I 

L 

l 

Strathmore 
UNIVERSITY 

BUSINESS SCHOOL 

THE EFFECT OF PROMOTIONAL MIX TOOLS ON THE SALES PERFORMANCE 
OF TOURIST DESTINATIONS IN KENYA 

DAISY KAJUJU 

110794 

A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILMENT 

OF THE REQUIREMENTS OF THE DEGREE OF BACHELOR OF COMMERCE 

AT STRATHMORE UNIVERSITY 

MARCH2021 



r 
}, 

{ 

L 
L 
l 

l 
1 

L 
L 
l 

DECLARATION 
1, the undersigned, declare that this is my original work and has not been submitted to any other 

college, institution, or university other than Strathmore University. No part of this project may be 

reproduced without the permission of the author and Strathmore University 

DAISY KAJUJU 

110794 

SIGNED ....... ~; .................................... . DATE ..... «.J.~.~ .. ruf!!.~g .... ~Q.?..~ ................. . 

Approval 

This research proposal has been submitted for examination with my approval as the university 

supervisor 

NAME: ••••.•.•.•••••••••••••••••.••....•.••••••.•..•.•• JS?.~ ...... ~ .. ~.~ .. ~ .. ~ 
Senior Lecturer 

Strathmore University Business School 

SIGNED ...................................................... . 
J;11 ().') IB 0 J-(, . 

DATE ........................................................... . 

ii 



L 
L 
l 
l 
l 

L 

ACKNOWLEDGEMENT 

I would like to acknowledge my wonderful supervisor especially for giving me the guidance 

needed to develop this project. It goes without saying that her wise counsel is deeply appreciated. 

Furthermore, I would like to acknowledge my friends for keeping me accountable especially with 

encouragement and time management to develop this project 

iii 



r. 
l 

I 

L 
t 

L 
L 
1 

L 
[ 

L 
1 J 

L 
L 

Contents 

DECLARATION ..................................................................................... ........ .... ..................................... ii 

TABLE OF FIGURES ..... ...... .................................... .... .. ..................................................... ... ................. vi 

LIST OF FIGURES .................................................................................................................................. vi 

LIST OF ABBREVIATIONS ................ .............. .. .. ......... ..... .......... ... .................... .. ...... ...... .. .. ........... .... . vi 

DEFINITION OF TERMS ......... .... ................ ............ .... ....... ................. .. .. ............ ...... .. ..... ... .. ............... vii 

ABSTRACT ................. .................................................................................. ............ ............................. viii 

CHAPTER ONE ... ............ .. ................................... ...... .... ........... .......... ..... ........... ....................... .......... ... 1 

INTRODUCTION ................................................................................................................................. 1 

1.1 Background .................................................................... .................... ....... .. ........... ..... ................ 1 

1.2 Problem Statement ...................................................................... .......... .. .. ... .... .... ... ... ................. 4 

1.3 The Research Objectives .... ..... ................. .... ................. ........................... .. ................................ 5 

1.4 The Research Questions .................................. .. ........... .... ... ..................... ........... ........................ 5 

1.5 Scope of the research .. .......... ...................... .... ................................. ......... .............. .... ... ... .. .. .. .... 5 

1.6 Significance of the research ................. ... .................................................................................... 6 

1.7 Chapter Summary ........ ................................. .. ...................... .... .. ......................... .. ............ .... ... .. 7 

CHAPTER TWO .. ...... .. ........... .... .... ... ... ........ ............ ...... ........ ................ .. .......... ... .................................. 8 

LITERATURE REVIEW ...................................... ...... ................ ................ .... ... ... .... ....... .................. .. 8 

2.1 Introduction ......... ......... ... ..... .......... ... ...... ... ......... .......... ........... .. ..... ....... ....... ... ..................... ...... 8 

2.2 Theoretical Review ......................................... .. .......................................... ................................. 8 

2.3 Empirical Review ................ .. ......................................................... .... ........ .. ............................. 10 

2.5 Conceptual Framework ................. ..... .. .... ............................................ ..... ............................... 14 

2.4 Summary of Literature and Research Gaps .................................................. .. ....................... 15 

2.5 Chapter Summary ........................ ........... .. ............. .... ...................... .. ...... ...... ..... ..... ...... ..... 16 

CHAPTER THREE ...... .... ..... .................................... ....... ...................................................................... 17 

RESEARCH METHODOLOGY ........... ...................... ..... .... ................ .................... ...................... ... 17 

3.1 Introduction ...... ..... ............... ........................ ... ............ ....... ... ........................... .... .. ... ...... .......... 17 

3.3 Research Design ......................................................................... .. ............... ... ........................... 17 

3.4 Population and Sampling .... .. ............................................................ .. ............. ... ................. ..... 17 

3.5 Data Collection Instruments .. ....... ... .. .... ............ ... .................................................................... 18 

3.6 Data Collection Procedures ...................................................................................................... 18 

3. 7 Data Analysis ......... .. ...... ......... ... .................... .. ...... ............ .. ... ... ......... ... ........... ........ ......... ... ..... 19 

iv 



r 

J 

I 

L 

L 
1 

1 

l. 

l 
L 
L 
L 

3.8 Research Quality .................................................................................................. ................ ..... 19 

3.9 Ethical Issues with the research ............................................................................................... 21 

3.10 Chapter Summary ....... ............ .... .. ..... .. ...... ............. .. ............... ..................... .. ....... .. ... ........ .... 21 

CHAPTER 4 ...................... ............................................................... ..... ...... ....... ... ... ................ ..... ... ....... 22 

DATA ANALYSIS, PRESENTATION, AND INTERPRETATION ....... ... ........ ........................ .. .. 22 

4.1 Introduction ................. .. ....... ... .................................................................. ................................ 22 

4.2 General information ...... .......... ....................... .. ...... ........ ....... .................. ... ........ .......... ........... .. 22 

4.3 Background Information .............................................. ........................... ................................. 23 

4.4 Advertising on Sales Performance ........... .............................................. .............. .................... 25 

4.5 Personal Selling on Sales Performance ... ................................................................................. 26 

4.6 Sales Promotion on Sales Performance .................................. .. ...... ............ ............................. 27 

4. 7 Public Relations on Sales Performance ............ ................................... ....... ......... ................. .. . 28 

4.8 Sales Performance ...... ............. ................ .................................................................................. 29 

4.9 Regression Analysis ...... .... ............... ....................... ...................... .. ....... .. .. ................... ............. 29 

4.10 Chapter Summary ... .. .. .... ..................... ............................................... ........... ............. ............ 31 

CHAPTER FIVE .......... ............................................ ... ........ .... ...... ........ ........................................... ...... 32 

DISCUSSIONS, CONCLUSIONS AND RECOMMENDATIONS ................. ............................... 32 

5.1 Introduction ....... ............................................................. .................. .. ................... ..... ............... 32 

5.2 Summary of the findings ........................................................ .......... .. ....... .......... ...................... 32 

5.3 Discussion ...... ............................. .... .. ........................ ......... ................. .... ............ ............. .... ...... 33 

5.4 Conclusion ................................................................... ..... ................................... ...................... 34 

5.5 Recommendations .......... .. ................................ .................................. ................... ........ .. .......... 35 

5.6 Limitations of the research ................ ............ ..... .... ......... ............................................... .. ........ 36 

5. 7 Suggestions for further research .......................... .................................................................... 36 

5.8 Chapter Summary ... .............................. ............................................ ......... ........... .................... 36 

REFERENCE ..................................... .................................... .. ...................... .. ... ..... .. ......................... 37 

APPENDICES ....................................................... ... .......................................................................... . 42 

APPENDIX I: COVER LETTER ..................... ............................ ................................................. 42 

APPENDIX II: Questionnaire ................................................................ .................... ..... ............... 43 

v 



ll 

f 
l 

I 
l .. 

I 
l 

L 
t 

L 

l 
L 

L 
L 

TABLE OF FIGURES 
Table 1: Summary of Literature and Research Gaps ................. .. ..... ......................................................... 16 

Table 3: Gender of Respondents ................................................... ... .. ....................................................... 23 
Table 4: Age ofRespondents .................................................................................................................... 23 
Table 5: Length ofService ............................ ........................................... ...................... ........................... 24 
Table 6: Education Level .................................................... ..... .............................. ..... .............................. 24 

Table 7: Advertising on Sales Perfonnance ........................ .................. .............. ... ........................... ....... . 25 
Table 8: Personal Selling on Sales Perfmmance ............ .. ................... ........ ............. ................ .. .. ..... ........ 26 

Table 9: Sales Promotion on Sales Perfonnance ................. ...... .... .. .. .... ... ................................. ................ 27 
Table 10: Public Relations on Sales Perfonnance .. ............................................ .................... .. .. .... .. ......... 28 
Table 11: Sales Perfonnance .................. ....................................................... .......................... ....... ........... 29 
Table 12: Regression Analysis ....................................... ........................................................................... 30 
Table 13 : ANOVA Analysis ...... ....... .. ............ .. ................................................. ... .................. ........ ... ....... 30 
Table 14: Coefficient Table ...................................................................................................................... 31 

LIST OF FIGURES 
Figure 1: The Conceptual Framework ......... ................................. ...... ................................. ... ... ................ 14 

LIST OF ABBREVIATIONS 

SPM Sales Perfonnance Management 

PR Public Relations 

AD Advertisement 

SME Small and Medium Enterprises 

A ad Attitude toward the ad 

Ag Attitude toward the brand 

vi 



[ 

l 

t 

L 

l 
l 
L 
l 

L 
L 

DEFINITION OF TERMS 

Advertising- Advertising as a paid fonn of marketing c01mnunications in an objective form of 

an organization, product, service, or identified sponsor's idea (Kotler & Keller, 2006) 

Personal Selling- Personal selling can be defined as a face-to-face communication tool used to 

provide and maintain information for building and maintaining long-tenn relationships with 

potential customers. (Breng1nan et al., 2001) 

Sales Promotion- The sales promotion method used by sellers said is effective in making short­

term sales successful, but also more cost-effective than advertising (Imtiaz, 2017) 

Public Relations- Public relations are the activities and attitudes that aim to analyze, adjust, 

influence, and guide any group or group of people in the interest of a person, group or institution 

(Weiner, 1996) 

Sales Performance- Sales performance is the effectiveness of the sales team, both individually 

and, in sales activities; ability to meet sales targets (Anaplan, 2019) 

vii 



L 
t 

t. 
L 
! 

