Effect Of Digital Marketing Tools On Consumer Purchase Intention In The Motor Vehicle Industry In Nairobi

Abstract

Globally, most industries have harnessed the potential of digital marketing tools in driving consumer purchase intentions for their brands. Within the country we have seen various industries incorporating digital marketing tools in their operations; however, within the motor vehicle industry there has been limited investigation into this phenomenon. Industry reporting has shown that there is volatility in vehicle sales in the country hence there is need to examine whether digital marketing tools can determine the consumer purchase intention. The study sought to establish the effect of social media marketing, website marketing and search engine optimization on consumer purchase intention. The research was anchored on the unified theory of acceptance and use of technology, theory of reasoned action and the technology acceptance model. The study utilized a descriptive research design in determining the relationship between the variables. The population for the study was drawn from the 197 registered motor dealers (new and second hand) that operate within Nairobi City County. Using Yamane formula, the calculated sample size for this survey was 131 respondents. A structured research questionnaire was used in data collection with Google forms used to compliment the data collection procedures. The study instrument was pretested and checked for validity and reliability. The collected data was analyzed using descriptive and inferential statistical tests. Evidence from a mean analysis scores, show that firms in this sector have embraced the use of digital marketing to a large extent. Factor analysis led to the extraction of three factors that defined variations on consumer purchase intention to a great extent. The study established a positive and significant relationship between digital marketing tools and consumer purchase intention, while the third digital tool had a significant but negative effect on the predicted variable. The study recommends the need for players in the auto mobile industry to invest more on digital tools as the market place shifts grounds to the digital space.