INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS TOOLS ON

ADOPTION OF TELECOMMUNICATION INNOVATIONS IN BURUNDI:

CASE OF MOBILE MONEY SERVICES AMONG WOMEN IN SMALL AND MEDIUM

ENTERPRISES IN BUJUMBURA

EDDYNE YAMUREMYE

A Research Project Submitted to the Department of Media Technology And Applied

Communication in the School of Communication and Development Studies in Partial Fulfillment

of the Requirements for the award of Degree of Master of Science in Mass Communication

(Corporate Communication Option) at Jomo Kenyatta University of Agriculture and Technology

2018

i
 DECLARATION

This research project is my original work and has not been presented for a degree in any other

university.

Signature…………………………………… Date…………………………………………………

Eddyne Yamuremye

HDC311-C010-7677/2015

This research project has been submitted for examination with our approval as the University

Supervisors.

Signature……………………………….. Date……………………………………………..

Prof. Hellen K. Mberia, PhD

JKUAT, Kenya

Signature……………………………… Date……………………………………………..

Dr. Caroline Nabuzale,PhD

JKUAT, Kigali Campus

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 ACKNOWLEDGEMENT

I would like to thank my supervisors Prof. Hellen K. Mberia and Dr. Caroline Nabuzale for their

guidance and support throughout the compilation of this project. I also thank my family, friends

and classmates for their spiritual, moral, physical and even financial support. My other special

thanks are for my lecturers and for the entire JKUAT, Kigali Campus staff for the special role

each has played to make my studies a success.

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 DEDICATION

This research project is dedicated to God Almighty who gave me life, the opportunity and all

requirements to continue my studies. To Him be the glory and honor forever.

iv
 TABLE OF CONTENTS

DECLARATION......................................................................................................................................... ii

ACKNOWLEDGEMENT ......................................................................................................................... iii

DEDICATION............................................................................................................................................ iv

LIST OF TABLES ..................................................................................................................................... ix

LIST OF FIGURES .................................................................................................................................... x

LIST OF ACRONYMS ............................................................................................................................. xi

ABSTRACT .............................................................................................................................................. xiii

CHAPTER ONE: ........................................................................................................................................ 1

INTRODUCTION....................................................................................................................................... 1

1.0. Background information ........................................................................................................................ 1

1.1. Statement of the problem ....................................................................................................................... 7

1.2. Objectives .............................................................................................................................................. 8

1.2.1. General objective ................................................................................................................................ 8

1.2.2. Specific objectives .............................................................................................................................. 8

1.3. Research questions ................................................................................................................................. 8

1.4. Justification ............................................................................................................................................ 9

1.5. Significance of the study ........................................................................................................................ 9

CHAPTER TWO: ..................................................................................................................................... 10

LITERATURE REVIEW ........................................................................................................................ 10

v
2.0 Introduction ........................................................................................................................................... 10

2.1. Theoretical review ............................................................................................................................... 10

2.1.1. Diffusion of Innovations Theory....................................................................................................... 11

2. 1. 2. Development Communication theory ............................................................................................. 12

2.2. Conceptual framework ......................................................................................................................... 14

2.3. Literature review .................................................................................................................................. 16

2.3.1. Personal selling and adoption of innovation ..................................................................................... 16

2.3.2. Interactive communication and adoption of innovation.................................................................... 19

2.3.3. Direct marketing and adoption of innovation ................................................................................... 20

2.3.4. Information and communication technologies as an instrument for the advancement and

empowerment of women............................................................................................................................. 21

2.4. Critiques ............................................................................................................................................... 24

2.5. Research gap ........................................................................................................................................ 24

CHAPTER THREE:................................................................................................................................. 26

RESEARCH METHODOLOGY ............................................................................................................ 26

3.1. Introduction .......................................................................................................................................... 26

3.2. Research design ................................................................................................................................... 26

3.2.1. Study population and target population ............................................................................................ 27

3.3. Sample and sampling technique ........................................................................................................... 28

3.4. Data collection procedure .................................................................................................................... 30

3.4.1. Questionnaire .................................................................................................................................... 30

3.4.2. Interviews.......................................................................................................................................... 31

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3.5 Pilot testing of the data collection tools ................................................................................................ 31

3.6. Data processing and analysis ............................................................................................................... 32

3.6.1 Organizing the data ............................................................................................................................ 32

CHAPTER FOUR: ................................................................................................................................... 33

RESULTS AND DISCUSSIONS ............................................................................................................. 33

4.0 Introduction ........................................................................................................................................... 33

4.1 Response rate ........................................................................................................................................ 33

4.2 Bio-data ................................................................................................................................................. 33

4.2.1 Gender ................................................................................................................................................ 33

4.2.2 Age ..................................................................................................................................................... 34

4.2.3 Products sold ...................................................................................................................................... 34

4.3. Adoption of innovation ........................................................................................................................ 35

4.3.1 Subscribers ......................................................................................................................................... 35

4.3.2. Frequency of use ............................................................................................................................... 36

4.4. Causes of Mobile Money underutilization ........................................................................................... 36

4.5. Promotion tools .................................................................................................................................... 37

4.6. Interactive communication................................................................................................................... 37

4.7. Opinions on the status of communication about innovation ................................................................ 38

4.8. Opinions on the influence of IMC tools on adoption of innovation .................................................... 39

4.9 Human characteristics ........................................................................................................................... 41

4.9.1 Awareness level ................................................................................................................................. 41

4.9.2 Complexity level ................................................................................................................................ 41

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4.9.3 Perceived advantage........................................................................................................................... 42

CHAPTER FIVE: ..................................................................................................................................... 43

SUMMARY OF THE FINDINGS, CONCLUSION AND RECOMMENDATIONS ........................ 43

5.1 Introduction ........................................................................................................................................... 43

5.2 Summary of the Findings ...................................................................................................................... 43

5.2.1. Objective one: Personal selling and adoption of MMS in Bujumbura ............................................ 43

5.2.2. Objective two: Interactive communication and adoption of MMS in Bujumbura ............................ 44

5.2.3. Objective three: Direct marketing and adoption of MMS in Bujumbura ......................................... 44

5.3. Conclusion ........................................................................................................................................... 45

5.4. Recommendations ................................................................................................................................ 46

REFERENCES .......................................................................................................................................... 47

APPENDICES ........................................................................................................................................... 51

Appendix #I: Research Questionnaire for Ecocash staff....................................................................... 51

Appendix #II: Interview guide for the business women at the market ................................................ 60

viii
 LIST OF TABLES

Table 3.1: Population Distribution .............................................................................................. 28

Table 3.2: Sample size and sampling technique ......................................................................... 29

Table 4. 1 Age of the respondents................................................................................................ 34

Table 4. 2 Products sold ............................................................................................................... 34
Table 4. 3 Frequency of Mobile Money use................................................................................ 36
Table 4. 4 Findings on the status of communication about innovation .................................... 39
Table 4. 5 IMC tools influence on adoption rate ........................................................................ 40
Table 4. 6 Complexity level of using MMS ................................................................................. 42

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 LIST OF FIGURES

Figure 2. 1 Conceptual framework ............................................................................................... 15

Figure 4. 1. Gender of the respondents ........................................................................................ 33

Figure 4. 2 Field of specialization of the staff .............................................................................. 35
Figure 4. 3 Mobile Money subscribers among the business women ............................................ 35
Figure 4. 4 Causes of Mobile Money underutilization ................................................................. 37
Figure 4. 5 The most used promotion tools .................................................................................. 37
Figure 4. 6 Findings on interactive communication status .......................................................... 38
Figure 4. 7 Awareness level concerning the MMS existence........................................................ 41
Figure 4. 8 Complexity level on using MMS................................................................................. 42
Figure 4. 9 Perceived advantage of using MMS........................................................................... 42

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 LIST OF ACRONYMS

BMI : Business Monitor International

C4D : Communication for Development

CD-ROM : Compact Disk Read-Only Memory

DAW : Division of Advancement for Women

EAC : East African Community

GSMA : Global System Mobile Association

ICT : Information and Communication Technologies

ICT4D : Information and Communication Technologies for Development

IMC : Integrated marketing communications

ITU : International Telecommunication Union

MMS : Mobile Money Services

MNO : Mobile Money Operators

M-PESA : Mobile- PESA

NGO : Non-Governmental Organizations

ONATEL : Office Nationale des Télécommunications

PSA : Personal Service Annoncement

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RNP : Regie Nationale des Postes