L 
t 
I 
' j 

L 
L 

ABSTRACT 
Promotional mix tools are important in making a business increase demand for the goods or 
services the business is offering. For businesses to survive, they need to incorporate these 
promotional tools which include sales advertising, sales promotion, personal selling, and public 
relations to their sales strategy. Tourist destinations attract a lot of income throughout the seasons 
in Kenya. However, Kenya being a third world country, prospective tourists fmd it hard to believe 
a country like Kenya would have amazing travel destinations they would enjoy. It is therefore great 
for travel agencies and firms to utilize these promotional mix tools to attract any future travel 
prospects that may have doubts about touring Kenya, and this in turn will lead to an increase in 
the sale performance of these travel firms in Kenya. The purpose of this study is to establish the 
effect of these promotional mix tools on the sales performance of tourist destinations in Kenya. 
The research adopted a descriptive design to explain the relationship between the variables for this 
research. The sample size was comprised of 45 employees from travel agencies from travel 
agencies in Kenya. Purposive sampling was used to get the agencies that fit the description of the 
study. Primary data was also obtained through a semi-structured questionnaire and data analysis 
will apply multiple regression and correlation in determining the importance of variables and 
detecting the relationship between variables. 

viii 



ll 

[ 

f 

l. 
L 
l 
L 
l 
t 

l 
t 

L 
L 

1.1 Background 

CHAPTER ONE 

INTRODUCTION 

Sagala et al. (2014) Promotional mix is a flow of information, or one-way persuasion that instructs 

someone to make a demand to people, or an organization. Tanner and Raymond (2012) wrote that 

budget, product lifecycle, types of product purchase decisions, target market characteristics, 

consumer purchase readiness, regulations, competitors, environmental factors, and finally media 

availability are factors that might influence selection of promotional mix. To be able to market a 

product, a company needs to consider the budget available to your company. The available budget 

may affect the nwnber of people affected by the promotion and how often the promotion will 

influence people. Also, in general, each product with a different life cycle is will be a different 

promotion. Products that require high quality or technical steps must be promoted through personal 

selling and therefore the customer will have a better understanding of how the product is operated 

and maintained. Finally, all kinds of media in one product of the company can be used at the same 

time. 

According to Tanner and Raymond (2012), the promotion mix consists of 6 variables, which are: 

First, advertising is an activity that uses different media to spread the brand identity during the 

promotion period. Second, personal selling is an activity that involves interaction between buyers 

and sellers. Third, the sales promotion activities that need to be done can make react quickly, sell 

a lot, and buy repeatedly. Fourth, publicity is a way to enhance and enhance the company's image 

by giving positive recognition in public relations. The fifth is direct marketing, which involves the 

provision of personal promotional materials directly to individual customers through mail, 

catalogs, the Internet, e-mail, telephone, or direct response to advertisements 

1.1.1 Promotional Mix Tools 

1.1.1.1 Advertising as a promotional tool 

According to (Kotler & Keller, 2006) He defined advertising as a paid fonn of marketing 

communications in an objective form of an organization, product, service, or identified sponsor's 

1 



II 

L 

r 

[ 

f 

f 

[ 

[ 

L 
l 
I 
l 

l 
L 

I 
L 

idea. Non-personal components of advertising include the use of mass media (TV, radio, 

newspapers, magazines, etc.). The non-personal does not receive immediate feedback like personal 

sales and is implemented by a specific advertiser. There are therefore fees paid to influence 

consumer behavior. 

According to (Wang et al., 2009) Advertising is one of the most important links of communication 

for customers, so it is necessary to keep in mind the image and language customers want with 

changes in culture, economy and commerce. Therefore, it would be great to keep in mind the 

message the advertisement intended. 

1.1.1.2 Personal Selling as a promotional tool 

According to (Brengman et a!., 2001), Personal selling can be defined as a face-to-face 

communication tool used to provide and maintain information for building and maintaining long­

term relationships with potential customers. Personal selling is a useful tool for communicating 

with current and future buyers. According to (Kotler, 2000) Personal selling has two methods of 

flow of communication between buyers and sellers designed to influence consumers' purchasing 

decisions. (Fill, 2006) says that the main feature of personal selling is the effect it has, which means 

that salespeople are likely to break through and attract more consumer attention and may be 

remembered later. Sales representatives can tailor it to the type of customer who processes the 

message. Two-way communication allows sales representatives to get immediate feedback, 

reducing the risk of misunderstandings. 

(Karunanithy & Sivesan, 2013) noted that the salesperson's important role is to evaluate the 

effectiveness of these messages and coordinate this evaluation by collecting and gathering 

information about prospects, adapting sales strategies based on that information, and delivering 

messages that implement organizational strategies. 

1.1.1.3 Sales Promotion as a promotional tool 

According to (lmtiaz, 20 17) The sales promotion method used by sellers said is effective in making 

short-term sales successful, but also more cost-effective than advertising. ( c & Tamilselvi, 20 15) 

Classifies Sales Promotions into Consumer Promotions and Trade Promotions. According to their 

2 



II 

n 

L 
I 

l 
t 

l 
I 
L 
L 

L 
L 

study, the Consumer Sales promotion shows all the short-term promotion methods planned by 

retailers to increase the immediate response of customers to their products. 

1.1.1.4 Public Relations as a promotional tool 

According to (Wirtz & Lovelock, 2016) All organizations use the media to build that they want to 

achieve full mutual communication with internal or external satisfaction through the 

implementation of policies and programs based on the principles of social responsibility, 

consumers. It was fun to build and maintain a strong relationship with. Image of the organization. 

It also includes all activities used by the organization to improve the image of the organization 

within the community so that it actively participates and supports social, environmental, health 

activities and public issues. 

1.1.2 Sales Performance 

Sales performance refers to the number of deals made in a predefined period of, as opposed to 

predefined sales levels (Emmaculate, 2016). According to (Hellman, 2009) Sales management is 

responsible for the performance of the sales function. To understand what is happening in the sales 

function and to identify areas for improvement, sales managers need methods to measure the 

current state of the sales function against defined goals. The performance of the sales function can 

be evaluated in two ways: by measuring the performance and actions of salespeople and by 

measuring the business results of sales activities. The sales function skills assessment involves 

creating a picture of the skill levels of the sales organization to identify the necessary human 

resource development initiatives and to monitor the adoption of these new strategies. 

1.1.3 Tourism in Kenya 

The tourism industry is travel prevalently sporting or for relaxation purposes or arrangement of 

administrations to help this recreation travel. (Sindiga, 2005) There are important issues and 

challenges that affect Kenya's competitiveness and sustainability as a tourist destination. Tourism 

in Kenya has experienced difficult times for many years. According to (Ikiara, 2001 ), civil unrest 

after the 2008 elections and the global economic crisis of2009 made inbound international tourism 

3 



ll 

r 

L 
[ 

L 
l 
t 

l 

t 

l 
l 

L 

more difficult. Prolonged performance degradation despite recovery periods such as 2004-2007 

and 2010 has been a hallmark of the past two decades, raising concerns from key 

stakeholders.(Akama, 1999). The environment in which an organization operates is constantly 

changing due to various factors that affect the organization. The tourism industry is characterized 

by market volatility due to various factors, and the economic, political, and social environment 

inside and outside the boundary keeps up with this. (Nyagaka, 2009) 

The tourism industry has adopted marketing strategies as a remedy for cross-border competition 

against foreign clients, with several advertisements targeting domestic tourists. Marketing 

researchers and practitioners are very interested in the evaluation of advertising effectiveness. 

When consumers respond to advertisements, it is generally accepted that they go through three 

hierarchical processing stages: cognition, emotion, and empathy. (Barry & Howard, 1990) 

As competition between destinations becomes increasingly fierce, destination marketers are 

investing heavily in the design of effective tourist destination advertisements to attract potential 

visitors (Byun & Jang, 2015). However, the effectiveness of targeted advertising is primarily in 

matching the attractiveness of the message and the individual characteristics of the message 

recipient (Jiang et al., 2020) 

1.2 Problem Statement 

Kenyan tourism products are suitable for both international and domestic tourism, but without 

proper promotional skills, it can be difficult to encourage this important sector. So far, economists 

have focused tourists' attention on the lack of economic significance of tourism. This applies to 

development economics experts who consider the potential role of tourism as a driving force for 

economic development, especially in poor countries. Nevertheless, there were some important 

tasks to estimate the detenninants of tourism demand (Stamou & Paraskevopoulos, 2004) 

Tourism was promoted in Kenya only to act as a steppingstone during the traditional low season 

periods of the tourist calendar such as February to April. The lack of interest in tourism is that 

many Kenyans have not visited popular tourist attractions such as Maasai Mara, Amboseli, Tsavo 

and new tourist routes such as North Rift, Western Kenya, Central Province and Lake Victoria 

(Omolo, 2008) 

4 



I J 

[ 

l 
l 
( 

l 

l. 
l 
l 

L 
L 

With the vigorous promotion of the tourism sector, the disposable income ofKenyans is gradually 

increasing and the tourism business is expected to grow substantially. (Nyagaka, 2009) 

(Pritchard et al., 2011)The world is driven by marketing and media, and the leisure tourism 

business, like any other branch, is benefiting from its participation. In practice, this especially 

a·pplies to leisure and tourism businesses. Vacations are a promotional product because nothing 
.-1 'r .,, l ' t1. • •• ~~ •• ,·- ,- '-'' .• -, ,. ' If i' '-~- ,-i 'l••· ·,,. ·, .. , • .. ;- •.'· -~ · "'._. 

can be pre-tested: and theV olav a bim!;er role in leisure and tourisiil than anv other market. 
Consumers buy vacations purely according to symbolic expectations established promotionally 

through words, pictures, sounds, or promises. 

1.3 The Research Objectives 

The objectives of this research included: 

1. To determine the effect of advertising on sales performance 

11. To determine the effect of personal selling on sales performance 

m. To establish the effect of sales promotion on sales performance 

tv. To establish the effect of public relations on sales performance 

1.4 The Research Questions 

The research questions included:, 

1. What is the effect of advertising on sales performance? 

u. What is the effect of personal selling on sales performance? 

m. What is the effect of sales promotion on sales perfonnance? 

tv. What is the effect of public relations on sales performance? 

1.5 Scope of the research 

The study will focus on the effect of promotional mix tools on the sales pertonnance of tourist 

destinations in Kenya. This study will look at four types of promotional mix tools: advertising, 

5 



II 

[ 

l 
[ 

r 

l 
l 
[ 

[ 

l 
J 

L 
L 

personal selling, sales promotion, and public relations. The research will be conducted between 

May 2021 and February 2022. The data will be collected through semi-structured questionnaires 

from Travel Agencies based in Nairobi, Kenya. The sample study will include salespeople, 

marketing managers and marketing staff from various travel and tourist agencies based in Kenya. 

1.6 Significance of the research 

This research is important for a variety of players in the tourism industry, including officials of 

tourism, agencies, governments, researchers, and owners of SMEs in Kenya's tourism industry. 

