Consumer attitudes towards online advertising: the case of internet users in Nairobi

Abstract

This study was conducted with the objective of finding out consumer attitudes towards online advertising in Nairobi. The main objective being to determine consumer awareness and recognition of online advertising as an advertising tool as well as determine attitudes that consumers have towards online advertising. The study also set out to identify consumer responses towards online advertising. To achieve the above objectives, primary data was collected from 100 respondents selected randomly from the Kenyan E-mail Directory 2002 .The Kenya E-mail directory comprises of E-mail addresses with their telephone numbers. As such only , those e-mail addresses that had a Nairobi based telephone address were selected and interviewed. This was because those respondents based in Nairobi were easier to follow-up with a telephone call, were more accessible, reliable and easier to monitor. Primary data was collected through an online questionnaire and responses analysed through the SPSS computer package. Chapter Four brings out findings from the research, such findings basically highlight issues such as: -. Consumers are well aware of the presence of online adverts and they recognise these adverts frequently. However they show no preference or liking towards online adverts and consequently they are not driven to respond favourably to online adverts. Majority of the consumers interviewed expressed their concern and showed their intentions to respond to online adverts in future. Chapter Five brings out discussions of the study as gathered from the research, Conclusions and recommendations for further research are also tackled. Some of the recommendations arrived at revolved around caring out a more advanced research on factors affecting online advertising, as well as a comprehensive comparison between online advertising and other traditional forms of advertising.