1. Chapter Three
Data presentation, analysis and Interpretation
This part of the research is devoted to data presentation, analysis and interpretation .out
of 20 questionnaire distributed 18(90%) of them were correctly filled up and returned.
Every item of in the questionnaire were presented, analyzed and interpreted as shown
in the following tables.
Table 3.1 sex distribution of respondent
Sex frequency %
Male 3 16.66
Female 15 83.33
Total 18 99.99
As stated the above table (3.1), the females were greater number of respondent,
18(83.33%) whereas relatively lesser number of respondent, 3(16.66%) were males.
Table 3.2 Age distribution of the respondent
Age Frequency %
15-20 1 5.55
20-25 4 22.22
25-30 9 50
30-35 4 22.22
Total 18 99.99
Table 3.2 indicates that the order of age distribution of respondent is as follow: 25-
30,9(50%),20-25,4(22.22%),30-35,4(22.22%) and only 1(5.55%) the respondent is under 20
years old .
Table 3.3 Marital status
Description Frequency %
Married 11 61.11
Un married 7 38.88
Total 18 99.99
As implied in table 3.3, the number of married respondent from the total number of
respondent, 11(61.11%) and the remaining 7(38.88%) of the respondent were UN
married.

2. Table 3.4 income distribution
Description frequency %
Income distribution
level(in birr)/month
Above 5000 2 11.11
3000-5000 - -
2000-3000 2 11.11
1000-2000 5 27.77
Below( 1000) 9 50
Total 18 99.99
Table 3.4 shows that majority or half 9(50%) of the respondent were get below 1000 birr
per month .5(27.77%) of the respondent b/n 1000 and 2000, 2(11.11%) b/n 2000-3000,
2(11.11%) above 5000.
Table 3.5 time duration of purchase
Duration in year frequency %
1-5 12 66.66
5-10 6 22.22
Above 10 2 11.11
Total 18 99.99
As indicated in the above table the majority of the respondent, 12(66.66%) of the
respondent were stayed on purchase b/n 1-5 year, 6 (22.22%) of the respondent were
stayed b/n 5-10 years .the remaining 2(11.11%) of the respondent were above 10 year
customer.
Table 3.6 frequency of purchase
Description frequency %
How do you
explain your
frequency of
purchase?
Daily 8 44.44
Weakly 6 33.33
Daily & weakly 3 16.66
Monthly 1 5.55

3. Yearly - -
Total 18 99.98
As indicated in the above table 3.6, 8(44.44%) of the respondent replied that they
purchased the product of genesis daily, 6(33.33%) of the respondent were included
under weakly basis, 3(16.66) bought daily and weekly. Only 1(5.55%) of the respondent
responded as he monthly bought.
Table 3.7 , About what kind of product do customers buy daily, weekly, monthly and
yearly.
Product Purchase frequency frequency %
item
vegetables
Daily 1 5.5
Daily & weekly - -
Weekly 1 5.5
Monthly - -
Yearly - -
Vegetables ,
milk &
dairy
Daily 6 33.33
Daily and weekly 7 38.88
Weekly 3 16.66
Monthly - -
Yearly - -
Flower -
Daily - -
Daily & weekly - -
Weekly - -
Monthly - -
Yearly - -
workshop -
Daily - -
Daily & weekly - -
Weekly - -
Monthly - -
Yearly - -
Table 3.7 shows that 7(38.88%) of the respondent bought vegetables, milk & dairy
product daily & weekly, 6(33.33%) of the respondent bought vegetable, milk and dairy

4. product day to day. the remaining 3(16.66%) of the respondent responded as they
bought vegetables, milk & dairy products on weekly.
Table 3.8 purpose of purchase
For what purpose frequency %
do you buy?
For resale - -
For home 18 100
consumption
total 18 100
The above table indicate that all 18(100%) of the respondent were responded the reason
why they bought genesis product is that for home consumption.
Table 3.9 product differentiation
Term of frequency %
differentiation
Quality & price 5 27.77
Quality & freshness 1 5.55
Quality & 1 5.55
availability
Quality, price & 8 44..44
freshness
missing 3 16.66
total 18 99.97
As table 3.9 exhibits, 8(44.44%) of the respondent differentiate the company’s product
by quality, price, & freshness aspect of the product. And 5(27.77%) of the respondent
were responded as they differentiate in terms of quality & price of the product. 1(5.55%)
of the respondent by quality & freshness, 1(5.55%) of the respondent quality availability
of the product. Nothing could be said about the remaining 3(16.66%) of the respondent
with respect to how the differentiate the company’s product.
Table 3.10 , about ingredients labeling of the product on the package.
The ingredients that labeled Frequency %
on the package are the same
what is there inside?
Yes 14 77.77
No 1 5.55
Missing 3 16.66
total 18 99.98