The agency managers can specifY the best promotional practices to hire to enhance domestic 

tourism in Kenya. Manager knows how to implement this to remain competitive with the 

promotional mix elements that play a major role in attracting more tourists. 

Governments can assess the level and importance of the promotional activities they must employ 

to sell the country as a stable country. Agencies can also ascertain the degree of importance of 

these promotional mix elements and comply with the guidelines the government has provided to 

the industry. A government, which relies on tourism for income, can investing heavily in the 

country's having third party SMEs like agencies to promote and sell the country's tourist 

destinations. 

If an agency is hoping that more and more tourists will visit the country, then they need to invest 

in safe and high-end facilities. This will result in new roads and highways developed parks, 

improved public spaces, new airports, and possibly better schools and hospitals. A secure and 

innovative infrastructure enables the smooth flow of products or services. Residents are also 

experiencing opportunities for economic and educational growth. Small businesspeople who sell 

goods to tourists can also know the importance of advertising to promote business, so they will 

find this study useful. 

This research will also be of value to researchers as the basis for further research in the tourism 

sector. Student scholars wil1 use this research as the basis for discussions about advertising 

effectiveness in promoting domestic tourism in Kenya. The findings of the study will further be of 

importance to the body of knowledge as reference material for future research work. 

6 



I I 

( . 

[. 

r 

[. 

L 
l 

[ ~ 

l 
l 
l 
L 
L 
L 

L 

1.7 Chapter Summary 

This chapter begins by introducing the title of the research study and the background of the 

research variables. Background information about the promotional mix tools, sales performance 

and tourism in Kenya is discussed here. Furthermore, the chapter continues by defining the 

problem statement. The scope and significance of the study is also discussed above 

7 



l. 
I . 
l. 
l 

L 
L 

L 
[ 

t 

L 

L 
{ 

2.1 Introduction 

CHAPTER TWO 

LITERATURE REVIEW 

In this chapter, research to do with the effect of advertising in the promotion oftourist destinations 

in Kenya will be discussed. It is critical to the presentation of the research literature focused on the 

research variables. It will start with the theoretical review of the various theories which anchor this 

study, the empirical studies and finally the summary of the research gaps will follow subsequently. 

2.2 Theoretical Review 

The theoretical framework consists of theories expressed by experts in the field you plan to study 

and is used to provide theoretical support for data analysis and result interpretation. In other words, 

the theoretical framework is a structure that summarizes concepts and theories You develop from 

the knowledge tested and published before. (Kivunja, 2018) 

The research is therefore grounded on the following theories: the push vs pull promotion theory 

and Attitude toward the ad theory. 

2.2.1 Attitude Toward the Ad Theory 

The attitude toward the ad theory originated from (Mitchell & Olson, 1981) .This model is based 

on the fact that the attitude towards an advertisement is formed after being exposed to persuasive 

advertisement, which eventually has an influence on the effects of persuasive advertising, such as 

changes in attitudes and brand formation or behavior changes. (Ong & Ito, 2019) 

For many years, the influence of persuasive communication in training and changing attitudes has 

attracted social scientists. Marketers pay special attention to advertising because it affects brand 

attitudes, purchase intentions, and sales. (Edell & Burke, 1984) 

The increased interest in attitudes towards advertisements (which is considered here as an 

evaluation of an advertisement by the consumer rather than the evaluation of a product or brand) 

is due in part to recent evidence that attitude toward the ad (AAd) acts as a mediator of advertising 

effectiveness. This evidence comes from studies focused on understanding the impact of 

advertising on consumers' attitudes toward brands (Ag). The findings support the conclusion that 

8 



l . 
L 
[ 

L 
L 
L 
L 
L 
L 
L 

L 

consumer responses to advertisements consist of more than brand perceptions.(Edell & Burke, 

1984). For example, (Mitchell & Olson, 1981) suggest that an important aspect of cognitive 

structure is likely attitude toward advertisement. 

In addition, as the cognitive response literature evolves, it becomes increasingly clear that 

advertising messages evoke not only the cognitive response of the brand being advertised, but the 

ideas of the ad itself (Wright, 1973) 

2.2.2 Push vs Pull Theory 

Push I pull theory refers to the way information and products move between consumers and 

manufacturers. Especial1y in terms of marketing, this strategy refers to the focus of promotional 

activities used to sell goods or services. In the push theory, suppliers "push" their products to 

consumers, while in the pull strategy, consumers "pull" information or products that are tailored 

to their needs. Pu11 theory is defined as a promotional strategy that focuses on consumers rather 

than members of marketing channels to promote the flow of goods or services from manufacturers 

to end users (consumers). (Brocato, 2010) 

According to Brocato (20 1 0) al1 promotional marketing activities belong to one of the two general 

promotional theories. These theories are called "pushing" or "pulling." AIJ marketing and 

promotional activities, including advertising, promotion, public relations, and personnel sales, fail 

into one of these categories. 

The "push" strategy focuses promotional activities on distribution channels. In other words, sellers 

push products to wholesalers, who promote them in their retail network, and then place the 

products in retail stores for consumers to view and purchase (e.g., unfamiliar product terminal 

displays). On the other hand, the "pull" strategy relies heavily on marketing communication to 

create awareness and desire, thereby drawing consumers to the store to buy products. Both theories 

have advantages and disadvantages. Ideally, a combination of the two methods is used to attract 

and drive demand. 

In short, the push strategy is to push the product to the customer and the pull strategy is to drive 

the customer to the product. The push strategy is a quick way to transfer customers from 

knowledge to purchase, while the pull strategy is about establishing an ongoing relationship with 

9 



II 

l 

l 

1. 

l 
L 
L 
L 
L 
[ 

L 

L 
L 

the brand. Both help keep customers unaware of the buying process, but attraction strategies tend 

to be more successful in establishing brand ambassadors . (Joseph, 2017) 

2.3 Empirical Review 

2.3.1 The effect of advertising in sales performance 

Adanu & Belayneh (20 17) studied the impact of advertisement on the sales performance of the 

daily consumer goods of the brewery industry forSt Gorge Brewery. The study design adopted 

was the cross cross-sectional descriptive design. The participants of the survey consisted of 

employees of St George Brewery in each division of marketing, sales, and distribution. This study 

used baseline data collected via self-filling questionnaires. The data collected were analyzed and 

tabulated. In the case of St. Gorge brewery, it is possible to create good images through advertising, 

promote repetitive purchase of products, create large market sector, larger market. This study 

demonstrates the fact that advertising helps St. Gorge Brewery create awareness, appeal, 

standards-making through competition, and beliefs. Advertising impacts sales perfonnance so that 

companies can improve consumers' purchases of organizational products, increase sales volumes, 

increase organizational profits, and strengthen relationships with organizations' customers. This 

study focuses on a brewery while the focus of this research is the tourism industry. 

Saga] (20 15) studied the impact of advertising on the sales volume of different telecommunication 

companies selected from Somalia Mogadishu. This study used a survey design. Specifically, 

descriptive correlations and descriptive comparisons; data were collected from 133 respondents 

using a self-managed questionnaire as the important collection tool. It was found that which 

advertisement is high for each carrier in Mogadishu, the level of high sales volume is, and the 

difference in the degree of advertisement and the number of units sold. The study was conducted 

in Mogadishu, Somalia while this research is based in Nairobi, Kenya. 

(Nzioka, 2020) In this study, sought to determine the effect of an advertisement with a promotional 

mix tool of sales performance of a commercial bank in Nyeri County, Kenya. The leading theory 

was a hierarchy of effect theory. A descriptive survey research design was used. The target 

population consisted of 35 commercial banks with activities in Nyeri County, Kenya. The target 

population of consisted of a total of 140,444 defendants, a total of marketing managers for 16 

banks, branch managers, operations managers, and credit managers. A semi-structured 

questionnaire was used in data collection and was administrated using the drop and pick method. 

10 



II 

L 
f 

f 

L 
l 

t 

L 
l 

L 
t 
1 

L 
L 
l 
l 
L 

Both descriptive and inferential analysis were applied. The census method was used. Multiple 

regressions and Pearson correlations were used to draw conclusions. The bank recorded an 

increase in sales units and impressive growth of over the five years from 2015 to 2019. The results 

of the Pearson Correlation Analysis show that ads have a strong positive relationship with sales 

performance and a statistically significant relationship. She concluded that advertising as a 

promotional mix tool plays an important role in determining a bank's finn performance. The study 

fails to analyze the sales performance and instead does the whole firm's perfonnance which is the 

focus of this research. 

2.3.2 The effect of personal selling in sales performance 

Oluyinka (2019) used Ogun Attention PZ Nigeria Ltd, Lagos State and Dangote Nigeria Pic in 

analytical units to critically investigate the impact of personal selling on sales growth. This was a 

descriptive study. The sample size of 100 respondents was selected with the help of sampling 

techniques. 98 respondents were considered available in the conclusion of the study. Statistical 

Package for Social Sciences (SPSS) version 20 retrieved data from the questionnaire. This study 

justified the relationship between personal selling and organizational sales. Personal selling also 

affected customer demand for products. The study recommended that salespeople in organizations 

be sufficiently trained in what is expected of them in the workplace so that they can convince 

customers as to why they should buy these specific products. The representative of the bank 

explains to the client/customer how much the service they are selling through private selling can 

meet their needs. The study was done in Nigeria while this research is done Nairobi Kenya. 

Murithi (2015) analyzed the effect of personal selling on sales using A Case ofWomen Groups in 

Imenti North District, Meru County, Kenya. The purpose of his study was to assess the impact of 

personal selling on sales of agricultural products produced by a group of women. The population 

for this survey consisted of a group of 100 women engaged in agricultural activities. A simple 

random sampling method was used to detennine 79 sample sizes. From of each of these groups, 

one employee was selected as a respondent. Basic data were collected using an individually 

administered structured questionnaire. Data were analyzed using descriptive statistical techniques 

such as frequency and percent presented using a frequency distribution table. Personal selling was 

found to be a widely used promotional method by a group of women primarily targeting women. 

11 



l 

l 

t 

l 

L 

l 
l 

L 
L 

L 

Personal selling was found to affect the sale of agricultural products by women groups. The 

research failed to examine personal selling on sales perfonnance. 

(Anyadighibe et al. , 2014) This research focuses on the impact of personal selling on the sales 

perfonnance of selected banks in Calabar Metropolitan (First Bank Plc and Stanbic IBTC). The 

study detennined the significant relationship between personal selling and sales volume. Ordinary 

Least Squares (OLS) method was used to test the hypothesis. The results of this study show that 

personal selling has a significant relationship with customer relationships. The study also shows 

that there is a significant relationship between personal selling and the customer retention rate. The 

research furthermore shows that personal selling increases the company's sales. The study 

recommends that banks continue to use personal selling to increase sales performance. The study 

was done at a bank while this research is done with the tourism industry. 

