Factors Influencing Sales Agents' Performance on the Russian Direct Sales Market

The aim of presented master's thesis is to identify factors affecting the performance of sales agents operating in the direct sales industry in the Russian Federation. Conducting qualitative research, relevant research publications of Russian and foreign authors were analyzed, on the basis of which a list of parameters that could have a significant impact on the productivity of independent distributors was formed. Later, the list of factors was adjusted taking into account the results of eight in-depth interviews with experts. Further, a quantitative study was conducted based on the results of a survey of sales agents of Faberlic, Oriflame, Mary Kay, Mirra (2,707 observations). The effect of the detected parameters was checked on the basis of correlation and regression analyzes using the STATA statistical package. Based on the results of the work done, the following conclusions were made: the greatest positive effect on the productivity of distributors show factors from the group "Satisfaction", "Characteristics of the seller", as well as some factors of the group "Employment in direct sales"; The greatest positive effect on the satisfaction of distributors show factors from the group "Motivation".