The Use of Information and Communications Technology in Marketing Financial Products: Case Study of Agricultural Finance Corporation
Abstract
Corporation (AFC) uses information technology in marketing its financial products. The
research study adopted a descriptive cross-sectional research design. The target
population of the study was 310 staffs of Agriculture Finance Corporation. A sample size
of 80 employees was regarded adequate for this study. Primary data were gathered
directly from respondents through a questionnaire. The data collected were analyzed
using descriptive statistics using Statistical Package for Social Sciences (SPSS). The
research results revealed that AFC uses almost all the information technology tools in
marketing its financial products but the website is the most effective tool for marketing
its products. It further concluded that AFC uses e-mail marketing, Short Message Service
(SMS) marketing, and newsletters in marketing their products. The study found out that
the staff of Agriculture Finance Corporation also uses hard copy brochures in
communicating about their products to their customers. In the area of product innovation
majority of the staff agreed that ICT is the most effective tool in coming up with new
products for the Corporation. Further research is necessary as the findings were based on
a relatively small sample that may have influenced the nature of results that were
obtained. There is need to expand on the sample size and carry out similar research in
other financial institutions.
Citation
Master Of Business AdministrationPublisher
University of Nairobi