THE EFFECT OF DIGITAL MARKETING ON THE PURCHASE DECISION AMONG UNDERGRADUATE STUDENTS
- 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
IMPACT OF WAGES INEQUALITY AND EMPLOYEE PRODUCTIVITY
Background of the study
In a perfectly competitive labor market, wage is determined by labor productivi...
EFFECTS OF PRIVATIZATION AND COMMERCIALIZATION OF GOVERNMENT OWNED ENTERPRISE
Abstract
The rates of socioeconomic growth in many developing countries (DCs) are too...
THE ROLE OF NEWSPAPER VENDOR IN THE NEWSPAPER PROCESS
ABSTRACT
Newspapers are not only mere sources of information, but also an essential store house of information. This pap...
THE FARMEWORK OF ECONOMIC AND HUMAN RIGHTS UNDER THE ECOWAS TREATY: A CASE STUDY OF IMPLEMENTATION IN NIGERIA
ABSTRACT
The 1975 ECOWAS Treaty made by the founding fathers of the West African Regional Integration Philosophy was revised in 1993 in v...
SOCIAL STUDIES TEACHERS’ PERCEPTION ON THE USE OF COMMUNITY RESOURCES IN THE TEACHING/LEARNING OF SOCIAL STUDIES IN SOME SELECTED JUNIOR SECONDARY SCHOOLS l
ABSTRACT
The purpose of this study was to investigate social studies teachers’ perception on the use of community...
AN ANALYSIS OF CREDIT MANAGEMENT IN THE BANKING INDUSTRY (A CASE STUDY FIRST BANK OF NIGERIA PLC. ENUGU.)
ABSTRACT
Credit extension is an essential function of banks and bank management strive to satisfy the legitimate credit needs of the comm...
THE EFFECTS OF POOR OFFICE ENVIRONMENT ON THE SECRETARY'S JOB PERFORMANCE
ABSTRACT
This research work “The effects of poor office environment on the secretary’s job...
PRINCIPAL’S COMMUNICATION STYLES AND TEACHERS’ JOB PERFORMANCE IN JUNIOR SECONDARY SCHOOLS IN EDUCATION
ABSTRACT
The study investigated the Principal Communication style and teachers’ job performance in ju...
INDECENT DRESSING AMONG UNDERGRADUATES: A CASE STUDY OF THE COLLEGE OF EDUCATION, EKIADOLOR, EDO STATE
ABSTRACT
Indecent dressing like other social vices has eaten deep into the lives of the youths, especia...
ANALYSIS OF THE IMPACT OF EFFECTIVE COMMUNICATION IN INCREASING ORGANIZATIONAL PRODUCTIVITY
ABSTRACT
The topic of this research is Analysis of the Impact of Effective Communication in Increasing Organizational Productivity. A cas...
