Chapter Three

Data presentation, analysis and Interpretation

This part of the research is devoted to data presentation, analysis and interpretation .out of 20 questionnaire distributed 18(90%) of them were correctly filled up and returned. Every item of in the questionnaire were presented, analyzed and interpreted as shown in the following tables.

Table 3.1 sex distribution of respondent

As stated the above table (3.1), the females were greater number of respondent, 18(83.33%) whereas relatively lesser number of respondent, 3(16.66%) were males.

Table 3.2 Age distribution of the respondent

Age Frequency %15-20 1 5.5520-25 4 22.2225-30 9 5030-35 4 22.22Total 18 99.99

Table 3.2 indicates that the order of age distribution of respondent is as follow: 25-30,9(50%),20-25,4(22.22%),30-35,4(22.22%) and only 1(5.55%) the respondent is under 20 years old .

Table 3.3 Marital status

Description

Frequency %

Married 11 61.11Un married

7 38.88

Total 18 99.99

Sex frequency %Male 3 16.66Female 15 83.33Total 18 99.99

As implied in table 3.3, the number of married respondent from the total number of respondent, 11(61.11%) and the remaining 7(38.88%) of the respondent were UN married.

Table 3.4 income distribution

Description frequency

%

Income distribution level(in birr)/monthAbove 5000 2 11.113000-5000 - -2000-3000 2 11.111000-2000 5 27.77Below( 1000) 9 50Total 18 99.99

Table 3.4 shows that majority or half 9(50%) of the respondent were get below 1000 birr per month .5(27.77%) of the respondent b/n 1000 and 2000, 2(11.11%) b/n 2000-3000, 2(11.11%) above 5000.

Table 3.5 time duration of purchase

Duration in year frequency %1-5 12 66.665-10 6 22.22Above 10 2 11.11Total 18 99.99

As indicated in the above table the majority of the respondent, 12(66.66%) of the respondent were stayed on purchase b/n 1-5 year, 6 (22.22%) of the respondent were stayed b/n 5-10 years .the remaining 2(11.11%) of the respondent were above 10 year customer.

Table 3.6 frequency of purchase

Description frequency %How do you explain your frequency of purchase? Daily 8 44.44

Weakly 6 33.33Daily & weakly 3 16.66Monthly 1 5.55Yearly - -Total 18 99.98

As indicated in the above table 3.6, 8(44.44%) of the respondent replied that they purchased the product of genesis daily, 6(33.33%) of the respondent were included under weakly basis, 3(16.66) bought daily and weekly. Only 1(5.55%) of the respondent responded as he monthly bought.

Table 3.7 , About what kind of product do customers buy daily, weekly, monthly and yearly.

Product item

Purchase frequency

frequency %

vegetablesDaily 1 5.5Daily & weekly - -Weekly 1 5.5Monthly - -Yearly - -

Vegetables , milk & dairy

Daily 6 33.33Daily and weekly 7 38.88Weekly 3 16.66Monthly - -Yearly - -

Flower -Daily - -Daily & weekly - -Weekly - -Monthly - -Yearly - -

workshop -Daily - -Daily & weekly - -Weekly - -Monthly - -Yearly - -

Table 3.7 shows that 7(38.88%) of the respondent bought vegetables, milk & dairy product daily & weekly, 6(33.33%) of the respondent bought vegetable, milk and dairy product day to day. the remaining 3(16.66%) of the

respondent responded as they bought vegetables, milk & dairy products on weekly.

Table 3.8 purpose of purchase

For what purpose do you buy?

frequency %

For resale - -For home consumption

18 100

total 18 100The above table indicate that all 18(100%) of the respondent were responded the reason why they bought genesis product is that for home consumption.

Table 3.9 product differentiation

Term of differentiation

frequency %

Quality & price 5 27.77Quality & freshness

1 5.55

Quality & availability

1 5.55

Quality, price & freshness

8 44..44

missing 3 16.66total 18 99.97

As table 3.9 exhibits, 8(44.44%) of the respondent differentiate the company’s product by quality, price, & freshness aspect of the product. And 5(27.77%) of the respondent were responded as they differentiate in terms of quality & price of the product. 1(5.55%) of the respondent by quality & freshness, 1(5.55%) of the respondent quality availability of the product. Nothing could be said about the remaining 3(16.66%) of the respondent with respect to how the differentiate the company’s product.