5. As the above tab le 3.10 implied, that the majority 14(77.77%) of the respondents
Table 3.10 Ingredient that labeled on the package
The Ingredient that labeled on Frequency Percent
the labeled e product and what
there in the same?
Yes 14 77.77%
No 1 5.55%
Missing 3 16.66%
Total 18 99.98%
As the table 3.10 implied The majority 14( 77.77% ) of the respondent were said The ingredient
that written on the package and what there inside is the sane While on /of 1/5.55% ) respond
not the same and the remaining respondent 3(16.66%) missing to fill or notify to said .
Table 3. 1, Explanation about genesis’s new product in terms of quality.
Terms of explanation Frequency Percent
High quality 8 44.44%
Medium quality 9 5o%
Low 1 5.5%
Total 18 99.94
Table 3.11 explained that 9(50%) of the respondent the genesis’s new product has medium
quality and 8 (44.44%) of the respond at respond as genesis product has high quality. Only one
persona (1) 5.5 % or Respondent said low quality.
Table 3.12 about buying defect product
Do you ever get defect Frequency Percent
Product while you bay from
genesis?
Yes 6 33.33%
No 12 66.66%
Total 18 99.99%
As indicated above table. Majority 12(66.66%) of the respondent never brought any defect
product from the Company Where as the remaining 6(33.33 %) of the company.

6. Table 3.13 Claude defectiveness
What was the cause for that Frequency Percent
defectiveness?
Week Production Process -- -
Poor Product quality 1 5.5%
Poor pack porgy quality - -
Poor storage quality Missy 17 94.44%
Total 18 99.99%
Table 3.13 Shows that the majority 17(94.44%) of the respondent missed filling the item and
only 1(5.5%) of the respondent answered as poor package quality is the cause for that
defectiveness.
Table 3.14 what must genesis does to sustain its growth and profitability
What was the cause for that Frequency Percent
defectiveness?
Models - -
Performance - -
Add market segmentation new 4 22.22%
Features - -
Quality - -
Promotion new campaign 8 44.44%
Test - -
Packable Style - -
Quality and proposal cam pain 6 33.33%
Total 18 99.99%
Table 3.14 stated that 8(44.44%) of the respondent answered that to its growth and profit table
tire can pain about product while 6(33.33%) of the respondent said that It also work hand on
qualify improvement and promotional campaign and the remaining 4(22.22%) of the respondent
said that it must add new market segment.

7. Table 3.15 Majors problems of Company’s
Area of Problem Frequency Percent
Quality 1 5.5%
Price
Promotion 12 66.66%
Distribution 3 16.66%
Missing y 2 11.11%
Total 18 99.87
As table 3.15 implied the majority 12(66.66%) of the respondent said the major problem of the
company is related with product promotion, 3(16.66%) of the respondent respond as distribution
is the major problem and 1 (5.5%) of the respondent said Quality the major problem. Only 2
(11.11%) of the respondent were missing to fill the item.
Table 3.16 Product improvement
Do you ever seen different Frequency Percent
kids of product improvement?
Yes 18 100%
No -
Total 18 100%
As stated in table 3.16 all 18(100%) of the respondent answers as the over seen different kinds
of product improve mat on Genesis product.
Table 3.17 In Which product do you ever seen?
Improved product item Frequency Pwrcent
Vegetables 9 50%
Milk and Dairy 3 16.66%
Flower
Chicken and egg
Work shop 6 33.33%