2.3.3 The effect of sales promotion in sales performance 

(Tan doh & Sarpong, 20 15)The purpose of this study was to assess the impact of sales promotion 

in Ghana's car industry on sales performance. This study was conducted at PHC Motors Ghana's 

Retail Outlet in Accra, Ghana. The purpose of this study was to investigate the relationship 

between promotion and sales performance, to investigate the effectiveness of promotion in the 

automobile market, and to identify issues that impede it. In this study, the descriptive research 

approach was used, and data were quantitative. To achieve this goal, 30 respondents were selected 

using a purposive and random sampling technique. Data was analyzed using SPSS obtained in the 

field. From a management perspective, most respondents agree that sales promotion not only 

stimulates reseller demand and efficiency, but also provides additional incentives for purchases. 

Most sales promotions in the study that end the relationship between sales promotions and 

organizational performance provide additional incentives to buy and stimulate reseller demand and 

efficiency. It turns out that effective promotion increases sales. Therefore, the study recommended 

that PHC Motors executives should undertake more strategic sales promotions to increase market 

share and profitability. The study failed to analyze the effect of sales promotion on the performance 

of sales which is a focus of this study. 

(Okoye-Chine, 2021) This study examines the impact of sales promotion on sales perfonnance of 

Coca-Cola beverages in Anambra. This study uses a descriptive survey design. This study was 

12 



r 

I 
l \ 

l. 
I 
I 
l 
I 

t 
L 

l 
L 

conducted in Onitsha Anambra State. The researcher used primary sources. The sample size used 

is 368, which is obtained using Topman's nonparametric formula for determining sample size. 

Study used the test-retest and Cronbach Alpha methods to confinn the reliability of the research 

tool. Data for this study were collected through questionnaires interviews. The frequency table and 

percentage analysis are used to present quantitative data in tabular form. Study also used multiple 

regression analysis. The results show that in Anambra, sales promotion has a significant impact on 

the commercialization of Coca-Cola beverages. The study concluded that sales promotion has a 

significant positive impact on the commercialization of Coca-Cola beverages in Anambra. The 

study was done in Anambra while this research is done in Nairobi. 

(Iqbal et al. , 2013) In this study, he explores the role of sales promotion dimensions on sales 

volume in the context of the Fast-Moving Consumer Goods (FMCG) industry. Two research 

objectives lie within the study and has two hypothetical numbers. Structured questionnaire was 

used to collect information from (120) respondents through simple random sampling method. Data 

were analyzed with the help of SPSS. There are two aspects of the promotion namely the bonus 

package and the premium package. The results show that there is a positive relationship between 

bonus package and sales and a positive relationship between premium and sales. The study is done 

in the context of FMCG industry while this research is conducted in the tourism industry. 

2.3.4 The effect of public relations in sales performance 

(Daniel Axelsson, 2005) The purpose of the study is to study the agency's perspective on the role 

of public relations for traditional advertising in the stage of introducing a new brand. The authors 

used a qualitative study in which goals would be achieved by conducting insightful face-to-face 

interviews with three respondents, having in-depth knowledge of PR and traditional industry 

advertising. Whether PR as a promotional tool is considered more effective than traditional 

advertising in introducing a new brand, various variables must be considered. Public relations is 

more effective in terms of reliability, cost, and scale. One big downside, however, is the control. 

In addition, we must consider brand attributes because there are brands with PR that are more 

"friendly" than others. The research conducted focuses on public relations as a marketing tool 

while this study focuses on public relations being a promotional tool. 

13 



l 

f 

L 
L 
L 
l 

t 

L 

t 
L 

(Addo, 20 15) The purpose of this research is to detennine the relationship between public relations 

and marketing and whether public relations is a promotional tool. Qualitative research methods 

are used to achieve established goals. Intentional sampling techniques are used to sample 

respondents. Data is obtained from interviewees through semi-structured interviews. Public 

relations professionals with no less than ten years of experience were interviewed to understand 

their views on the subject. Similar communication tools are used when performing their functions, 

and they rely on each other most of the time to achieve the best results. Therefore, two disciplines 

need to work together to ensure the effectiveness of the two fields. This study fails to examine the 

effects of public relations of sales performance. 

2.5 Conceptual Framework 

The below conceptual framework hypothesizes the interaction between the promotional mix tools 

and the sales performance of tourist destinations in Kenya. 

Independent Variables Dependent Variable 

Advertising 

I 
Sales Promotions 

SALES PERFOMANCE 

I 

Public Relations 

I 
Personal Selling 

Figure 1: The Conceptual Framework 

14 



J I 

n 

t 

l 
I I 

J 

L 
L 
1 

1 

l 
L 
L 

l 
L 

2.4 Summary of Literature and Research Gaps 

The study has been able to review several previous studies based on the themes of the study. The 

gaps identified in the review are summarized, as shown in the table below 

Author Title Results Research gaps 

(Adanu & Assessment of the Advertising impacts sales The research focused 

Belayneh, 20 17) effect of Advertising performance so that on a brewery while 

on sales performance compames can Improve this study focuses on 

in the case of St. Gorge consumers' purchases of the tourism industry 

(Oluyinka, 

2019) 

Brewery organizational products 

hence mcrease sales 

volumes 

The effect of personal This study justified there is The study was done in 

selling and marketing a relationship between Nigeria while this 

on firm sales h1fowth personal selling and research IS done 

(A study of PZ and organizational sales Nairobi Kenya. 

Dangote Nigeria PLC) volwne 

(Tandoh & The Impact of Sales It revealed that effective The study failed to 

Sarpong, 2015) Promotions on the sales promotion mcreases analyze the effect of 

(Addo, 2015) 

Performance of Auto- sales. 

Mobile Industries m 

Ghana: A Case Study 

of PHC Motors 

(Accra-Ghana) 

sales promotion on 

the perfonnance of 

sales which is a focus 

of this study 

PR as a Marketing The study justified the This study fails to 

Tool- The Perceptions relationship between examine the effects of 

of some public 

15 



ll 

1 

1 . 

f 

l 
I 

1 

L 

L 

l 

L. 

relations practitioners public relations and public relations of 

in Ghana marketing sales performance. 

J'able J: Summary ofLiterature and Research Gaps 

Table 1 above shows some of the past studies that have been carried out in relation to the types of 

promotional mix tools and how they affect the sales performance of companies from different 

industries. Some of these studies were carried out in countries that are developed and in well­

established finns and organizations. However, Kenya being a third world country, a need has been 

identified to find out whether the use promotional mix tools influence sales performance of tourist 

destination. Having only one study on the role of promotional mix tools on sales performance of 

tourist destinations, this study aims to add to the existing literature by mainly bridging this gap. 

2.5 Chapter Summary 

This chapter starts by revealing the various theories related to this study; that is, Attitude toward 

the ad theory and push vs pull theory. The empirical review of this study looked at the effect of 

promotional mix tools from scholarly written articles. Various research has been done by these 

scholars however, they fail to look at the effect of this promotional mix tools in the tourism 

industry. This study looked to bridge this gap. 

16 



ll 

r 

L 
[ 

I 
L 
[, 

l 
L 
1 

l 
f. 
t 

L 
L 

L 
L 

CHAPTER THREE 

RESEARCH METHODOLOGY 

3.1 Introduction 
This chapter reviews the systematic methodology that is applied in the process of solving the 

research problem. This chapter focused on the philosophical paradigm, the research design, the 

population of the study, sampling design, data collection instruments, data collection procedures, 

and the analysis and presentation techniques. 

3.3 Research Design 
According to (Cooper & Schindler, 2008) research design is a structure by which a researcher 

conducts their study that provides a systematic order and direction in which the study research was 

conducted. This study followed a descriptive research design. A descriptive study is generally 

based on, the results on questions of the, who, what, where, when and how much. The descriptive 

studies come with research questions and meet a series of study objectives. (Cooper & Schindler, 

2008). A descriptive research design was adopted for this study because it enables the research in 

detennining the role of promotional mix tools on sales performance of tourism destinations in 

Kenya. 

3.4 Population and Sampling 

3.4.1 Population 
Ngechu (2004) stated that the population is the total collection of elements with observable 

common features about which some conclusions can be drawn. The entire set of items of interest 

to the researcher is called the population. Kenya has a total of over 400 tourist agencies in the 

country. A sample is a fraction of the total population included in the study that would represent 

the entire population. (Irungu, 2019) 

3.4.2 Sampling Design 
The sampling design is a progression to extract samples from the study population and the samples 

are accurate. This is usually preferred when is not possible to test for every single element of a 

population. Given that research is expensive, time consuming and requires effort to gather 

information, it is considered ideal (Cooper & Schindler, 2008). 

17 



J I 

t 

1 

l 

f 

l 
L 
l 
l 
I 
L 
1 

L 
l 
! 

3.4.2.1 Sampling Frame 
According to (Cooper & Schindler, 2008), the sampling frame is a set of information that is used 

to identify a sample population for statistical treatment. A sample frame contains a numerical 

identifier for each individual and other identifying infonnation about the characteristics of the 

individuals to aid analysis and allow division into additional frames for further analysis.(Irungu, 

2019) 

3.4.2.2 Sampling Technique 
The research sampling technique is the method that the researcher uses to select a representative 

list of respondents from the entire research population and provide appropriate research samples. 

This study will use a stratified random sampling technique. Respondents will be divided into 

marketing managers, salespeople, and team leaders (Cooper & Schindler, 2008). 

3.4.2.3 Sam pie Size 
Sample size is a small section of subjects drawn from the larger population (Saunders et al., 20 19). 

3.5 Data Collection Instruments 
This study relied on structured questionnaire for data collection. The key advantage of a 

questionnaire is that it included everyone who's information was needed. The structured 

questionnaire was used in the study because it is easier to collect research data from a larger 

population. The research instrument was developed in accordance with the research objectives. 

The first part of the questionnaire contained demographic information, the second part of the 

questionnaire included statements about the independent variables, and the third part included 

infonnation about the dependent variable. (Irungu, 2019) 

3.6 Data Collection Procedures 
Data collection is the assembly of empirical evidence to provide new knowledge about a situation 

and answer any questions that prompted the investigation. The study collected primary data from 

respondents using questionnaires. The questionnaires were used because they collect uniform data 

from all respondents and the questionnaires are easy to interpret and easy for respondents to 

analyze. Additionally, the questionnaires are an easy way to collect data from respondents. 