RT : Round Table

SME : Small and Medium Enterprises

SMS : Short Message System

SPSS : Statistical Package for the Social Sciences

UN : United Nations

UNCTAD : United Nations Conference on Trade and Development

UNESCO : United Nations Educational, Scientific and Cultural Organization

UNFPA : United Nations Fund for Population Activities

US : United States

USD : United States Dollars

USSD : Unstructured Supplementary Service Data

xii
 ABSTRACT

The importance of integrated marketing communications (IMC) in organizations and institutions

is paramount as it facilitates coordination and control of activities, builds teamwork and creates a
supportive attitude in organizations. The problem that generated this research project is that there
is underutilization of the mobile money services in Bujumbura. And this may be a consequence
of an ineffective communication which is being done to promote that innovation. The main
purpose of this research project was to determine the influence of IMC tools on adoption of
telecommunication innovations with the special focus on the influence of personal selling, of
interactive communication and of direct marketing on the adoption of mobile money services
among women. Stratified sampling technique was used to draw a sample size of 133 respondents
from a target population of 800 business women in Bujumbura City Market, and 13
communication practitioners from Econet Wireless, in Burundi. Data were collected using a
closed ended questionnaire and an interview guide and analyzed using a computer based
software named Statistical Package for social Sciences (SPSS) for both descriptive and
inferential statistics. The results were presented in form of frequency tables, graphs and
correlation matrix. The findings of the current research will have far reaching implications in
terms of informing the communication practitioners on the misses affecting the adoption of
telecommunication innovations.

xiii
 CHAPTER ONE:

INTRODUCTION

1.0. Background information

Each element of the promotional mix is viewed as an integrated marketing communications tool

that plays a distinctive role in an IMC program (Belch & Belch, 2013). Integrated marketing

communications (IMC) is a communication practice that emerged during the late twentieth

century and its importance has been growing ever since (Grove, Carlson, & Dorsh, 2012);

(Cornelissen, 2011). IMC can help in creating coordinated and consistent messages across

various channels of communication. Furthermore, the concept is especially valuable in that it

places great emphasis on the importance of all stakeholder groups and, in particular, on customer

loyalty, which can only be created through strategic relationship building (Jin, 2013/2014);

(Eagle & Kitchen, 2008);.Integrated marketing communications (IMC) is located in one of the

three major components of Corporate Communication: Marketing communication; (others being:

Management communication and Organizational communication). IMC has a great importance

on the life and success of any organization especially when that organization has something new

to present to its publics/customers. This is why a well-integrated marketing communications is

necessary to ensure the success of diffusion and adoption of innovations. The ability to

communicate effectively has a great impact on an organization’s success. This is because it

affects teamwork and collaboration. Effective communication enables positive interaction

between two or more individuals working together to solve problems; create novel products and

master required skills. The importance of effective communication in organizations and

institutions is paramount as it facilitates coordination and control of activities, builds teamwork

1
and creates a supportive attitude in organizations (Mugera, 2015). Indeed, Pickton and Hartley

state: "It is very difficult to conceptualize the big picture and to master all the organizational

influences needed to achieve integration. There are many levels and dimensions to integration

which all pose their individual and collective difficulties (Pickton & Hartely, 2008). To be

implemented, IMC requires the involvement of the whole organization and its agents from the

chief executive downward. It needs consideration from the highest corporate strategic level down

to the day-to-day implementation of individual tactical activity."

Moreover, integration, the attempt to present a consistent message across the available

promotional mix elements, has always been important to successful organizations even during

the mid-twentieth century. With the multiplication of media channels in the late twentieth and

early twenty-first century, the integration and coordination of different messages aiming to

portray a single and unique image to all stakeholder groups has become both more important and

more difficult to achieve (Kitchen & Burgmann, Wiley International Encyclopedia of

Marketing., 2010). Today, integration is needed owing to globalization and the resulting

interdependence between countries and marketplaces (Kitchen, Brignall, Tao, & Graham, 2014);

(Schultz, 2008). Thus, corporate and brand managers need to coordinate the actions of their

global and even national brand(s) with the aim of integrating elements of promotional mix.

Furthermore, in the context of contemporary market changes if enterprises seek to stay in the

competitive environment, to ensure constant growth, and to achieve economic success,

prediction of consumer needs is not enough. It is important to create new offers and to find new

ways of satisfying them (Banytơ & Salickaitơ, 2008).Murphy (2010) points out that picking the

right communication channel for your message would contribute significantly to the success of

your message reaching your audience and therefore, it is important to understand the various

2
communication channels available. Communication channels, also known as media, are the

delivery vehicle for your message. According to the scholars, traditionally these channels have

included publications like newspapers, magazines, journals; Radio and television; Billboards;

Telephones; Postal Service; face to face among others (Mugera, 2015).

In addition, in the study done by Egwuonwu, Njoku, and Onyedikachi in Nigeria, 200 consumers

and 97 distributors were interviewed for the study. […] the responses are multiplied with the

values to get the variables being measured. Here the result shows 3.9 (approximately 4.0) which

falls under rating '4' (very often). This shows a high level of adoption of the product (Hypo

Bleach) by the consumers. This high adoption may be as a result of the awareness created by the

firm through its integrated marketing communications (IMC) strategies (Egwuonwu, Njoku, &

Onyedikachi, 2015). In relation to our topic, diffusion is the process by which an innovation is

communicated through certain channels over time among the members of a social system.

Diffusion is a special type of communication concerned with the spread of messages that are

perceived as new ideas. The great expansion of information and communication technologies

that has taken place during the last decade has set the stage for a new age of opportunities and

challenges. The adoption of internet, mobile telephony and broadband networks in many

developed countries has been found to have positive effect on firms’ performance. They provide

speedy, inexpensive and convenient means of communication (Achieng & Ingari, 2015).There is

growing enthusiasm about the increasing number of mobile phones in the developing world and

the potential of the mobile platform in helping to address the needs of individuals and small

businesses. On the back of the rapid uptake of mobile telephony in developing countries, many

wireless applications of relevance for small enterprises have emerged (Achieng & Ingari, 2015).

The East African Community (EAC) has been ahead of other parts of the world in electronic

3
money transfers, with M-PESA which started operating in Kenya in 2007, having taken the lead

in terms of innovation for providing more inclusive access to finance to a large part of the

population who hitherto had been without a bank account (Achieng & Ingari, 2015).

Mobile money is one of the most notable applications of this trend, a phenomenon that took off

in earnest only in the past few years. According to data from the Global System Mobile

Association (GSMA), some 130 mobile money deployments had been implemented at the end of

March 2012, spanning all developing regions. Interestingly, Africa is leading the trend with 60

such systems. And within Africa, the East African Community (EAC) is at the forefront. Mobile

money offers new possibilities for making financial services more inclusive in EAC and beyond

(Achieng & Ingari, 2015).Mobile banking is a powerful way to deliver savings services to the

billion people worldwide who have a cell phone but no bank account. It has a number of

advantages over traditional banking methods as it breaks down geographical constraints; it also

offers other advantages such as immediacy, security and efficiency. Some of these advantages

can be quite practical under remote (Ondiege, 2010).

Later on, the innovation of Mobile money services reached Burundi (one of the EAC countries)

in 2009 through Econet Wireless Company. Burundi has an independent industry regulator that

is committed to promoting competition within the mobile sector. Today, Ecokash has become

Ecocash when Econet wireless merged with the fore-exiting LEO Company. The Business

Monitor International (BMI) estimates that following the launch of mobile services by Viettel

Company, Burundi’s mobile market grew by over 80% year on year in 2015 to reach 5.575

million subscribers. As a result, Burundi’s mobile penetration rate increased to 49.9% at the end

of 2015, up from 28.5% in 2014 (Deloitte, 2016).In August 2015, it was announced that London-

based money transfer service WorldRemit had partnered with Zimbabwean EcoCash to offer

4
Burundi its first mobile money platform. An industry first in the country, EcoCash states that

more than 2 million clients in Burundi now have access to their new platform (Deloitte,

2016).The official launch of the country’s USD25 million optic fiber cable project marks a new

era of connectivity in Burundi’s internet market. The optic fiber network is set to be linked to

submarine cable systems on the east coast of Africa for faster and cheaper international

bandwidth. BMI expects broadband penetration to reach 0.4% by 2020 (Deloitte, 2016).For a

few years now, we have that new way of dealing with money through mobile phones. It is

indeed, an innovation. The national post office in Burundi, Régie Nationale des Postes (RNP),

was the first one to offer that national money transfer service called Ecokash. This program

started in May 2010, and was executed in cooperation with Econet, a local mobile phone

provider.Holders of mobile phones, eager to use this unique service, open accounts on which

they keep their money and transfer it to whomever they want in case of need. Statistics from

Ecokash show that since the start of the program until February 2011, almost 8,000 transfers

were made in Burundi (Maastricht Graduate School of Governance, 2011).The Econet telephone

company was indeed, the first to launch this revolution on Burundian territory, followed by other

telecommunication companies which have spanned the step like Mobicash with the

telecommunication company ONATEL, SmartPesa with SMART Burundi company, Lumicash

with Viettel Burundi Company (Econet wireless, 2017); (Lumitel, 2017) (Smart, Let's talk,

2017).

