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The main objective of the study was to examine the extent of using e-marketing in purchasing beverages from SBL, with perspectives from SBL and its customers in Dar es Salaam. In terms of design, the study a descriptive study design, that incorporated both primary and secondary data. This kind of design facilitated in the description of incidences where medium hotels, bars, restaurants and SBL area distributors in Dar es Salaam use e-marketing in purchasing beverages from the SBL. To ensure a representative and census-like sample, the sample size was calculated by employing the formula for single population proportion, based on level of significance of 95% by considering the 5% margin of error.
In total, 100 respondents were interviewed with questionnaires. Principal axis factor analysis with varimax rotation was done to assess the extent of use of e-marketing for twenty five items of e-marketing questions. Eight factors were obtained with the requirement of the Eigen values to be greater than 1 and each has a loading of |0.3| or higher. Results in the model suggests that the use of e-marketing in making payment, ordering and launching complaints improve the sales of the respective SMEs compared to the one which don’t use e-marketing. This is clearly supported by the fact that use of mobile and cash as the means of making payments tends to reduces sales of the SMEs compared to the one who uses e-banking. On the other hand use of email in making order and launching complaints is less likely to reduce sales compared to the use of mobile as the use of e-marketing is less likely to results onto unnecessary losses which can be avoided. The study finding indicated e-marketing has reduced ordering costs, increased sales volume, increased capacity of SMEs use of ICT and also reducing risk in ordering and receiving stocks from SBL. It is recommended that SMEs and SBL and other beverage companies use e-marketing to enable each one to grow and will have enough chances for their growth. |
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