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© 2017. Anthony Ekwueme & Akagwu, Akoji Nehemiah. This is a research/review paper, distributed under the terms of the
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The Influence of Online Marketing of Jumia and
Konga on Consumer Purchasing Behaviour
among Kogi State Residents of Nigeria
Anthony Ekwueme α & Akagwu, Akoji Nehemiah σ
Abstract- The sharp increase of Internet usage, as well as, the Shopping mode refers to the process of purchasing and
systematic progress of information technology has buying products or services via the Internet using
transformed the way goods are bought and sold, resulting to several Social Media and different websites (Li & Zhang,
the exponential growth in the number of online shoppers. The
2002).
advances in Internet technology allow for the expansion of
Online shopping is a new trend of trade that
shopping options beyond traditional methods that may be
2017
more time consuming. This study sought to examine the emerged as a result of the overbearing usefulness of the
influence of online marketing on the purchasing behaviour of internet as an information dissemination tool or platform.
Year
Kogi State residents. It also looked at the level of awareness of The sharp increase of Internet usage, as well as, the
online marketing among Kogi resident, the factors that systematic progress of Information Technology has
influence online shopping behaviour of consumers, the level of transformed the way goods are bought and sold, 25
patronage for the online stores in Kogi State and the degrees resulting to the exponential growth in the number of
G
The emergence of social media began in the
lobalization and the growth in new technological
-
early days of internet when people started sharing
developments has commenced a new era of e-
information and communicating with one another (Boyd
commerce which is viewed by Kalakota and
and Ellison, 2010) but unfortunately; the platforms used
Whinston (1997) as trading of information, goods and
then were more ‘technology intensive’ and required
services mostly via the internet, leading to the growth of
some level of expertise before use. Hence, the number
online shopping or e-shopping. Today, with the aid of
of people using social media platforms then was limited.
information and modern communication technologies,
Over a period of time as technology advanced,
consumers are able to shop via the Internet using
platforms that are less sophisticated were developed
several Social Media network and different websites
thus, enabling billions of regular internet users, without
(Toomey & Wysocki, 2005). This type of shopping mode
any technology background, to use the services (Boyd
can come in several names such as; online shopping,
et al., 2010).
online buying behavior and Internet shopping.
Online marketing and shopping is becoming
quite popular in Nigeria, due to its relative convenience
and the reasonable prices. And in the light of this, many
Author α σ : Ma ss Communication Department, University of Nigeria, firms in Nigeria have also started plunging into using
Nsukka. e-mail: akagwuna@gmail.com these platforms. The Nigerian experiences in all these
media networks across all countries of the world today study. The technology acceptance model, being an
has spurred many businesses to devising strategies in
Year
those online dealings and transaction patterns which suggests that the acceptability of an information system
their counterpart abroad practice. In spite of the growth is determined by two factors: Perceived Usefulness (PU)
rate of internet marketing, observations and inferences and Perceived Ease of Use (PEOU).
based on the strength of empirical substantiations show Perceived Usefulness (PU) is defined as being
that the intensity of internet shopping acceptance in the degree to which a person believes that the use of a
Nigeria is still very low irrespective of the current gush in system will improve his or her job performance.
the number of internet users. Pastore (2000) submitted Perceived Ease of Use (PEOU) on the other hand refers
that despite the significant increase of Internet shopping to the degree to which a person believes that using a
in the past, fewer people than anticipated actually particular system would be free from effort.
purchase electronically. He further argued that in reality, The technology acceptance model postulates
people increasingly use the medium to obtain that the use of an information system is determined by
information but not for purchasing products. Similarly, the behavioral intention, but on the other hand, that the
Ayo (2011) surprisingly asserted that in spite of the behavioral intention is determined by the person’s
growth rate of internet marketing, consumers still assess attitude towards the use of the system and also by the
business website only to source for information but yet perception of its utility.
make their purchases traditionally. It is equally doubted There are also other factors the consumers will
that the percentage of Internet users in Nigeria who consider in rejecting online marketing. Those factors
purchase products online is in anywhere near the are; inability to use the internet and inadequate internet
records documented in this respect in other countries. connection, lack of trust, delivery in time frame and
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communication content does to them. It assumes that of illiteracy in the country, the fact that there is no
audience members are not passive consumers of express legislation that deals with e-commerce, high
media. Rather, the audience has power over their media levels of internet scams and 419 etc.
