FACTORS AFFECTING THE GROWTH OF ONLINE RETAIL STORES IN KENYA: A CASE STUDY OF JUMIA KENYA
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The purpose of the study is to investigate the factors affecting the growth of online retail stores in Kenya. The specific objectives of the study are to assess the effect of Competition, Regulatory Policies, Corporate Culture, Cyber Security and Information Communication and Technology on implementation of online retail stores in Kenya. The study adopted descriptive research design. The target population was 112 employees, from which a sample of 51 respondents were selected using stratified random sampling technique. The instrument of data collection was Questionnaires. The data was analyzed using qualitative and quantitative methods. Qualitative data was presented in form of descriptive notes while quantitative data was presented in form of tables and figures. Based on the analysis, 26% of the respondents indicated that marketing affects competition, 26% of the respondents said customer service while 48% indicated that prices affected competition hence had an effect on the growth of online retail stores in Kenya. The rating of the regulatory policy on growth of online retail stores indicted that, 37% of the respondents indicated Very great extent, 27% of the respondents indicated Moderate extent, 21% of the respondents‟ Great extent, and 15 % of the respondents indicated low extent. On the extent of the corporate culture, the respondents rated 23% as very great, 43% of the respondents indicated a great extent, 29% of the respondents indicated a moderate extent, while 5% indicated a low extent. According to the analysis which was done on cyber security, the results showed that 11% of the respondents rated as Low extent, 15% as moderate extent, 21% indicated a great extent while 53% of the respondents rated as very great extent. From the study findings, it was revealed that majority of the respondents representing 80% felt that Information Communication and Technology was a factor affecting growth of online retail stores, while 20% did not accept. The study findings indicated that 54% of respondents felt it was very great, 27% felt it was great while 11% felt it was moderate while 8% of respondents felt it was low.