Thesis:

Effects of internet marketing strategies on profitability of selected supermarkets in Mombasa county Kenya

The pervasive influence of technology has thoroughly integrated into various facets of daily life, serving as a linchpin around which modern existence revolves. In this context, it is incumbent upon companies to adopt technology in a manner that confers a competitive advantage across various organizational functions. Leveraging technological tools and strategies is not just an enhancement but a necessity for capitalizing on emergent opportunities and ensuring long-term viability. The objective of this research was to assess the impact of various internet marketing strategies on the profitability of selected supermarkets in Mombasa County, Kenya. Specifically, the study sought to evaluate the influence of social media marketing, affiliate marketing, content marketing, and mobile marketing strategies on the profitability of selected supermarkets in Mombasa County. Methodologically, the research employed a descriptive research design, targeting a population of 250 employees from selected supermarkets in Mombasa County. A subset of 154 respondents was identified using the Taro Yamane formula to ensure a representative sample. Data collection involved the use of questionnaires distributed through physical means. For data analysis, the Statistical Package for the Social Sciences (SPSS) was utilized. The research involved both descriptive and inferential statistical methods, incorporating the calculation of frequencies, percentages, and standard deviations. Binary logistic regression was applied to test the hypothesis, aiming to draw conclusive inferences about the relationship between internet marketing strategies and the profitability of supermarkets in Mombasa County, Kenya. The findings indicated that a majority of survey participants agreed with the idea that employing a website design marketing strategy provides businesses with an immediate online presence. Additionally, they noted that this approach facilitates easy data access and updates, ensuring customers remain well-informed about market products. The statistical analysis yielded a B value of 1.525, a Wald statistic of 8.271, a p-value of 0.0004, and an Exp (B) of 0.282. Respondents also conveyed that they utilize social media not only for engaging with their target audience but also for learning from competitors. The study associated a social media marketing strategy with a B of 1.265, a Wald statistic of 5.805, a p-value of 0.016, and an Exp (B) of 0.282. Furthermore, the majority of participants agreed that employing affiliate marketing enhances business awareness and visibility. The study linked the affiliate strategy with a B of 1.304, a Wald statistic of 6.281, a p-value of 0.012, and an Exp (B) of 0.271. Participants also concurred that content marketing is effective in attracting loyal customers. However, the statistical analysis for the content strategy resulted in a B of 0.831, a Wald statistic of 1.583, a p-value of 0.208, and an Exp (B) of 0.436, suggesting no significant increase in the odds of profitability. Additionally, respondents agreed that email marketing facilitates communication with a mass audience and enables customer segmentation. The study associated email marketing strategy with a B of 1.386, a Wald statistic of 6.988, a p-value of 0.008 (significantly less than 0.05), and an Exp (B) of 0.250. In conclusion, the research found that businesses with internally managed websites, Facebook pages/suites, and affiliate marketers with apps (as opposed to URLs) experienced significantly increased profitability odds. Content marketing did not show a significant impact on profitability. The study recommended businesses prioritize internally managed websites, create multiple Facebook pages/suites, collaborate with marketers using apps, and focus on various online marketing strategies, excluding content marketing. Lastly, it suggested that retail businesses should shift towards triggered email rather than batch email to boost profitability odds.