Assessment Of Effective Marketing Strategy And Consumer Purchasing Behaviour In E-Marketing

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Assessment Of Effective Marketing Strategy And Consumer Purchasing Behaviour In E-Marketing


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This study was carried out to examine the influence of e-marketing strategy and consumer purchasing behaviour using Nigeria Bottling Company Aba, Abia State as a case study. The study was specifically set to ascertain the extent of E-marketing acceptance among customers, ascertain whether there is a significant relationship between E-marketing and customers purchasing behaviour, determine whether E-marketing strategies influences customers purchase intention, and determine whether E-marketing strategies increases customers patronage. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of marketers of Nigeria Bottling Company Aba, Abia State. In determining the sample size, the researcher conveniently selected 119 respondents while 119 were received and 100 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables and percentage. While the hypotheses will be tested using Chi-square statistical tool, The result of the findings reveals that there is a significant relationship between marketing strategy and consumer choice. The findings also revealed that there is a significant relationship between E-marketing and customers purchasing behaviour. Furthermore, the study showed that E-marketing strategies increases customers patronage. In regard to the findings, the study recommends that policy makers in companies ought to formulate strategies on better adoption of E- marketing. The policy makers ought to enhance the better usage of social media to market their products. Administrators ought to allocate enough budget for technology embracement in companies. Policy makers ought to ensure that staffs employed in their companies are computer literate and are versed on usage of e-marketing. To mention but a few.


Table of Content


  • Title Page
  • Certification
  • Dedication
  • Acknowledgement
  • Table of Content
  • List of Tables
  • Abstract

Chapter One:

Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 Research Hypothesis
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of the Study
  • 1.9 Definition of Terms
  • 1.10 Organisations of the Study

Chapter Two:

Review of Literature

  • 2.1 Conceptual Framework
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review

Chapter Three:

Research Methodology

  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample Size Determination
  • 3.4 Sample Size Selection Technique and Procedure
  • 3.5 Research Instrument and Administration
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Validity of the Study
  • 3.9 Reliability of the Study
  • 3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

  • 4.1 Data Presentation
  • 4.2 Analysis of Data
  • 4.3 Answering Research Questions
  • 4.4 Test of Hypotheses

Chapter Five:

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendation
  • References
  • APPENDIX
  • QUESTIONNAIRE

Chapter One


Introduction

1.1 Background of the Study

The arrival of new information and communication technologies has increased the complexity of competition in today’s world; thus, the competitive aspects of the use of new technologies are essential for local and international businesses in order to gain an appropriate share of local markets. It is important to note that as societies progress, consumers in the domestic market have changed dramatically (Bareham, Jonathan R., 2004). As a result, it has become necessary for businesses to understand these advancements and navigate to E-marketing as a strategy to keep up with consumer behavior. E-marketing is a system and a marketing strategy that uses the internet and other social media to carry out marketing activities such as market research, market feasibility studies, promotion, advertising, and so on (Cynthia J. Bean, Leroy Robinson JR. 2002). Many governments have considered transitioning to a knowledge-based economy since the arrival of the information age. In the knowledge-based economy, new strategic and marketing roles are rapidly emerging. This is due to the numerous changes that are occurring in the business environment. Value creation opportunities are changing as the economy changes as a result of technological advances, or new opportunities for value creation are created (Srivastavaa, R. K., Faheyb, L., Kurt Christensen H. 2001). Many organizations seek to identify and capitalize on these advantages, as well as analyze their customers’ web behavior, in order to reap the benefits of information and communication through this understanding. This advantage is known as a knowledge-based asset. (Sirvastava et al., 2001) As a result, investigations into traditional assumptions of value creation, business structure, and decisions about methods, strategies, and tactics should be reviewed and evaluated. The unique role of marketing in creating and exploiting new opportunities becomes clear as its efficiency improves, influencing consumer purchasing behavior and patronage (Robinson and Cynthia, 2002). As a result, the purpose of this research is to investigate the relationship between an effective e-marketing strategy and consumer purchasing patterns.


1.2 Statement of the Problem

The evolution of technology has emanated the advancement of marketing activities from traditional marketing base to E-marketing systems. This system, however, has taken the field of marketing to a totally new potential environment. This is because most economic and non-economic organizations and even individuals have advanced to the use of the internet for performing many activities, thereby having their attentions on the internet and social media. Hence, this advancement has affected most traditional systems of marketing such as the use of leaflets, posters, hand bills etc. However, the change in the consumer environment was identified as an opportunity rather than a challenge to the field of marketing as E-marketing emerged. E-marketing has rapidly taken the marketing field to a point of efficiency and effectiveness as it captures more audiences and is perceived to be convenient for consumers. This is due to the fact that e-marketing provides a broader range of services across the globe and a more precise society.