8. On item of 18 99.99%
the product
Total
As indicated in the above half 9( 50% ) of the respondent respond that as majorly improvement
of the product emphasized on vegetables , 6( 33.33% ) of the respondent rile is impartment on
all product item and 3 ( 16.66%) of the respondent seen different kind of improve met on Milk
and dairy product .
Table 3.18 Evaluation about that impotent
Terms of evaluation Frequency Percent
Excellent 2 11.11%
Very good 14 77.77%
Good 2 11.11%
Total 18 99.99%
Table 3.18 implied that majority 14(77.77 %) of the respondent get that improvement in very
good manner while 2(11.11%) ne respond at answered as that improvement was good .
Table 3.19 is there any product that you not buy or stop to buy from genesis?
Answer Frequency Percent
Yes - -
No 18 100 %
Total 100%
As Shown in table 3.19 , all 18(100%) of the respondent answered as still they are customers of
genesis.
Table 3.20 Quality and price
Do you think that the quality Frequency Percent
and price of the product
much?
Yes 15 83.33%
No 1 5.5%
Missing 2 11.11%

9. Table 3.20 indicated that majority 15(83.33%) of the respond answered as that quality and price
of genesis’s product match. (5.5%) of re respondent said that the quality and rice of the product
not much and 2(11.11%) of the respond at missing to fill Re item.
Table 3.21 factors that must consider when price is set.
In your opinion what factors Frequency Percent
does genesis consider while it
sets price for its product?
It’s marketing
objective
production cost
Customer purchasing 11 61.11%
power
Nature of the market 7 38.88%
Total 18 99.99%
As Table 3.21 shows 11(61%) of the respondent said when genesis is set it’s products price it
must considers purchasing power while the limit 7(38.00%) of the case to mars said it must
Consider nature of the market.
Table 3.22 Price discount
Does genesis has a room for Frequency Percent
discount when customers are
buyer from it?
Yes 9 30%
No 6 33.33%
Missing 3 16.66%
Total 18 99.99%
Table 3.22 implied that 9( 50% ) of the respondent respond that as gene sis eras a room for
discount when customers are bought .at certain amount of product whereas 6( 33.33% ) of the
respondent said it has no a room for discount and the reaming 3( 16.66% ) of the respond at
missing to fill the item.
Table 3.23 kind of discount
What kind of discount to you Frequency Percent

10. get?
Cash discount
Quantity discount 4 22.22 %
Functional Discount 4 22.22%
Seasonal sis count 10 55.55 %
Missing
Total 18 99.99%
As Shown in the above table 3.23, 10(55.55%) of the respondent get seasonal discount,
4(22.22%) of the respondent got Quantity discount and the remaining 4(22.22%) of the respond
at also got ran caption they bought certain amount.
Table 3.24 Promotional pricing
What kind of promotional Frequency Percent
pricing strategy does the
company follow to reduce its
price?
Special event pricing 6 33.33%
Cash rebates -
Longer warranties -
Free maintenances 12 66.66%
Total 18 99.99%
As indicated above 12 (66.66%) of the respondent have said as free maintenance is its
promotional price strategy while 6(33.33%) of the respondent respond as special event priced is
its promotional prior strategy.
Table 3.25 kind of Communication channel
What kind of communication Frequency Percent
channel does genesis use?
Personal 3 16.66%
Non Personal
Both 10 55.55%
Missing 5 27.77%
Total 18 99.99%

11. As implied in table 3.25 ( 35.55% ) of the respondent replied as both personal and non personal
communication channels are used by genesis when 3( 16.66%) of the respondent said personal
communication channel used by genesis and 5( 27.77 ) has nether about whether personal or non
personal .
Table 3.26 about promotional tools that are used by genesis
By which promotional tool do Frequency Percent
you get information about the
company’s product?
Advertising 4 22.22%
Public relation
Personal selling
Direct promoting
Sales promotion other 14 77.77%
Total 18 99.99%
Table 3.26 indicated that majority 14 ( 77.77% ) of the respondent get information from other
tools like by hearing from persons talks while 4 ( 22.22 % ) the respond at get from when it
advection its product by different media .
Table 3.27 Kind of media.
By what kind of media does Frequency Percent
genesis advertise its product?
TV 3 16.66%
Radio - -
Internet - -
Magazines - -
New paper - -
TV and internet -
Banners - -