Table 3.10 , about ingredients labeling of the product on the package.

As the above tab le 3.10 implied, that the majority 14(77.77%) of the respondents

Table 3.10 Ingredient that labeled on the package

The Ingredient that labeled on the labeled e product and what there in the same?

Frequency Percent

Yes 14 77.77%No 1 5.55%Missing 3 16.66%Total 18 99.98%

As the table 3.10 implied The majority 14( 77.77% ) of the respondent were said The ingredient that written on the package and what there inside is the sane While on /of 1/5.55% ) respond not the same and the remaining respondent 3(16.66%) missing to fill or notify to said .

Table 3. 1, Explanation about genesis’s new product in terms of quality.

Terms of explanation Frequency PercentHigh quality 8 44.44%Medium quality 9 5o% Low 1 5.5%Total 18 99.94

Table 3.11 explained that 9(50%) of the respondent the genesis’s new product has medium quality and 8 (44.44%) of the respond at respond as genesis product has high quality. Only one persona (1) 5.5 % or Respondent said low quality.

Table 3.12 about buying defect product

Do you ever get defect Product while you bay from genesis?

Frequency Percent

The ingredients that labeled on the package are the same what is there inside?

Frequency %

Yes 14 77.77No 1 5.55Missing 3 16.66total 18 99.98

Yes 6 33.33%No 12 66.66%Total 18 99.99%

As indicated above table. Majority 12(66.66%) of the respondent never brought any defect product from the Company Where as the remaining 6(33.33 %) of the company.

Table 3.13 Claude defectiveness

What was the cause for that defectiveness?

Frequency Percent

Week Production Process -- - Poor Product quality 1 5.5% Poor pack porgy quality - - Poor storage quality Missy 17 94.44%

Total 18 99.99%

Table 3.13 Shows that the majority 17(94.44%) of the respondent missed filling the item and only 1(5.5%) of the respondent answered as poor package quality is the cause for that defectiveness.

Table 3.14 what must genesis does to sustain its growth and profitability

What was the cause for that defectiveness?

Frequency Percent

Models - -Performance - -

Add market segmentation new 4 22.22%Features - -Quality - -

Promotion new campaign 8 44.44%Test - -Packable Style - -

Quality and proposal cam pain 6 33.33%Total 18 99.99%

Table 3.14 stated that 8(44.44%) of the respondent answered that to its growth and profit table tire can pain about product while 6(33.33%) of the respondent said that It also work hand on qualify improvement and promotional campaign and the remaining 4(22.22%) of the respondent said that it must add new market segment.

Table 3.15 Majors problems of Company’s

Area of Problem Frequency PercentQuality 1 5.5%Price Promotion 12 66.66%Distribution 3 16.66%Missing y 2 11.11%Total 18 99.87

As table 3.15 implied the majority 12(66.66%) of the respondent said the major problem of the company is related with product promotion, 3(16.66%) of the respondent respond as distribution is the major problem and 1 (5.5%) of the respondent said Quality the major problem. Only 2 (11.11%) of the respondent were missing to fill the item.

Table 3.16 Product improvement

Do you ever seen different kids of product improvement?

Frequency Percent

Yes 18 100%No -Total 18 100%

As stated in table 3.16 all 18(100%) of the respondent answers as the over seen different kinds of product improve mat on Genesis product.

Table 3.17 In Which product do you ever seen?

Improved product item Frequency Pwrcent Vegetables Milk and Dairy Flower Chicken and egg Work shop On item of the product Total

93

6

18

50%16.66%

33.33%

99.99%

As indicated in the above half 9( 50% ) of the respondent respond that as majorly improvement of the product emphasized on vegetables , 6( 33.33% ) of the respondent rile is impartment on all product item and 3 ( 16.66%) of the respondent seen different kind of improve met on Milk and dairy product .

