Factors of Multi-Level Marketing Success Strategies Which Motivate Participants

Abstract

Background: Remarkable successes have been registered throughout the world by individuals engaged in multi-level marketing (MLM),  also called network marketing, which refers to individuals selling products to the public, often by word of mouth and direct sales. Purpose: The purpose of this study was to examine the determinants of MLM success strategies in the Zimbabwean economy and to  identify factors that influence multi-level marketers in Zimbabwe.

Methodology: A quantitative approach using a survey questionnaire  was used to collect data which was then analysed using SPSS. A sample of 146 usable responses drawn from Harare and Masvingo was  used in the study. Statistical techniques, which included exploratory factor analysis (EFA) and the correlation matrix, were carried out to  deduce the strategies associated with achieving success as a distributor for a MML company.

Findings: The study findings suggest that  success in MLM is dependent primarily on the following factors: incentives for motivation; team-building methods; and support  strategies. It is from these factors that the study further sought to identify the individual variables or combinations thereof that could be endorsed as predominantly influencing the success of MLM in Zimbabwe.

Value: Empirical evidence is provided on the latent constructs  or factors that influence individuals to join MLM companies. As part of the practical contribution, MLM practitioners should focus on the  compensation plan, trust, and commitment as key factors in motivating individuals to participate in MLM.