ASSESSMENT ON THE USE OF INTERNET MARKETING BY SMALL AND MEDIUM SIZED ENTERPRISES IN BOLE SUB CITY ADMINISTRATION

Abstract

The growth and spread of internet with an extraordinary pace over the last few decades has resulted in its increased use for marketing purpose; this is internet marketing. This Study was intended to assess the use of internet marketing by small and medium enterprises in Bole Sub City. The purpose of this study has been to assess the use of internet marketing by SMEs. This study will be significant for other researchers, policy makers, SMEs and key stakeholders. The study mainly deployed Descriptive research design and used qualitative approach by sourcing primary data through questionnaire, interview and observation. SMEs have been clustered in nine major business sectors as per Bole sub city administration. The total population size in Bole sub city was 18,401 and from these 357 samples had been took through stratification and population proportionate sampling. The collected data had been analyzed using frequencies and percentages. This study focused on the use of internet marketing; the benefit gained, and challenges faced in implementing internet marketing have been assessed. The Study established that only 38% of respondents use internet marketing as a tool. This implies that the SMEs have not a culture of using internet marketing for promotion and commercial activities. Common challenges that are faced by many of the SMEs businesses sectors are; inadequate financing to invest more on internet marketing, firms lacking skilled ICT personnel, inadequate connectivity, internet connection usage charges expensiveness and difficulty in integrating internet marketing with their current operation were the most stated challenges.