Table 3.18 Evaluation about that impotent

Terms of evaluation Frequency PercentExcellent 2 11.11%Very good 14 77.77%Good 2 11.11%Total 18 99.99%

Table 3.18 implied that majority 14(77.77 %) of the respondent get that improvement in very good manner while 2(11.11%) ne respond at answered as that improvement was good .

Table 3.19 is there any product that you not buy or stop to buy from genesis?

Answer Frequency PercentYes - -No 18 100 %Total 100%

As Shown in table 3.19 , all 18(100%) of the respondent answered as still they are customers of genesis.

Table 3.20 Quality and price

Do you think that the quality and price of the product much?

Frequency Percent

Yes 15 83.33%No 1 5.5%Missing 2 11.11%

Table 3.20 indicated that majority 15(83.33%) of the respond answered as that quality and price of genesis’s product match. (5.5%) of re respondent said that the quality and rice of the product not much and 2(11.11%) of the respond at missing to fill Re item.

Table 3.21 factors that must consider when price is set.

In your opinion what factors does genesis consider while it sets price for its product?

Frequency Percent

It’s marketing objective

production cost Customer purchasing

power 11 61.11%

Nature of the market 7 38.88%Total 18 99.99%

As Table 3.21 shows 11(61%) of the respondent said when genesis is set it’s products price it must considers purchasing power while the limit 7(38.00%) of the case to mars said it must Consider nature of the market.

Table 3.22 Price discount

Does genesis has a room for discount when customers are buyer from it?

Frequency Percent

Yes 9 30%No 6 33.33%Missing 3 16.66%Total 18 99.99%

Table 3.22 implied that 9( 50% ) of the respondent respond that as gene sis eras a room for discount when customers are bought .at certain amount of product whereas 6( 33.33% ) of the respondent said it has no a room for discount and the reaming 3( 16.66% ) of the respond at missing to fill the item.

Table 3.23 kind of discount

What kind of discount to you get?

Frequency Percent

Cash discount Quantity discount 4 22.22 %Functional Discount 4 22.22%Seasonal sis count 10 55.55 %Missing Total 18 99.99%

As Shown in the above table 3.23, 10(55.55%) of the respondent get seasonal discount, 4(22.22%) of the respondent got Quantity discount and the remaining 4(22.22%) of the respond at also got ran caption they bought certain amount.

Table 3.24 Promotional pricing

What kind of promotional pricing strategy does the company follow to reduce its price?

Frequency Percent

Special event pricing 6 33.33% Cash rebates - Longer warranties - Free maintenances 12 66.66%

Total 18 99.99%

As indicated above 12 (66.66%) of the respondent have said as free maintenance is its promotional price strategy while 6(33.33%) of the respondent respond as special event priced is its promotional prior strategy.

Table 3.25 kind of Communication channel

What kind of communication channel does genesis use?

Frequency Percent

Personal 3 16.66% Non Personal Both 10 55.55% Missing 5 27.77%

Total 18 99.99%

As implied in table 3.25 ( 35.55% ) of the respondent replied as both personal and non personal communication channels are used by genesis when 3( 16.66%) of the respondent said personal communication channel used by genesis and 5( 27.77 ) has nether about whether personal or non personal .

Table 3.26 about promotional tools that are used by genesis

By which promotional tool do you get information about the company’s product?

Frequency Percent

Advertising 4 22.22% Public relation Personal selling Direct promoting Sales promotion other 14 77.77%

Total 18 99.99%

Table 3.26 indicated that majority 14 ( 77.77% ) of the respondent get information from other tools like by hearing from persons talks while 4 ( 22.22 % ) the respond at get from when it advection its product by different media .

Table 3.27 Kind of media.

By what kind of media does genesis advertise its product?

Frequency Percent

TV 3 16.66%Radio - -Internet - -Magazines - -New paper - - TV and internet -Banners - - Ball Boards 2 11.11%Misery 4 22.22%Total 9 50%

18 99.99%

As stated in the about table ( 50% ) of the respondent new missed fill the items are 4( 22.22% ) of respondent all medium # ( 16.66% ) of the respondent TV and 2 (11.11% ) of the respondent Said bill boards.

