Challenges of adoption of internet advertisement in real estate industry in Tanzania: A case study of Kinondoni District
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Date
2015
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Publisher
Mzumbe University
Abstract
Businesses in various industries need to develop competitive advantage based on adequate and intensive use of information and communication technologies (ICT), especially through internet advertisement, which is an essential element for success in today’s market. This fact is as well relevant in the Tanzanian real estate industry; whose survival depends, among other factors, on the use they make of internet advertisement to develop new organizational models; compete in new markets or enhance their internal and external communication relationships. Given the relevance of this topic, the present study was conducted to explore the Challenges on Adoption of Internet Advertisement in Tanzanian Real Estate Industry. Purposive sampling was used to pick out 90 respondents, who were 70 realtors and 20 real estate customer respondents. Thereafter data was collected through semi structured interview, observation, web browsing and documentary review. This data was analyzed using descriptive statistics and presented in tables, charts and supporting explanations from field findings. The results showed that there was poor adoption of internet advertisement in Tanzania real estate industry. This sluggish adoption was caused by some challenges facing realtors including; inadequate knowledge regarding internet as media of advertisement, financial constraints, complex nature of internet advertisement and, harsh taxation policies on sole real estate proprietors. Further the study showed that realtors face these challenges differently depending on their individual background factors which are; educational background, experience in real estate industry and age. The results further showed possibility of realtors to increase their market share through internet advertisement, because customers were willing to access real estate information through internet. It was recommended that effort should be made to educated realtor about internet advertisement. Moreover, in order to overcome high costs of internet advertisement individual realtor should form union for cost sharing. Through union, Information Technology professionals can be helpful in constructing internet advertisement and educate them in order to tap into the growing online market.
Description
A dissertation submitted to Mzumbe University as a partial fulfillment of the requirements for the award of the degree of Master of Business Administration Corporate Management (MBA-CM)) of Mzumbe University
Keywords
Advertisement media in real estate industry., Market share, Real estate industry, Internet marketing , Market share-real estate
Citation
APA