18 



l 
l 

l 

L 
I 
I 
L 
l 

L 
L 
l 

3.7 Data Analysis 
According to (Kombo & Tromp, 2006) Data analysis refers to analyzing what has been collected 

and applying deduction and interference. It extracts significant variables, detects anomalies, and 

tests any hypothesis. (Ashirwadam, 2014) stated that Data analysis in a nutshell is a method of 

locating facts and figures to solve research problems. It is therefore very important to find answers 

to research questions. Another important part of studies is data interpretation, which is taken from 

data analysis and draws conclusions. Often it becomes difficult to conclude the raw data, in this 

case the data must be analyzed, and the results of the analysis concluded. The questionnaires were 

checked for completeness and consistency; any gaps edited and filled. Data evaluation can be 

guided with the aid of using studies objectives, objectives, and size of amassed facts to decide 

styles of amassed facts for decided on variables. The facts at the introduction of tables, descriptive 

facts and inferential facts were ordered and protected within Google F onns and Microsoft Excel. 

A multilinear regression was used to check the connection between the independent variable and 

he dependent variable. 

3.8 Research Quality 
According to (Creswell & Garrett, 2008) the internal validity and reliability detennined the design 

of the questions, the construction of the questionnaire and pilot testing 

3.8.1 Pretesting of Research Instruments 
The questionnaires were tested beforehand before being made available to the respondents to 

ensure the validity and reliability of the instruments. Pre-testing was conducted with five travel 

agency employees and these 5 respondents will not be included in the final study sample size. 

According to (Kothari, 2004) the purpose of pretesting the data collection tool is to ensure that the 

elements of the tool are clearly worded so that the respondents can clearly understand the 

questions. 

3.8.2 Validity of the Research Instrument 
According to (Bollen, 2005) there are two ways of detennining validity of the research instrument. 

Validity is the criterion used to indicate the extent to which conclusions are drawn in a study in 

order to provide an accurate description or clarification of what happened (Gallet al., 2003). 

19 



[ 

I 
r 

[ 

L 
[ 

f 

t 

l 

l 
t 

l 

L 
L 

(Bryman & Cramer, 2009) claim that validity implies the accuracy and connotation of conclusions 

based on research results. This study confirmed the construct validity of for the questionnaire as it 

will supported by developing a research instrument through adherence to a logical conceptual 

framework based on a review of the empirical literature. Regarding content validity, the 

questionnaire were tested by double checking with the help of the research supervisor. 

The study used face validity by giving 5 staff members tourist destination questions and asking 

them to go through the questionnaire and provide suggestions for modification purposes. Of the 

suggestions given, the researcher will review the questionnaire, making the necessary changes to 

ensure that the questions are simple and clear in meaning. 

3.8.3 Reliability of the Research Instrument 
Reliability refers to the consistency, stability, or reliability of data. Whenever a researcher 

measures a variable, he or she wants to make sure that the measurement gives reliable and 

consistent results (Cooper & Schindler, 2008). To measure the reliability of data collection 

instruments, an internal consistency technique will be applied to collected data (Mugenda & 

Mugenda, 1999). To measure the reliability of data collection tools, an internal consistency 

technique will be applied to collected data. 

This study used internal consistency reliability which will evaluate the level of consistency based 

on the results of various elements in a test. Cronbach's Alpha test will be used to measure the level 

of internal reliability. The pretest will be conducted on using a small sample that will not be 

included in the final study. The result of this method is between 1 and 0 so the acceptable reliability 

for each scale should be 0.7 or greater. (Taber, 2018) 

The Cronbach alpha test will used in establishing reliability of the research instruments. This will 

be done by comparing with the established 0. 7 where a Cronbach alpha of more than 0. 7 indicate 

reliability. (Taber, 2018) 

3.8.4 Objectivity of the Research Instrument 
(Payne & Payne, 2004) state that researchers should remain distant from their research as much as 

possible so that they do not influence the results by their beliefs, their personality or even their 

values. The results of the findings should be based on facts obtained from factual data to avoid any 

20 



II 

[ 

l 
[ 

{ 

[ 

( 

L 

t 
l 
l 

L 
L 

bias that may arise therefrom. To do this, the selected sample size will be a good representation of 

the entire population. 

3.9 Ethical Issues with the research 
During this research, respondents got to complete information about this research and their 

participation was voluntary. Then the selected respondents who were competent enough to submit 

the required data will be appreciated. Any privacy and confidentiality issues were considered and 

the infonnation that was collected will only be used for research purposes. Written consent of 

respondents was obtained by requiring the respondent to complete and sign a form. 

3.10 Chapter Summary 

This chapter describes and justifies the research methodology that was used for the research. The 

chapter explains the research design, the sample design, including the population, the sampling 

method, the sampling frame, and the sample size. The chapter also defines the data collection 

method and details the investigation procedures. The chapter also discussed the data analysis 

methods used. The next chapter presents the results of the collected and analyzed data. 

21 



l 
[ 

{ 

[ 

L 
l 
l 
l 
l. 
l 

L 
L 

CHAPTER4 

DATA ANALYSIS, PRESENTATION, AND INTERPRETATION 

4.1 Introduction 

The respondents of the study were tourist destinations agencies. The purpose of the study was to 

establish the effect of promotional mix tools on sales performance among tourist destinations in 

Kenya. The study relied on primary data that was collected using structured questionnaires. The 

information retrieved was gathered using questionnaires in Google Fonn that were sent to the 

respondents to determine the effect of promotional mix tools on sales performance among tourist 

destinations in Kenya. Once filled, the respondents clicked on submit and the infonnation filled in 

the questionnaire is reflected on the responses tab of the researcher. Since the COVJD-19 outbreak, 

the number of face-to-face meetings has been limited, so it is recognized as the best data collection 

method. The results are presented in the table, and conclusions can be drawn from the average 

values and percentages. It employed descriptive statistics, correlation analysis and regression 

analysis. 

4.2 General information 

4.2.1 Response Rate 

Table below shows the number of respondents who took time and part in the study through filling 

the questionnaire that was provided. Out of 50 total administered questionnaires, 32 questionnaires 

were fully completed therefore marking a response rate of 64%. (Mugenda & Mugenda, 1999) 

states that a response rate of 50% is sufficient for analysis and reporting, however 60% and above 

is a good response rate for efficient analysis . 

Table 2: Response Rate 

Frequency Percentage 

Res11onded 32 64% 

Failed to respond 18 36% 

TOTAL 50 100% 

22 



l J 

r 

l. 

l 
l 
r 

I 
l 

L 
l 
l 
L 
L 
L 

4.3 Background Information 

4.3.1 Gender of the respondents 

Table below shows the gender of the respondents. From the information given, majority of the 

respondents were male who made up 71.9% of the total number of respondents, while 28.1% were 

made up of female respondents. 

Table 2: Gender of Respondents 

Frequency Percentage 

Male 23 71.9% 

Female 9 28.1% 

Total 32 100% 

4.3.2 Age of respondents 

The table shows the different age-groups of the respondents. Majority of the respondents were 

quite young between the age 20 to 30 years who made up half the total respondents (50%). The 

respondents between 31 and 40 years made up 37.5%, respondents between 41 and 50 years made 

up 12.5%, and lastly, there were no respondents above the age of 50 years. 

Thus, the results show that the respondents who participated in the study were old enough and 

therefore able to make informed decisions by answering the research questions in accordance with 

the research requirements. 

Table 3: Age ofRespondents 

Frequency Percentage 

20-30 Years 16 50% 

31-40 Years 12 37.5% 

41-50 Years 4 12.5% 

Above 50 Years 0 0% 

23 



L 
f. 
l. 
{. 

{ 

L 
{ 

L 
l 
l 
L 
l 
L 

I Total 1100% 

4.3.3 Length of set-vice 

The table shows how many years each respondent has worked in their company. 14 respondents 

had worked for less than 3 years making up 43.75% of the total respondents. 10 respondents had 

worked between 3 and 4 years making 31.25% while 8 respondents had worked for more than 4 

years who made up 25% of the total respondents. This implies that majority of the respondents had 

worked for an adequate number of years and therefore they were informed and handled research 

questions conveniently 

Table 4: Length of Service 

Frequency Percentage 

Less than 3 Years 14 43.75% 

3-4 Years 10 31.25% 

Above 4 Years 8 25% 

Total 32 100% 

4.3.4 Education Level of Respondents 

The table shows the highest level of education of the respondents. All the respondents are educated 

with a majority of 59.4% having completed their undergraduate degree. 3.1% have completed a 

certificate course, 21.8% have completed their diploma and 15.6% have higher education in a 

masters and PhD. The data shows a high level ofliteracy among the respondents that work in travel 

agencies. 

Table 5: Education Level 

24 



II 

l 
[, 

r . 

l. 
l. 
t: 
L 
L 
{ 

l 
L 

l 
L 

Frequency Percentage 

Certificate 1 3.125% 

Diploma 7 21.875% 

Degree 19 59.375% 

Masters and above 5 15.625% 

Total 32 100% 

4.4 Advertising on Sales Performance 

Several statements on how advertising affects sales performance of travel destinations in Kenya 

were identified by the researchers and respondents were thereafter requested to kindly indicate 

their extent of their agreements with each of the statements using a Likert scale of 1-5 where 

1 =Strongly Disagree 2 =Disagree 3 =Neutral 4 =Agree 5 = Strongly Agree 

Table 6: Advertising on Sales Performance 

Statement Mean 

Advertising is considered powerful in the overall promotional mix design 4.40 

Advertising helps to achieve differentiation 4.16 

Advertising helps increase sales 4.83 

Advertising helps attract customers to the business 4.67 

Advertising helps producers or the companies to know their competitors and 3.43 

plan accordingly to meet up the level of competition 

Advertising helps creating goodwill for the company 3.9 

25 



t . 

' 

L 

L 
L 
l 
l 
L 

L 
J 

L 
L 

From the findings, Advertising is often viewed and supported as a powerful tool in the overall 

design of the marketing mix. Respondents agreed that advertising is considered powerful in the 

promotion mix design as indicated by a mean of 4.40. The respondents also agreed that advertising 

helps achieve differentiation from other companies as demonstrated with a mean of 4.16. 

Furthermore, respondents agreed that advertising helps increase sales of the company and attract 

customers to the business as indicated by the 4.83 and 4.67 means respectively. Moreover, the 

respondents were neutral on how advertising helps producers or the companies to know their 

competitors and plan accordingly to meet up the level of competition and how advertising helps 

creating goodwill for the company as indicated by a mean of 3.43 and 3.9 respectively. 

4.5 Personal Selling on Sales Performance 

Several statements on how personal selling affects sales performance of travel destinations in 

Kenya were identified by the researchers and respondents were thereafter requested to kindly 

indicate their extent of their agreements with each of the statements using a Likert scale of 1-5 

where 1 =Strongly Disagree 2 =Disagree 3 =Neutral 4 =Agree 5 = Strongly Agree 

Table 7: Personal Selling on Sales Performance 

Statement Mean 

Customers get personal attention from salespeople 3.97 

The message can be customized depending on the needs of the customer by 4.48 

the sales team 

Personal selling helps build trust with customers 4.25 

Personal selling is a great way of getting across large 3.24 

amounts of technical information 

Personal selling gives salespeople a chance for demonstration 4.63 

There is a two-way communication therefore feedback in instant 4.85 

26 



f. 
f. 
t 

{ . 

t 

[ 

L 
L 
{ 

L 
L 
I. 

