The Effect of Personality Traits on Sales Performance: An Empirical Investigation to Test the Five-Factor Model (FFM) in Pakistan

Abstract

Aim/Purpose: The present study investigates the relationship between the five-factor model (FFM) of personality traits and sales performance in Pakistan. Background: Personality is a well-researched area in which numerous studies have examined the correlation between personality traits and job performance. In this study, a positive effect between the various dimensions of the five-factor model (extraversion, agreeableness, conscientiousness, emotional stability, and open to experience) and sales performance in Pakistan is investigated. Methodology: Pearson’s correlation values as well as analysis methodologies were employed to gather descriptive statistics, reliability analysis, correlation analysis, and use the analytical hierarchy process (AHP). Cronbach’s alpha value helped determine the internal consistency of the group items. Questionnaires were distributed among 600 salespersons in various cities of Pakistan from April 2015 to January 2016. Subsequently, 510 questionnaires were acquired for the sample. Contribution: The current study contributes to the literature on personality traits and sales performance by applying empirical evidence from sales managers in three industries of Pakistan: pharmaceutical, insurance, and electronics. Findings: The results affirmed a positive effect of the five-factor model on sales performance among various industries in Pakistan. The effect of each sub-factor from the five-factor model was examined autonomously. There is a favorable benefit to sales managers in considering FFM when making hiring decisions. Impact on Society: FFM offers important insights into personality traits that work well within Pakistani sales industry structure. Future Research: A broader rendering of the effects of FFM on sales organizations in other geographical locations around Pakistan should be considered. Additionally, an extended study should be conducted to investigate the effects of FFM on female sales employees involving religious and cultural forces within that country.