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Factors Influencing Online Betting Behavior in Nairobi

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dc.contributor.author Maloba, Betty
dc.date.accessioned 2018-11-08T07:59:29Z
dc.date.available 2018-11-08T07:59:29Z
dc.date.issued 2018
dc.identifier.uri http://erepo.usiu.ac.ke/11732/4089
dc.description A Research Project Report Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Degree of Masters in Business Administration (MBA) en_US
dc.description.abstract The general objective of the study was to determine factors that influence online betting behavior in Nairobi. The specific objectives were to determine the influence of socio-cultural factors on online betting behavior in Nairobi, to determine the influence of psychological factors on online betting behavior in Nairobi and to determine the influence of marketing mix factors on online betting behavior in Nairobi. The study utilized a descriptive research design using quantitative research approach to achieve the objectives. In total, it was estimated that 2 million individuals engaged in online betting and this was the target population of the study thus a sample size of 384 was determined. Systematic random sampling was used to identify respondents and questionnaires were the main data collection tools. The data was analyzed by use of SPSS and Excel worksheets using descriptive and inferential statistics. The results were presented by use of tables. The findings of the study indicated that there was a positive correlation between socio- cultural factors and betting behavior. This implies that online betting behavior is influenced by socio- cultural factors such as culture, family, reference groups and personal factors. The findings of the study also indicated that there was a positive correlation between psychological factors and betting behavior. This implies online betting behavior is influenced by psychological factors such as learning and experience, motivation, attitude and beliefs, personality and perception. Lastly, the findings of the study indicated that there was a positive correlation between marketing mix factors and betting behavior this implies that online betting behavior is influenced by marketing mix factors such as price, product, promotion and place. The findings of the study concluded that online betting behavior is influenced by socio- cultural factors such as culture, family, reference groups, income, education, age and occupation. It also concluded that online betting behavior is influenced by psychological factors such as learning and experience, motivation, attitude and beliefs, personality and perception. Lastly the study concluded that marketing mix factors such as price, product, promotion and place influences online betting behavior. The study recommends that betting firms need to examine the various socio- cultural factors that influence betting behavior, such as culture, sub-culture, reference groups, income, education, age and occupation. Advertising should show more women betting so that society gets to accept the activity and as a result more women participation will increase, more numbers means more revenue for the betting companies. Further it recommended that betting companies should also engage in corporate social responsibility so as to give the potential and existing consumers a positive attitude towards betting that will influence participation. Finally, betting firms should create awareness by maximizing on integrated marketing mix to influence betting behavior. This will allow use of personal selling, sales promotion, advertising, public relations, Internet marketing, awareness about betting since promotional activity has been seen to influence betting behavior. en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Online Betting en_US
dc.subject Behavior en_US
dc.subject Nairobi en_US
dc.title Factors Influencing Online Betting Behavior in Nairobi en_US
dc.type Thesis en_US


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