| dc.description.abstract | This study was conducted with the objective of determining the awareness of e-marketing
by the supermarkets in Nairobi. The study also set to determine the
perception of supermarkets in Nairobi on the use of e-marketing as a marketing tool
To achieve the above objectives, primary data was collected from fifty supermarkets
in the city. The supermarkets were selected from among the small, medium, and
large size supermarkets. The researcher adopted the list of supermarkets and the
categories (i.e small, medium and large) from an earlier study that was conducted in
the year 2000.
Analysis of the data indicated that most supermarkets irrespective of their sizes were
aware of e-marketing. Though most of them have heard of e-marketing and they
understand that it involves the use of the Internet, they are yet to fully understand the
concept of e-marketing, The results also showed that most supermarkets in Nairobi
perceive e-marketing positively.
The findings from the analysis led to following conclusions:
• Most supermarkets view or understand e-marketing in a very narrow sense, that is, it
involves selling and advertising on the Internet.
• Supermarkets perceive e-marketing as being insecure, complex and costly. This
perception needs to be corrected.
• Most supermarkets have not formed a strong and concrete perception about e-marketing.
The possible conclusion is that the technology is still new in Kenya and
supermarkets need to be educated further about this new marketing tool. | en |
