Abstract
Promotion is one of the 4 Ps of the marketing mix. The most fashionable item of promotion mix is advertising. Online advertisement is more attractive to the consumer as it uses various ways to advertise ideas most especially with the growing number of people that uses the social media in particular make it very easy to capture the targeted market. The study helps the advertisers to understand the benefits of online advertising. The purpose of the study is the effects of online advertisement on consumer behaviour from the perspective of Nigeria jumia customers. The variables identified in the study together with their various dimension were measured using a five point Likert scale. Pearson Correlation was used to test each of the variables. A one-tailed multivariate analysis was done using SPSS statistical software, data were collected from 100 respondents. The result shows that advertising, accessibility, and entertainment derived have positive impact on intention to continue seeking online advertising.
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
Given the growing number of Nigerians who go online on a daily basis, as well as the fact that many brands continue to utilize social media on daily basis to advertise their product, it becomes even more important to determine how online product adverts influences consumer buying behavior. Online advertising is also known as online marketing, internet advertising or web advertising. This form of marketing and advertising uses the internet to deliver promotional marketing messages to customers. Internet is an ongoing emerging source that tends to expand more and is growing exponentially in both its application and number of user due to its unique characteristics of flexibility, interactivity and personalization.
Internet as a strong advertising medium is versatile that is why it stands apart from traditional advertising mode e-advertising is highly flexible mode that allows consumers to make changes during the course of campaign as and when required without increasing much additional cost. This makes internet more important and in a country like India where the business scenario is highly dynamic. E-advertising includes email advertising, search engine advertising, social media advertising, display advertising, mobile advertising etc., like other advertising media online advertising frequently involves both the publisher who integrates advertisement into online contents and an advertiser who provides the advertisement to be displayed on the publisher content towards influencing.
As a promotional strategy, advertising serve as a major tool in creating product awareness in the mind of potential consumer to take the eventual purchase decision. Advertsing, sales promotion and public relations are mass communication tools available to the marketers. Advertising through all medium influence audiences, but the internet at this moment is becoming one of the strongest medium of advertising due to its mass reach, it can influence not only the individuals attitude, but his behavior, lifestyle, exposure and in the long run even the culture of the country (Latif and Abideen 2011). Consumers are the final end users of the products; they keep the production cycle moving. Consumers do play a vital role in the economic system of any nation, thus any nation will face crises if the consumers don’t have the effective demand for goods produced. According to Cohen (1988), advertising is a business activity that employs creative techniques to design persuasive communication in mass media that promotes ideas, goods and services in a manner consistent with the achievement of the advertiser’s objective, the delivery of consumer satisfaction and the development of social and economic welfare. (Cohen, 1988). From Cohen’s definition, it can be found that advertising satisfies three objectives; to increase sales of the firms, to guarantee consumers a great deal of services and finally to ensure the social and economic welfare of the society
1.2 Statement of the problem
The era of globalization has long demanded a paradigm shift in all areas,one of which is the field of marketing. The high competition in the business world requires a company to be more creative and have a competitive advantage compared to other companies in order to compete in the global business. The study of consumer behaviour became a concern for marketers, as they may learn how consumers choose their goods and services required to meet multiple needs, which are the factors that are influencing their choice. For this purpose companies now are attracted towards online advertising because online advertising has grown rapidly in the last decade. The numbers of people who in connecting and spending time online becomes very high day by day . Additional devices (such as mobile phones and televisions) are able to provide further internet connectivity. .According to Kotler (2007), a new competition is not between what is produced by various companies in a factory, but between what is added to the plant results in the form of packaging, services, advertising, consultancy for customers, financing, shipping arrangements, warehousing, and another thing that people think is worth. Competition between products in the market encourages manufacturers to aggressively promote their products to attract the attention of consumers. Therefore, companies must be able to give the consumer a good impression on the product to be sold and constantly deal with how the product is sold in the market. In order for a product to meet the needs and desires of consumers, the existence of such products should be communicated to the consumer in order to be introduced into existence. On the other hand, the work of Chukwu and Uzoma (2014), provided scientific evidences to show that Nigerian consumers patronize online retailers very significantly. One wonders what is responsible for the noted changes. Furthermore, Husain and Adamu (2014), pointed out that the use of social media especially the facebook and twitter have been playing an important role but whether these have encouraged actual online purchases was not specifically stated. Ayo et al. (2011) surprisingly asserted that in spite of the growth rate of internet marketing, consumers still assess business website only to source for information but yet make their purchases traditionally. Possible factors responsible for such behaviour such as trust and risk(security issues).The Nigerian experiences in all these have been partially explored thus upon this premise that this study seeks to ascertain the impact of online shopping adverts on consumer buying rate.
1.3 Objective of the study
The broad objective of this study is to ascertain the impact of online shopping adverts on consumer buying rate. Specifically the study seeks to:
- Ascertain internet advertising prove to be very effective than the traditional media.
- Explore What other factors influence the way people see internet advertisement
- Investigate if online shopping advertisement will improve the sales volume of product
- Determine if consumers buy products due to the internet advertisement.
1.4 Research hypothesis
HO1: Internet advertising has not proven to be very effective than the traditional media
HO2: Online shopping adverts has no significant impact on consumer buying rate
1.5 Significance of the study
Findings from the study will be beneficial to marketers and web designers to understand the criteria for considering online advertisements. The result of the study will observes the impact of online advertising in shaping the people’s view about products; thus, it benefits companies who wish to utilize and invest in online or internet advertisement. The result of the study will provide empirical data to support or disprove supposition about the online advertisement in Nigeria.Finally, the result of the study will contribute to the body of existing literature and serve as a reference material for student and scholars who wishes to conduct further further studies in related field.
1.7 Scope of the study
The scope of this study is to ascertain the impact of online shopping adverts on consumer buying rate. It ascertained if internet advertising prove to be very effective than the traditional media. It explored what other factors influence the way people see internet advertisement. And will investigate if online shopping advertisement will improve the sales volume of product. The study is however delimited Jumia online store.
1.7 Limitation of the study
Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. The significant constraint was the scanty literature on the subject thus the researcher incurred more financial expenses and much time was required in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. Additionally, the researcher will simultaneously engage in this study with other academic work. However in spite of the constraint, all were downplayed by the researcher while ensuring that the best is given.
1.8 Definition of terms
Online Shopping: Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser or a mobile app. … Online stores usually enable shoppers to use “search” features to find specific models, brands or items.
Online Advert: Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.
Consumer Buying Behaviour: Consumer Buying Behavior refers to the actions taken (both on and offline) by consumers before buying a product or service.
Sales Volume: Sales volume is the number of units sold within a reporting period. This figure is monitored by investors to see if a business is expanding or contracting. Within a business, sales volume may be monitored at the level of the product, product line, customer, subsidiary, or sales region.
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