Research On The Internet Marketing Strategy Of BZZZ Company

Given research develops e-marketing strategy for small-sized family enterprise operatingon consumer electronics market in Kazakhstan. Till this time thousands of research papers arewritten on topic of Internet marketing, and its methods are widely being applied in practice,and even e-marketing does not appears to be in its infancy anymore, however, little is actuallyknown about its marketing approach and effectiveness relating to Internet marketing strategyof small-sized family enterprise.In this paper e-marketing mix model for BZZZ Company (Kazakhstan) was proposed.According to this model and Internet marketing strategy methods, which were suggested forthe company, Internet shop of BZZZ Company was opened. After3months of its operatingperiod, the survey on examining the factors that influence consumers willingness to buy fromBZZZ Internet shop was conducted. The survey of121people, which are the company sonline customers, evaluates such factors as attitude, perceived ease-of-use, perceivedusefulness and trust. This study uses SPSS13.0software to analyse the survey data andexplore relationships between the variables mentioned above. The achieved results show thatall four hypotheses proposed were supported, demonstrating positive relationships betweendependent and independent variables.Therefore, the given paper illustrates the whole process of foundation of e-marketingstrategy, implementing its stipulations by opening an online store, afterwards, testing theacceptance of BZZZ online store by its customers. Finally, based on the above findings, thepaper proposes suggestions to someone who plans to set up an online store.