1.3 Objective of the Study

The basic aim of this study is to examine the influence of E-Marketing Strategy on Consumer Purchasing Behavior. Below are the specific objectives

  1. Ascertain the extent of E-marketing acceptance among customers.
  2. Ascertain whether there is a significant relationship between E-marketing and customers purchasing behaviour.
  3. Determine whether E-marketing strategies influences customers purchase intention.
  4. Determine whether E-marketing strategies increases customers patronage.

1.4 Research Questions

In order to effectively investigate the problem of this research, the researcher formulated the following research questions:

  1. What is the extent of E-marketing acceptance among customers?
  2. Is there a significant relationship between E-marketing and customers purchasing behaviour?
  3. Does E-marketing strategies influences customers purchase intention?
  4. Does E-marketing strategies increases customers patronage?

1.5 Research Hypothesis

  • Ho: E-Marketing Strategy has no significant influence on Consumer Purchasing Behavior.
  • Ha: E-Marketing Strategy has a significant influence on Consumer Purchasing Behavior.

1.6 Significance of the Study

This study is relevant in the following ways;

  1. This study will educate small business owners and young entrepreneurs on the massive benefits of e-marketing.
  2. This research will also benefit and enlighten marketing firms and other business organizations by revealing the rate of effectiveness of digital marketing when compared to other marketing strategies.
  3. Finally, this study will add to existing literature on the topic under review. As a result, it will be relevant to researchers, students, and other academics who may want to read to gain knowledge or conduct research on any topic related to this.

1.7 Scope of the Study

This study assesses the impact of E-Marketing Strategy on Consumer Purchasing Behavior, with a specific focus to ascertain the extent of E-marketing acceptance among customers, ascertain whether there is a significant relationship between E-marketing and customers purchasing behaviour, determine whether E-marketing strategies influences customers purchase intention, and determine whether E-marketing strategies increases customers patronage. Hence the study will be delimited Nigeria Bottling Company Aba, Abia State.


1.8 Limitation of the Study

Like in every human endeavour, the researcher encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher 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. More so, the researcher simultaneously engaged in this study with other academic work. As a result, the amount of time spent on research will be reduced.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.


1.9 Definitions of Terms

E-marketing:

This is also known as digital marketing. It is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services

Consumer Behavior:

Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, and how the consumer’s emotions, attitudes and preferences affect buying behaviour.

Marketing Strategy:

Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.


1.10 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows.

  • Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study.
  • Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature.
  • Chapter three deals on the research design and methodology adopted in the study.
  • Chapter four concentrate on the data collection and analysis and presentation of finding.
  • Chapter five gives summary, conclusion, and recommendations made of the study.

Chapter Five


Summary, Conclusions and Recommendations:

5.1 Introduction

This chapter summarizes the findings on the influence of e-marketing strategy and consumer purchasing behaviour using Nigeria Bottling Company Aba, Abia State as a case study. The chapter consists of summary of the study, conclusions, and recommendations.


5.2 Summary of the Study

In this study, our focus was to examine the influence of e-marketing strategy and consumer purchasing behaviour using Nigeria Bottling Company Aba, Abia State as a case study. The study was specifically set to ascertain the extent of E-marketing acceptance among customers, ascertain whether there is a significant relationship between E-marketing and customers purchasing behaviour, determine whether E-marketing strategies influences customers purchase intention, and determine whether E-marketing strategies increases customers patronage.

The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondent are marketers of Nigeria Bottling Company Aba, Abia State.


5.3 Conclusions

In the light of the analysis carried out, the following conclusions were drawn.

  1. The extent of E-marketing acceptance among customers is high.
  2. There is a significant relationship between E-marketing and customers purchasing behaviour.
  3. E-marketing strategies influences customers purchase intention.
  4. E-marketing strategies increases customers patronage.

5.4 Recommendation

Based on the responses obtained, the researcher proffers the following recommendations:

  1. Policy makers in companies ought to formulate strategies on better adoption of E- marketing. The policy makers ought to enhance the better usage of social media to market their products. Administrators ought to allocate enough budget for technology embracement in companies. Policy makers ought to ensure that staffs employed in their companies are computer literate and are versed on usage of e-marketing.
  2. The study recommends that administrators ought to train their staffs on E-marketing mode of transactions. The administrators ought to ensure that their companies launch new products by sue of social medias. Administrators ought to remind their customers on launched products benefits and existence on use of social media. Administrators ought to carry ought their promotions by use of electronic marketing practices.
  3. The study recommends that companies ought to use e-marketing for easy awareness creation of products and services offered. Companies ought to embrace e-marketing to save on cost and to create awareness of products via E-marketing platforms.

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