Before the arrival of the mobile money services, many people struggled to send or receive money

from their relatives on the other side of the country. The transport buses connecting the capital

with the different provinces of Burundi were then the quick and more or less effective solution to

carry out transactions between individuals. In this kind of transfer, the risk of loss or

5
misappropriation of the money sent is very high. Transfers of money by telephone are therefore a

solution that promotes transparency and speed. Now the questions that emerge can be: how was

the promotion of this innovation done? Are people aware of it? If yes, are they using it? Have

they been encouraged to adopt that new and necessary innovation? What are the methods of

approaching them that have been used? Have these ones been successful? Is this innovation

reaching women also? The Global System Mobile Association’s Mobile Money program works

to accelerate the development of the mobile money ecosystem for the underserved: women are

among them. More mobile money services providers are actively tracking data on the gender and

rural/urban split of their customer base to capture the social and commercial opportunities of

reaching these underserved segments (GSMA, 2015). Although this has not yet translated into

greater penetration of mobile money services, the fact that mobile money providers have begun

to look at untapped market segments is promising: That report shows that 39.2% of survey

respondents reported the gender composition of their customer base. This is significantly higher

than in previous years, indicating that a growing number of mobile money providers are tracking

gender data. Among survey respondents who reported the percentage of female customers, the

median value reached 37% in June 2015, with no significant change compared to previous years

(39% in 2014 and 37% in 2013) (GSMA, 2015). Therefore, in this research we shall look at a

narrowed level of the situation of adoption of Mobile money services among women in

Bujumbura, Burundi.

6
 1.1. Statement of the problem

Integrated Marketing Communications (IMC) is very critical in the communication sector in

Burundi as means through the general populace can enhance adoption of telecom communication

innovations ( (Deloitte, 2016). However, only about 20% of the entire population has embraced

the use of mobile money services (Deloitte, 2016).This raises pertinent questions of the IMC

influence on adoption of telecom based innovations. The problem I compounded by the fact that

mobile phone transactions are moving to higher gear by offering the possibility of paying bills

and making purchases in most commercial spaces using a mobile phone. However, Burundians

are not keen on embracing the recent innovations in the mobile baking (Elliott & FU, 2008)

There exists a gap of information in the area of IMC related to innovation adoption since only

few studies have been conducted within the African context (Tsikirayi, Muchenje, & Katsidzira,

2010) in Zimbabwe and (Elliott & FU, 2008) in Burundi. The two studies concurred that

management of the majority of Small and Medium Enterprises (SMEs) did not emphasize the

need for innovative marketing communications methods. However, no study has been conducted

to determine the influence of IMC on adoption of telecommunication innovations. This provides

an opportunity for the current study to fill in the information gap.

Now that Burundi has been integrated within the East African Community, the need for

innovative communication approaches are more critical than before. An understanding of how

IMC influences the adoption of telecommunication innovations would go a long way in

developing strategies of enhancing the adoption rates and particularly among the business

community within the East African Region.

7
1.2. Objectives

1.2.1. General objective

The general objective of this study is to determine the influence of IMC tools on adoption of

telecommunication innovations in Bujumbura.

1.2.2. Specific objectives

The specific objectives of this study will be:

1. To analyze the influence of personal selling on adoption of telecommunication

innovations in Burundi.

2. To assess the influence of interactive communication on adoption of telecommunication

innovations in Burundi.

3. To examine the influence of direct marketing on adoption of telecommunication

innovations in Burundi.

1.3. Research questions

1. What is the influence of personal selling on adoption of telecommunication innovations

in Burundi?

2. What is the influence of interactive communication on adoption of telecommunication

innovations in Burundi?

3. What influence does direct marketing has on adoption of telecommunication innovations

in Burundi?

8
1.4. Justification

Mobile Money is a telecommunication innovation made possible by the widespread use of

communication systems: in fact, the technological evolution of communication systems (4G,

smart phone) and their distribution to populations are having an influence on this activity.

Indeed, mobile money raises many questions that are still only partially addressed. The factors of

success or failure of this activity in the different countries are not yet identified. Similarly, the

constraints and the long-term opportunities for the development of this activity remain to be

explored. This subject is also part of the development of a global knowledge-based economy: the

level of education of the population and the way communication about it is done, conditions the

development of this activity, which requires relaying the populations for distribution and a

minimum level of knowledge for users of this service. Women are mostly the ones that struggle a

lot when it comes to technological usage. That is why they are the important target of this topic.

1.5. Significance of the study

This study is very important since it would go a long way in helping Mobile Network Operators

(MNOs) to well organize their communication actions to effectively promote the innovation of

Mobile money not only among women but even among others key publics. It will also go a long

way in helping other companies (not only telecommunications) to understand how innovation

can efficiently be propagated among the population of Burundi with few hindrances, by using

appropriate promotion tools suggested by Integrated marketing communications. It would also

encourage women as well as other people to embrace mobile money services as new way of

communicating.

9
 CHAPTER TWO:

LITERATURE REVIEW

2.0 Introduction

This chapter gives literature that is pertinent to the area of marketing communication influence

on adoption of innovations and which has been done by renowned scholars and researchers. It

aims to give an insight on what has been written on adoption of innovations and on the four IMC

elements which happen to be the promotion tools. It also establishes the gaps that have been left

by other researchers. The review is based on the conceptual as well as theoretical framework,

background and descriptive information on the three main Integrated Marketing

Communications / promotion tools in their relationships with the diffusing innovations, andon

the critiques about ICT in women.

2.1. Theoretical review

A theoretical framework is a compilation of interrelated concepts, such as a theory though not

necessarily worked-out so well. A theoretical framework guides you in doing research,

determining what kind of things you will measure, and what type of statistical relationships you

will look out for. A theoretical framework is a compilation of thoughts and theories on a research

topic. To write a theoretical framework, identify the core set of connectors within a topic

showing how they are related to the research topic. When writing theoretical framework, include

an outline of existing theories closely related to the research topic. Demonstrate that the topic

addresses questions that interest those already researching the field then clarify how your

10
research relates to the existing theories. Your own theoretical assumptions and loyalties should

be as open as possible

2.1.1. Diffusion of Innovations Theory

(Rogers, 2003) postulates the diffusion theory which proposed that there is a relationship

between the rate of diffusion of innovations and interpersonal communications which involves

change agents, opinion leaders amongst others. He further proposed that diffusion is the process

by which an innovation is communicated through certain channels over time among the members

of a social system. Later users of the theory suggest that diffusion is a special type of

communication concerned with the spread of messages that are perceived as new ideas. An

innovation, simply put, is “an idea perceived as new by the individual”. An innovation is an idea,

practice, or object that is perceived as new by an individual or other unit of adoption (Sahin,

2011). Rogers reported that 49-87% of the variance in the rate of adoption of innovations is

explained by the attributes of the innovation (relative advantage, compatibility, complexity,

trialability, and observability), as perceived by the members of a social system, determine its rate

of adoption. In addition to those attributes, the innovation-decision type (optional, collective, or

authority), communication channels (mass media or interpersonal channels), social system

(norms or network interconnectedness), and change agents may increase the predictability of the

rate of adoption of innovations (Rogers, 2003).

The theory assumes that media as well as interpersonal contacts provide information and

influence opinion and judgment (MacVaugh & Schiavone, 2010). In addition, the theory

assumes that the social system constitutes a boundary within which an innovation diffuses. How

the system's social structure affects diffusion has been studied (Rogers, 2003). Pursuant to the

11
foregoing assumptions (MacVaugh & Schiavone, 2010) observes that an individual will first

seek information at various stages in the innovation-decision process in order to decrease

uncertainty about an innovation's expected consequences. He processes through five steps. The

first one is knowledge: here a person becomes aware of an innovation and has some idea of how

it functions. Secondly, we have persuasion: at this level a person forms a favorable or

unfavorable attitude toward the innovation. Thirdly, decision is the next step: here a person

engages in activities that lead to a choice to adopt or reject the innovation. The fourth step is

implementation: The person now puts an innovation into use. And lastly, we reach confirmation:

by now, the person evaluates the results of an innovation-decision already made (MacVaugh &

Schiavone, 2010).Drawing from this assumption the current study will measure the dependent

variable in terms of rate of adoption (subscribers, frequency of use) as shown in conceptual

framework fig 2.1.

