CHAPTER FOUR
DATA ANALYSIS, PRESENTATION AND INTERPRETATION
4.0 Introduction
Data from the field was coded and edited for completeness. It was then analyzed inform of
percentages and presented inform of frequency distribution tables. Data analysis was done by use
of descriptive statistics where frequency distribution and percentages were calculated and
displayed in tabular form.
4.1 Response Rate
Sixty questionnaires were distributed to the respondents and of all the questionnaires, 52 were
responded to and returned while 8 were neither responded to nor returned to the researcher and
could hence have been lost or spoilt. This shows that a large percentage of the respondents were
very willing to avail information towards this study and therefore responded positively by
completing the questionnaires given to them.
4.2 Demographic Information
The researcher saw it worthwhile to find out the demographic information of the respondents as
this would enable the researcher to understand the respondents involved in the study. In the
process of finding out the demographic information of the respondents, the researcher sought out
the gender, age as well as the highest academic achievements of the respondents. The findings
were as follows;
4.2.1 Gender of the Respondents
For this study to be complete, it was important for the researcher to find out the gender of the
respondents involved in the study since gender determines the level of understanding of
individuals as well as the level of conceptualization. Generally, being male or female can in a
great way affect the responses an individual gives when asked given questions. Gender was also
sought to enable the knowledge of who took part in the study and generally deduce the gender
distribution of the people working in the organization. This would enable the researcher know
whether gender equality is held with high esteem there.
Table 4.1: Gender of the respondents
Gender of respondents Frequency Percentage
Male 28 53.8
Female 24 46.2
Total 52 100
Source : Field Data (2020)
From the study findings, the males at who participated in the study represented 53.8% of all the
respondents included in the study, while women were 46.2% of all the respondents. Basing on
these findings, it is evident that males outnumber females at the Brookside Dairy Ltd, Eldoret as
is signified by the high number of males who were included in the study. Also, the fact that both
males and females were represented in almost the same proportion shows that the organization
takes into consideration both genders and equal chances of employment are availed to both
genders.
4.2.2 Age of respondents
The researcher was keen to determine the age of the respondents included in the study at
Brookside Dairy Ltd, Eldoret. Young employees are in a much better position of understanding
and interpreting issues as they arise in the organization since they tend to be energetic while their
elderly counterparts tend to act at a much slower rate though they tend to have more work
experience hence it is very rare for them to make mistakes in their decisions. Although the young
are still resilient, the elderly employees tend to work more diligently compared to the young and
are therefore in a much better position of achieving results. Findings on age of respondents are
presented on table 4.2;
Table 4.2: Age of respondents
Age of respondents Frequency Percentage
18-30years 10 19.2
31-40 years 23 44.2
41-50 years 11 21.2
51 years and above 8 15.4
Total 52 100
Source : Field Data (2020)
On the findings on gender, the researcher found out that a majority of the respondents who took
part in the study are aged between 31 and 40 years and this was represented by 23 (44.2%) of the
respondents. 11 (21.2%) were 41-50 years, 10 (19.2%) were 18-30 years and 8 (15.4%) were 51
years and above. These findings show that a very large proportion of the respondents and hence
the staff at the Brookside Dairy Ltd, Eldoret are below 40 years. This is an indication that a large
majority of the employees are in their very active ages. These findings are also an indication that
the employees in the organiztaion are of all ages being that both the young and the old are
represented. From these findings also, it can be said that the study involved people from across
the age devide and there are very few chances of bias in the findings.
4.2.3 Highest academic achievement of the respondents
The level of education is very essentialin indicating the level of professionalism in an individual
as well as the ability of an individual to understand and interpret concepts. This information was
sought to give the researcher an insight into the level of education of the respondents included in
the study and as a result enable the researcher to understand the level of professionalism of the
respondents and as a result gauge the findings resulting from the study.