Table 3.28 What Vehicle

By What vehicle?Do you get?

Frequency Percent

TV ETV2 3 16.66%

Radio FM 90.1 92.1 96.3

102.1

By their neb Set ( row pansies ---------

4 22.22%

Bill borides 10 55.55%Miss 1 5.55%Total 18 99.98

Table 3.28 Shows that 10 (55.55 %) of the respondent mere answered pet in genesis advertise by bill board 4(22.22%) respondent by internet and 3(16.66%) or the respondent by Etv2. Only 1(5.55%) of the respondent was missing total the item.

Table 3.29 how genesis introduce its new products?

How geneses introduce its prowlers?

Frequency Percent

By different -Media 4 22.22%By board notice -By giving sampleNo introducing 7 38.88%Missing 7 38.88%Total 17 99.98%

As implied above 7(38.88%) of the respondent were said as no introducing activity by any type of media when the company produce new product. (22.22%) of the respondent respond when genesis produce new product it introduce by different kinds of media while 7 (38.88%) of the respondent missing to fill the item.

Table 30 The Message Excision style of the company’s promotional activity?

How could you see the message execution stele of the company’s promotional activity?

Frequency Percent

Factual 13 72.22% Dramatization 16.66% Comparison 3

Animation Testimonials

Missing 2 11.11%Total 18 99.99%

Table30 stated that 13(72.22%) of the respondent said that the message execution of the company focuses on facts where as 3(16.66%) of the respondent respond comparison and only missing 2(11.11%) of the respondent missing to fill the item.

3.31 Promotional massage

What Show the company’s promotional message?

Frequency Percent

Product quality 11 61.11%Value /performance -Pride -Joy -Humor -Sense of -------missing 7 38.88%Total 18 99.99%

As implied above 11(61.11%) of the respondent said the promotional message 7(38.88%) of the respond at missing to fill the item.

Table 3.32 Product distribution

How could you (Where) bay the company’s product?

Frequency Percent

Direct from the company 5 22.22%From intermediary - -Flow both 13 72.22%Total 18 99.99%

As indicated in the above table most 13 (72.22%) of the respondent bought the company’s products both directly from the company’s supermarkets and from intermediaries and the remaining 5 (22.22%) of respondent bought from directly from the company.

Table 3.33 How distributed its product.

How does the company distribute its product?

Frequency Percent

Intensively 18 100%Selectively -Exclusively -Total 18 100%

As shown in the above table all 18(100%) of the responded said as the company distribute its product sold and also the company itself also engage in distribute its product its comers.

Table 3.33 evaluation about distribution system

How do you evaluate the distribution system of the company?

Frequency Percent

Excellent Very good 15 83.33%Good 2 11.11%Poor 1 5.55%Total 18 99.99%

As indicated in the above the majority 15 (83.33%) of the respondent replied that re respondent system of the company is very good. 2(11.11%) of the respondent said that its distribution system is good where as only 1(5.5%) of the respondent replied as re company’s distribution systems poor.

Chapter Four

Summary finding conclusion and recommendation

4.1. Summary

In this research, researcher has tried to assess how Agricultural marketing strategy theories and approaches are implemented genesis farm Ethiopia PLC.

As me could understand from the pep or this research has three chapters be for this Summary that included under introduce review related literature and date collection presentation interpretation respectively .The necessary data were collected by interview question aim and observation.

The main objective of this study is to assess. The Agricultural marketing strategy of genesis farm Ethiopia. Plant finely addressing problem related with this strategy that the company face at the current time with respective solution as much as possible.

Many different specific Objectives how been mentioned in the context of the general objective.

Agricultural marketing strategy is the combination of different important actions problem based solution. Insights and to meet the particular condition to solve ascertain problem or to achieve a desirable end.

The presentation and data analysis in this study is based on the response made by the target population and information data gathered from the marketing manager though interview.

The methodologies that for data analysis was convenience samples techniques because it used within availability and willingness’s of respondents and also solves the cost and effort.

Interviews questions

Question how could you explain your company’s product strategy?