2. 1. 2. Development Communication theory

The Development Communication theory came as a result of many studies by the UN branches

like UNDP, UNFPA, among others (UNESCO, 2009). These studies suggest that when a

community is involved in the planning and implantation of a development activity right from

conception to the realization of the project, it will guarantee its sustainability. Proponents of this

theory do indeed confirm that community’s involved in any project assures sustainability

(UNFPA; UNESCO, 2012). However, other studies argue that there is a need for information

dissemination to the community to enhance the rate of innovation diffusion (UNESCO, 2009). A

majority of scholars concur that using a variety of interpersonal and mass media communication

channels to engage, motivate and educate beneficiaries of development programs (White, 2014).

12
Communication for Development promotes changes in people’s attitudes and behaviors and

increases their participation in the development process. The theory deals with interactive

communication. Developing a dialogue with beneficiaries by either involving them directly in

planning or by conducting on-going research is a central element of Communication for

Development (UNFPA; UNESCO, 2012). In this sense, the assumption is that participative

communication guarantee a durable development. Communication and development have been

viewed as closely intertwined phenomena, where one is believed to guarantee the other (Sujatha,

2008). Indeed (UNFPA; UNESCO, 2012) confirm that participatory approach and shared

information as initiated through the media are key to success full adoption of development

innovations.

The main actors in the development process are social movements that break out of submission

to a hierarchical structure to establish their own independent system of communication and

organization. In a development model where initiatives are started and controlled from the grass-

roots level, a participatory structure of communication is essential. Implied is a policy which

favors a multiplication of small media controlled by local communities, organizations and

movements (White, 2014).

In this study, the theory will help to testify weather the communication channels used to spread

an innovation are participative or not (interactive communication as showed in the conceptual

framework figure 2.1).

13
2.2. Conceptual framework

A conceptual framework refers to the theoretical structures of assumptions, principles and rules

that holds together the ideas comprising a broad subject.

From the following conceptual framework, the independent variables are “personal selling”,

“interactive communication” and “direct marketing”. These variables are assumed to have a

control over the “adoption rate of innovations” which is the dependent variable. The adoption of

any innovation can only be successful if a well elaborated communication strategy is

implemented. It is this communication strategy that will help to launch, and accompany the

innovation along way of its life/adoption. People cannot use something they don’t know. Also

most people need to be encouraged and persuaded about the benefits of adopting something new

before embracing it. It’s also easy to embrace technology which users are comfortable with and

as such people are likely to use the mobile money services.

The intervening variables have a strong effect on the relationship between independent and

dependent variables. If there are good promotion tools that might help while trying to propagate

the use of the innovation, then poverty situations are likely to refrain from adopting that new

technology (Mobile money services). One of the challenges may be the exorbitant cost of mobile

phones compared to the economic lives of women in SMEs.

14
 Independent variables

IMC tools

1.Personal selling Dependent variable

 Opinion leaders Intervening variables Adoption rate of

innovation
 Change agents
 Awareness level
 Telephone (calling)
 The level of
 Field visits
 Subscribers
Complexity
 Frequency of use
2.Interactive communication  The perceived
advantage
 Call center
 Radio programs (call in)
 Permanent kiosks

3.Direct marketing

 Direct selling
 Print media (posters)
 stands

Figure 2. 1 Conceptual framework

15
2.3. Literature review

2.3.1. Personal selling and adoption of innovation

The final element of an organization’s promotional mix is personal selling, a form of person-to-

person communication in which a seller attempts to assist and/or persuade prospective buyers to

purchase the company’s product or service or to act on an idea (Belch & Belch, 2013).Diffusion

is a very social process that involves interpersonal communication relationships” (MacVaugh &

Schiavone, 2010). Theory on the diffusion of innovations has been used to study the spread of

new ideas and practices for over 50 years in a wide variety of settings. Most studies have been

retrospective, and most have neglected to collect information on interpersonal communication

networks. In addition, few have attempted to use the lessons from diffusion research to accelerate

the diffusion of innovations. Given the importance of interpersonal contacts in diffusion, scholars

have sometimes relied on formal methods of measuring who talks to whom within a community

(Valente & Davis, 2010).

Interventions designed to use interpersonal communication for promoting behavior change are

often referred to as peer influence, peer education, interpersonal counseling, outreach, or peer

networks. Implicit in the peer promotion model is the assumption that some individuals will act

as role models for others (Valente & Davis, 2010). Personal selling is a “critically important

element in the marketing mix of almost every industrial firm”. The importance of personal

selling is especially salient during new product commercialization. The value of personal selling

stems from the premise that salespeople can facilitate consumers’ decision of adoption by

implementing the appropriate selling tactics. Over the years, multiple studies have demonstrated

that vigorous sales force support is critical to new product success (Elliott & FU, 2008). Unlike

16
advertising, personal selling involves direct contact between buyer and seller, either face-to-face

or through some form of telecommunications such as telephone sales. This interaction gives the

marketer communication flexibility; the seller can see or hear the potential buyer’s reactions and

modify the message accordingly (Belch & Belch, 2013). The innovation-decision process starts

with the knowledge stage. In this step, an individual learns about the existence of innovation and

seeks information about the innovation. “What?”, “How?” and “why?” are the critical questions

in the knowledge phase. During this phase, the individual attempts to determine “what the

innovation is and how and why it works” (MacVaugh & Schiavone, 2010). For Rogers,

communication is “a process in which participants create and share information with one another

in order to reach a mutual understanding”. This communication occurs through channels between

sources. Rogers states that “a source is an individual or an institution that originates a message.

A channel is the mean by which a message gets from the source to the receiver” ( (MacVaugh &

Schiavone, 2010) p. 204).

New products, new ideas, are standard conversational ingredients (through the word-of-mouth).

They make news. Hence, in an era characterized by a continual stream of innovation, it is not

surprising to find a renewed emphasis on the old adage that "your best salesman is a satisfied

customer." The assumption, of course, is that the satisfied buyer will tell others about his

experience and thereby add mileage to a manufacturer's promotional investment (Engel,

Kegerreis, & Blackwell, 2017).These role models act as opinion leaders within their

communities and can be important determinants of rapid and sustained behavior change (Valente

& Davis, 2010). Research findings support this principle. In one study, opinion leaders were

shown to be effective at decreasing the rate of unsafe sexual practices. In another study, opinion

leaders were effective at decreasing the rate of cesarean births (Valente & Davis, 2010). These

17
findings imply that maximizing the effectiveness of these opinion leaders can further accelerate

the rate of diffusion.

Since diffusion of innovations takes place in the social system, it is influenced by the social

structure of the social system. For Rogers, structure is “the patterned arrangements of the units in

a system”. Innovators, compared with the general population, perceive themselves to be more

active disseminators of new product information than most people. These self-ratings were

verified by the fact that 90% of those using a new automotive diagnostic center told at least one

other person about it, and the over whelming majority were highly satisfied (Engel, Kegerreis, &

Blackwell, 2017).

According to Rogers, the questions form three types of knowledge: (1) awareness-knowledge,

(2) how-to-knowledge, and (3) principles-knowledge. Awareness-knowledge represents the

knowledge of the innovation’s existence. This type of knowledge can motivate the individual to

learn more about the innovation and, eventually, to adopt it. Also, it may encourage an individual

to learn about other two types of knowledge. • How-to-knowledge: The other type of knowledge,

how-to-knowledge, contains information about how to use an innovation correctly. In fact, the

personal, individualized communication in personal selling allows the seller to tailor the message

to the customer’s specific needs or situation. Personal selling also involves more immediate and

precise feedback because the impact of the sales presentation can generally be assessed from the

customer’s reactions. If the feedback is unfavorable, the salesperson can modify the message.

Personal selling efforts can also be targeted to specific markets and customer types that are the

best prospects for the company’s product or service (Belch & Belch, 2013).

18
2.3.2. Interactive communication and adoption of innovation

As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary

changes of any era in the history of marketing, as well as advertising and promotion. These

changes are being driven by advances in technology and developments that have led to dramatic

growth of communication through interactive media, particularly the Internet (Belch & Belch,

2013). Interactive media allow for a back-and-forth flow of information whereby users can

participate in and modify the form and content of the information they receive in real time.

