"CHAPTER FOURDATA ANALYSIS, RESULTS AND DISSCUSSION.4.1 Introduction This section analyzes data collected from tourist visiting Aberdare national park in Nyeri County. The synthesized data is then presented in graphs and tables preceded by a detailed description. Observed trends are discussed and compared with similar case studies elsewhere and available literature on the subject. To achieve the objective of the study, primary data was collected from a sample of 30 tourists, out of whom 26 responded successfully leading to a response rate of 86.6%. According to the findings4.2 Data Analysis and ResultsDemographic parameters of the respondents and perceived drivers of destination branding wereanalyzed using descriptive statistics with and presented graphically, pie and bar charts. Theeffectiveness of the marketing strategies were ranked on a Likert scale. 4.2.1 Demographic Characteristics of Respondents.A total of 24 tourists were interviewed in the present study. Male tourists were slightly more(52%) as compared to females (48%). The tourists were asked to indicate their age in stipulatedage classes. The data was subjected to descriptive statistics and differences in age groups testedin tables. The interviewed tourists were aged between 20 to 50 years.21 age of tourists above 50 4% 40-50 9% 20-30 39% 30-40 48% Figure 4.1Demographic profile of respondentsdescription frequency percentageEducational levelGraduates4 80%college 1 20%Number of years worked in marketingLess than 5 years20%5 to 10 years60%11 to 15 years20%16 to 20 years 0%Table 4.122Level of EducationThe respondents were to indicate the highest level of education they have attained. Table 4.1above shows that 80% of the respondents were college graduates and 20% had pursedpostgraduate education. This shows that a majority of the respondents had the capability ofunderstanding issues asked on this subject.Number of Years WorkedThe researcher sought to determine the number of years the respondent has been with theorganization. From the results, it was noted that 20% had been with the organization for less than5 years, 60% had lasted for 5 - 10 years while the remaining 20% had been in kws10 years andabove. A majority of the respondents 31 had worked for kws for more than 5 years which offersthem the credibility comment on the strategies applied.4.3 Marketing mix tools.4.3.1ProductAberdare has variety of products for offer to the tourist such as game drives , nature walks andcamping. The respondents requested to tick the services provided at the park where 90% agreedthat game drive was offered to them and were able to see various animals and also other featuressuch as waterfalls 40% of the 24 tourists engaged in nature walks, all the 24 tourist received theiraccommodation from treetop hotel.50% engaged in camping. product frequency percentageGame drives 22 90%Nature walks 10 40%Accommodation24 100%camping 12 50%23 Table 4.14.3.2 pricingPricing strategies Frequency percentageAllow price negotiation 20 80%Price offered are commiserate 24 100%to the services offeredPrice is cost based 24 80%Price is competitor based 8 40%Price is demand based 24 100Table 4.280% confirm that prices of tour products are flexible. There is a 100% chance that pricediscrimination is practiced during price setting. This is dictated by the number of tourists perpackage. A larger group drives a lower price per person as the price per unit for shared servicese.g transport reduces. The prices are not commiserating to the quality of services offered in someproperties. Price is setting is divided among cost basis and demand basis. Cost basis pricing isoffered during the low season when the country experience few visitors. Demand based pricingis utilized during the high season period when most the rest of the world is experiencing winterseason. Very little consideration is given to competitor basis of price setting because a packageprice constitutes offerings from different suppliers who have varying arrangement with differenttour companies.24 4.3.3ProcessSales activities are provided towardscustomer satisfaction 50% 50% links in the distribution channels arewell augumente Figure 4.1Out of the 20 tourists who responded to the questionnaire administered, 50% agree that links inthe distribution channel are well augmented while they also agree that 50% of the activities andcustomer satisfaction geared. This showed the Aberdare design their processing of servicedelivery in way that most of the tourists will be conversant with the process of delivery.For processed to be seamless, coordinated effort among all the contributors to a safari isimportant.25 "