A location-based service mobile marketing model for small businesses: a case of Nairobi
Date
2013
Authors
Birir, Brian Kipkoech
Journal Title
Journal ISSN
Volume Title
Publisher
Strathmore University
Abstract
Small businesses play a big role in Kenya's economy by creating more employment and
generating more output in terms of production and income than larger businesses due to
their high numbers. In Nairobi competition is the most pressing challenge for small
businesses of which lack innovation and market information to keep up with customer
needs. These small enterprises are located within dense markets and overcrowded streets
thus making it difficult and time consuming for customers to locate them. Furthermore,
small businesses have difficulty in reaching out to customers since they rely on cheap
conventional means of advertising such as word of mouth and use of posters at the
entrance of the business premises. An LBS mobile marketing model does not exist for
the Kenyan small business market to complement other marketing methods and tools
and to provide an easy way for customers to locate small businesses.
A location-based service mobile marketing model has been developed to provide a
solution to these problems faced. The model was tested by implementing a mobile web
application prototype created from several web technologies (HTML5, Javascript, XML,
PHP & MySQL). All the components of the model with the exception of one were
implemented and tested. The results obtained from the testing phase showed that the
function and usability features are successful. However, the compatibility tests show
incompatibility with some mobile web browsers for the prototype. It is recommended
that native mobile applications of the prototype be developed and all the features of the
model be implemented firstly on a pilot scale and eventually on a production scale.
Further research should also be done to determine user acceptance tests of the
implemented model and its commercial viability to small businesses.
Description
Submitted in partial fulfillment of the requirements for the Degree of Master of Science in Computer-Based Information Systems
Keywords
Location-based service, mobile marketing, small businesses, mobile web