L 
L 

From the findings, the respondents agree that customers get personal attention from salespeople as 

indicated by the mean of 3.97. Respondents also agree that the message can be customized 

depending on the needs of the customer by the sales team and it also builds trust among with the 

customers as demonstrated by a mean of 4.48 and 4.25. The respondents are however neutral to 

the statement that personal selling is a great way of getting across large amounts of technical 

infonnation indicated by a mean of 3.24. Lastly, Respondents agree that personal selling gives 

salespeople a chance for demonstration and there is a two-way communication therefore feedback 

in instant as indicated by a mean of 4.63 and 4.85 respectfully. 

4.6 Sales Pt·omotion on Sales Performance 

Several statements on how sales promotion affects sales performance of travel destinations in 

Kenya were identified by the researchers and respondents were thereafter requested to kindly 

indicate their extent of their agreements with each of the statements using a Likert scale of 1-5 

where 1 =Strongly Disagree 2 =Disagree 3 = Neutral 4 = Agree 5 = Strongly Agree 

Table 8: Sales Promotion on Sales Performance 

Statement Mean 

The aim objective of sales promotion is to make a sale 4.87 

Sales promotions exposes the customer to the tourist destinations 4.26 

Sales promotions is done to shift purchasing habits so that light users find 3.24 

reasons to buy more 

Sales promotions combat seasonal cycles 3.98 

Sales promotion is done to persuade people to try exploring new tourist 4.03 

destinations 

Sales promotion aims to steal attention from the competition 3.35 

From the findings, Respondents agree that the aim objective of sales promotion is to make a sale 

and sales promotions exposes the customer to the tourist destinations as indicated by a mean of 

4.87 and 4.26 respectfully . Respondents are neutral to the statements that sales promotions is done 

27 



L 

to shift purchasing habits so that light users find reasons to buy more and sales promotions combat 

seasonal cycles as demonstrated by a mean of 3.24 and 3.98. Respondents agree that sales 

promotion is done to persuade people to try exploring new tourist destinations as indicated by a 

mean of 4.03. Respondents are neutral to the statement that sales promotion aims to steal attention 

from the competition as indicated by a mean of3.35. 

4.7 Public Relations on Sales Performance 

Several statements on how public relations affects sales performance of travel destinations in 

Kenya were identified by the researchers and respondents were thereafter requested to kindly 

indicate their extent of their agreements with each of the statements using a Likert scale of 1-5 

where 1 =Strongly Disagree 2 =Disagree 3 =Neutral 4 =Agree 5 = Strongly Agree 

Table 9: Public Relations on Sales Perfonnance 

Statement Mean 

Public relations enable the creation of corporate identity and image in your 4.46 

company 

Through charitable involvement, your organization Improves publicity 4.44 

among the society 

Public relations enhance the organization's presence in the public eye 4.83 

Organization may create stronger relationships with key consumers of the 3.67 

firm 

Public Relations increases brand credibility of the firm 3.21 

Public relations help sway public opinion in the company 4.00 

From the findings, respondents agree that public relations enable the creation of corporate identity 

and image in your company, through charitable involvement, your organization improves publicity 

among the society and public relations enhance the organization's presence in the public eye as 

indicated by a mean of 4.46, 4.44 and 4.83 . Respondents are however neutral to the statements that 

organization may create stronger relationships with key consumers of the finn and public relations 

28 



I. 
l 

1 

l 

L 
[ ' 

L 
t. 
i 

L 
L 

L 

increases brand credibility of the firm as demonstrated by a mean of 3.67 and 3.21. Respondents 

also agree that public relations help sway public opinion in the company as indicated by a mean 

of4.00 

4.8 Sales Performance 

Promotional mix strategies in the organization affect sales performance based on the findings of 

the respondents by using a Likert scale of 1-5 where 1 =Strongly Disagree 2 =Disagree 3 =Neutral 

4 = Agree 5 = Strongly Agree 

Table 1 0: Sales Performance 

Statement Mean 

Advertising leads to an increase in sales 4.89 

Sales promotion is important to increase sales of a firm 4.25 

Personal selling boosts sales performance of a firm 4.57 

Customer participation in promotion helps to improve sales performance 4.43 

Public relations lead to more customers to make a sale 4.64 

From the findings, respondents agreed that advertising leads to an increase in sales as indicated by 

a mean of 4.89. Respondents agreed that sales promotion is important to increase sales of a finn 

as indicated by a mean of 4.25. Moreover, respondents agreed that personal selling boosts sales 

performance of a firm and Customer participation in promotion helps to improve sales 

performance as indicated by a mean of 4,57 and 4.43 . Lastly, respondents agreed that public 

relations lead to more customers to make a sale as indicated by a mean of 4.64. 

4.9 Regression Analysis 

To determine the effect of promotional mix tools on sales perfonnance among tourist destinations 

in Kenya, the researcher conducted regression analysis. The findings of the Model Summary, 

29 



[ 

l . 

f. 
r 

f 

L 
r 

L 
L 
L 
L 
L 
L 
L 
L 
L 

ANOV A and Regression coefficient are indicated in subsequent sections. The analysis was done 

using Microsoft Excel. 

Table 11: Regression Analysis 

Regression Statistics 

Multiple R 0.568081 

R Square 0.322716 

Adjusted R Square 0.252652 

Standard Error 0.273244 

Observation 32 

The table above illustrates that the correlation co-efficient, Multiple R, is 0.57 indicating that 

there's a weak positive correlation and the Adjusted R Square, which is the co-efficient of 

determination is 25.27%. This shows that there is a weak positive correlation between the sales 

perfonnance of travel destinations and the promotional mix tools. The three independent variables 

studied, namely the advertising, personal selling, public relation, and sales promotion, explained 

32.27% of the sales performance as represented. As a result, other factors not investigated in this 

study account for 67.73% of tourist destinations sales performance. This implies that these 

variables are not very significant, and as a result, there is some need to consider them in any effort 

to improve the sales perfonnance of tourist destinations. 

Table 12: ANOVA Analysis 

ANOVA 

df ss MS F Significance 

F 

Regression 4 1.031693 0.3438 4.606032 0.009367 

Residual 29 2.165213 0.07465 

30 



I 
[ 

I 

[ 

L 
[, 

l . 

L 
L 
L 
J ' 

L 
L 

j Total 13.196907 

The relationship identified in table 4.13 above was found to be significant with a p value of0.00937 

which is less than 0.05 and F = 4.61 which is greater than one. This implies that the model 

developed was significant and could be relied upon in making prediction. 

Table 13: Coefficient Table 

Coefficients Standard Error t Stat P-value 

Intercept 0.076494 0.228012 0.335484 0.739675 

Advertising 0.033591 0.054501 0.616345 0.542475 

Personal Selling 0.237491 0.084906 2.797121 0.009061 

Public Relations -0.17839 0.060653 -2.94119 0.006365 

Sales Promotion 0.424318 0.142165 2.984684 0.00515 

4.10 Chapter Summary 

This chapter contains the results of the data collected through a questionnaire via Google forms. 

They have been represented using various tools such as charts and tables and analyzed through 

Microsoft Excel. The study objectives were used in breaking down the collected data for ease of 

understanding. The next chapter will discuss the findings of the study by interpreting the data 

collected and analyzed in this chapter through the guidance of the study objectives, fonn 

conclusions and recommendations. 

31 



l l 

t 

[ 

f 

[ 

L 
t 

L 
L 
t 

t. 

L 
L 

CHAPTER FIVE 

DISCUSSIONS, CONCLUSIONS AND RECOMMENDATIONS 

5.1 Introduction 

This chapter of the study summarizes the results obtained by conducting the study. It includes a 

discussion of important discoveries, conclusions drawn, recommendations for improvement and 

suggestions for further study, and improvement. 

5.2 Summary of the findings 

In this section, we summarize the findings according to the purpose of the study. The study 

population consisted of 50 travel agencies. A total of32 questionnaires were completed. Data were 

analyzed using descriptive study designs and using descriptive statistics such as means. The data 

has been presented in tabular format for clarity and easy to understand. 

5.2.1 Summary of Advertising on Sales Performance 

The research sought to determine the impact of advertising on sales performance. From the 

findings, Advertising is often viewed and supported as a powerful tool in the overall design of the 

marketing mix. It is considered powerful in the promotion mix design. Advertising helps achieve 

differentiation from other companies as different companies can come up with different 

advertisement to attract a wide variety of customers to their respective companies. Advertising 

helps increase sales of the company and attract customers to the business. Moreover, advertising 

helps producers or the companies to know their competitors and plan accordingly to meet up the 

level of competition. 

5.2.2 Summary of on Personal Selling on Sales Performance 

The research sought to determine the effect of Personal Selling on Sales Performance. From the 

findings, customers receive personal and greater attention from the salespeople. Personal Selling 

also allows for messages to be customized according to the customer being attended to by the 

salespeople and therefore there is connection and trust built between the two for a sale to take 

place. Salespeople are also able to demonstrate and put across a large amount of technical 

infonnation that may be asked by the customer and through this, there is a two-way communication 

and feedback may be instant. 

32 



n 

l 

I 

l 

1 

L 
l 

L 
L 
L 
L 
L 
l 
L 

5.2.3 Summary of Sales Promotion on Sales Performance 

The research sought to detennine the effect of sales promotion on sales perfonnance. The main 

objective of sales promotion is to make a sale. When using sales promotion, the customer becomes 

aware and exposed to the travel destinations being promoted by the company. Sales promotions 

also enable travel agencies to combat seasonal cycles like travel only during holidays. It also 

persuades people to try exploring new tourist destinations and this can make light users to go to 

different travel destinations more often. 

5.2.4 Summary of Public Relations on Sales Performance 

The research sought to detennine the effect of public relations on sales perfonnance. Public 

relations enable the creation of corporate identity and image in your company, through charitable 

involvement, your organization improves publicity among the society and public relations enhance 

the organization's presence in the public eye. Organizations may create stronger relationships with 

key consumers of the finn and public relations increases brand credibility of the finn and public 

relations help sway public opinion in the travel destination. 

5.3 Discussion 

The research done by (Adanu & Belayneh, 2017) demonstrates the fact that advertising helps St. 

Gorge Brewery create awareness, appeal, standards-making through competition, and beliefs. 

