| |
Total Requests 0 Unsatisfied Requests 0
|
|
You searched Library Catalogue - Title: Second edition.
|
|
Call Number (WOU)
|
SP CEMBA 2016 61
|
|
Author
|
Garry Naginchandra
|
|
Title
|
The study of barriers for using internet marketing amongst small and medium sized furniture retailers in Malaysia. / Garry Naginchandra
|
|
Abstract
|
Purpose: The purpose of this research is to learn why SME furniture retailer are not adopting identify the significant factors that are deterring the business owners of SME furniture retailer in Malaysia to adopt internet as a strategy to promote their business and market their product. Factors: from the literature review of part researches factors such as financial factors, organisational factor, perspective factor, technical factor and external factor are common among the finding of these researches are the barriers to internet marketing and with that a framework was developed and the hypothesis was developed.
Methodology: Primary data was collect using quantitative research technique by using a structured questionnaire. A total of 127 furniture retailer in Johor Bahru and Melaka were approached and asked if they could participate in the research. These business was approached for data collection between September and October 2016. 27 business owner refused or were not approached during the time resulting to a total of 100 useable data was collected.
Finding: It can be concluded that the finding of this research are that the deterring factors which is preventing internet adoption are mainly internal. Where the perception of benefits of internet marketing and the technical issue on how to implement are common among the business owner despite the difference in demographic profile.
Recommendation: Although there are many initiative from the government and industrial NGOs to encourage adoption of internet for these SME‟s to gain competitive advantage for them to compete domestically and at internationally. However this information is not reaching to the SME‟s in particularly to the furniture retailer where many of the participants indicated that they feel there isn‟t sufficient support from the government to help them with adoption of internet marketing and they are not aware of the initiatve from the government and NGOs. The researcher recommends that the NGOs and ministry international trade and industry to go to the ground to find out the issue the SMEs are facing and develop training program which would provide knowledge to SME business owner which will mitigate the perspection of benefits of internet marketing and support them to with the process changes in adoption and implementation of internet marketing.
I would be costly and difficult for SME‟s to implement and operate a full scale online store. It is recommended that the SME‟s implement internet marketing in stages. They can start by making their presence felt online to promoting their business and products in social media sites and having a website and over time to further taking orders from online customer. As their business grows online the SME‟s can adopt an online as they grow more familiar with how internet marketing works and are able incorporate online store into their value chain.
|
|
Notes
|
Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
|
|
Publisher/Year
|
Penang : School of Business and Administration, Wawasan Open University, 2016
|
|
Physical Description
|
1 online resource (153 pages) : illustrations, text file, PDF.
|
|
Subject
|
Internet marketing
|