EFFECT OF INTERNET ADVERTISING ON CONSUMERS' PURCHASE DECISION (A STUDY OF JUMIA ONLINE STORES IN LAGOS)
- Project Research
- 1-5 Chapters
- Quantitative
- Simple Percentage
- Abstract : Available
- Table of Content: Available
- Reference Style: Available
- Recommended for : Student Researchers
- NGN 3000
ABSTRACT
The use of online advertisement in Nigerian market is increasing and businesses are more and more considering the internet as a source of marketing communication. However, few studies have considered the factors that influence online buyer's decision when Nigeria is considered. Thus, the main objective of this study was to examine the factors that contribute to the effectiveness of online advertisements and how they affect consumers' buying decision. JUMIA online shopping company was selected as the study organization. The targeted population was the entire students of University of Lagos, Akoka campus who must have at any time visited JUMIA online shopping platforms to make purchase. The method of carrying out the study was based on survey design. A total number of 180 undergraduate students were randomly selected from stratified groups within the University as sample size for the study. The survey questionnaire was used to collect primary data from respondents. The data collected was analyzed based on simple percentages and frequencies. The Chi-square technique was used to test the proposed test the proposed hypotheses. The core findings revealed that income of the user (c2 cal = 70.07) internet skills (c2cal = 87.65), cost of using the internet (c2 cal = 134.89), content of the advert (c2 cal = 70.074), location of advert (c2 cal 98.69), and the quality of advertised products (c2 cal = 124.89) are significant factors that affect the effectiveness of online advertisement and therefore influences buyers' decision. It was recommended that Web advertisers should try to provide adequate and relevant information content so that consumers consider web ads when making purchase decisions. In addition, government should make internet cost affordable to enhance customer accessibility, and issues of internet fraud should be handle appropriately.
Related Project Materials
VALUE ADDED SERVICE AND ORGANIZATIONAL GROWTH USING CORRELATION METHOD. (A CASE STUDY OF COWBELL NIGERIA PLC)
ABSTRACT
This study examines value added service and organizational growth using correlation method. (a case study of Co...
THE ROLE OF EARLY CHILDHOOD EDUCATION IN FOSTERING GLOBAL CITIZENSHIP
ABSTRACT: This study explored the role of early childhood education in fo...
EVALUATION OF TABLETING PROPERTIES OF NATIVE AND MODIFIED STARCHES, DERIVED FROM SOLENOSTEMON ROTUNDIFOLIUS, AS TABLET BINDER AND DISINTEGRANT
ABSTRACT
The aim of this research was to study the tableting properties of Solenostemon rotundifolius starch (SRS) and modified forms for...
AN EXAMINATION OF CABOTAGE LAWS AND IMPLICATIONS FOR NIGERIAN MARITIME INDUSTRY
ABSTRACT
The Coastal and Inland Shipping (Cabotage) Act1 was enacted on 30th April 2003 to reform maritime business within the coast of N...
THE RELATIONSHIP BETWEEN STRESSFUL LIFE EVENT AND GENDER AMONG NIGERIANS
ABSTRACT
The purpose of this study is to investigate the relationships between stressful life events an...
DEVELOPMENT OF VOCATIONAL EDUCATION CURRICULA FOR CAREERS IN ENVIRONMENTAL ENGINEERING
ABSTRACT: Developing vocational education curricula for careers in environmental engineering is essential for addressing the growing demand fo...
TAX REVENUE AND INFRASTRUCTURAL DEVELOPMENT IN NIGERIA (1994–2017)
Abstract
This study investigated the impact of tax revenue on economic growth.
The Ex-post facto research desi...
EVALUATION OF THE TOURISM SECTOR'S PROBLEMS IN EXPANDING NIGERIA'S ECONOMIC OPPORTUNITIES
BACKGROUND OF THE STUDY
According to Long (2012), tourism is an efficient approach to reinvigorate the...
EFFECT OF COVID-19 ON BANKING SYSTEM IN NIGERIA
ABSTRACT
This study was carried out on the effect of covid-19 on banking system in Nigeria using...
A CRITIQUE OF THE MECHANISM FOR THE ENFORCEMENT OF INTERNATIONAL COURT OF JUSTICE (ICJ) JUDGEMENT: A CASE STUDY OF CAMEROON vs NIGERIA
ABSTRACT
The border relations between Nigeria and Cameroon remains an issue that gives all concerned a task to ponder. It is however clea...