Answer

As the interviewee replied that the company has no brief and clear the so called product that meets with difficult theories and approach they produce products has different modern production materials with experienced employees without and Degree and Diploma. . It also has fertile seed of milk cows and collects from farmer and then produces the new product then sold.

Q2. What’s your pricing strategy?

The manager said that, the company apply different product price based on their production cost. If the product cost is high the price also become high whereas the production cost is low then the price will be come low. Eg , pasteurize milk and unpasteurized milk didn’t charge equal price.

Q. Is there any price deference when you sold at Addis and around this area mean that does your company add transportation cost?

Answer.

The manager said “No!” price is equal.

Q. Do you say this pricing strategy is competent with your rivals?

Answer

Of course to certain extent it could be because our company is has no much production cost our due to - Production are availability - We used to produce products (especially vegetables, Fruits and

other Agricultural products organic composed. we have no expense for other artificial fertilizers. but others do. so we are cost effective. doe to this reason we have large amount of customer than others.

Q. What about promotion?

Manager

Our promotional strategy is “building good image in the minds of customers by delivering qualified, fair priced and purely available products. By doing so this we could create a good wellbeing.

Q. How could you advertise?

We advertise our product by car kiosk. Since last year we stared advertise by our web site www.genesisfarmEthiopia plc com.

Q. on what aspect of the product does your product advertisement focuses?

The manager said that their advertisement practice is Based the quality of the product or their product advertisement manifests quality.

Chapter four

Major finding, conclusion and recommendation

83.33% of the respondent was male and 16.66% females. 27.77% of the respondents were 30 (35%, 22.22%) 2 b/n 25. 38%

and the remaining were below 30 years and only 16.16 % were above 35%.

61.11% of the respondents were married on their life style and 38.88 were unmarried.

50% of the respondents were getting below 1000 birr per month 22.7% b/n 200, 300% and above 5000(11.11 %).

Majority (44.44%) of the respondent were stayed in purchase for a long period of time

The Majority (44.44%) of the respondent bought the company’s product daily. And 33.33% of the respondent replied as they bought weekly bases. The remaining % of the respondent included under monthly & yearly.

7(38.88%) of the respondent bought vegetables milk and dairy product daily and weekly, 6(33.33%) of the respondent bought day to today that of vegetable, milk and dairy product.

18(100%) of the respondent bought the company’s product for home consumption purpose.

44.44% of the respondent differentiates the company product in Quality, price and freshness bases.

77.77% of the respondent were agreed on that the ingredient that are labeled on the package of the product and what there in Side.

50% of the respondents were responded that the company’s new product has medium quality.

66.66% of the respondent answered they didn’t get any defect product whenever they bought from the company.

44% of the respondent replied the company must work hard on its promotional campaign to sustain its growth and profitability, 33.33% of the respondent said it so improve its quality of product and also 16.66% the respondent said as it must add new market segment in new areas.

66.66% of responded that the major problem of the company is promotion. it doesn’t isn’t being work hard on promotional campaign .

100% of the respondents ware responds that the company always improves its product.

50% of the respondent responds that the improvement was focused mainly on vegetables product.

77.77 % of the respondent said that the improvement was vey good.

100% of the respond at that still they are on buying from the company. They did stop.

83.33% of the respondent that the company’s product quality and price match.

61.11% of the re respondent respond as the company has to consider customer purchasing power before it Sets product price.

50.55% of the respondent get price discount. 66.66% of the respondent gets free maintenance. 55.55% of the respondent respond that the company both personal

and non-personal communication channel. 77.7% of the customer respondent gets information about the

company’s product from other tools of communication like persons talk, boll board.

50% of the responded nothing could be said about the kind of media that is used by the company.

38.8% of the respondents respond as the company didn’t introduce its new product to its customers.

72.22% of the respond that the message execution style is factual. 61.11 % of the respondent responds that promotional message of

the company emphasis on the quality of the product. 72.22% of the respondent hat they bought the company product

from both direct from the company and from its permitted intermediaries

100% of the respondent said that as the company sis distribute its product selectively.

83.33% of the respond at respond the distribution system is very good.