The Extent to Which Sugar Companies Use Internet Services in the Promotion of Sugar Sales

Abstract

This Study sought to establish the extent to which sugar companies use internet services in the promotion of sugar sales. The specific companies covered in the study were Mumias, Nzoia and West Kenya Sugar companies. The study population was the employees of the corporations within the respective marketing departments. The accessible population was the managers of the marketing departments.  A randomly selected sample of 120 respondents were used on the basis of subgroups of each specific sugar company with equal representation. Multi-stage sampling was applied in the study because it is the best technique for studies dealing with subgroups like this one. Cross-sectional survey was purposively chosen because it facilitates collection of data from a large population at one point in time. It is also appropriate for studies dealing with large geographical areas and subgroups of respondents like this one. Data was collected using questionnaires and interview schedules after piloting the instruments in the Sony Sugar Company. Simple random sampling was applied to select individual respondents during data collection. The data was coded, edited and analyzed by both descriptive and inferential statistics. A chi square test was used to establish differences in responses. The results were presented using tables, charts and graphs. The study findings revealed that internet was being used by sugar companies in the promotion of sugar sales and this had a positive influence on the volume and speed of sugar sales.