Table 4.3: Highest level of education
Highest level of education Frequency Percentage
Certificate 12 23.1
Diploma 13 25.0
Degree 27 51.9
Total 52 100
Source: Field Data (2020)
From the findings,most of the respondents, 27 (51.9%) had gone up to the degree level in their
education. 13 (25%) were diploma holders while the least, 12 (23.1%) had gone up to the
certificate level. These findings are an indication that a very large proportion of the respondents
who took part in the study and hence the employees are qualified professionals with the relevant
qualifications in their respective fields. This is indicated by the large proportion of the
respondents who answered to having diplomas and degrees. These findings also indicate that the
respondents are well able to tackle the research questions in the questionnaires with ease since
they are well versed with whatever is being asked in the questionnaires and hence their responses
can be held as relevant to the study. These findings are relayed on table 4.3;
4.3 Specific Information
4.3.1 Effects of road shows on organization performance at The Brookside Dairy Ltd,
Eldoret
The researcher sought to ascertain the effects of road shows on organization performance at The
Brookside Dairy Ltd, Eldoret. The findings of this study are presented on table 4.4;
Table 4.4 Effects of road shows on organization performance at The Brookside Dairy Ltd,
Eldoret
Strongly Agree (S.A) Agree (A) Undecided (UD) Disagree (D) Strongly Disagree (S.D)
S .A A UD D S. D Total
Appearance of sales persons
21 10 3 7 11 52
enhances sales promotion.
(40.4%) (19.2%) (5.8%) (13.5%) (21.2%) (100%)
Free samples offered to 15 19 7 6 5 52
customers enhance sales
promotion. (28.8%) (36.5%) (13.5%) (11.5%) (9.6%) (100%)
It creates awareness of The
31 15 2 1 3 52
Brookside Dairy Ltd,
Eldoret products.
(59.6%) (28.8%) (3.8%) (1.9%) (5.8%) (100%)
Source: Field Data (2020)
Table 4.4 relays the findings on the effects of road shows on organization performance at The
Brookside Dairy Ltd, Eldoret. From the table, it can be ascertained that appearance of sales
persons enhances sales promotion, as is shown by 21 (40.4%) of the respondents who strongly
agreed and 10 (19.2%) who agreed. on the same note, 3 (5.8%) were undecided, 7 (13.5%)
disagreed and 11 (21.2%) strongly disagreed with the statement. The study also revealed that free
samples offered to customers enhance sales promotion. This is shown by 15 (28.8%) of the
respondents who strongly agreed and 19 (36.5%) agreed, 7 (13.5%) were undecided, 6 (11.5%)
disagreed and 5 (9.6%) strongly disagreed indicating that the statement is true. Road shows
create awareness of The Brookside Dairy Ltd, Eldoret products. This is shown by 31 (59.6%) of
the respondents who strongly agreed with the statement. On the same note, 15 (28.8%) of the
respondents agreed, 2 (3.8%) were undecided, 1 (1.9%) disagreed and 3 (5.8%) strongly
disagreed.
4.3.2 Effects of advertisements on organization performance at The Brookside Dairy Ltd,
Eldoret
As part of the research study, it was important to find out the effects of advertisements on
organization performance at The Brookside Dairy Ltd, Eldoret. The findings are as presented on
table 4.5;
Table 4.5: Effects of advertisements on organization performance at The Brookside Dairy
Ltd, Eldoret
Strongly Agree (S.A) Agree (A) Undecided (UD) Disagree (D) Strongly Disagree (S.D)
S .A A UD D S. D Total
Advertising helps increase
profits in the organization. 30 8 5 6 3 52
(57.7%) (15.4%) (9.6%) (11.5%) (5.8%) (100%)
Advertising affects
organizations sales volume. 16 13 1 11 11 52
(30.8%) (25%) (1.9%) (21.2%) (21.2%) (100%)
Advertising establishes good
relationship with potential 17 15 2 11 7 52
customers.
(32.7%) (28.8%) (3.8%) (21.2%) (13.5%) (100%)
Advertising enhances the 18 23 1 8 2 52
purchase of organization
products by the consumer. (34.6%) (44.2%) (1.9%) (15.4%) (3.8%) (100%)
Source: Field Data (2020)
For the completion of the study, it was essential to find out the effects of advertisements on
organization performance at The Brookside Dairy Ltd, Eldoret. These findings are relayed on
table 4.5 above and according to the table, advertising helps increase profits in the organization.