Advertising impacts sales performance so that companies can improve consumers' purchases of 

organizational products, increase sales volumes, increase organizational profits, and strengthen 

relationships with organizations' customers. This study focused on a brewery while the focus of 

this research is the tourism industry. 

The explores the role of sales promotion dimensions on sales volume in the context of the Fast­

Moving Consumer Goods (FMCG) industry. Two research objectives lie within the study and has 

two hypothetical numbers. There are two aspects of the promotion namely the bonus package and 

the premium package. The results show that there is a positive relationship between bonus package 

and sales and a positive relationship between premium and sales. The study is done in the context 

ofFMCG industry while this research is conducted in the tourism industry.(Iqbal et al., 2013) 

The research done by (Barry & Howard, 1990) the agency's perspective on the role of public 

relations for traditional advertising in the stage of introducing a new brand. Whether PR as a 

promotional tool is considered more effective than traditional advertising in introducing a new 

33 



1 l 

n 

l 
I 
I 

I 
l 

t 

L 
l 

L 
L 
L 

L 
L 

brand, vanous variables must be considered. Public relations is more effective in terms of 

reliability, cost, and scale. One big downside, however, is the control. In addition, we must 

consider brand attributes because there are brands with PR that are more "friendly" than others. 

The research conducted focuses on public relations as a marketing tool while this study focuses on 

public relations being a promotional tool. 

Personal selling ensures that customers are satisfied after they make a purchase. To complete the 

value exchange, both the seller and the buyer engage in a negotiation process. The exchange, or 

selling process, was governed by implied rules and stages that could be identified. The levels of 

buying and selling necessitate the formation of acquaintances and an assessment of each party's 

value-based needs for the other's item, as well as determining whether the values to be exchanged 

are equivalent or nearly so, or, in buyer's terms, worth the price. Effective selling necessitates a 

systems approach, involving at the very least roles that sell, enable selling, and develop sales 

capabilities. It also requires salespeople who have a specific and distinct set of skills that are useful 

in facilitating the exchange of value with customers.(Irungu, 20 19) 

5.4 Conclusion 

Sales promotion had significant effect on sales performance of tourist destinations. Sales 

promotions lead aims at increasing the quantities purchased. The Company charge reduced prices 

in times of sales promotion. 

Advertising was a significant predictor of sales performance among tourist destinations. Finns 

may use advertising for both short-tenn and long-term objectives. Advertising is impersonal. 

Rising the total spend of a firm attracts new customers. Institutional advertising puts emphasis on 

the specific firm's name organization. Advertising function is of recent origin. The High total 

spend helps to increase market share. 

Personal selling had significant effect on sales perfonnance of tourist destinations. Presentation 

creates a desire for the product into a customer. Salespeople can get more attention than an 

advertisement or a display. Personal selling establishes long-term buyer-seller relationship. 

Presentation demonstrates an exceptional product without pressuring customers. 

34 



r 
I 

l. 

1 

l 

t 
I 

! 
L 
l 

L 
L 

Public relation significantly predicted the sales performance of tourist destinations. The public is 

constantly demanding for greater transparency in the movements. Through charitable involvement, 

an organization improves publicity. Organization may create stronger relationships with key 

suppliers. 

5.5 Recommendations 

The study recommends firms to use advertising for both short-tenn and long-tenn goals, 

advertising should be impersonal, and increasing a finn's total spend should attract new customers. 

Institutional advertising should emphasize the specific finn's name organization, a high total spend 

should aid in increasing market share, and the advertising function should be of recent origin. 

Customers should be informed about the availability of tourist destinations, advertising should 

help achieve differentiation on a consistent basis, and businesses should use impressions to build 

awareness. Advertising should be regarded as effective in their company's overall marketing mix 

design. 

The study recommends personal selling should arouse a customer's desire to travel to a tourist 

destination, salespeople should receive more attention than an advertisement or a display, and 

presentations should demonstrate an exceptional service without pressuring customers. Personal 

selling's overall success should be determined by the frequency of purchases, personal selling 

should ensure customers' post-purchase satisfaction, and creative skills should assist sellers in 

considering customer opinions as valuable. 

The study recommends travel destinations that through public relations, the company should 

improve publicity, the organization should strengthen relationships with key suppliers, and public 

relations should enable the creation of corporate identity and image. Independent relationships 

should be linked by public trust to fonn dependable family-like relationships. Public relations 

should be used to increase the organization's visibility. Public recognition should entice consumer 

loyalty, and publicity should be more effective than advertising because it opens a wide range of 

opportunities for the company. Any successful human relationship should be built on public trust. 

The study recommends sales promotions should aim to increase the purchase by customers. In 

times of sales promotion, the company charge should lower prices. Customers' involvement in sale 

promotion should reflect customer loyalty, sales promotion should work best on simple items 

35 



l ' 
1 

r 
f 
L. 

r 

[ 

I 
! 

L 
L 
L 

! 
1 

L 

L 
L 

whose features are judged at the point of purchase, and older consumers pay lower prices and shop 

more frequently during sales promotions. 

5.6 Limitations of the research 

The research contained a sample population and sample size of 50 tourist destination agencies. 

This covers a very small portion of the total travel agencies operating in Kenya. This makes most 

tourist destinations still unknown on whether the promotional mix tools influence their sales 

performance. 

The second limitation is that respondents were extremely hesitant about taking part in the study 

and disclosing the required information. As a result, the researcher cannot be certain that all 

responses were correct, particularly when it comes to the respondent sales performance of their 

company. 

5. 7 Suggestions for further research 

Further studies can adopt other methodologies of research such as interviews, observations and 

focus groups to get a more in depth understanding of the relationship between promotional mix 

tools and sales perfonnance of tourist destinations in Kenya. Qualitative data could be collected 

from these methodologies to get more precise information for analysis. In addition, another study 

should be conducted with different objectives other than the ones investigated in this study to 

increase the body of knowledge and literature to determine the effect of promotional mix tools on 

sales perfonnance of tourist destinations in Kenya. 

5.8 Chapter Summary 

This chapter illustrated the discussions and conclusions of the research that was carried out. It has 

outlined a detailed summary of all the discussions with reference to the objectives of the research 

conducted. Furthermore, the chapter covered the conclusions, recommendations, and limitations 

of the research study. Finally, the chapter gave suggestions for further research on the effect of 

promotional mix tools on sales performance of tourist destinations in Kenya. 

36 



l 

[ 

f. 
f 

f 

L 
l 

l 
t 

L 
L 
L 
l 
t 
L 
L 

REFERENCE 

Adanu, L., & Belayneh, T. (n.d.). Assessment of the effocts of advertising on sales performance in 

the case of st. Gorge brewe1y. 72. 

Addo, G. A. (n.d.). PR AS A MARKETING TOOL - THE PERCEPTIONS OF SOME PUBLIC 

RELATIONS PRACTITIONERS IN GHANA. Retrieved August 30, 202I, from 

https://www.academia.edu/23314220/PR_AS_A_MARKETING_TOOL_THE_PERCEP 

TIONS OF SOME PUBLIC RELATIONS PRACTITIONERS IN GHANA 
- - - - -

Akama, J. S. (1999). The Evolution of Tourism in Kenya. Journal of Sustainable Tourism, 7(1), 

6-25. https://doi.org/10.1080/09669589908667324 

Ana plan. (20 19, July 17). What is sales peiformance management: Process, tips & more. Anaplan. 

https://www.anaplan.com/blog/sales-performance-management/ 

Anyadighibe, J. A., Awara, N. F., & Esu, B. B. (2014). The impact of personal selling on the 

productivity of selected banks in Calabar Metropolis. I2. 

Ashirwadam, J. (n.d.). Methods of Data Analysis. Retrieved October 5, 2021, from 

https://www.academia.edu/8135057/Methods_of_Data_Analysis 

Barry, T. E., & Howard, D. J. (1990). A Review and Critique of the Hierarchy of Effects in 

Advertising. International Journal of Advertising, 9(2), I21-135. 

https://doi.org/1 0. I 080/02650487. I 990.11107138 

Bollen, K. A. (2005). Structural Equation Models. In Encyclopedia of Biostatistics. American 

Cancer Society. https://doi.org/10.1002/0470011815.b2a13089 

Brengman, M., Geuens, M., & De Pelsmacker, P. (2001). The impact of consumer characteristics 

and campaign related factors on brand confusion in print advertising. Journal of Marketing 

Communications, 7, 231-243. https://doi.org/10.1080/13527260127415 

Brocato, D. (2010). Push and Pull Marketing Strategies. In Wiley International Encyclopedia of 

Marketing. American Cancer Society. 

https://doi.org/1 0.1002/9781444316568. wiemO 1053 

Bryman, A., & Cramer, D. (2009). Quantitative data analysis with spss 14,15 and 16: A guide for 

social scientists. Sussex. 

37 



ll 

n 

r. 
~ 

f 

t 

l. 

l. 
l 
t 

t 

l 
L 
L 

L 
L 

Byun, J., & Jang, S. (Shawn). (2015). Effective destination advertising: Matching effect between 

advertising language and destination type. Tourism Management , 50, 31-40. 

https://doi.org/10.10 16/j.tounnan.2015.0 1.005 

c, N., & Tamilselvi, J. (2015). Impact of Sale Promotwn Techmques on Consumers' Impulse 

Buyzng Behavwur towards Apparels at Bangalore. 

Communications, W. J. (2017, May 9). Understanding Push and Pull Strategies • WJ1nsights. 

Wi IIi am Joseph Communi cations. https :/ /www. wi IIi amj oseph. com/understanding-push­

pull-strategies/ 

Cooper, D. R., & Schindler, P. S. (2008). Business Research Methods. McGraw-Hill. 

Creswell, J., & Garrett, A. (2008). The "movement" of mixed methods research and the role of 

educators. South African Journal of Education, 28, 321-333. 

https://doi.org/1 0.15700/saje. v28n3a176 

Edell, J. A., & Burke, M. C. (1984). The Moderating Effect of Attitude Toward an Ad on Ad 

Effectiveness Under Different Processing Conditions. ACR North American Advances, 

NA-11. https://www.acrwebsite.org/volumes/6324/volumes/vl 1/NA-11/full 

Emmaculate, R. (n.d.). Effects a_[ Marketing Intelligence on Sales Pe1.formance o(Bancassurance 

Among FinancialinstituNons in Kenya. 55. 

Fill, C. (2006). Simply Marketing Communications. Financial Times Prentice Hall. 

Gall, M., Borg, W., & Gall, J. (2003). Educational Research: An Introduction. British Journal of 

Educational Studies, 32. https://doi .org/1 0.2307/3121583 

Hellman, K. (2009). Selling Value: Maximize Growth by Helping Customers Succeed. Journal of 

Business & Industrial Marketing, 24(7), jbim.2009.08024gae.002. 

https://doi.org/10.11 08/jbim.2009.08024gae.002 

Ikiara, M. (2001). Policy framework of Kenya's tourism sector since independence and emerging 

policy concerns. Kenya Institute for Public Policy Research and Analysis. 