consumption and assumes an active role in interpreting It is pathetic to note that e-commerce is
and integrating media into their own lives. Unlike other constantly growing in Nigeria with no highly structured
theoretical perspectives, uses and gratifications theory legal and regulatory framework at the moment.
holds that audiences are responsible for choosing Corroborating, Tokunbo (2017) posit that in Nigeria,
media to meet their desires and needs to achieve significant efforts on the regulation of e-commerce –
gratification. Folarin cited in Asemah (2011, p. 169) related activities are still at the stage of Draft Bills before
notes that the theory perceives the recipient as actively the National Assembly. He identified the Nigerian bill on
influencing the effect process since they selectively Cyber Crimes and the Electronic Transaction Bill which
choose, attend to, and retain the media messages on is modeled on the United Nations Commission on
the basis of their needs, beliefs, etc. International Trade Law (UNCITRAL), as an example.
Nonetheless, the theory is important to this The draft bill on Cyber Crimes when enacted provides
paper as it provides an insight into the reasons why the legal and institutional base for combating cyber
consumers accept or are not responding to online crime in Nigeria and ensuring cyber security.
2017
shops irrespective of the gains accrued from selling and Suffice to say that “the governments of New
buying online. Zealand and Britain have taken the initiative to establish
Year
practice that would ensure fair business practices,
IV. Literature Review customer dispute resolution processes, etc” (Tokunbo,
a) Overview of online marketing in Nigeria 2017). The Nigerian government can toe this line to 27
The emergence of the Internet on the shores of properly deal with the challenges facing e-commerce.
Steps in Consumer decision-making process (Kardes, Consumer decision making model according to Payne
Cronley, Cline, 2011): (2012, p. 12)
influenced by the gathered information from trend in Nigeria is not as advanced as it is in the UK and
different sources. Therefore Internet is an effective other developed countries. Although, the people engage
tool in this stage (Hawkins et al, 2010). in online banking (e-banking), most people are still not
• Post-purchase evaluation: the quality of the decision open to the idea of shopping online and prefer to carry
becomes important in this stage of process and out their transactions traditionally, i.e. face-to-face.
how well the choice worked out. Consumers start to Previous researches on the slow adoption of e-
compare their perceptions of the product with their commerce and online shopping have identified various
expectations (Kardes, et al, 2011). contributing factors (Folorunso, 2006; Adeyeye, 2008;
Ajayi, 2008; Ayo, 2008; Egwali, 2009; Adeshina and Ayo,
2010). One of such factors is accessibility to the Internet.
A recent study on internet usage in the UK reveals that
82.5% of the total population (62, 348, 447 people) are
internet users and 29.4% (18,354,000 people) are
broadband subscribers (Internet World Stats, 2010).
This ease of access to the Internet has been identified
as one of the factors encouraging the adoption and
growth of e-commerce and online shopping in the UK
(Soopramanien and Robertson, 2007).
© 2017 Global Journals Inc. (US)
The Influence of Online Marketing of Jumia and Konga on Consumer Purchasing Behaviour among Kogi
State Residents of Nigeria
In contrast, majority of the Nigerian population It is therefore not surprising that only a fraction
do not have access to the Internet. A recent study on of the Nigerian populace engage in online shopping. A
internet usage in Nigeria reveals that about 16.1% of the recent study by Adeyeye shows that only 16% of the
total population (149,229,090 people) are internet users sample surveyed shop online and the most popular
and less than 1% of the populace (i.e. 67,800 people) payment methods used in Nigeria were the prepaid card
are broadband internet subscribers (Internet World system and direct payment to vendors.
Stats, 2009). From these percentages, it is evident that However, due to poor internet access, lack of
only a fraction of the population uses the Internet and structured e-payment systems, few online vendors often
even those who access it do so through numerous requiring offline payments, and other factors affecting
cybercafés scattered all over urban parts of the country online shopping in Nigeria, only a fraction of the
(Ayo, 2006). Nigerian populace engage in online shopping. Most
Another factor affecting the use of e-commerce people would rather engage in face-to-face transactions
for online shopping in Nigeria “is the lack of a nationally than go through these troubles associated with online
acceptable payment method for online goods and shopping.