12. Ball Boards 2 11.11%
Misery 4 22.22%
Total 9 50%
18 99.99%
As stated in the about table ( 50% ) of the respondent new missed fill the items are 4( 22.22% )
of respondent all medium # ( 16.66% ) of the respondent TV and 2 (11.11% ) of the respondent
Said bill boards.
Table 3.28 What Vehicle
By What vehicle? Frequency Percent
Do you get?
TV
ETV2 3 16.66%
Radio
FM 90.1
92.1
96.3
102.1
By their neb Set ( row 4 22.22%
pansies ---------
Bill borides 10 55.55%
Miss 1 5.55%
Total 18 99.98
Table 3.28 Shows that 10 (55.55 %) of the respondent mere answered pet in genesis advertise by
bill board 4(22.22%) respondent by internet and 3(16.66%) or the respondent by Etv2. Only
1(5.55%) of the respondent was missing total the item.
Table 3.29 how genesis introduce its new products?
How geneses introduce its Frequency Percent
prowlers?
By different -
Media 4 22.22%
By board notice -

13. By giving sample
No introducing 7 38.88%
Missing 7 38.88%
Total 17 99.98%
As implied above 7(38.88%) of the respondent were said as no introducing activity by any type
of media when the company produce new product. (22.22%) of the respondent respond when
genesis produce new product it introduce by different kinds of media while 7 (38.88%) of the
respondent missing to fill the item.
Table 30 The Message Excision style of the company’s promotional activity?
How could you see the Frequency Percent
message execution stele of
the company’s promotional
activity?
Factual 13 72.22%
Dramatization 16.66%
Comparison 3
Animation
Testimonials
Missing 2 11.11%
Total 18 99.99%
Table30 stated that 13(72.22%) of the respondent said that the message execution of the
company focuses on facts where as 3(16.66%) of the respondent respond comparison and only
missing 2(11.11%) of the respondent missing to fill the item.
3.31 Promotional massage
What Show the company’s Frequency Percent
promotional message?
Product quality 11 61.11%
Value /performance -
Pride -
Joy -

14. Humor -
Sense of -------missing 7 38.88%
Total 18 99.99%
As implied above 11(61.11%) of the respondent said the promotional message 7(38.88%) of the
respond at missing to fill the item.
Table 3.32 Product distribution
How could you (Where) bay Frequency Percent
the company’s product?
Direct from the company 5 22.22%
From intermediary - -
Flow both 13 72.22%
Total 18 99.99%
As indicated in the above table most 13 (72.22%) of the respondent bought the company’s
products both directly from the company’s supermarkets and from intermediaries and the
remaining 5 (22.22%) of respondent bought from directly from the company.
Table 3.33 How distributed its product.
How does the company Frequency Percent
distribute its product?
Intensively 18 100%
Selectively -
Exclusively -
Total 18 100%
As shown in the above table all 18(100%) of the responded said as the company distribute its
product sold and also the company itself also engage in distribute its product its comers.
Table 3.33 evaluation about distribution system
How do you evaluate the Frequency Percent
distribution system of the
company?
Excellent
Very good 15 83.33%
Good 2 11.11%

15. Poor 1 5.55%
Total 18 99.99%
As indicated in the above the majority 15 (83.33%) of the respondent replied that re respondent
system of the company is very good. 2(11.11%) of the respondent said that its distribution
system is good where as only 1(5.5%) of the respondent replied as re company’s distribution
systems poor.
Chapter Four
Summary finding conclusion and recommendation
4.1. Summary
In this research, researcher has tried to assess how Agricultural marketing strategy theories and
approaches are implemented genesis farm Ethiopia PLC.
As me could understand from the pep or this research has three chapters be for this Summary
that included under introduce review related literature and date collection presentation
interpretation respectively .The necessary data were collected by interview question aim and
observation.
The main objective of this study is to assess. The Agricultural marketing strategy of
genesis farm Ethiopia. Plant finely addressing problem related with this strategy that the
company face at the current time with respective solution as much as possible.
Many different specific Objectives how been mentioned in the context of the general
objective.
Agricultural marketing strategy is the combination of different important actions problem
based solution. Insights and to meet the particular condition to solve ascertain problem or
to achieve a desirable end.

