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Browsing BCOM Research Projects by Author "Mulumbi, N. R. S."

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    Effect of mobile marketing strategies on consumer purchase decisions of online food delivery service customers in Kenya
    (Strathmore University, 2025) Mulumbi, N. R. S.
    This study investigated the effect of mobile marketing strategies on consumer purchase behavior within Kenya's online food delivery sector. The research focused on four primary strategies: push notifications, loyalty programs, real-time tracking, and user-generated content. These strategies were analyzed to understand their influence on consumer decision-making, trust, satisfaction, and purchase behavior. Grounded in the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the study aimed to provide a comprehensive view of the role of mobile marketing in shaping consumer behavior. A descriptive research design was employed, and data was collected from a sample of 395 respondents using structured surveys. The findings revealed that push notifications significantly enhanced consumer engagement (r = 0.68), particularly when they were timely, personalized, and context11ally relevant. Loyalty programs were found to be effective in promoting customer retention, with 58% of respondents indicating membership in at least one loyalty program, and a correlation of r = 0.59 between loyalty program usage and repeat purchases. Real-time tracking was observed to have a strong positive impact on customer trust (r = 0.72), with respondents reporting that order transparency and tracking features boosted their confidence in service reliability. User-generated content (UGC), especially positive reviews, played a crucial role in driving purchase decisions, with an r = 0.75 correlation between positive reviews and consumer purchase behavior. Conversely, negative reviews had a notable impact on trust, with 61% of respondents indicating that negative reviews deterred them from using certain services. Based on these findings, the study concluded that mobile marketing strategies are pivotal m influencing consumer purchase decisions in Kenya's online food delivery industry. Key recommendations included the personalization of push notifications, simplifying loyalty program reward structures, enhancing real-time tracking interfaces, and encouraging satisfied customers to share positive reviews. The study's conclusions highlighted the necessity for online food delivery platforms to refine their marketing approaches to foster trust, improve engagement, and drive customer satisfaction. Future research should explore the long-term impact of these strategies on consumer loyalty and examine the role of emerging technologies such as artificial intelligence and chatbots in enhancing mobile marketing.