services” (Ajayi, 2008). He suggests that the low level of
e-Payment infrastructure in the country, serves as a V. Research Methodology
2017
hindrance to public participation in e-commerce. From Survey research design was adopted for the
previous researches carried out on e-payment in study. Survey is considered useful because it is
Year
Nigeria, it is evident that the Automated Teller Machine important in obtaining information from the population
(ATM) is the most prominent method of payment in about their opinion, attitude and behaviour towards a
Nigeria (Adekunle, 2008). Most individuals have at least subject. Since the major source of primary data for the 29
one bank ATM (cash) card because they find it to be a study were the views of the members of the public its
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world with 8.0% of perpetrators of cybercrime living in districts from whom the primary data were elicited.Data
Nigeria after the US (65.4%) and UK (9.9%) (Internet was collected through personal administration of 384
Crime Complaint Center, 2009). This percentage when copies of questionnaire to the respondents. However,
compared with the total population of Nigerians (i.e. 364 copies were recovered hence data analyses were
over 140 million people) poses a considerable threat to based on the 364 copies of questionnaire that were
the Internet world. Hence, most online vendors are wary recovered.
when dealing with orders from Nigeria for fear of fraud. It b) Data presentation and analysis
was also observed that, the few online vendors that exist This section is guided by the four research
do not have a “structured way of presenting information questions used in the study. The research questions
(product categories) to users and besides, they offered were answered using quantitative (questionnaire)
little assistance in helping customers find appropriate research method.
products” (Ajayi, 2008 p.7). This makes it difficult for
customers to use their websites for online shopping
purposes and this could be the reason why most
Nigerian companies with online presence had minimal
commercial activities taking place (Ayo, 2008 p. 4).
© 2017 Global Journals Inc. (US)
The Influence of Online Marketing of Jumia and Konga on Consumer Purchasing Behaviour among Kogi
State Residents of Nigeria
Research Question 1: What is the level of awareness of From tables 3.1-3.3 above, it is obvious that the
online marketing among Kogi residents? percentage of respondents who prefer traditional
Table 1: Aware of online marketing shopping to online shopping is very high (72.5%). To
confirm this claim, it is evident from table 3.2 that only a
Response Frequency Percentage handful of respondents (36.5%), have ever bought from
Yes 354 97.3 online stores. Notwithstanding, it is noteworthy to point
No 10 2.7 out that those who ever purchased a product online, do
Total 364 100
not always or often patronize online stores.
The table reveals that more than half of the Research Question 4: What are the degrees of various
residents of Kogi State are aware of online businesses. challenges faced by online customers of Jumia and
354 respondents representing 97.3% confirmed their Konga in Kogi State?
awareness of online marketing in Nigeria while, 10 Table 4
respondents representing 2.7% declined knowledge of
Response Frequency Percentage
2017
Price 33 24.8 From the data above, it can be inferred that the
Saves time 20 15 problems of delivery time frame and quality of products
Any other 4 3.1 ordered by customers are some of the major challenges
Total 133 100 faced by online customers. It is evident from the data in
From the table above, it is evident that generally table 4 above that respondents who had the challenge
people who shoponline do so for the sake of of delivery time frame were 72(54.1%), respondents with
convenience. To this end, 57.1% of respondents the challenge of quality of products were 44(33.1%)
selected convenience. On the other hand, price is a respectively.
propelling factor why some of those who engage in
VI. Discussion of Findings
online shopping do so as indicated by 24.8% of the
respondents. Having presented the data collected from this
study, they will be discussed alongside the earlier drawn
Research Question 3: What is the level of patronage for
research questions.
the online stores in Kogi State?
First it is clear from the study that majority of the
To answer the above research question, items
respondents in Kogi State are aware about online
4, 7 and 10 on the questionnaire was used to elicit data
marketing in Nigeria. This was the views of 97.3% of the
from respondents. The following tables therefore
respondents who affirmed their knowledge of online
represent data collected.
marketing in Nigeria.
-
Table 3.1: Preference of online shopping to any other This could be said that many people all over
shopping Nigeria know about online marketing. This is in line with
Response Frequency Percentage a study by Folorunso (2006, p. 226), that 70% of the
Yes 100 27.5 respondents surveyed had heard about e-commerce
No 264 72.5 before in Nigeria, but only 32% had used it. This means
Total 364 100 that more and more Nigerians are becoming
Table 3.2: Have ever purchased a product online increasingly aware of online shopping and its
procedures.
