ABSTRACT

Internet is the primary component of digital media. It helps in creating the connection between the computers which helps in the information processes. Due to the growth in internet the way of buying a product is changed from conventional to e-buying and the modes of getting information is changed. Customers can get all the information and even place the order by sitting in their home. The main objective of the study is the empirical Analysis of Online – Business and Patronage in Michael Okpara University of Agriculture, Umudike (MOUAU): Evidence from Jumia Online marketing company. The specific objectives include measuring the level of awareness of online business in MOUAU; analyzing the Consumer competency of online transaction and evaluating the problems of online business in Nigeria. Primary data were used for the analysis, which was solicited from the respondents. 260 questionnaires were administered to the respondents; but only 250 correctly filled and valid data were used for the analysis. According to the nature of the research objectives it was determined that qualitative research technique would help in understanding the customers’ perceptions of the new way of interacting with the seller thus telling us the scope of E-marketing in the study area. Hence, the study was analyzed with the use of descriptive statistics; such as frequency tables, percentages means and ranks. The level of Awareness of Online Business in Michael Okpara University of Agriculture, Umudike, reveals that 54 (21.6%) and 66 (26.4%) are strongly aware and cognizant, respectively while, 58 (23.2%) and 40 (16%) are not aware and strongly not aware about online business respectively; while only 32 respondents or 12.8% were indifferent about e-marketing. Majority of the respondents knows about Jumia Online e-business. The most outstanding constraints facing the respondents about online business; is the issue of Advance fee fraud/419/Internet scam. The 2nd problem was poor after sales services. It is recommended that the Nigerian governments, at all levels, should sensitize Nigerians on the importance and benefits of adopting the Internet in all facets of our life and not only as a tool of BUSINESS. The ongoing campaign aimed at encouraging Nigerians to adopt e-payment and carry less cash is a step in the right direction. To address the fraud and security challenge, e-tailers should develop a comprehensive privacy policy for their customers on the disclosure of personal information in order to reduce their concerns for security matter. 

TABLE OF CONTENTS 

Title Page i

Declaration ii

Certification iii

Dedication iv

Acknowledgements v

Table of Contents vi

List of Tables viii

List of Figures ix

Abstract x

CHAPTER ONE

INTRODUCTION

1.1 Background Information of the Study 1

1.2 Problems Statement 3

1.3 Objective of Study 4

1.4 Research Questions 4

1.5 Research Hypotheses 4

1.6 Scope of Study 5

1.7      Limitations of the Study 5

1.8 Definition of Terms 6

CHAPTER TWO

LITERATURE REVIEW

2.1 Theoretical Literature Review 7

2.1.1 The concept of online Business 7

2.2 Consumer Patronage Behaviour through Social Media Networks 8

2.3 Jumia Online 11

2.4 Empirical Literature Review 12

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design 14

3.2 Area of Study 14

3.3 Sources of Data Collection 15

3.4 Population of the Study 15

3.5 Sample Size Determination 15

3.5.1 Primary Sources of Data 15

3.5.2 Secondary Sources of Data 17

3.6 Sampling Technique 17

3.7 Instruments for Data Collection and Method of Investigation 17

3.8 Validity and Reliability of Research Instrument 18

3.9 Method of Data Presentation and Analysis 18

CHAPTER FOUR

RESULTS AND DISCUSSION

4.1 Socio – Economic Characteristics of Respondents’ 19

4.2 Level of Awareness of Online Business in Michael Okpara 22

University of Agriculture, Umudike

4.3 Respondents Competency of Online Business 27

4.4 Problems of Online Business in MOUAU: Case Study of Jumia 

Online Business 33

CHAPTER FIVE

SUMMARY, CONCLUSION AND POLICY RECOMMENDATION

5.1 Summary of Findings 39

5.2 Conclusion 40

5.3 Policy Recommendations 40

References

Appendix