the sales force. The specific objectives of the study were to examine the relationship between new product characteristics 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 product characteristics and product adoption by the salespeople. Specifically, relative advantage, compatibility, trialability and communicability showed strong correlation to product adoption by sales people while complexity had no significant relationship with salesperson adoption. The product characteristics significantly influence the adoption of products. Relative advantage is the best predictor of an innovation’s rate of adoption and is positively related to it. New products that are compatible with user’s previous values and its current practice are adopted. Complexity affects sales force adoption as the salesperson takes a long time and great effort to learn the new product well enough to explain it to customers. Innovations whose result can be seen and communicated are more easily adopted than those which are difficult to be communicated. For an innovation to be successfully adopted and used, the users must become aware of the innovation and know its benefits. A long term perspective can be achieved as immediate results can be balanced with long term sales relationships and outcomes. The salespersons should be motivated through offering of tangible rewards that will offer a sense of accomplishment, self actualization and self worth.