To this, 30 (57.7%) of the respondents strongly agreed, 8 (15.4%) agreed, 5 (9.6%) were
undecided, 6 (11.5%) disagreed and 3 (5.8%) strongly disagreed implying that most of the
respondents either strongly agreed or agreed with the statement. From the study, 16 (30.8%) of
the respondents strongly agreed, 13 (25%) agreed, 1 (1.9%) represented the undecided, 11
(21.2%) of the respondents disagreed and an equal number strongly disagreed that advertising
affects organizations sales volume. The researcher also discovered that advertising establishes
good relationship with potential customers. This statement was echoed by 17 (32.7%) of the
respondents who strongly agreed as well as 15 (28.8%) who agreed. On the same note, 2 (3.8%)
were undecided, 11 (21.2%) disagreed and 7 (13.5%) strongly disagreed indicating that
advertising ensures that the organization has a good relationship with customers. The study
further indicated that advertising enhances the purchase of organization products by the
consumer.. To this, 18 (34.6%) of the respondents strongly agreed, 23 (44.2%) agreed, 1 (1.9%)
represented the undecided, 8 (15.4%) disagreed and 2 (3.8%) strongly disagreed.
4.3.3 Effects of fairs and exhibitions on organization performance at The Brookside Dairy
Ltd, Eldoret
The study sought to find out the effects of fairs and exhibitions on organization performance at
The Brookside Dairy Ltd, Eldoret. The findings on this are presented on table 4.6;
Table 4.6: Effects of fairs and exhibitions on organization performance at The Brookside
Dairy Ltd, Eldoret
Strongly Agree (S.A) Agree (A) Undecided (UD) Disagree (D) Strongly Disagree (S.D)
S .A A UD D S. D Total
Fairs and exhibitions
increase sales in The 29 18 1 3 1 52
Brookside Dairy Ltd,
(55.8%) (34.6%) (1.9%) (5.8%) (1.9%) (100%)
Eldoret.
It establishes good
relationship with potential 17 15 6 11 3 52
customers.
(32.7%) (28.8%) (11.5%) (21.2%) (5.8%) (100%)
It enhances the purchase of
organization products by the 19 9 1 5 18 52
consumer.
(36.5%) (17.3%) (1.9%) (9.6%) (34.6%) (100%)
Source: Field Data (2020)
Table 4.6 shows the study findings on the effects of fairs and exhibitions on organization
performance at The Brookside Dairy Ltd, Eldoret. From the findings on the table, fairs and
exhibitions increase sales in The Brookside Dairy Ltd, Eldoret as indicated by 29 (55.8%) of the
respondents who strongly agreed. On the same statement, 18 (34.6%) of the respondents agreed
while 1 (1.9%) represented the undecided, 3 (5.8%) disagreed and 1 (1.9%) strongly disagreed
with the statement pitching those who agreed and strongly agreed on the higher side compared to
those who disagreed and strongly disagreed. A very small proportion of the respondents were
undecided, pointing to the truthfulness of the statement.
The study also found out that conducting fairs and exhibitions establishes good relationship with
potential customers. To this, 17 (32.7%) of the respondents strongly agreed, 15 (28.8%) agreed,
6 (11.5%) were undecided, 11 (21.2%) disagreed and 3 (5.8%) strongly disagreed with the
statement. Further, from the study, 19 (36.5%) strongly agreed that the practice of fairs and
exhibitions enhances the purchase of organization products by the consumer. 9 (17.3%) agreed, 1
(1.9%) was undecided, 5 (9.6%) disagreed and 18 (34.6%) of the respondents strongly disagreed
with the statement.
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.0 Introduction
This chapter contains a summary of the findings obtained from the collected data, from which
conclusions are then drawn with a view of answering the research questions and then the
researcher provides recommendations on what should be done and further suggests areas in
which further study should be carried out.
5.1 Summary of findings
In this section, a summary of findings is carried out starting with the background information and
further to the specific objectives of the study.
5.1.1 Background information
It is evident from the study findings that males outnumber females at as is signified by the high
number of males who were included in the study. In spite of this, both genders were represented
in the study. Majority of the respondents who took part in the study are aged between 31 and 40
years and the least were 51 years and above. These findings show that a very large proportion of
the respondents and hence the staff at the Brookside Dairy Ltd, Eldoret are below 40 years. A
large majority of the respondents had gone up to the diploma level in their education and the
least had gone up to the certificate level. These findings are an indication that a very large
proportion of the respondents who took part in the study and hence the employees are qualified
professionals with the relevant qualifications in their respective fields. This is indicated by the
large proportion of the respondents who answered to having diplomas and degrees.
