Effects of internet marketing on sales performance of second-hand vehicles among car bazaars in Nairobi County
Date
2023
Authors
Kagechu, A. G.
Journal Title
Journal ISSN
Volume Title
Publisher
Strathmore University
Abstract
Increasingly, organizations are operating in a competitive environment due to evolving technology and consumer taste. Technology has resulted in companies adopting internet marketing in order to reach the customers without incurring high costs in the advertising process. Like in many other local industries, players in the automotive industry in Kenya have adopted internet marketing as a way to advertise their products competitively. The general objective of this study is to investigate the effect of internet marketing on sales performance of second hand vehicles with a focus on car bazaars in Nairobi County. The specific objectives of the study are; to evaluate the influence of website marketing, search engine marketing, email marketing and social media marketing on sales performance of second hand vehicles among car bazaars in Nairobi County. The study was anchored on Diffusion of Innovation theory as well as the Theory of Firm Performance. Descriptive cross sectional research design was adopted in this study. The target population was 395 registered second hand car bazaars within Nairobi City County. A sample size of 195 respondents was arrived at using the Modified Fisher Model. Primary data was collected using questionnaires. Quantitative data was coded into SPSS and data generated. Inferential statistic was conducted to test the relationship between the independent and dependent variables. Tables and figures were used to present the findings of the study while interpretation was done through prose interpretation. The study found that there was a statistically significant relationship between website marketing, search engine marketing, e-mail marketing, social media and sales performance of second-hand vehicles in Nairobi County. Second-hand vehicle dealers used free and paid search engine marketing to acquire new customers. Furthermore, they used email lists for promotional marketing and social media to increase sales. The study concludes that website marketing contributed most to the sales performance of second-hand vehicles followed by social media marketing, search engine marketing while email marketing contributed least. The study recommends that car bazaars should adopt internet marketing to improve their sales performance. The study was limited to Nairobi County and second hand cars. Further research could be carried out in other regions within the country and among other sectors.
Description
Full- text thesis
Keywords
Citation
Kagechu, A. G. (2023). Effects of internet marketing on sales performance of second-hand vehicles among car bazaars in Nairobi County [Strathmore University]. http://hdl.handle.net/11071/13408