Browsing by Author "Mbanguka, Noel Francis"

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    Effectiveness of internet utilization as a marketing communication medium in developing countries: the case of Dar es Salaam city
    (University of Dar es Salaam, 2010) Mbanguka, Noel Francis
    The main objective of this study was to investigate the effectiveness of Internet utilization as a marketing communication medium in Developing countries, Dar es Salaam as a case study. The study was conducted in Dar es Salaam and a cross-sectional approach using systematic and simple random sampling techniques were used in which managers of fifty companies with websites and one hundred internet consumers from Dar es Salaam were interviewed. The study revealed that most consumers still do not believe in Internet marketing as an effective medium of communication although they believe that Internet has more competitive advantages compared to traditional mass media. Furthermore many companies are using their website purposely for providing important information to their consumers and stakeholders; improve customer services; increases sales; advertising their products and services; and increase speed of doing business. On the other hand it was observed that major barriers of Internet marketing are unavailability; lack of trusted credit card; lack of varieties of payment methods; and lack of government laws and regulations to support Internet transactions. Moreover the consumer’s perception on Internet is that it is easy to find a company on the internet that sells items you wish to purchase; returns and refund are not easy using Internet; shopping over the Internet is more faster; and Tanzanian culture play an important role towards Internet marketing. It is therefore recommended that, since the Internet marketing has more competitive advantages compared to traditional mass media then the Government should play an instrumental role in encouraging Internet marketing growth through practicable measures such as; creating a favorable policy environment for Internet marketing; and becoming a leading-edge user of Internet marketing and its applications in its operations to encourage its mass use. Also companies have to do their best to make utmost use of latest technologies and developments, such as the Internet, so as to maximize organizations goals. To do this the whole company has to be committed and the implementation has to be a comprehensive one.