Unlike traditional forms of marketing communications such as advertising, which are one-way in

nature, the new media allow users to perform a variety of functions such as receive and alter

information and images, make inquiries, respond to questions, and, of course, make purchases. In

addition to the Internet, other forms of interactive media include CD-ROMs, kiosks, and

interactive television. However, the interactive medium that is having the greatest impact on

marketing is the Internet, especially through the component known as the World Wide Web

(Belch & Belch, 2013). While the Internet is changing the ways companies design and

implements their entire business and marketing strategies, it is also affecting their marketing

communications programs. Thousands of companies, ranging from large multinational

corporations to small local firms, have developed websites to promote their products and

services, by providing current and potential customers with information, as well as to entertain

and interact with consumers (Belch & Belch, 2013).

Consumer adoption of technology products continues to be a challenge for marketers. New

products fail at a rate of between 33 percent and 90 percent, depending on the industry (Peter and

Donnelly 2006 in (Elliott & FU, 2008). U.S. packaged goods companies introduce 30,000

products each year, but 70 percent to 90 percent do not stay on the store shelves for more than 12

19
months (Gourville 2006 in (Elliott & FU, 2008)). Faced with a rapid proliferation of

technological advancements and the bombardment of new technology categories, many

consumers are overwhelmed. These innovations often require consumers to change their

behavior and/or incur transaction costs. More importantly, consumers are not always able to

recognize the full advantages of technology innovations (Elliott & FU, 2008).

2.3.3. Direct marketing and adoption of innovation

One of the fastest-growing sectors of the U.S. economy is direct marketing, in which

organizations communicate directly with target customers to generate a response and/or a

transaction. Traditionally, direct marketing has not been considered an element of the

promotional mix (Belch & Belch, 2013). However, because it has become such an integral part

of the IMC program of many organizations and often involves separate objectives, budgets, and

strategies, we view direct marketing as a component of the promotional mix (Belch & Belch,

2013). Direct marketing is much more than direct mail and mail order catalogs. It involves a

variety of activities, including database management, direct selling, telemarketing, and direct

response ads through direct mail, the Internet, and various broadcast and print media (Belch &

Belch, 2013).This is how it can influence a lot the adoption rate of new products because the

customer is treated, informed directly. Uncertainty is an important obstacle to the adoption of

innovations. An innovation’s consequences may create uncertainty: “Consequences are the

changes that occur in an individual or a social system as a result of the adoption or rejection of

an innovation” (MacVaugh & Schiavone, 2010), p. 436). To reduce the uncertainty of adopting

the innovation, individuals should be informed about its advantages and disadvantages to make

them aware of all its consequences.

20
One of the major tools of direct marketing is direct response advertising, whereby a product is

promoted through an advert that encourages the consumer to purchase directly from the

manufacturer. Traditionally, direct mail has been the primary medium for direct-response

advertising, although television and magazines have become increasingly important media

(Belch & Belch, 2013).

2.3.4. Information and communication technologies as an instrument for the advancement

and empowerment of women

A Forum on Gender and ICTs for the World Summit on the Information Society 2005 was held

in Seoul, Republic of Korea, from 24-25 June in 2005. Its report points out that most poor

women in developing countries are further removed from the information age than the men

whose poverty they share. 48 Women need ICT for the same reasons as men; to access

information of importance to their productive, reproductive and community roles and to obtain

additional resources. A UNESCO report on “Gender Issues in the Information Society” points

out that the capability of women to effectively use information obtained through ICT is clearly

dependent on many social factors, including literacy and education, geographic location,

mobility and social class.50 Women are in the minority of users in almost all developed and

developing countries (UNITED NATIONS,DAW, 2009).

The study done by Minna Mattila, in Finland, shows that gender seemed to have slightly impact

on mobile service usage; there were 10 % more men in regular users' group. A user of mobile

banking belonged most often to age group 25 to 34 years old. Majority of the so called regular

users (43.6 %) were 25 to 34 years old as well as majority (36.8 %) of occasional users, whereas

non-users were relatively older compared to the two other groups. Every third of non-users

21
(31.7%) belonged to age group 35 to 49 years old and 25.9 % to 50 to 64 years old (Minna

Mattila,2002).

The role of ICT as a tool for development has recently attracted the sustained attention of the

United Nations. In 2000, the Economic and Social Council adopted a Ministerial Communiqué

on the role of information technology in the context of a knowledge-based economy. Later that

year, the Millennium Declaration underscored the urgency of ensuring that the benefits of new

technologies, especially ICT, be available to all. However, little work has so far been done at the

international level to understand the relationship between ICT and gender equality, the gender

dimensions of access to, and use of ICT, and how ICT can indeed become a tool for the

promotion of gender equality. Women are increasingly taking advantage of ICT in all spheres of

life, thus confirming that ICT can be a tool to promote gender equality and enhance the

economic, political and social empowerment of women. At the same time, a “gender divide”

within the digital divide is apparent and reflected not only in the lower numbers of women users

of ICT, compared to men, but also in the persistence of gender-specific structural inequalities

that constitute barriers to access. ICT may also create new forms of inequality between women

and men (DAW, United Nations Division for the Advancement of Women); ITU,International

Telecommunication Union; UN ICT Task Force Secretariat, 2012).

Why then should we focus on women? ICT are far more than a sector. They are a phenomenon

reshaping the nature of global economic, social and political life. It is the centrality and

importance of this phenomenon that mandates that women and men have equal opportunities to

shape, access, use and master it. The arguments that establish this can be based on a belief in the

greatest good for the greatest number, as women are the majority of the world’s population; on a

human rights approach to ensure the rights of all, including the rights to non-discrimination and

22
to communicate. Data show that in the telecommunications standardization workof the ITU, over

the period 1997-2000, only 8% of delegates, 7% of rapporteurs and 4% of chairpersons have

been women. In the radio-communications area of the ITU’s work, over the same period, out of

132 appointments to decision-making positions, only three went to women (DAW, United

Nations Division for the Advancement of Women); ITU,International Telecommunication

Union; UN ICT Task Force Secretariat, 2012).

High illiteracy rates of women and girls and their lack of ICT training are two of the most serious

barriers that prevent them from entering the information economy (UNITED NATIONS,DAW,

2009).Therefore, in order to focus the efforts towards creating an enabling environment, it is

important to identify specific activities and strategies. This report suggested some of them: We

should engage women as active stakeholders in the information society by creating awareness

and promoting ICT as a tool for development; by building ICT skills for women and girls; by

creating universal opportunity to access ICT and finally by encouraging the development of

content that is relevant to women (DAW, United Nations Division for the Advancement of

Women); ITU,International Telecommunication Union; UN ICT Task Force Secretariat, 2012).

23
2.4. Critiques

The presented IMC tools (promotional mix tools) ultimately increase not only the adoption rate

of innovations but also of the empowerment of people who use that innovation. It has rightly

been said, integrated communication is the key to a good promotion of any innovation.

Organizations and companies must have flexible communication programs that can handle the

whole process of diffusion of innovation to assure its success in the current ever-changing world

market. Companies need to invest in communication activities and especially segment properly

their key publics to make sure the messages are effective. The 21st century will be favorable to

those organizations which are team-work minded, which are able to make well elaborated

communication and promotion planning, learn faster and adapt to changes than their competitors.

Issues of gender equality should be always considered to avoid discrimination. In development,

no one is to be left behind. Interactive communication, direct marketing and personal selling

enhance the awareness, the adoption rate and the perceived advantage of an innovation. And in

return, both companies and customers have something to gain from that interdependency.

2.5. Research gap

Most firms have failed to give priority to the role of IMC in initiating and reinforcing the

adoption and repeated purchase of new products (Egwuonwu, Njoku, & Onyedikachi, 2015).

Thus, this study examined the influence of integrated marketing communications (IMC) in

driving new product(s) diffusion and adoption. The literature reviewed in the area of adoption of

innovation covered by other renowned scholars and research seems to be of long time ago

(beyond 5 years from now).Also that literature seems to highlight the aspects of innovation

adoption from a general perspective and not segmented. Gaps exist in the utilization of

communication strategies in most organization in Burundi. The current study undertakes to

24
describe the situation concerning communication activities that are done to promote an

innovation adoption in Burundi.