16. The presentation and data analysis in this study is based on the response made by the
target population and information data gathered from the marketing manager though
interview.
The methodologies that for data analysis was convenience samples techniques because it
used within availability and willingness’s of respondents and also solves the cost and
effort.
Interviews questions
Question how could you explain your company’s product strategy?
Answer
 As the interviewee replied that the company has no brief and clear the so called product
that meets with difficult theories and approach they produce products has different
modern production materials with experienced employees without and Degree and
Diploma. . It also has fertile seed of milk cows and collects from farmer and then
produces the new product then sold.
Q2. What’s your pricing strategy?
 The manager said that, the company apply different product price based on their
production cost. If the product cost is high the price also become high whereas the
production cost is low then the price will be come low. Eg , pasteurize milk and
unpasteurized milk didn’t charge equal price.
Q. Is there any price deference when you sold at Addis and around this area mean that does
your company add transportation cost?
Answer.
The manager said “No!” price is equal.
Q. Do you say this pricing strategy is competent with your rivals?
Answer
 Of course to certain extent it could be because our company is has no much production
cost our due to
- Production are availability
- We used to produce products (especially vegetables, Fruits and other Agricultural
products organic composed. we have no expense for other artificial fertilizers. but
others do. so we are cost effective. doe to this reason we have large amount of
customer than others.

17. Q. What about promotion?
 Manager
Our promotional strategy is “building good image in the minds of customers by delivering
qualified, fair priced and purely available products. By doing so this we could create a good
wellbeing.
Q. How could you advertise?
 We advertise our product by car kiosk. Since last year we stared advertise by our web
site www.genesisfarmEthiopia plc com.
Q. on what aspect of the product does your product advertisement focuses?
 The manager said that their advertisement practice is Based the quality of the product or
their product advertisement manifests quality.
Chapter four
Major finding, conclusion and recommendation
83.33% of the respondent was male and 16.66% females.
27.77% of the respondents were 30 (35%, 22.22%) 2 b/n 25. 38% and the remaining
were below 30 years and only 16.16 % were above 35%.
61.11% of the respondents were married on their life style and 38.88 were unmarried.
50% of the respondents were getting below 1000 birr per month 22.7% b/n 200,
300% and above 5000(11.11 %).
Majority (44.44%) of the respondent were stayed in purchase for a long period of
time
The Majority (44.44%) of the respondent bought the company’s product daily. And
33.33% of the respondent replied as they bought weekly bases. The remaining % of
the respondent included under monthly & yearly.
7(38.88%) of the respondent bought vegetables milk and dairy product daily and
weekly, 6(33.33%) of the respondent bought day to today that of vegetable, milk and
dairy product.
18(100%) of the respondent bought the company’s product for home consumption
purpose.
44.44% of the respondent differentiates the company product in Quality, price and
freshness bases.
77.77% of the respondent were agreed on that the ingredient that are labeled on the
package of the product and what there in Side.

18. 50% of the respondents were responded that the company’s new product has medium
quality.
66.66% of the respondent answered they didn’t get any defect product whenever they
bought from the company.
44% of the respondent replied the company must work hard on its promotional
campaign to sustain its growth and profitability, 33.33% of the respondent said it so
improve its quality of product and also 16.66% the respondent said as it must add new
market segment in new areas.
66.66% of responded that the major problem of the company is promotion. it doesn’t
isn’t being work hard on promotional campaign .
100% of the respondents ware responds that the company always improves its
product.
50% of the respondent responds that the improvement was focused mainly on
vegetables product.
77.77 % of the respondent said that the improvement was vey good.
100% of the respond at that still they are on buying from the company. They did stop.
83.33% of the respondent that the company’s product quality and price match.
61.11% of the re respondent respond as the company has to consider customer
purchasing power before it Sets product price.
50.55% of the respondent get price discount.
66.66% of the respondent gets free maintenance.
55.55% of the respondent respond that the company both personal and non-personal
communication channel.
77.7% of the customer respondent gets information about the company’s product
from other tools of communication like persons talk, boll board.
50% of the responded nothing could be said about the kind of media that is used by
the company.
38.8% of the respondents respond as the company didn’t introduce its new product to
its customers.
72.22% of the respond that the message execution style is factual.
61.11 % of the respondent responds that promotional message of the company
emphasis on the quality of the product.
72.22% of the respondent hat they bought the company product from both direct from
the company and from its permitted intermediaries
100% of the respondent said that as the company sis distribute its product selectively.
83.33% of the respond at respond the distribution system is very good.