INTERNET MARKETING STRATEGIES AND PROFITABILITY OF RETAIL INDUSTRY IN KENYA
INTERNET MARKETING STRATEGIES AND PROFITABILITY OF RETAIL INDUSTRY IN KENYA
Rosemary Mang’era - School of Business and Economics, Kenya Methodist University, Kenya
Jane Munga - School of Business and Economics, Kenya Methodist University, Kenya
James Mbebe - School of Business and Economics, Kenya Methodist University, Kenya
ABSTRACT
Technology has become part of our daily lives every aspect of life revolves around it. Thus those who will not embrace technology in the business will be faced with extinction. Hence businesses need to adapt to strategically exploit emerging opportunities to survive. Internet marketing strategies are therefore strategies used by marketers to market a product or service online. The study sought to establish the effect of e-mail marketing strategies on the profitability of the retail industry in Kenya. This research adopted a descriptive research design and targeted 250 employees of leading retail supermarkets in Kenya. A Sample of 154 respondents for the study was obtained through the Taro Yamane formula. Questionnaires were used to collect data. A quantitative approach was applied in the analysis of data by the use statistical package for social science (SPSS). The study revealed that email marketing strategy was associated with a B= 1.386, Wald =6.988, a p-value=0.008, and Exp (B) = 0.250. The study concluded that email marketing significantly affected profitability of retail businesses in Kenya. The study recommended the intensive use of triggered email to boost profitability among the retail businesses in Kenya.