Imtiaz, A. (2017). Assessing the Effects ofPromotional Tools on Consumer Buying Behavior in 

Faisalabad. Aba!Jyn Journal a_[ Social Sciences-Special issue AJC 2017, 523-534. 

Iqbal,N.,Ahmad, N.,Ateeq,M., &Javaid,K. (2013). ROLE OF SALES PROMOTION ON SALES 

VOLUME IN THE CONTEXT OF FAST MOVING CONSUMING GOODS (FMCG) 

INDUSTRY IN DERA GHAZI KHAN. I, 8. 

38 



l ' 

L 
l 

[ 

l. 
1 

L 
t 

l. 
t 
L 
l 

L 
L 
l 

Irungu, D. W. (n.d.). INFLUENCE OF PROMOTIONAL MIX STRATEGIES ON SALES 

PERFORMANCE AMONG FAST MOVING CONSUMER GOODS IN NAIROBI 

COUNTY. 80. 

Jiang, H., Tan, H., Liu, Y., Wan, F., & Gursoy, D. (2020). The impact of power on destination 

advertising effectiveness: The moderating role of arousal in advertising. Annals of Tourism 

Research, 83, 102926. https://doi .org/1 0.1016/j.annals.2020.102926 

Karunanithy, M., & Sivesan, S. (2013). An Empirical Study on the Promotional Mix and Brand 

Equity: Mobile Service Providers. 10. 

Kivunja, C. (2018). Distinguishing between Theory, Theoretical Framework, and Conceptual 

Framework: A Systematic Review of Lessons from the Field. International Journal of 

Higher Education, 7(6), 44. https://doi.org/10.5430/ijhe.v7n6p44 

Kombo, D. K., & Tromp, D. L. (2006). Proposal and thesis \vriting: An introduction. Nairobi: 

Paulines Publications Aji-ica, 5(1), 814-830. 

Kothari, C. R. (2004 ). Research Methodology: Methods· and Techniques. New Age International. 

Kotler, P. (2000). Marketing Management: The Millennium Edition. 

Kotler, P., & Keller, K. (2006). Marketing Management. Upper Saddle River, New Yersey. 

Mitchell, A. A., & Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of 

Advertising Effects on Brand Attitude? Journal of Marketing Research, I8(3), 318-332. 

https://doi.org/10.1177/002224378101800306 

Mugenda, 0. M., & Mugenda, A. G. (1999). Research methods·: Quantitative and qualitative 

approaches. Acts press. 

Murithi, M. M. (2015). Effects ofPersonal Selling on Sales: A Case ofWomen Groups in Imenti 

North District, Meru County, Kenya. International Journal of Academic Research in 

Business and Social Sciences, 5(1), Pages 38-52. https://doi.org/10.6007/IJARBSS/v5-

il/1398 

Ngechu, M. (2004 ). Understanding the research process and methods. An introduction to research 

methods. Unpublished MBA Thesis, School of Business: University ofNairobi. 

Nyagaka, R. B. (n.d.). EFFECTIVENESS OF ADVERJJSING IN THE PROMOTION OF 

DOMESTIC TOURISM IN KENYA. 61. 

Nzioka, C. M. (n.d.). ADVERTISING AND SALES PERFORMANCE OF COMMERCIAL BANKS 

IN NYERI COUNTY, KENYA. 3(9), 14. 

39 



ll 

t 
i 

L 
l 

l 
l 

l 
l 
t 
L 
l 

Okoye-Chine, D. M. (2021 ). The Effect Of Sales Promotion On Marketing OfCocacola Drinks In 

Anambra State. 13. 

Oluyinka, S. (2019). THE EFFECT OF PERSONAL SELLING AND MARKETING ON FIRM 

SALES GROWTH (A STUDY OF PZ AND DANGOTE NIGERIA PLC). 

Omolo, A. L. (n.d. ). An Analysis of the factors Inhibiting the Growth of Domestic Tourism and 

the Level ofAwareness About Domestic Tourism Amongst Middle Leve/1ncome Employees 

in Kenya: The Case Study of Nairobi City. 105. 

Ong, Y. X., & Ito, N. (2019). "I Want to Go There Too! " Evaluating Social Media Influencer 

Marketing Effectiveness: A Case Study ofHokkaido's DMO. In J. Pesonen & J. Neidhardt 

(Eds.), Information and Communication Technologies in Tourism 20I9 (pp. 132-144). 

Springer International Publishing. https:/ /doi.org/1 0.1007/978-3-030-05940-8 _11 

Payne, G., & Payne, J. (2004). Key Concepts in Social Research. 

https://doi.org/1 0.4135/9781849209397 

Pritchard, A., Morgan, N., & Ateljevic, l. (2011). Hopeful tourism: A New Transformative 

Perspective. Annals of Tourism Research - ANN TOURISM RES, 38, 941-963. 

https://doi.org/10.1 016/j.annals.2011 .01 .004 

Saga!, L. 0 . (2015). The Impact of Advertisement on Sales: Case Study in Some Selected 

Telecommunication Companies in Somalia. European Journal of Business and 

Management, 7. 

Sagala, C., Destriani, M., Putri , U., & Kumar, S. (2014). Influence of Promotional Mix and Price 

on Customer Buying Decision toward Fast Food sector: A survey on University Students 

in Jabodetabek (Jakarta, Bogar, Depok, Tangerang, Bekasi)Indonesia. 

Saunders, M. N. K., Bristow, A., Thornhill, A., & Lewis, P. (2019). Understanding research 

philosophy and approaches to theory development (M. N. K. Saunders, P. Lewis, & A. 

Thornhill, Eds. ; pp. 128-171). Pearson Education. 

http://www. pearsoned.co. uk/bookshop/ detail .asp?item= 1000000006524 76 

Sindiga, D. (n .d.). Marketing Strategies Adopted By Kenya Tourist Board To Market Kenya As A 

Tourism Destination. 64. 

Stamou, A., & Paraskevopoulos, S. (2004). Images of Nature by Tourism and Environmentalist 

Discourses in Visitors Books: A Critical Discourse Analysis of Ecotourism. Discourse & 

Society, I 5, 105-129. https://doi.org/10.1177/0957926504038948 

40 



lt 

L 
f 

[ 

t 

l 

l 
L 
l 
l. 
L 
L 

L 
L 

Taber, K. S. (2018). The Use of Cronbach's Alpha When Developing and Reporting Research 

Instruments in Science Education. Research in Science Education, 48(6), 1273-1296. 

https://doi.org/1 0.1007/s11165-0 16-9602-2 

Tandoh, I., & Sarpong, L. (2015). The Impact of Sales Promotions on the Performance of Auto­

Mobile Industries in Ghana: A Case Study of PHC Motors (Accra-Ghana). European 

Journal ofBusiness and Management, 20. 

Tanner, J. F., & Raymond, M. A. (2012). Principles of Marketing. Flat World Knowledge. 

Wang, Y., Sun, S., Lei, W., & Toncar, M. (2009). Examining Beliefs and Attitudes toward Online 

Advertising among Chinese Conswners," in: Direct Marketing: An International Journal, 

3(1), 52-66. Direct Marketing: An International Journal, 3, 52-66. 

https://doi.org/10.1108/17505930910945732 

Weiner, R. (1996). Webster's New World dictionary of media and communications I Richard 

Weiner. (Rev. and updated.). Macmillan. 

Wirtz, J., & Lovelock, C. (2016). Services Marketing: People, Technology, Strategy, 8th edition. 

https://doi .org/1 0.1142/yOOO 1 

Wright, P. L. (1973). The Cognitive Processes Mediating Acceptance of Advertising. Journal of 

Marketing Research, 10(1), 53-62. https://doi.org/10.1177/002224377301000108 

41 



L 

l 

L 
t 

t 

l 
{ 

L 
l 

l 

L 
l 
l 
L 

APPENDICES 

APPENDIX I: COVER LETTER 

DAISYKAJUW 

PO.BOX 35355-00200 

EMAIL: daisv.kajuju@strathmore.edu 

: dsmwenda@gmail.com 

Dear Respondent, 

RE: THE EFFECT OF PROMOTIONAL MIX TOOLS ON THE SALES PERFORMANCE 

OF TOURIST DESTINATIONS IN KENYA 

I am a current university student at Strathmore University pursuing my Bachelor's degree in 

Commerce with a specialization in Marketing. As part of my coursework, I am required by the 

school to carry out research on my topic of interest which is, "The Effect of Promotional Mix 

Tools on the Sales Performance of Tourist Destinations in Kenya. The main purpose of this study 

is to investigate whether promotional mix tools has an impact on the sales perfonnance of tourist 

destinations in Kenya. 

The importance of this study is to analyze which types of promotional mix tools; advertising, 

personal selling, sales promotion and public relations, directly and significantly affect tourist 

destinations agencies and firms in order for these businesses to use these tools to their advantage 

in the sales teams. Please note that the infonnation you give will be confidential. This information 

will only be used for academic purpose. 

Thank you for your cooperation. 

Yours faithfully, 

Daisy Kajuju. 

42 



t 

l. 
[ 

[ 

[ 

1 

t 

l 

[ 

L 

L 
L 

APPENDIX II: Questionnaire 

THE EFFECT OF PROMOTIONAL MIX TOOLS ON THE SALES PERFORMANCE OF 

TOURIST DESTINATIONS IN KENYA 

You are called upon to fill this questionnaire below to the best of your ability. Please remember 

that every single piece of information you give will be confidential. It will therefore be used for 

academic purposes only. You are requested not to write your name or any personal information on 

this questionnaire. 

SECTION A: Background Information 

1. Name of your company: 

2. Kindly indicate your gender 

a) Male 

b) Female 
.., 

What is your age? .:J. 

a) 20-30 Years 

b) 31-40 Years 

c) 41-50 Years 

d) Above 50 Years 

4. Which position do you hold in the firm? 

a) Owner 

b) Manager 

c) Staff 

5. How many years in total have you worked in the tourism industry? 

a) Less than 3 Years 

b) 3-4 Years 

c) Above 4 Years 

6. What is your highest academic qualification? 

a) Certificate 

b) Diploma 

c) Degree 

43 



II 

[ 

r. 
[ 

l 

{ . 

l. 
t 

l 
l 

L 

L 
L 
L 
L 

d) Masters and above 

SECTION B: ADVERTISING ON SALES PERFORMANCE 

The statements you see in the first column below are assumption made on how advertising affects 

sales perfonnance. Please do indicate the degree in which you agree with them using the Likert 

scale 1-5 where 1 =Strongly disagree, 2 =Disagree, 3 =Neu