The effects of global marketing trends on e-commerce

Abstract

The study examined the effects of global marketing trends on e-commerce a case of MTN using the following Specific objectives; To find out the effects of buyer behavior of global marketing on electronic commerce, to investigate the effect of competition of global marketing on electronic commerce and to find out the relationship between market size in global marketing on electronic commerce. The study adopted a cross-sectional research design using both qualitative and quantitative research paradigms, sampling a total of 70 respondents. The study used questionnaires and interview guide to collect data which was analyzed and presented in tabular tables inform of percentage and frequencies means and standard deviation. The study revealed that Buyer behaviour was one of the most important variables in global marketing, the strategy had a great impact on the firm’s success and more to that convenience and accessibility were the most important attributes of online shopping for customers and influence their behaviour rationally. It was discovered that competition led to increased performance levels, global trends had a significant positive impact on sales, profits, return on investments. Market size was seen to be a very important variable in global marketing in MTN, it increased the financial base of the firm and also gave MTN a competitive advantage over other competitors in the market; Finally a number of recommendations were made such as the organisations should endeavour to standardize its marketing programs in order to operate across country boarders. Standardization will ensure that products, promotions, price and channel structure cooperate together to increase opportunity and effectively meet the needs of global customers. It was also recommended that organisations should develop trust which is the groundwork supporting all cooperative behaviours between relation parties. One party has to build confidence in an exchange partner ‘reliability and integrity