Socio-demographic factors influencing the adoption of digital marketing among small and medium enterprises: (a case study of Kikuubo)

Abstract

The study was conducted to assess the Social demographic factors influencing the adoption of digital marketing among SMEs in Kikuubo Kampala. The specific objectives of the study were to examine the relationship between sex and the adoption of digital marketing, to examine the relationship between education level and the adoption of digital marketing, to find out the relationship between gender and adoption of digital marketing, to find out the relationship between income levels and the adoption of digital marketing in Kampala kikuubo. Convinient sampling technique was adopted and data was collected from a sample of 150 respondents. Self-administered questionnaires and interview guides were used in the study. The questionnaire had closed-ended questions that were used to collect data from the targeted population. Data were analyzed using SPSS Version 20 and findings were presented in a tabular format showing frequencies and percentages. The study also applied a chi-square test model to primary data to investigate the relationship between the different socio-demographic factors and the adoption of digital marketing. Findings indicated that age (p=0.022), education level (p=0.020), sex (p=0.000), income level (p=0.04) had a positive relationship with adoption of digital marketing.