EVALUATION OF THE ACCEPTANCE RATE OF E-MARKETING PRACTICES IN NIGERIA (A CASE STUDY OF SELECTED URBAN AREAS IN SOUTH EAST IN NIGERIA)

ABSTRACT

The reserch is aimed at evaluating the rate of acceptance and its adoption in Nigeria especially in the rural area. The study look into the relationship between e – marketing components, e – pricing, e- payment, e- purchase and e – display and level of adoption of e-marketing. The researcher adopted survey method of descriptive research. Tables and percentages were used in data analysis while Sperman Rank Correlation and t – test statistics were used in hypothesis testing. It was fund out that e- buying system has great impact on the level of adoption of e – marketing in Nigeria and that the adoption of employment does not significantly influence the adoption of e – marketing in Nigeria. It was deducted that e – marketing adoption and practices is very low in Nigeria. The researcher recommends that wide education and orientation should be given to e – marketing operators and adequate facilities should be provided.

TABLE OF CONTENTS 

Title page ﾿ i

Certification                                                        ﾿ ii

Dedication ﾿ iii

Acknowledgements ﾿ iv

Table of Contents ﾿ v

List of Tables ﾿ vi

List of Figures ﾿ vii

Abstract ﾿ viii

CHAPTER ONE

INTRODUCTION 

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ s ﾿ 2

1.3 ﾿ Objectives of the Study ﾿ 2

1.4 ﾿ Research Questions ﾿ 3

1.5 ﾿ Research hypotheses ﾿ 3

1.6 ﾿ Significance of the Study ﾿ 4 

1.7 ﾿ Scope and limitations of the Study ﾿ 5

1.8 ﾿ Assumption of the Study ﾿ 6

1.9 ﾿ Definition of Terms ﾿ 6

CHAPTER TWO 

REVIEW OF RELATED LITERATURE 

2.1 ﾿ Overview of E – marketing ﾿ 7

2.1.1 ﾿ Benefits of e-marketing ﾿ 7

2.2 ﾿ Components of E-marketing ﾿ 9

2.2.1 ﾿ E-payment ﾿ 9

2.2.2 ﾿ E-pricing ﾿ 9

2.2.3 ﾿ e- purchasing/Sourcing ﾿ 10

2.2.4 ﾿ E – display ﾿ 10

2.3 ﾿ Conceptual Framework of e- marketing ﾿ 11

2.4 ﾿ Overcoming E – marketing Obstacles ﾿ 12

2.5 ﾿ Empirical Study ﾿ 13

2.6 ﾿ The Benefits of Internet marketing ﾿ 15

2.6.1 ﾿ Importance of Internet Marketing ﾿ 15

2.7 ﾿ Top 10 reasons why internet marketing is so important to the 

success of businesses ﾿ 18

2.8 ﾿ Overcoming Obstacles to internet (Electronic) Marketing ﾿ 20

CHAPTER THREE

RESEARCH METHODOLOGY 

3.1 ﾿ Research Design ﾿ 25

3.2 ﾿ Area of the Study ﾿ 25

3.3 ﾿ Research population and sample size/Sampling techniques ﾿ 25

3.4 ﾿ Instrument for Data Collection ﾿ 26

3.5 ﾿ Methods of data collection ﾿ 26

3.6 ﾿ Sampling Techniques ﾿ 27

3.7 ﾿ Data Analysis Techniques ﾿ 27

CHAPTER FOUR 

DATA ANALYSIS 

4.1 ﾿ Data analysis ﾿ 29

4.2 ﾿ Discussion of findings ﾿ 38

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

FINDINGS OF THE STUDY

5.2 ﾿ Summary ﾿ 40

5.3 ﾿ Conclusion ﾿ 41

5.4 ﾿ Recommendations ﾿ 42

﾿ References ﾿ 43