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The Influence of Buyer-Seller Relationship on Sales Effectiveness: The Case of Ayat Real Estate, Ethiopia

International Journal of Marketing and Business Communication

Volume 10 Issue 1

Published: 2021
Author(s) Name: Mesfin Workineh Melese, Mehalek Habtamu Weldeyes | Author(s) Affiliation: College of Business and Economics School of Commerce, Addis Ababa University, Addis Ababa, Ethiopia.
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The study examined the influence of buyer-seller relationship on sales effectiveness in Ayat Real Estate. Explanatory research design was applied to examine how strength of ties, information, and solidarity influence sales effectiveness in the real estate sector. Data were collected from a sample of 118 respondents, of which 112 are salespersons and six are sales supervisors. A standard questionnaire has been used to collect data. The collected data were analysed using descriptive, correlation, regression, and inferential statistical tools. The result shows that buyer-seller relationship has a significant positive effect on sales effectiveness. In terms of relative effect of predictors, information has stronger effect (with ß = 0.424), followed by solidarity (ß = 0.222), and personal ties (ß = 0.218). The study recommends that real estate managers should recognise the sales impact of these variables in their strategies and decisions. Future research is highly encouraged to investigate other determinants of sales performance, such as buying habits, culture, and government policy.

Keywords: Buyer Seller Relationship, Sales Effectiveness, Real Estate, Information, Solidarity, Strength of Ties

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