The extent of adoption of E-marketing by the large dairies in Kenya
A number of macroeconomic factors influence business among them is technological revolution. The 21 st century is shaped by technological revolution brought about by the internet. The internet has impacted on all aspects of business having been enhanced by the arrival of the World Wide Web. E-marketing makes use of the internet as the vehicle to address the 4Ps of marketing. It is a subset of e-Business that utilizes electronic medium such as internet marketing, interactive marketing and mobile marketing to perform marketing activities and achieve desired marketing objectives for an organization. The objective of this research study was to establish the extent of adoption of e-marketing practices in the marketing operations of large dairies in Kenya. The objectives looked specifically at the 4Ps of marketing. A descriptive research design was used to carry out this study. The study targeted management staff in sales and marketing, IT and Logistics departments of the three large dairies namely Brookside dairy, New KCC, Githunguri and Buzeki Dairies. Both primary and secondary data was collected. Descriptive statistics were used to analyze the data using the SPSS program. The study established that the three large dairies had made some effort made towards adoption of e-marketing since all the three large dairies had existing websites and used emails in interacting with the customer. E-promotion was rated highest in terms of adoption. Advertising and display of promotional material were the attributes of e-promotion that were vastly adopted. The area of the marketing mix where there was a significant lack of adoption was on e-pricing There is need for the three large dairies to step up e-marketing practices along all the 4Ps of marketing. The three large dairies should hoist websites that are all inclusive covering entire product range, product prices and distribution, other than emphasizing on promotion alone. The use of Email and E-mobile should be given great importance in order to complement the website.
University of Nairobi, Kenya