The Impact of Effective Public Relations and Organized Promotions on Achieving Marketing Objectives: A

Case Study of Kenya Breweries

Chapter4:DatapresentationandAnalysis

Datapresentation

Dataanalysis/discussionoffindings

4.1 Data Presentation

In this section, the data collected during the research will be presented. The data will be organized and
displayed using tables and graphs to enhance understanding and clarity. Various types of data, including
quantitative and qualitative data, will be presented to provide a comprehensive view of the research
findings.

4.1.1 Demographic Data

- Presentation of demographic information of the respondents such as age, gender, education level, etc.

- Tables and charts illustrating the distribution of respondents based on demographic variables.

A) Questionnaires

64 questionnaires were distributed and 50 were returned and properly filled were used for data analysis

Analysis of respondents by gender

Sex male and female number of male respondent was 32 making the percentage is 64%

Number of female respondents were 18 making the percentage 18%

Here is how you can represent the information you provided in a table format:

| Gender | Number of Respondents | Percentage |

|----------|-----------------------|--------------|

| Male | 32 | 64% |

| Female | 18 | 36% |
This table summarizes the analysis of respondents by gender based on the information you provided. It
shows the number of male and female respondents along with their respective percentages.

---2. In terms of Age

Between 20-30 years number of respondents were 24 making up 48%

Between 31-40 years number of respondents were 19 making up 38%

Between 41-50 years number of respondents were 5 making up 10%

Between 50 - above were 2 making up 4%

Here is the representation of the age distribution of respondents in a table format based on the
information provided:

| Age Range | Number of Respondents | Percentage |

|---------------|-----------------------|--------------|

| 20-30 years | 24 | 48% |

| 31-40 years | 19 | 38% |

| 41-50 years | 5 | 10% |

| 50 and above | 2 | 4% |

This table summarizes the distribution of respondents by age range along with the corresponding
percentages.

In terms of marital status

Single were 27 making up 54%

Married were 18 making up 36%

Divorced/separated were 5 making up 10%

Represent the information above on a table

Here is the representation of the marital status distribution of respondents in a table format based on
the information provided:

| Marital Status | Number of Respondents | Percentage |

|--------------------|-----------------------|--------------|

| Single | 27 | 54% |

| Married | 18 | 36% |

| Divorced/Separated | 5 | 10% |

This table summarizes the distribution of respondents by marital status along with the corresponding
percentages.

By position

Senior staff were 14 making up 28%

Junior staff were 24 making up 48%

Management were 12 making up 24%

Represent the information above on a table

Here is the representation of the respondent distribution by position in a table format based on the
information provided:

| Position | Number of Respondents | Percentage |

|---------------|-----------------------|--------------|

| Senior Staff | 14 | 28% |

| Junior Staff | 24 | 48% |

| Management | 12 | 24% |
This table summarizes the distribution of respondents by their positions along with the corresponding
percentages.

B) ANALYSIS OF RESEARCH RELATED QUESTIONS

Section B of the questionnaires.

1. Public relations helps raise awareness

To calculate the percentages and represent the information in a table:

| Response Type | Number of Respondents | Percentage |

|---------------------|----------------------|------------|

| Strongly Agreed | 20 | 40% |

| Agreed | 15 | 30% |

| Undecided |5 | 10% |

| Disagreed |0 | 0% |

| Strongly Disagreed | 10 | 20% |

This table summarizes the responses and their percentages regarding the statement "Public relations
helps raise awareness."

2. Understanding the target audience is the most important part of any successful public relations
strategy

| Response Type | Number of Respondents | Percentage |

|------------------------------|----------------------|------------|

| Strongly Agreed | 10 | 20% |

| Agreed | 35 | 70% |

| Undecided |0 | 0% |

| Disagreed |5 | 10% |

| Strongly Disagreed |0 | 0% |
This table summarizes the responses and their percentages regarding the statement "Understanding the
target audience is the most important part of any successful public relations strategy."

3. Public relations is a way of monitoring cordial relationship among employees in the organisation

| Response Type | Number of Respondents | Percentage |

|-----------------------|----------------------|------------|

| Strongly Agreed | 30 | 60% |

| Agreed | 13 | 26% |

| Undecided |3 | 6% |

| Disagreed |0 | 0% |

| Strongly Disagreed | 4 | 8% |

This table summarizes the responses and their percentages regarding the statement "Public relations is
a way of monitoring cordial relationship among employees in the organisation."

4. Achievement of marketing objectives has to the proper maintenance of Public relations at Kenya
breweries

22 strongly agreed,15 agreed,5 were undecided,6 disagreed and 2 strongly disagreed

| Response Category | Number of Responses | Percentage |

|---------------------|---------------------|------------|

| Strongly Agreed | 22 | 44% |

| Agreed | 15 | 30% |

| Undecided |5 | 10% |

| Disagreed |6 | 12% |

| Strongly Disagreed | 2 | 4% |
This table summarizes the responses and their corresponding percentages regarding the achievement of
marketing objectives and the maintenance of public relations at Kenya Breweries.

5. To achieve marketing objectives in the organisation organized promotion strategy has to consider

10 strongly agreed, 30 agreed, 10 were undecided, 0 disagreed and 0 strongly disagreed

| Response Category | Number of Responses | Percentage |

|---------------------|---------------------|------------|

| Strongly Agreed | 10 | 20% |

| Agreed | 30 | 60% |

| Undecided | 10 | 20% |

| Disagreed |0 | 0% |

| Strongly Disagreed | 0 | 0% |

This table summarizes the responses and their corresponding percentages regarding the consideration
of organized promotion strategy to achieve marketing objectives in the organization.

