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- IMPACT OF INTERNET ADVERTISING ON CONSUMERS' PURCHASE DECISION (A STUDY OF JUMIA ONLINE STORES IN LAGOS)
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EFFECT OF INTERNET ADVERTISING ON CONSUMERS' PURCHASE DECISION (A STUDY OF JUMIA ONLINE STORES IN LAGOS)
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.
TABLE OF CONTENTS
Table of contents vi
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of the Problem 2
1.3 Aim and Objectives of the Study 3
1.4 Relevant Research Questions 4
1.5 Research Hypotheses 5
1.6 Significance of the Study 4
1.7 Scope of the Study 6
1.8 Definition of Terms 6
CHAPTER TWO: LITERATURE REVIEW
2.1 Preamble 8
2.2 The Concept of Advertising 8
2.3 Review of Empirical Findings 31
2.4 Theoretical Framework 37
CHAPTER THREE: METHODOLOGY
3.1 Introduction 44
3.2 Research Design 44
3.3 Population of the Study 45
3.4 Sample Size and Sampling Procedure 45
3.5 Data Collection Instrument 47
3.6 Method of Data collection 47
3.7 Method of Data Analysis 48
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Preamble 50
4.1.1 Demographic Background Characteristics of Respondents 50
4.2. Presentation and Analysis of Data According to Research Questions 54
4.3: Testing of Hypotheses 62
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary 68
5.2 Conclusion 68
5.3 Recommendations 71
1.1 Background to the Study
Advertising has been in existence for many decades. It is one means of promotional mix which has its ultimate function to inform, persuade and promote ideas in order to sell goods and services (Akinkugbe 2006; Kotler, 2009). Advertising, over the years, has grown to become a prominent form of marketing communication, and as a marketing communication tool, it utilizes various forms of mass media to get sales messages across to a large number of people. The traditional mass media for advertising include TV, broadcasting, magazines and newspapers (Belch & Belch, 1998). However, with the increasing development in information technology, the Internet in addition has become another interesting advertising media commonly used nowadays by advertisers and markets to communicate messages to consumers (Ashraf and Mohammed, 2012).
Internet advertising, (also known as online advertising) is the delivery of advertising messages and marketing communications through websites. It can be delivered through various electronic platforms including mobile phones, iPods, desktop computers, and laptops etc. As a marketing communication tools (Esiri, Kolade, Oloyede, and Ogungbamigbe, 2014) internet advertising takes a multitude of forms, ranging from Search advertising to Banner and Rich Media Adverts (i.e. ads that incorporate sound, animation and interactive digital video commercials).
Regardless of the particular format, displaying advertising content to online users is driven by two major objectives: (a) build new or reinforce existing brands, and (b) stimulate purchases. For that reason, the success (or effectiveness) of internet advertising has been traditionally measured by the number of clicks attracted by the adverts, or the ratio of the number of clicks over the number of impressions. In addition, many advertising experts argue that the mere exposure of online users to the advertising message can be beneficial in terms of building brand awareness (Flores, 2000) and increasing purchase intentions (Hollis, 2005). However, various factors may influence the rate of clicks attracted by online adverts, and it is the burden of this study to examine these factors in Nigerian context and to also find out how they influence purchase attitude and decision of consumers.
1.2 Statement of the Problem
Internet advertising is the delivery of advertising messages and marketing communications through the Websites. It has presented sustainable revenue growth since its inception in the mid-1990s. Internet advertising takes a multitude of forms, ranging from the "traditional" banners to today's rich media ads. Due to its wide success, internet advertising currently constitutes a significant marketing channel for a large number of firms, ranging from news agencies to car manufacturers and retailers, and it is thus gradually gaining attention in the context of communications strategy, planning and implementation.
However, due probably to its infancy in Nigerian media market, there has been relatively little knowledge and empirical research on the factors that affect the success of online advertising in Nigeria. Consequently, when relying on insufficient knowledge to make decisions about their internet marketing strategy, companies run the risk of missing marketing opportunities, lost patronages, decline profits, and damaging image. To this end, this study attempt to make a number of contributions to the body of actionable knowledge pertaining to the factors that may influence success of online advertising campaigns using KJMIA online marketing company as a case study.
1.3 Aim and Objectives of the Study
Generally, the main aim of this study is assess the effect of internet advertising on consumers purchase decision. However it is set to:
i. Examine the influence of background characteristics of online users on internet advertising success.
ii. Assess the effect of online products advertisement on internet users.
iii. Assess the effect of online adverts on consumers’ decision purchase for products.
iv. Examine the impact of internet source or medium on consumers decision purchase for advertised products.
v. Assess the influence of demographic, advertisement, website and product characteristics on consumer buying decision.
1.4 Relevant Research Questions
The following questions are relevant to the study
i. Do background characteristics of online users have significant influence in internet advertising success?
ii. What influence does online products advertisement have on internet users?
iii. To what extent have online adverts affected consumers’ decision purchase for products?
iv. Does the source of online advertised product influence consumer’s decision purchases?
v. Do demographic, advertisement, website and product characteristics have any significant effect on consumer buying decision?
1.5 Research Hypotheses
The following null hypotheses were stated for the study
H01: There will be significant influence of sex, age , marital status, education and occupation of internet users on internet advertising success
H02: There will be significant influence of online products advertisement on internet users.
H03: There will be no significant effect of online adverts on consumers’ decision purchase for products.
H04: There will be no significant influence of internet source on consumer’s decision purchases.
H05: There will be significant effect of demographic, advertisement; website and product characteristics on consumer buying decision.
1.6 Significance of the Study
Essentially this study will benefit business organizations and corporate bodies in the e- retail shopping industry as it will elaborate on the factors that may enhance/impede success of online advert. Findings will also enable online shop owners to be aware of those features and product elements that consumers considers very important in their purchasing intention and shopping experience. By extension, this would enable the manufacturers to improve on their products.
It is hoped that through the completion of this investigation, a body of knowledge is added to the marketing communication and promotion area of advertising.
1.7 Scope of the Study
This research is to examine the effects of internet advertising on the consumer buying decision. Investigation was limited to the vicinity of University of Lagos, using all categories of students who are mostly the users of internet facilities either for information, education, social interaction or shopping purposes. The focus of study was however restricted to various online platforms used by JUMIA online shopping mall. It concentrate on finding out if online advertising affords the students the opportunity of getting to know and continuously patronize products advertised by JUMIA electronic shopping websites.
1.8 Definition of Terms
The following terms were described according to their usage in the study
Advertising: This is a form of communication used to help sell products and services. It is sometimes use to persuade consumers to switch from some popular brand to less known brands.
Advertisement: Communication in the media paid for by identifiable sponsor(s) and directed at a target audience with the aim of impacting information about a product, services, idea or opinion.
Advertiser: A person or organization who pays for the placement of an advert.Internet Advertising: Internet advertising is the delivery of advertising messages and marketing communications through the company Websites