author(s)
Poulami Sengupta and Surajit Ghosh Dastidar

abstract
Sales performance is critical for organisational success, particularly in the Fast-Moving Consumer Goods (FMCG) sector, where frontline sales personnel generate revenue through channel partnerships. While motivation predicts performance, this study investigates the impact of intrinsic motivation on sales outcomes. Grounded in self-determination theory and motivational models, this research explores six intrinsic motivators: opportunities for learning, autonomy, engaging work, career advancement, favourable work conditions, and personal growth. Multiple regression analysis indicated that intrinsic motivation significantly predicted sales performance, accounting for 37.5 per cent of the variance and with a substantial effect size. The findings show that salespeople driven by intrinsic motivation exhibit higher engagement, persistence, and performance effectiveness than those primarily motivated by extrinsic rewards. This study contributes to the understanding of motivation in sales management by highlighting the importance of fostering intrinsic drivers to enhance performance quality and productivity in the FMCG context.