6. Public relations promptes marketing objectives

20 strongly disagreed,10 agreed , 5 were undecided, 10 disagreed and 5 strongly disagreed

| Response Category | Number of Responses | Percentage |

|---------------------|---------------------|------------|

| Strongly Disagreed | 20 | 40% |

| Agreed | 10 | 20% |

| Undecided |5 | 10% |

| Disagreed | 10 | 20% |

| Strongly Disagreed | 5 | 10% |

This table summarizes the responses and their corresponding percentages regarding whether public
relations promotes marketing objectives based on the provided data.
7. Public relations helps to boost the image of the firm

30 strongly agreed, 10 agreed,0 undecided,5 disagreed and 5 strongly disagreed

| Response Category | Number of Responses | Percentage |

|---------------------|---------------------|------------|

| Strongly Agreed | 30 | 60% |

| Agreed | 10 | 20% |

| Undecided |0 | 0% |

| Disagreed |5 | 10% |

| Strongly Disagreed | 5 | 10% |

This table summarizes the responses and their corresponding percentages regarding whether public
relations helps to boost the image of the firm based on the provided data.

8. Teamwork is a symbol of good public relations in the organisation

10 strongly agreed, 15 agreed, 5 were undecided, 10 disagreed and 10 strongly disagreed

| Response Category | Number of Responses | Percentage |

|---------------------|---------------------|------------|

| Strongly Agreed | 10 | 20% |

| Agreed | 15 | 30% |

| Undecided |5 | 10% |

| Disagreed | 10 | 20% |

| Strongly Disagreed | 10 | 20% |

This table summarizes the responses and their corresponding percentages regarding whether teamwork
is a symbol of good public relations in the organization based on the provided data.

9. Lack of public relations at Kenya breweries PLC can diminish the efficiency of the organisation
30 strongly agreed, 10 agreed, 10 were undecided,0 disagreed and 0 strongly disagreed

| Response Category | Number of Responses | Percentage |

|---------------------|---------------------|------------|

| Strongly Agreed | 30 | 60% |

| Agreed | 10 | 20% |

| Undecided | 10 | 20% |

| Disagreed |0 | 0% |

| Strongly Disagreed | 0 | 0% |

This table summarizes the responses and their corresponding percentages regarding whether lack of
public relations at Kenya Breweries PLC can diminish the efficiency of the organization based on the
provided data.

10. Public relations play significant role in the organisation

20 strongly agreed, 15 agreed 5 were undecided,5 disagreed and 5 strongly disagreed

| Response Category | Number of Responses | Percentage |

|---------------------|---------------------|------------|

| Strongly Agreed | 20 | 40% |

| Agreed | 15 | 30% |

| Undecided |5 | 10% |

| Disagreed |5 | 10% |

| Strongly Disagreed | 5 | 10% |

This table summarizes the responses and their corresponding percentages regarding whether public
relations play a significant role in the organization based on the provided data.
11. Public relations is not free in the sense that it requires time and effort in making new connections

15 strongly agreed, 15 agreed,0 undecided,10 disagreed and 10 strongly disagreed

| Response Category | Number of Responses | Percentage |

|---------------------|---------------------|------------|

| Strongly Agreed | 15 | 30% |

| Agreed | 15 | 30% |

| Undecided |0 | 0% |

| Disagreed | 10 | 20% |

| Strongly Disagreed | 10 | 20% |

This table summarizes the responses and their corresponding percentages regarding whether public
relations is not free in the sense that it requires time and effort in making new connections based on the
provided data.

12. Good public relations depends on organized promotion and achievement of marketing objectives

22 strongly agreed,15 agreed, 5 were undecided,6 disagreed and 2 strongly disagreed

| Response Category | Number of Responses | Percentage |

|---------------------|---------------------|------------|

| Strongly Agreed | 22 | 44% |

| Agreed | 15 | 30% |

| Undecided |5 | 10% |

| Disagreed |6 | 12% |

| Strongly Disagreed | 2 | 4% |
This table summarizes the responses and their corresponding percentages regarding whether good
public relations depend on organized promotion and achievement of marketing objectives based on the
provided data.

13. Marketing cannot be achieved without public relations

20 strongly agreed, 15 agreed, 5 were undecided, 0 disagreed and 10 strongly disagreed

| Response Category | Number of Responses | Percentage |

|---------------------|---------------------|------------|

| Strongly Agreed | 20 | 40% |

| Agreed | 15 | 30% |

| Undecided |5 | 10% |

| Disagreed |0 | 0% |

| Strongly Disagreed | 10 | 20% |

This table summarizes the responses and their corresponding percentages regarding whether marketing
cannot be achieved without public relations based on the provided data.

14. There is a significant relationship between public relations and achievement of marketing objectives

30 strongly agreed,13 agreed,3 were undecided, 0 disagreed and 4 strongly disagreed

| Response Category | Number of Responses | Percentage |

|---------------------|---------------------|------------|

| Strongly Agreed | 30 | 60% |

| Agreed | 13 | 26% |

| Undecided |3 | 6% |

| Disagreed |0 | 0% |

| Strongly Disagreed | 4 | 8% |
This table summarizes the responses and their corresponding percentages regarding whether there is a
significant relationship between public relations and achievement of marketing objectives based on the
provided data.