A Study on factors influencing Nigerian online consumer purchase behavior : Current School News

A Study on factors influencing Nigerian online consumer purchase behavior

Filed in Business & Entrepreneur, Current Projects by on October 19, 2020

A Study on factors influencing Nigerian online consumer purchase behavior.

ABSTRACT

The purpose of this research is to explore the factors that influence Nigerian online consumer purchase behavior.

After a detailed relevant literature and theoretical framework on factors influencing Nigerian online consumer purchase behavior, researcher framed a well-structured questionnaire for collecting required information from a sample of 300 Nigerian customers out of which 217 valid responses received.

The collected data were summarized, coded, and controlled by using SPSS 21.0 along with Microsoft Excel software packages and analyzed by using statistical tools like observance of percentile and correlation.

Out of 217 respondents, 52.1 percent of Nigerian consumers stated product quality as the most frequent factor that affects their online purchase behavior as against just 23.5 percent opted trust.

Brand image came down as a second priority with 44.7 percent as a factor that affects online consumer purchase behavior.

Astonishingly, price came down with just 38.7 percent as a third priority, 37.3 percent convenience as their fourth priority to online consumer purchase. Out of 217 respondents, 43.3 percent of Nigerian customers are highly satisfied with the services that are provided by online marketers.

The research confined only two capital towns’ viz., Jimeta and Yola of the Adamawa state in Nigeria, and the researcher enquired only general online purchase behavior of Nigeria without any product specificity.

The outcomes of the study are useful to online marketers in the country to review the present and design their marketing plans to influence the online purchase behavior of Nigerian consumers.

This is an extensive pioneering work on the extent to which certain factors influence Nigerian online consumer purchase behavior which is beneficial to both online marketers and to the academia for their unique purposes.

TABLE OF CONTENT

CERTIFICATION….2
DEDICATION…..3
ACKNOWLEDGEMENT…..4

CHAPTER ONE: INTRODUCTION

1.1 BACKGROUND OF THE STUDY…………8
1.2 STATEMENT OF THE RESEARCH PROBLEM ……..9
1.3 RESEARCH OBJECTIVES ..9
1.4 RESEARCH QUESTIONS..10
1.5 RESEARCH HYPOTHESIS ……10
1.6 SIGNIFICANCE OF STUDY……10
1.7 SCOPE OF THE STUDY……11
1.8 LIMITATIONS OF THE STUDY…..11

CHAPTER TWO: LITERATURE REVIEW

2.1 INTRODUCTION……..12
2.2 ONLINE PURCHASE BEHAVIOR…..12
2.3 PRODUCT QUALITY……….13
2.4 BRAND IMAGE…….13
2.6 CONVENIENCE…..14
2.7 TRUST..15
2.8 PRICE .16
2.9 HYPOTHESES FOR THE STUDY…16
2.10 CONCEPTUAL FRAME-WORK .17

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 INTRODUCTION…..18
3.2 SURVEY INSTRUMENT….18
3.3 OBJECTIVES OF THE STUDY ……..18
3.4 RESEARCH DESIGN …………19
3.5 STUDY POPULATION …….19
3.6 PROCEDURES………….20
3.7 SCOPE AND LIMITATIONS ……
3.8 METHODS OF DATA COLLECTION …….20

CHAPTER FOUR: DATA PRESENTATION AND ANAYSIS.

4.0 SECTION A: DEMOGRAPHIC INFORMATION …….21
4.1: TO WHAT EXTENT DO THE MOST FREQUENT FACTORS AFFECT ONLINE CINSUMER PURCHASE
BEHAVIOUR? ..22
4.2 HYPOTHESIS TESTING……24
4.2.1 Testing of H1: Product quality is the most frequent factor that affects online consumer purchase behavior …..24
4.2.2 Testing of H2: Brand image is the most frequent factor that affects online consumer purchase behavior.25
4.2.3 Testing of H3: Convenience is the most frequent factor that affects online consumer purchase behavior 25
4.2.4 Testing of H4: Trust is the most frequent factor that affects online consumer purchase behavior. ….26
4.2.4 Testing of H4: Price is the most frequent factor that affects online consumer purchase behavior. …26
4.2.5 Testing of H5: Nigerian customers are highly dissatisfied with the services provided by online marketers…..27
4.3 CONSOLIDATED TABLE FOR TESTING OF HYPOTHESES …………28
4.5 DISCUSSION OF FINDINGS….29
4.5.1 Discussion of Findings According to the Research Questions and Hypotheses……29

CHAPTER FIVE: CONCLUSIONS AND RECOMMENDATIONS

5.1 Conclusion……31
5.2 Recommendation………..31
REFRENCES…….32
APPENDIX……….34
SAMPLE QUESTIONNAIRE………34

INTRODUCTION

With the speedy development of technology and the increase in internet usage across the globe, people are no longer interested in word of mouth or physical interactions rather they prefer communicating and gathering of information through forum, chat rooms, blogs and new groups ( Fei 2011, 2011).

Online business operations and e-commerce has inspired many businesses and companies to set up their business transactions over the internet. This singular act has made life easy for the common man.

Recent data have shown that Nigeria has been ranked as number one in Africa and number eight in the world with the rate of sixty-three million internet users.

Data for Facebook users alone rate up to sixteen million users in Nigeria. (Nigeria ranks No 1 in internet usage in Africa, 2016). The internet is a platform for networking and also dissemination of information. One of the purposes of the internet is for purchasing of goods and services (Burrows, 2001).

There are several websites that customers can access to purchase products that are for sale such sites are: Konga, Jumia, Asos and many more.

Customers visit those websites, select the product, order the products, provide a location for delivery, and either make payment through credit cards or pay on delivery and those products gets delivered to the customer in the set location.

One of the cheapest ways entrepreneurs, marketers as well as companies could create an avenue in getting in contact with the huge customer base in a short span of time even in periods of world economic crisis is through online marketing (Insider, 2015).

REFERENCES

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