25
 CHAPTER THREE:

RESEARCH METHODOLOGY

3.1. Introduction

This section explains how the research was undertaken. It contains the following sections: the

research design, target population, sampling frame, sampling procedures, sample size, data

collection procedure, data presentation and analysis.

3.2. Research design

The research design is the general plan of how one will go about answering your research

question(s) (the importance of clearly defining the research question cannot be over-

emphasized). It will contain clear objectives, derived from your research question(s), specify the

sources from which you intend to collect data, and consider the constraints that you will

inevitably have (for example access to data, time, location and money) as well as discussing

ethical issues. Crucially, it should reflect the fact that you have thought carefully about why you

are employing your particular research design (Saunders, Lewis, & Thornhill, 2009).

The methodological approach in this study is descriptive, because the study attempted to identify

and explain variables that exist in a given situation and to describe the relationship that exists

between these variables in order to provide a picture of a particular phenomenon, but not to ferret

out cause-effect relationships (Churchill & Iacobucci 2002). Descriptive research includes

surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research

is description of the state of affairs as it exists at present. The main characteristic of this method

26
is that the researcher has no control over the variables; he can only report what has happened or

what is happening; the researcher seeks to measure such items as, for example, frequency of

shopping, preferences of people, or similar data. (Kothari & Gaurav, 2014).

3.2.1. Study population and target population

The full set of cases from which a sample is taken is called the population. In sampling, the term

‘population’ is not used in its normal sense, as the full set of cases need not necessarily to be

people (Saunders, Lewis, & Thornhill, 2009). This is the whole group, individuals, events or

objects having common observable characteristics (Kothari & Gaurav, 2014). A study population

is an aggregation of the elements from which the sample is selected (Mugera, 2015)). The

population for this study comprised of all Mobile Money department staff in Econet-Wireless

Burundi, as well as the women who sell different products in the Bujumbura City Market.

Econet-Wireless Burundi staff were chosen because they are the ones that are the pioneers in

providing the Mobile money services in Burundi. Women were chosen because they are

nowadays encouraged to adopt new technologies in order to help them in developing their lives,

businesses and families. These are the main focus of this study and are set to benefit from

findings of the study.

27
Table 3.1: Population Distribution

CLUSTER POPULATION % OF TOTAL POPULATION

Ecocash Staff 13 1%

Business women 800 99%

Total population 813 100%

3.3. Sample and sampling technique

This study used a stratified sampling technique to group the population into different strata of

subgroups. The three strata are Ecocash staff’s strata, food sellers’ strata, clothing and other

products sellers’ strata. Dividing the population into a series of relevant strata means that the

sample is more likely to be representative.

28
Table 3.2: Sample size and sampling technique

Ecocash Staff

Population Sample size (100%)

Operation Service staff 4 4

Sales& distribution staff 6 6

Corporate staff 3 3

Sub total 13 13

Business women in markets

Population Sample size

Food sellers 480 72

Clothing, cosmetics and 320 48

other products sellers

Sub total 800 120

CUMULATIVE TOTAL 813 133

Statisticians have shown that a sample size of 30 or more will usually result in a sampling

distribution for the mean that is very close to a normal distribution. For this reason, Stutely’s

(2003) advice of a minimum number of 30 for statistical analyses provides a useful rule of thumb

29
for the smallest number in each category within your overall sample (Saunders, Lewis, &

Thornhill, 2009)). Mugenda recommends that a sample size of more than 30 or at least 10% is

appropriate for social sciences (Mugera, 2015)).

Drawing from the above recommendations the following formula was applied

n= Nx15/100

Where n= desired sample size

N= Total population

800 × 15
= 120
100

The sample of size n = 120 was drawn from a population of size N = 800 which is divided into

two strata of size N1 = 480, N2 = 320. From each of the two strata designated S1 and S2 the

subsamples were drawn as follows: S1= 480x120/800= 72; S2=320x120/800=48.Giving a total

of 120 respondents.

3.4. Data collection procedure

For the purpose of this research, data were collected using a questionnaire and an interview

guide.

3.4.1. Questionnaire

A written questionnaire (also referred to as a self-administered questionnaire) is a data collection

tool in which written questions are presented. The greatest use of questionnaires is made within

the survey strategy (Saunders, Lewis, & Thornhill, 2009). Questionnaires are commonly used to

30
obtain important information about a population under study. In quantitative research, data

generated by questionnaire is useful in achieving greater validity (Mugera, 2015).The

questionnaires were administered on a “drop and pick later‟ technique. Every effort was made to

ensure personal delivery and administration of the instrument in order to ensure a higher return

rate (Mugera, 2015).

3.4.2. Interviews

An interview is a purposeful discussion between two or more people. The use of interviews can

help you to gather valid and reliable data that are relevant to your research question(s) and

objectives (Saunders, Lewis, & Thornhill, 2009). Due to the high level of illiteracy that is among

women in SMEs, many of them will not be able to fill a questionnaire. Therefore many

respondents were interviewed in order to get the required information.

3.5 Pilot testing of the data collection tools

Before the submission of this research project, a pre-test of the validity and reliability of the data

collection instruments has been done. Some pre-interviews have been conducted with the sample

population. From those pre-interviews the researcher gained an overview status of the situation before

proper data collection. Also, the study ensured that ethical requirements in research are upheld

while data were being collected. The research instruments that have been used ensure

authenticity since the researcher had a covering letter from the department which indicated the

researcher’s intentions and assured confidentiality of information provided.

31
3.6. Data processing and analysis

3.6.1 Organizing the data

Data was organized through editing, classification, coding and tabulation. Coding operation is

usually done at this stage through which the categories of data are transformed into symbols that

may be tabulated and counted. Tabulation is a part of the technical procedure wherein the

classified data are put in the form of tables (Kothari & Gaurav, 2014).The coded data was run

through the SPSS data analysis Computer based software version 21 to generate both descriptive

and correlational statistics. The following model was used in testing for relationship between the

independent and dependent variables.

Y= C+ß1X1+ß2X2+ß3X3

Y: innovation adoption (the dependent variable)

X1: personal selling
X2: interactive communication The independent variables
X3: direct marketing

32
 CHAPTER FOUR:

RESULTS AND DISCUSSIONS

4.0 Introduction

This chapter presents the analysis and interpretations of the data collected.

4.1 Response rate

Out of 133 of the issued questionnaires all were returned confirming 100% response rate.

4.2 Bio-data

The study sought to ascertain the respondent’s bio-data in terms of gender, age and field of

specialization. The findings of these key areas are as outlined below.

4.2.1 Gender

Findings on gender as shown in Fig 4.1 confirmed that 62 % of the respondents were males and

38 % females. This implied that majority of the respondents- communication practitioners were

males.

F
M

Figure 4. 1. Gender of the respondents

33
4.2.2 Age

Results on age as shown in Table 4.1 reveal that a majority of 53.85% of the respondents were aged

between 25-34 years, while a minority , 23.08% and 15.38% were aged between 35-44 years and below

25 years respectively. Only small proportion of 7.69% was above 44 years old.

Table 4. 1 Age of the respondents

Age classification Percentages

Below 25 15.38%

25-34 53.85%

35-44 23.08%

Above 44 7.69%

Grand Total 100.00%

4.2.3 Products sold

Out of the 120 business women a 60% majority were involved in selling of food products and

only a 40% were involved in selling of clothes, and cosmetics amongst other products.

Table 4. 2 Products sold

clothes, cosmetics, etc. 48 40%

Food products 72 60%
Total 120 100%

34
4.2.4 Field of specialization for Ecocash staff

The communication practitioners were also categorized per field of specialization. The study

wanted to investigate if they had adequate knowledge in communication profession. Results

from Fig 4.2 reveal that a majority of (%) Ecocash staff had attained skills in economics and

business administration. But a minority (%) had good knowledge on communication skills.

Project Management
Economics
Communication
Business administration
0 1 2 3 4 5 6 7

Figure 4. 2 Field of specialization of the staff

4.3. Adoption of innovation

4.3.1 Subscribers

The results as shown in the Fig 4.3 below reveal that a majority, 85% of business women is not

Mobile money subscribers whereas a minority, 15% of them is using the Mobile money services.

15%
NO
YES
85%

Figure 4. 3 Mobile Money subscribers among the business women

35
4.3.2. Frequency of use

As shown in Table 4.2, the majority, 85% of respondents have never used Mobile money

services (MMS); a minority, 15% remaining and 8% use MMS from 1-10 times per month, and

another minority, 3% use MMS from 1-3 times per month, 1% use MMS from 1-10 times per

month, another 1% uses MMS from 1-2 times per month, another 1% uses MMS from 1-6 times

per month and finally 1% have used MMS once in their life.

