The effects of online retailing on business success; a case study of Nakumatt Holdings Supermarket
Loading...
Date
2010-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University, College of Economics and Management
Abstract
The study was to establish the role of Online retailing on the success of a business
enterprise. The study was conducted at Nakumatt Holding supermarket in Kenya. It was
guided by the following objectives; to find out the perception and nature of online
retailing, to determine the feasibility of online retailing. To determine the target market
group of customers that will opt for online buying and finally to determine the obstacles of
online retailing. The study went furthers to examine which customer profile would be
attracted to shopping online.
The data was obtained from primary data sources such as: interviews, questionnaires,
telephone surveys, fieldwork and observation. The data was also obtained from secondary
data such as newspaper articles, magazines, journals, published books and internet.
According to the findings the study there was conclusive evidence that electronic retailing
would not be very successful if introduced in Kenya at the moment. This is because there
are many constraints that will hinder the growth of online retailing. The predominant
problem is the lack of inaccessible avenue (lack of accessibility to the credit card facilities)
with majority of the respondents citing this as the main constrain to online retailing
transactions. However, both individuals and business firms see the viability and future
potential of online retailing as certain.
The study recommended that international development organizations should study the
potential impact of online retailing on emerging economies a.nd the least developed
countries in an effort to assist in the economic development process of those nations. The
study went further to suggest areas of further studies. The areas identified are as shown
below. Computer purchases, credit cad usage, proliferation of computers in Kenya
especially the urban areas. The relationship between the informal sector and the digital
economy needs to be further examined. This could be an important area of policy research.
Description
A research dissertation submitted in partial fulfillment of the requirement for the award of bachelors of international Business Administration in the Faculty of Business and Management of Kampala International University
Keywords
Online retailing, Business success, Nakumatt Holdings Supermarket