Assessing the factors influencing the adoption of internet as a marketing communication channel in Kenya (A Case of Selected Firms in Machakos Town)

Abstract

The use of internet as a communication channel is a new phenomenon in Kenya which is being adopted by marketers and the consumers alike. As a new innovation it does not go without challenges that face any other new product or service being introduced into any market. This research project is concerned with the assessment of factors influencing the adoption of internet as marketing communication channel in the Kenyan market. The study was to establish the influence of social-cultural factors on the adoption of internet as marketing communication channel, to determine how government policy has influenced the adoption of internet as marketing communication channel, to find out the effect of demographic variables on the adoption of internet as a marketing communication channel and to determine the effect of Kenya's internet cost on the adoption of internet as marketing communication channel. The study was carried out in Machakos Town. Among some selected Firms which do a lot of selling and use various communication tools. The personnel of the firms were well placed to inform the researcher on the different factors which were hindering or enhancing internet penetration. The target population was 400 employees who were selected randomly to make a sample size of 80 respondents which is 20% of the total population. The research design used for the study was descriptive where an interview was conducted using a questionnaire with open ended and closed ended questions. Data was analyzed quantitatively and qualitatively and presented inform of statistical tools. The study established that the various factors under investigation had some influence either positively or negatively where the government was found to be a key factor for the success of internet adoption in the Kenyan market. The researcher therefore recommends that the government should take initiatives to enhance internet usage so as to improve the well being and the standards of living of its citizens. The researcher in addition gave some suggestions on other areas where research can be carried out on this field of study so as to improve and increase knowledge on internet adoption. These suggestions include the significance of internet adoption on the growth of the economy, the effects of internet adoption on social development and uplifting the standard of living of a community and challenges facing the adoption of internet as a marketing communication channel.