"Drive-In" as E-Commerce Strategy in Ghana

Adasa Nkrumah Kofi Frimpong and Samuel Adu Gyamfi
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Adasa Nkrumah Kofi Frimpong: Christ Apostolic University College, Ghana
Samuel Adu Gyamfi: University of Education, Ghana

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Abstract: The study sought to critically analyze the impact, awareness and importance of Drive-In as electronic commerce strategy in Ghana. The high demand of consumers and competition among Ghanaian markets has caused changes in electronic commerce strategy as a result of technological innovations, increased awareness and improved supply chain management. This paper uses Ababio Express (a supermarket in Ghana) as a case study in exploring the impact, awareness and importance of Drive-In as e-commerce strategy. On the whole, a “Drive-In” framework was proposed which formed the basis for a successful e-commerce site to aid online shopping. The study revealed that E-commerce is one of the fastest and easiest way of shopping for busy people in Ghana. This has made the transition to internet shopping a necessity for organizations. Despite its benefits, developing countries still lag behind in the adoption of electronic commerce. The study further explored the history of drive-in markets in other countries, their impacts and innovations as time went on and drive-in today. The findings show that there is room for service quality as in improving online shopping in the Ghanaian supermarkets. Recommendations and suggestions for future research were presented in the end.

Keywords: Drive-In; E-Commerce; Ghana; Online shopping; Information Technology (search for similar items in EconPapers)
Date: 2016
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