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A Study of Predictors of Sales Training Effectiveness: With Specific Reference To Pharmaceutical Industry
A Study of Predictors of Sales Training Effectiveness: With Specific Reference To Pharmaceutical Industry
A Study of Predictors of Sales Training Effectiveness: With Specific Reference To Pharmaceutical Industry
Literature Review
The review identifies related theme to categorize
Training effectiveness issues and significant predictors.
The, related literature is reviewed and categorized as :
1. Sales training
2. Performance Evaluation
3. Training Effectiveness
4. Predictors of Effectiveness
Organizational factors
Training Design factors
Trainee Related factors
Characteristics
General Self-efficacy
Perceived Effort
Pre-training, Motivation
Supervisor Support
Management Support
Learning Orientation
Trainees Content Satisfaction
Perceived trainer performance
Perceived usefulness of training
Training Course efficiency
Training Contents
Training instructor
Trainers Competency
Training Format
Training Effectiveness
SOURCE
Rasli,
2012
Huang, W, 2009
Long, L. K, 2005
Long, L. K, 2005
Jayawardana andPrasanna, 2008
Rasli, 2012
Sarin, Sego, Kohli, and Challagalla, 2010
Liu, 2007
Giangreco, 2009
Giangreco, 2009
Giangreco, 2009
Pelham and Kravitz, 2008
Dubinsky and Anderson, 2001
Rasli, 2012
Dubinsky and Anderson, 2001
Satin, Sego, Kohli, and Challagalla, 2010
Research Design
Mixed
method research
Qualitative
- In-depth interviews
Quantitative
Pharmaceutical industry
Initiated
Followed
Research Questions
pharmaceutical industry?
What
Research Objective
In the study the basic objective was to understand the Sales Training practices in Pharmaceutical Industry in India.
The work also examines the relationship of Sales Training effectiveness with its various predictors.
Following are the specific objectives of this study:
To
training effectiveness.
To develop
To
training.
Sam ple
Size
Qualitative research
Through qualitative research following major factors emerged:
Training
Time
content,
management,
Effective
communication,
Innovativeness
Pre-training
and creativity,
motivation
TRAINING
EFFECTIVENESS
Hypothes is
H1: Training Content influences Training Effectiveness.
H2: Perceived Effort influences Training Effectiveness.
H3:Pre-Training Motivation influences Effectiveness.
H4:Perceived Trainer Performance influences Effectiveness.
H5: Learning Orientation influences Training Effectiveness.
H6: Perceived Usefulness influences Training Effectiveness.
H7: Supervisor Support influences Training Effectiveness.
Items
Can carry out sales tasks well by use of skills learned during the training program.
Can accomplish the job tasks effectively and efficiently due to skills acquired during
Adapted from
Using the latest, knowledge and skills taught during training would help me to
progress well.
Training
Effectiveness
Jayawardana,
and Prasanna
(2008)
Learning
Orientation
Sarin, Sego,
Its imperative for a competent salesperson to continually improve the sales skills.
Kohli, and
Challagalla
The salesperson should be interested in learning whole lot of novel things about
sales in the sales job.
(2010)
The supervisor believes that there are true merits of getting trained.
Supervisor
Support
Training
Content
Jayawardana, and
Prasanna (2008)
Liu
(2007)
job.
Perceived
Usefulness
Overall, the trainee find undergoing Sales Training useful for the sales Giangreco (2009)
job.
The trainee had put a lot of effort during last sales training.
Perceived Effort
Individual didnt put much energy into the sales training program.
Long (2005)
Pre-Training
Motivation
Trainee was convinced to put more effort into the sales training
Long (2005)
Perceived Trainer
Performance
Giangreco (2009)
Pilot Study
Variables
Type of variable
Number of
items in the
construct
before pilot
study.
Number of
items in the
construct
after pilot
study.
Cronbachs
alpha
Training Effectiveness
Dependent variable
.810
Learning Orientation
Independent variable
.873
Supervisor Support
Independent variable
.752
Training Content
Independent variable
.796
Perceived Usefulness
Independent variable
.892
Perceived Effort
Independent variable
.599
Pre-training Motivation
Independent variable
.741
Perceived trainer
performance
Independent variable
.697
Quantitative
Data
Analysis
Mean
5.4360
Std. Deviation
.79784
N
400
Training Content
5.2789
.95683
400
Perceived Effort
5.4152
.88333
400
Pre-training Motivation
Perceived trainer
performance
Learning Orientation
5.4315
5.4466
.85959
.81792
400
400
5.6141
.84343
400
Perceived Usefulness
5.5558
.79134
400
Supervisor Support
5.3151
.85893
400
Sample Profile
The analysis indicated that a major percentage of the respondents had
less than 5 years of work experience. 41.7%.of respondents had 6- 10
years of work experience.
Total sales experience in Pharmaceutical Industry.
6 10 years; 42%
6 10 years; 42%
Computer Simulation
In Basket Exercise
Informal
Video Conferencing
3 4 Weeks; 18%
1 2 Weeks ; 25%
Role play
5.80%
11.80%
14.50%
32.80%
36.50%
Demonstration
39.00%
40.00%
Group discussion
44.00%
Case studies
44.00%
Classroom Lectures
70.50%
Major bulk of respondents i.e. 41.5% reported that they attended sales
training program less than a week . Whereas classroom was among the most
commonly used method of training.
Trainer details
54.30%
Education of respondent
38.50%
34.00%
24.00%
15.80%15.80%
Others; 1%
Post- Graduate ; 32%
Graduate ; 67%
Analysis of the chart shown below indicated that majority of respondents, 66.8% of them were
graduates.
Designation/Position
Yes ; 49%
Middle Level Manager; 37%
Executive (Entry Level); 47%
Respondents Age
25 35 years ; 68%
Data
Analysis
IT Adoption
Inventory
Management
Supply Chain
Responsiveness
1.000
.538
1.000
.507
.571
1.000
Lean
Manufacturing
.571
.637
.591
1.000
Technology Upgradation
.539
.645
.539
.610
1.000
Flexibility
.596
.492
.528
.542
.538
1.000
Quality
Management and
tools
.665
.580
.551
.650
.609
.690
1.000
Awareness and
Training
.589
.536
.421
.485
.505
.474
.549
1.000
Regression
Model Summary
Model
R Square
Adjusted R
Square
Standard. Error of
Estimate
DurbinWatson
.741
.548
.544
.53881
2.049
Analysis of Variance
Model
Squares Sum
Df
Mean Square
Sig.
Regression
139.310
34.827
119.964
.000d
Residual
114.674
395
.290
Total
253.984
399
Standard Coefficient
Model
Collinearity
Statistics
T
B
Standard
Error
.733
.217
Awareness and
Training
.292
.055
Supply chain
Responsiveness
.249
(Constant)
Sig.
Beta
Tolerance
VIF
3.378
.001
.290
5.358
.000
.391
2.560
.039
.268
6.443
.000
.659
1.517
.177
.045
.187
3.921
.000
.501
1.996
.140
.043
.151
3.286
.001
.542
1.844
.177
.045
.187
3.921
.000
.501
1.996
IT adoption
Inventory
Management
Quality
management
standards and tools
Results
Following variables significantly contributes to the
prediction of Sales Training Effectiveness
Perceived Usefulness
Supervisor Support
Learning Orientation
Pre-Training Motivation
Concluding Remarks
Thanks