Table 4. 3 Frequency of Mobile Money use

Frequency of use Number of respondents Percentage

1 - 10/ month 1 1%
1 - 2/ month 1 1%
1 - 3/ month 4 3%
1 - 5/ month 10 8%
1 - 6/ month 1 1%
none 102 85%
Once 1 1%
Grand Total 120 100%

4.4. Causes of Mobile Money underutilization

Results on mobile money underutilization as revealed in Fig 4. Show that 42% is due to lack of

information, while a cumulative 58% is as a result other factors for instance cost, fear, no interest

amongst others)

36
 60
50
40
30
20
10
0

Figure 4. 4 Causes of Mobile Money underutilization

4.5. Promotion tools

From the findings, it is confirmed by 100% that radio programs and print media (posters) are the

most used promotion tools. Other tools like “change agents”, “opinion leaders”, are not used.

Permanent kiosks
Field visits
Stands
Telephones
Radio programs
Print media
Direct selling
Change agents
Opinion leadres
0 2 4 6 8 10 12 14

Figure 4. 5 The most used promotion tools

4.6. Interactive communication

Results in Fig 4.6 show that a 47% of Ecocash staff communicates with their customers through

“SMS” while 39% of the staff communicates with their customer via kiosks. However, 14% is

through workplace visits.

37
 0%
39%
47%

0%
14%

Telephone SMS Home visits Workplace visits Kiosks

Figure 4. 6 Findings on interactive communication status

4.7. Opinions on the status of communication about innovation

A majority, 61.54% and 7.69% of the staff confirmed that communication, as well as promotion

activities, is well supported by the entire budget. Also, a majority, 69.23% of the staff have

disagreed the statement which supported the use of change agents and opinion leaders to

influence customers. Also, 76.92% of the staff were not sure to tell if interactive communication

is given adequate importance. See Table 4.3

38
Table 4. 4 Findings on the status of communication about innovation

1 Strongly Disagree, 2 Disagree, 3 Not Sure, 4 Agree, 5 Strongly Agree

Statements 1 2 3 4 5 Mean Standard

deviation

Communication, as well as - - 30.77% 61.54% 7.69% 3.769 0.599

promotion activities, is well
supported by the entire
budget
Different IMC tools are - - 30.77% 69.23% - 3.692 0.48
carefully selected and used
Opinion leaders and change - 69.23% 30.77% - - 2.307 0.480
agents are mostly used to
influence others
Interactive communication is - 23.08% 76.92% - - 2.769 0.438
given adequate importance

Home/workplace selling is - 23.08% 30.77% 46.15% - 3.23 0.832

highly encouraged

4.8. Opinions on the influence of IMC tools on adoption of innovation

Findings from the Tab 4.4, show that a majority, 61.54% of the staff have strongly agreed that

IMC tools have played a considerable role in increasing the adoption rate of MMS, no one has

denied this, even the remaining 38.46% have agreed on that fact. Also, all the staff (100%) has

agreed that interactive communication can increase the awareness level of using mobile money

services. Moreover, a majority, 84.62% of the staff have agreed that direct marketing can

decrease the level of complexity in using mobile money services. In addition, an innovation can

be underused due to lack of appropriate promotion tools: this statement has been supported by

the entire group of the respondents. Below, the results are summarized in a table.

39
Table 4. 5 IMC tools influence on adoption rate

Statements 1 2 3 4 5 Mean Standard

deviation

IMC tools have increased overall - - - 38.46% 61.54% 4.615 0.486

usage or the adoption rate of
mobile money services in
Bujumbura

Interactive communication can - - - 100% - 4 0

increase the awareness level of
using mobile money services
Direct marketing can decrease - - - 84.62% 15.38% 4.153 3.360
the level of complexity in using
mobile money services

Radio and Television programs - - - 69.23% 30.77% 4.307 0.461

are vital for increasing the
perceived advantage of mobile
money services
To be able to use mobile money - - - 46.15% 53.85% 4.538 0.518
services customers need some
kind of communication (field
visits, stands, kiosks…) that can
guide on how to use them

An innovation can be underused 38.46% 61.54% 4.615 0.506

due to lack of appropriate
promotion tools.
Most of the top managers and - - 46.15% 53.85% - 3.538 0.518
employees consider IMC tools
vital for increasing the rate of
Ecocash adoption

40
4.9 Human characteristics

This research focused also on getting information about the human characteristics of the

respondents (business women).

4.9.1 Awareness level

Fig 4.7 reveals that a majority, 85% of the respondents are aware of the existence of Mobile

money services. Only a minority, 15 % did not know about the existence of those services.

NO
YES

Figure 4. 7 Awareness level concerning the MMS existence

4.9.2 Complexity level

Secondly, respondents were also asked to share on how they find the usage of MMS; to state if it

is difficult or easy for them to use those services. As seen in the Tab 4.5, a majority, 36% of the

respondents said that they could not know if it is hard or easy to use the MMS since they have

never tried it, or even get any explanation on how they work. Another 26% of the respondents

affirmed that using MMS is very hard for them, whereas 33% of them found it easy. However,

6% proportion remaining have a perception that it may be easy to use MMS.

41
Table 4. 6 Complexity level of using MMS

50
Status Complexity level Percentage 45
40
Don’t know 43 36% 35
30
High 31 26% 25
20
Low 39 33% 15
10
Maybe Low 7 6%
5
Grand 0
Total 120 100% don’t HIGH LOW Maybe
know LOW

Figure 4. 8 Complexity level on using MMS

4.9.3 Perceived advantage

The findings show that the majority of the respondents (65%) don’t know the advantages of

using MMS. Only 35% can share some of the goodness of using MMS.

NONE
GOOD
GOOD
NONE
0 20 40 60 80 100

Figure 4. 9 Perceived advantage of using MMS

42
 CHAPTER FIVE:

SUMMARY OF THE FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Introduction

This chapter presents the summary of the findings, and it provides the conclusions and

recommendations of the study based on the objectives of the study. The main objective of this

study was to determine the influence of IMC tools on adoption of telecommunication

innovations in Bujumbura.

5.2 Summary of the Findings

This study found out that the main cause of Mobile Money Services (MMS) underutilization is

the lack of information about them. It has been found that IMC tools are underused to promote

that innovation.

5.2.1. Objective one: Personal selling and adoption of MMS in Bujumbura

Personal selling is a form of person-to-person communication in which a seller attempts to assist

and/or persuade prospective buyers to purchase the company’s product or service or to act on an

idea (Belch & Belch, 2013). However, Fig 4.6 and Fig 4.5 showed that opinion leaders, change

agents, telephones (calling the customers) and home visits are never used as communication

tools. And % of the respondents agreed that those above tools positively influence the adoption

rate of MMS. Therefore, the study confirms that personal selling has a positive influence on

adoption of MMS.

43
5.2.2. Objective two: Interactive communication and adoption of MMS in Bujumbura

Econet Wireless staff has shared on their manners of interacting with their customers, on how

they receive their suggestions and feedback. The research found that radio programs include the

channels that are mostly used. And a minority, 39% of the staff has confirmed they use kiosks to

interact with their customers (Fig 4.6). When respondents who are aware of MMS existence were

asked through which channel(s) they get to know it, radio comes at a considerable proportion of

36%, the majority being word of mouth. Also, a majority, 76.92% of the staff were not sure to

tell if interactive communication is given adequate importance (see Tab 4.4). However, 100% of

the same respondents agreed that interactive communication can increase the awareness level of using

mobile money services (see Tab 4.5). This is to confirm that interactive communication also

positively influences adoption of MMS.

5.2.3. Objective three: Direct marketing and adoption of MMS in Bujumbura

The results about research done on direct marketing can be found in Fig 4.5. Talking about

“direct selling”, the research has found that this practice is being used, 46% of the respondents

affirmed its usage. “Print media” include the mostly used channel of communication. As for the

practice of “stands” a minority, 31% of the respondents affirmed its existence (see Fig 4.5). Also,

a majority, 100% of respondents have agreed and strongly agreed that “direct marketing” can

decrease the level of complexity in using mobile money services. From here, the study confirms

that direct marketing positively influences adoption of MMS.

44
5.3. Conclusion

IMC has a great importance on the life and success of any organization especially when that

organization has something new to present to its publics/customers. This is why a well-integrated

marketing communications is necessary to ensure the success of diffusion and adoption of

innovations. The ability to communicate effectively has a great impact on an organization’s

success. This is because it affects teamwork and collaboration. Effective communication enables

positive interaction between two or more individuals working together to solve problems; create

novel products and master required skills.

