Influence Of E-Marketing On Consumer Buyer Behaviour In Supermarkets In Nairobi County

Abstract

Marketing activities in Kenya has been revolutionized by the changes of information technology and the widespread use of social media and other e-marketing platforms. Many retailers have had to adapt to engage in non-traditional marketing activities that include e-marketing. The use of e-marketing that include social media, digital advertising and e-marketing has gained ground significantly in Kenya and as a result many retail outlets and brands are adapting to the new changes and consumers preferences. Supermarkets are one of the retail outlets that are slowly taking up this change. This research aimed to find out the influence of e-marketing on consumer buyer behavior in supermarkets in Nairobi County. The study adopted descriptive cross-sectional study. The study utilized population of all supermarkets in Nairobi County. The research depended on data from primary sources that was gathered through the use of structured questionnaires. The study found out that social media, online marketing and email marketing positively influenced consumer buyer behavior. The study concludes that inquiries were received via social media about new and existing product. Promotions done via Social Media led to increased sales in supermarkets. Supermarkets had many site visits once a product has been launched. Online marketing attracted more customer and customers perceived online marketing as convenient mode of transaction. Use of email helped in customer retention and customer provided feedback on the email sent. The study recommends that policy makers in supermarkets ought to formulate strategies on better adoption of E-marketing. The policy makers ought to enhance the better usage of social media to market their products. Administrators ought to train their staffs on E-marketing mode of transactions. The administrators ought to ensure that their supermarkets launch new products by sue of social medias. Supermarkets ought to use e-marketing for easy awareness creation of products and services offered. Supermarkets ought to embrace e-marketing to save on cost and to create awareness of products via E-marketing platforms.