Response Frequency Percentage
The second research question centres on the
Yes 133 36.5
factors that motivate online shopping behaviour of
No 231 63.5
Total 364 100 consumers in Kogi State. Evidence from the research
data show that people access online stores mainly
Table 3.3: Frequency of online shopping because of the convenience inherent with it. 57%
Response Frequency Percentage respondents attested to this. Suffice to say that this
Everyday 0 0 finding is in line with Beauchamp and Ponder (2010)
Sometimes 60 45.1 who carried out a study on measuring consumer
Rarely ever 73 54.9 perception of online shopping convenience. They
Total 133 100 examined the major differences in store and online
stores. In their findings, consumers perceived online concluded to be the major factors impeding the
shopping as being more convenient for purposes of adoption of e-commerce in Nigeria. Ayo (2006, p. 2)
access and search convenience. This goes to show that also identifies the issue of cyber-crime as a major factor
while online access convenience focuses on accessible responsible for the low level of e-commerce
website and unlimited access to shipping, offline implementation in Nigeria. Ayo (2008, p. 2) states that
transaction convenience focuses on the quick and “Internet penetration is still abysmally low and is one of
complete purchasing methods. the major threats to e-commerce implementation in the
However, Wolfinbanger and Gilly (2000) in their country”. Other factors identified in previous studies
research on consumer motivation for online shopping include substandard online payment methods, lack of
found out that online buyers described online shopping trust in web retailers, poor technological infrastructures,
as being enjoyable, fun and sociable. Many other and fear of inadequate security in online environments
researchers have also carried out studies to better (Adeyeye, 2008; Ajayi, 2008; Ayo, 2008; Adeshina,
understand consumer’s behaviour towards online 2010).
shopping. All these factors mentioned, discourage most
Research question three sought to ascertain the people from fully adopting and using e-commerce,
level of patronage for the online stores in Kogi State. thereby hindering the development of e-commerce in
2017
Tables 3.1-3.3 answered the question. Maximum Nigeria.
numbers of respondents (72.5%) prefer other shopping
Year
to online shopping, majority rated online shopping as VII. Conclusion
fair and patronized majorly sometimes and rarely ever. This research shows that online marketing in
This shows that the level or degree of patronage of Kogi state is well known and majority of the respondents 31
online stores in Kogi State and Nigeria in general is low. are aware of Jumia and Konga more. From the study it
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Konga. Notwithstanding the various degree of 1. The National Assembly should as a matter of
challenges, the challenges of late delivery and the urgency, make enactment of e-commerce law a
quality of products are the major issues that need to be priority. When this happens, the country will enjoy
addressed. From the data presented in table 4 above, the benefits of a secure and regulated online
54.1% and 33.1% respondents affirmed to these commercial environment thereby winning public
challenges respectively. It can be concluded that these trust.
challenges are the hindrances towards online marketing 2. In line with the above, online business operators
adoption among Kogi State residents and Nigeria as a should be registered and licensed before operating
whole. in the country. This will go a long way in checking
Some researchers also found out similar the excesses of online fraudsters.
challenges such as; Folorunso (2006, p. 224) who 3. E-commerce portals/marketers should provide a
identifies factors affecting the adoption of e-commerce platform for price negotiation as well as keep the
in Nigeria as “establishing cost, accessibility, privacy price levels very low, as price attracts many valuable
and confidentiality, data security, network reliability, customers while proper and timely delivery, zero
credit card threat, authenticity, citizen’s income and product damage and quality checks must be kept in
education”. Data security and citizen’s income were mind.
© 2017 Global Journals Inc. (US)
The Influence of Online Marketing of Jumia and Konga on Consumer Purchasing Behaviour among Kogi
State Residents of Nigeria
4. Online marketers should create a delivery model 18. Payne, J. 2012. How Social Media Impacts the
which guarantees that orders made get delivered Consumer Decision Making Model. Retrieved from:
within few hours or the same day an order is made. http://mysocialgameplan.com/general-marketing.
Also online business operators should create an Accessed on 13th April, 2017.
avenue for speedy resolution of customers’ 19. Schiffman, L. G., Kamk L. L., Hansen, H. (2008).
complaints. Consumer behaviour: An European Outlook Prentice
Hall publisher.
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