Adoption and Use of Information Communication Technologies in Zimbabwean Supermarkets

Cinderella Dube, Victor Gumbo


The use of computers and technology has become vital for any organisation to survive in this digital era. The adoption and use of Information and Communication Technologies (ICTs) in supermarkets has been accepted, particularly, in developed countries. However, there has been little information on the adoption and use of ICTs in supermarkets in Zimbabwe as a whole. Therefore, the main objective of this study was to explore the rate of adoption and use of ICTs in Zimbabwean supermarkets and to measure their impact. The study also sought to suggest measures that supermarkets could take in an effort to overcome the challenges faced in the use of ICTs in grocery shopping in Zimbabwe. The results were interpreted using the Keynesian Theory of Money and they revealed that all supermarkets had adopted Point of Sale (POS) and few of them had adopted mobile money. The majority of the customers however still preferred to transact using cash. The study also showed that the greatest benefits of online transactions were convenience, high customer retention, and increased efficiency whereas the greatest challenges were network connection problems and poor adoption by customers. The study urged customers to adopt and use online ICTs in supermarkets in order to take advantage of their benefits. The study also recommended supermarkets and the government to take heed of the measures suggested by the respondents in order to avert the adverse consequences of the challenges faced in the use of ICTs.

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Applied Economics and Finance    ISSN 2332-7294 (Print)   ISSN 2332-7308 (Online)

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