AN EVALUATION OF PROMOTIONAL ELEMENTS INFLUENCING SALES OF AN ORGANIZATION: A CASE STUDY OF SALES OF AGRICULTURAL AND NON-AGRICULTURAL PRODUCTS AMONG WOMEN GROUPS, HOMA BAY DISTRICT, KENYA.
Arvinlucy Akinyi Onditi

Abstract
As firms increase in number, modern marketing calls for more than just producing the products, pricing them attractively and making them accessible to the target market, in addition, they must also communicate to present and potential stakeholders and the general public. The marketing communication mix consists of five major modes of communication: advertising, sales promotion, public and publicity, personal selling and direct marketing. The objective of this study was to evaluate the influence of promotional mix elements on sales. The population of the study included two hundred and four women groups in Homa- Bay District, which is in the south of Kisumu City. These groups produce agricultural and non-agricultural products. A sample of sixty-six were selected from these women groups by use of simple random sampling technique. Primary data was collected using structured and unstructured questionnaires and the questionnaires were administered personally. Data was presented by use of tables and graphs then analyzed using descriptive statistical techniques such as frequencies and mean. Summated scale (Likert-Type scale) was used to aggregate the evaluation of promotional factors on sales. There was also the use of chi square test. The study found out that most women groups mainly use sales promotion but face the problem of cost due to lack of finance for carrying out promotion. From the study recommendations was made that in order to help improve sales by the women groups so as to improve their life standards, there is need for women groups to get financial support. There should be rural electrification and the government need to organize seminars and workshops for members. The study shall be useful to women groups, Non-Governmental organizations and learning institutions

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