The Impact of Salesman KSAOs and 4Ps Strategy on Performance for Craft Beer Industr

• Main Authors: CHIANG,TING-YING, 江庭瑩
• Other Authors: CHEN ,GAO-MAO
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/4v4t76

碩士 === 僑光科技大學 === 企業管理研究所 === 107 === Beer is the oldest in the world, nd beer is the worlds most consumed alcoholic beverage. Taiwan young people in recent years , brewing a wave of craft beer. Taiwanese craft beer brings Taiwans local flavor to the international and get the big prize. Therefore, the purpose of this study is to understand the impact of the salespersons KSAOS and the merchants marketing strategy on sales performance. This research object is a craft beer salesperson, and use the Internet and paper to conduct a survey. Total of 200 copies were issued and a total of 175 copies were collected. The effective questionnaire recovery rate was 87.5%, and the SPSS statistical software was used to analyze the sample structure, narrative statistics, reliability, validity, independent sample T test, single factor variance analysis and regression analysis, and to analyze the data. The results are as follows: 1. Sales staffs KASOs have a significant impact on sales performance. 2. The 4Ps strategy of the merchant has a significant impact on the sales performance of the salesperson. 3. Demographic variables can interfere with the salespersons KSAOs relationship to sales performance. 4. The demographic variables section can interfere with the relationship between the merchants 4Ps strategy and sales performance.