| dc.description.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 | en_US |