The importance of effective communication in organizations and institutions is paramount as it

facilitates coordination and control of activities, builds teamwork and creates a supportive

attitude in organizations (Mugera, 2015). Indeed, Pickton and Hartley state: "It is very difficult to

conceptualize the big picture and to master all the organizational influences needed to achieve

integration. There are many levels and dimensions to integration which all pose their individual

and collective difficulties (Pickton & Hartely, 2008). To be implemented, IMC requires the

involvement of the whole organization and its agents from the chief executive downward. It

needs consideration from the highest corporate strategic level down to the day-to-day

implementation of individual tactical activity." It used to be that traditional mass media (radio,

print, TV) was the way to go when it comes to advertising a product, service or brand. While

they still have their uses, your customers now interact with your brand in so many ways beyond

this. More than ever, customers are king. The power has shifted from the manufacturers (those

who make a product) to the retailers (those who actually sell the product). We all know it: it’s

easier to keep an existing customer happy than it is to win back a customer you lost.

45
5.4. Recommendations

Based on the findings of the study, the following recommendations are suggested to make

Mobile money services more appreciated and consequently utilized by, not only business

women, but by all the target population of MMS suppliers. In order to increase MMS

subscribers, communicators should learn to integrate their promotion tools and adapt them to

segmented target populations.

Most business women have affirmed that one of the reasons why they do not use MMS is the

lack of information (Figure 4.4). According to them, they do not have anyone to come and

explain them of the use of MMS. This may lead us to say that the strategy of SMS is not

sufficient to provide enough information to customers. The use of calls could allow a good flow

of information between the MMS suppliers and the customers. One tool cannot be used for the

whole population and expect to have best results.

Permanent kiosks and field visits like approaching the target should be multiplied. From these,

feedback and suggestions from the customers would help the organizations to improve their

offers and create much profit. Most of business women have complained to the researcher that

they have not enough information about MMS and which led some of them to a kind of being not

interested in using them.

Moreover, plantation of stands should be increased. Most customers do not have enough places

where they can get information and buy immediately the innovation of MMS

46
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APPENDICES

50
 APPENDICES

Appendix #I: Research Questionnaire for Ecocash staff

Dear respondent;

I am YAMUREMYE EDDYNE, a student at JKUAT carrying out a study on IMC toolsinfluence

on telecommunication innovations adoption, taking mobile money services usage among

business women in Bujumbura as a case study. You have been selected as one of the respondents

for this study given your knowledge, skills, experience and expertise.

Kindly spare a few minutes of your precious time to answer the following questions. I need to

include your individual response among a variety of others in this study. Your answers will be

treated with utmost confidentiality. Thank you.

SECTION A: BACKGROUND INFORMATION

Please tick in the box corresponding with the appropriate response or fill in the provided space.

1. Sex

(a) Male (b) Female

2. Age

(a) Below 25 (b) 25-34

(c) 35- 44 (d) Above 44

3. Field of specialization in your studies.

(a) Communication (b) Business administration (c) Economy

(d) Others specify………………………………………………………..

51
 SECTION B: KNOWLEDGE ABOUT THE USAGE OF INTEGRATED MARKETING

COMMUNICATIONS TOOLS

1. Which strategies are used by Ecocash? Please tick as many as applicable, the promotion

toolsthat Ecocash has used at one time or another since 2010 to 2015 to promote Mobile money

services.

Opinion leaders Telephone (calls)

Change agents Stands

Direct selling Field visits

Print media (posters)Permanent kiosks

Radio programs (call in)

Other (Please specify) ………………………………………………………..

5. How do you interact with your customers?

Telephone

SMS

Home visits

Workplace visits

Kiosks

52
 Other (Please specify) ………………………………………………………….

6. Which channels do you use?

Television Website

Radio social media

Newspaper Others (Please specify)…………………………….

53
 To what extent do you agree with the following aspects of IMC tools usage?

Please rate by ticking the appropriate box

IMC tools Strongly Disagree Not Sure Agree Strongly

Disagree Agree

1. Communication, as well as

promotion activities, is well

supported by the entire budget

2. Different IMC tools are carefully

selected and used

3. Opinion leaders and change agents

are mostly used to influence others

4. Interactive communication is given

adequate importance

5. Home/workplace selling is highly

encouraged

54
 SECTION C: INNOVATION ADOPTION

To what extent do you agree with the following aspects of telecommunication innovation

adoption?

Please rate by ticking the appropriate box

Innovation adoption Strongly Disagree Not Agree Strongly

Disagree Sure Agree

1. Users of Ecocash have been

increasing since its lanch

2. The level of complexity about

using mobile money services

is high among women

3. Most business women are not

aware of the mobile money

services

4. The perceived advantage of

mobile money services is low

among women

55
 SECTION D: RELATIONSHIP BETWEEN PROMOTION TOOLSAND ADOPTION OF

TELECOMMUNICATION INNOVATIONS

To what extent do you agree with the following aspects of promotion toolsand adoption of

innovation?

Please rate by ticking the appropriate box.

IMC toolsand adoption of Strongly Disagree Not Sure Agree Strongly

telecommunication innovations Disagree Agree

1. IMC toolshave increased overall usage

or the adoption rate of mobile money

services in Bujumbura

2. Interactive communication can increase

the awareness level of using mobile

money services

3. Direct marketing can decrease the level

of complexity in using mobile money

services

4. Radio and Television programs are

vital for increasing the perceived

advantage of mobile money services

5. To be able to use mobile money

56
 services customers need some kind of

communication (field visits, stands,

kiosks…)that can guideon how to use

them.

6. An innovation can be underused due to

lack of appropriate promotion tools.

7. Most of the top managers and

employees consider IMC tools vital for
increasing the rate of Ecocash adoption

57
SECTION E: PROMOTION TOOLS AND TELECOMMUNICATION INNOVATIONS

ADOPTION (measured in terms of output)

To what extent do you agree with the following statements? Your respective answers will range

from a minimum of 1 (for strongly disagree) to a maximum of 5 (for strongly agree) –

Strongly Disagree Disagree Not Sure Agree Strongly Agree

1 2 3 4 5

Place a check mark in the appropriate number

OUTPUT

1. The rate of Ecocash adoption has increased in Bujumbura 1 2 3 4 5

2. The awareness level of the Mobile money services usage is low 1 2 3 4 5

in Bujumbura

3. The level of complexity in using Mobile money services is high 1 2 3 4 5

in Bujumbura

4. The perceived advantage of using Mobile money services is high 1 2 3 4 5

in Bujumbura

5. The management often sets targets for every communication 1 2 3 4 5

activity

58
6. The management takes action when there is a big discrepancy 1 2 3 4 5

between targeted and actual output of a communication activity

7. Use of integrated marketing communications tools is 1 2 3 4 5

emphasized in the operations of our company

I sincerely appreciate your time and information you have shared with me.

59
Appendix #II: Interview guide for the business women at the market

Dear respondent,

I am YAMUREMYE EDDYNE, a student of JKUAT carrying out a study on IMC

toolsinfluence on telecommunication innovations adoption, taking mobile money services usage
among business women in Bujumbura as a case study. You have been selected as one of the
respondents for this study given your knowledge, skills, experience and expertise.

Kindly spare a few minutes of your precious time to answer the following questions. I need to
include your individual response among a variety of others in this study. Your answers will be
treated with utmost confidentiality. Thank you.

1. Do you own a mobile phone?

(Murafise terefone ngendanwa?)
2. Have you ever heard about Mobile Money Services?
(Muramaze kwumva ivyerekeye kurungika no kwakira amafaranga biciye muri terefone?)
3. If yes, how did you know about it?
(Nimba mumaze kuvyumva, mwavyumviye he/gute?)
4. Do you use Mobile Money Services? If yes, how often do you transact?
(Ubwo buryo bwo kurungika no kwakira amafaranga biciye muri terefone ngendanwa
murabukoresha?)
5. If you don’t use them, why?
(Nimba mutabukoresha, kubera iki?)
6. Do you know how it works
(Mwoba muzi ingene bukoreshwa?)
7. Is it hard or easy to use them? What is your perception?
(Vyoba vyoroshe kubukoresha canke biragoye? Mubivugako iki?)
8. Do you know the benefits of Mobile Money Services?
(Mwoba mutahura canke muzi akamaro k’ubwo buryo bwo kurungika no kwakira
amafaranga biciye muri terefone ngendanwa?).

60