Personality Traits and Marketing Competence of Sales Representatives as Determinants of Company Reputation

Abstract

The study was conducted to explore the personality traits and marketing competence of sales representatives in Davao Region as indicators of reputation in the company that they represent. It was conducted in the cities of Davao, Digos, Tagum and Mati, Davao Oriental. Four hundred sales representatives from different vehicle companies in these places were the respondents. It also employed a modified survey questionnaire based from the published data-gathering instruments of previous researches. Descriptive and correlation methods of research were used. The study concludes that the level of personality traits of the respondents is high. In terms of the level of marketing competence, its rating is also high. As for the level of company reputation, it also obtained high rating. Both personality traits and marketing competence were positively correlated with company reputation implying that the relationship of both variables was significant to the reputation of the company. On the other hand, both personality traits and the areas of marketing competence can stand alone in their singular capacities. However, comparing the two variables, marketing competence is a better predictor of company reputation compared to personality traits.