Perceived usefulness of online shopping of household items in Uganda: A qualitative inquiry

Abstract

The study explored perceived usefulness of online shopping of household items in Uganda. The objectives of the study were: to examine the perceived usefulness of online shopping, to evaluate the perceived challenges of online shopping and to make recommendations to boast perceived usefulness of online shopping. The scope was limited to Kampala and the time limited to the last three years (2014, 2015, and 2016) of online shopping. The main significance of the study is that the study can contribute to the improvement of existing online shopping platforms by recommending strategies for better business. The study adopted a cross-sectional descriptive study using a qualitative approach. The target population was all online shoppers in Kampala and the sample size was five. The study utilized convenience sampling technique with both primary and secondary methods to collect data using a structured interview guide. Descriptive analyses with content analysis were conducted for analysis. Ethical considerations mainly included: honesty, openness and accountability. The main limitation was that an elaborate study was not possible due to limited availability of data. The findings showed that four participants were male, with different qualifications and widely varying occupations. The items that consumers buy online included: electronics, software, fast food, ladies’ jewelry and clothes. Most consumers bought online because of; ease of shopping, time saved, and availability of latest and unique designs. The online shopping platforms used included; Jumia, Kilimall, and OLX. Key among the perceived challenges of online shopping in Uganda were found to be: delayed delivery, wrong specifications of items delivered, faulty items, stock-outs, and unfavorable goods-return policy. The top suggestions to improve online shopping in Uganda were: hire an independent delivery firm, double-check and pre-test goods before delivery, improved customer care, and seeking government regulation and support.