5.1.2 Effects of road shows on organization performance at The Brookside Dairy Ltd,
Eldoret
It was ascertained that appearance of sales persons enhances sales promotion, as is shown by
40.4% of the respondents who strongly agreed and 19.2% who agreed. on the same note, 5.8%
were undecided, 13.5% disagreed and 21.2% strongly disagreed with the statement. The study
also revealed that free samples offered to customers enhance sales promotion. This is shown by
28.8% of the respondents who strongly agreed and 36.5% agreed, 13.5% were undecided, 11.5%
disagreed and 9.6% strongly disagreed indicating that the statement is true. Road shows create
awareness of The Brookside Dairy Ltd, Eldoret products. This is shown by 59.6% of the
respondents who strongly agreed with the statement. On the same note, 28.8% of the respondents
agreed, 3.8% were undecided, 1.9% disagreed and 5.8% strongly disagreed.
5.1.3 Effects of advertisements on organization performance at The Brookside Dairy Ltd,
Eldoret
For the completion of the study, it was essential to find out the effects of advertisements on
organization performance at The Brookside Dairy Ltd, Eldoret. These findings are relayed on
table 4.5 above and according to the table, advertising helps increase profits in the organization.
To this, 57.7% of the respondents strongly agreed, 15.4% agreed, 9.6% were undecided, 11.5%
disagreed and 5.8% strongly disagreed implying that most of the respondents either strongly
agreed or agreed with the statement. From the study, 30.8% of the respondents strongly agreed,
25% agreed, 1.9% represented the undecided, 21.2% of the respondents disagreed and an equal
number strongly disagreed that advertising affects organizations sales volume. The researcher
also discovered that advertising establishes good relationship with potential customers. This
statement was echoed by 32.7% of the respondents who strongly agreed as well as 28.8% who
agreed. On the same note, 3.8% were undecided, 21.2% disagreed and 13.5% strongly disagreed
indicating that advertising ensures that the organization has a good relationship with customers.
The study further indicated that advertising enhances the purchase of organization products by
the consumer.. To this, 34.6% of the respondents strongly agreed, 44.2% agreed, 1.9%
represented the undecided, 15.4% disagreed and 3.8% strongly disagreed.
5.1.4 Effects of fairs and exhibitions on organization performance at The Brookside Dairy
Ltd, Eldoret
Table 4.6 shows the study findings on the effects of fairs and exhibitions on organization
performance at The Brookside Dairy Ltd, Eldoret. From the findings on the table, fairs and
exhibitions increase sales in The Brookside Dairy Ltd, Eldoret as indicated by 55.8% of the
respondents who strongly agreed. On the same statement, 34.6% of the respondents agreed while
1.9% represented the undecided, 5.8% disagreed and 1.9% strongly disagreed with the statement
pitching those who agreed and strongly agreed on the higher side compared to those who
disagreed and strongly disagreed. A very small proportion of the respondents were undecided,
pointing to the truthfulness of the statement.
The study also found out that conducting fairs and exhibitions establishes good relationship with
potential customers. To this, 32.7% of the respondents strongly agreed, 28.8% agreed, 11.5%
were undecided, 21.2% disagreed and 5.8% strongly disagreed with the statement. Further, from
the study, 36.5% strongly agreed that the practice of fairs and exhibitions enhances the purchase
of organization products by the consumer. 17.3% agreed, 1.9% was undecided, 9.6% disagreed
and 34.6% of the respondents strongly disagreed with the statement.
5.2 Conclusions
Sales promotion creates awareness of The Brookside Dairy Ltd, Eldoret products. Sales
promotion also affects organizations sales volume. Appearance of sales persons enhances sales
promotion.
Advertising helps increase profits in the organization. Advertising establishes good relationship
with potential customers.Advertising enhances the purchase of organization products by the
consumer.
Fairs and exhibitions increase sales in The Brookside Dairy Ltd, Eldoret. Fairs and exhibitions
enable the establishment of good relationship with potential customers. Fairs and exhibitions
enhance the purchase of organization products by the consumer.
5.3Recommendations
Based on the study findings and conclusion, the study recommends that;
Sales promotion should be improved in the organization to enhance the realization of increased
organizational performance.
Sales officials should be trained to improve their professionalism as this will impact positively
on the way the organization.
Sales promotion strategies should be tailored to customer needs in order to meet customer needs
and improve customer satisfaction.
The organization should endeavor to attain customer loyalty by providing quality services to the
customers.
The organization, in order to improve customer retention, should ensure that all the products and
services availed to the customers are of the right quality
5.4 Suggestions for further study
Further study should be done on the role of sales promotion on organizational profitability.
