FACTORS INFLUENCING ADOPTION OF E–MARKETING ON DAIRY PRODUCTS IN MERU COUNTY: A CASE OF MERU DAIRY COOPERATIVE UNION, KENYA
Michael Gitonga M’kwiriga - Master of Business Administration, Africa Nazarene University, Kenya
Dr. Isaiah Imaita - Lecturer, Africa Nazarene University, Kenya
ABSTRACT
The main objective of this study was to find out the factors influencing adoption of e-marketing on dairy products in Meru County a case of Meru dairy Cooperative Union, Kenya. As the globe approaches the summit of digitization in communication, business transactions are not left out. Digitization of marketing activities has become crucial as communication goes electronic. E-marketing has enhanced relationship building with clients as well as made access to clients more effective for all categories of business. The objectives of the study were to find out the influence of management support, finances and training on adoption of e-marketing on dairy products in Meru Dairy Cooperative Union. The research design used in this study was descriptive survey. The total population was 113 participants comprising of: 7 BOM, 13 HODs, 28 ICT staff and 65 sales and marketing staff. Census was carried out, hence no sampling procedure or sample size. Data was collected using questionnaires and interview schedules. Data was analyzed by use of descriptive statistics. Regression analysis was used to test the statistical relationship between variables. Data was presented in frequency tables, pie charts and diagrams. The study revealed that MDCU has not fully embraced e-marketing as a result of weak management decisions. It was also found that financial capability is a key determinant of an organization’s ability to adopt and sustain e-marketing and that staff training had significant effect on adoption and sustainability of e-marketing. The study recommended that the management of dairy organizations should attain adequate education qualifications to enable them formulate policies and strategies that encourage e-marketing adoption. It was further recommended that dairy organization should implement sound financial plans and strategies that would ensure availability of adequate funds to finance e-marketing initiatives; and ensure that policies encouraging staff training and adoption of e-marketing are in place and effectively implemented. A further study is suggested on factors that influence product branding and brand acceptability among its consumers as these factors may significantly influence amount of sales made.
