E-Marketing Utilisation among Apparel MSEs in Nairobi, Kenya
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Date
2015
Authors
Kisato, J
Wandaka, I.
Muigai, D.
Journal Title
Journal ISSN
Volume Title
Publisher
African Journal of Textile and Apparel Research
Abstract
The ubiquitous nature of the internet has provided a new marketing platform for the cotton,
textile and apparel value chain. Utilisation of E-Marketing strategies has been challenging for many micro
and small enterprises (MSEs) in Sub-Saharan Africa. In addition, there is paucity of data on how
utilisation of E-Marketing affects the enterprise’s performance. This paper, investigated the utilisation of
E-Marketing strategies and the influence on the performance of MSEs’ in the fashion/apparel industry in
Nairobi County, Kenya. This study used a cross section analytical survey method and a questionnaire to
collect data from 156 fashion enterprises that had an online presence by December 30th 2012. A sample
size of 170 enterprises was selected from a population of 226 enterprises. The response rate was at
91.7%. The respondents were selected using simple random sampling method. The data was analyzed
using (SPSS) version 19.0. Descriptive statistics were generated and frequency distributions were used
to describe the demographics of the respondents, characteristics of the enterprises, utilization of EMarketing strategies and their effect on the MSE’s performance. Regression analysis and one way
ANOVA were used to examine the linear relationships between the independent and the dependent
variables. This study adds new knowledge on utilisation of E-Marketing in fashion MSEs in Nairobi
county, Kenya and provides insight into how utilization of E-Marketing strategies affect performance. This
study recommends that more fashion entrepreneurs should be innovative and keep abreast with
developments in the eBusiness environment to increase their market share and profitability
Description
A Research Article in the African Journal of Textile and Apparel Research
Keywords
E-Marketing strategies, MSE, Nairobi County, Performance.
Citation
Kisato J. Wandaka I. & Muigai D. (2015).E-Marketing Utilisation among Apparel MSEs in Nairobi, Kenya. African Journal of Textile and Apparel Research vol. 1 issue 1