TITLE PAGE A CRITICAL ANALYSIS OF THE IMPLEMENTATION OF ELECTRONIC MARKETING STRATEGIES BY LARGE SCALE INDUSTRIES IN NIGERIA BY OMINYI ROBINSON EMEKA REG. NO: PG/MBA/09/53654 A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE MASTER’S DEGREE IN MARKETING DEPARTMENT OF MARKETING FACULTY OF BUSINESS ADMINISTRATION UNIVERSITY OF NIGERIA ENUGU CAMPUS OCTOBER, 2011
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TITLE PAGE
A CRITICAL ANALYSIS OF THE IMPLEMENTATION OF ELECTRONIC MARKETING STRATEGIES BY
LARGE SCALE INDUSTRIES IN NIGERIA
BY
OMINYI ROBINSON EMEKA REG. NO: PG/MBA/09/53654
A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENT FOR THE AWARD OF THE MASTER’S DEGREE IN MARKETING
DEPARTMENT OF MARKETING FACULTY OF BUSINESS ADMINISTRATION
UNIVERSITY OF NIGERIA ENUGU CAMPUS
OCTOBER, 2011
CERTIFICATION
This is to certify that this project titled” A CRITICAL ANALYSIS OF THE IMPLEMENTATION OF ELECTRONIC MARKETING STRATEGIES BY LARGE SCALE INDUSTRIES IN NIGERIA” is original and has not been submitted in part or full for any other Diploma or Degree of this University or any other similar institution.
…………………………… …………………….. Ominyi Robinson Emeka Date Researcher
Approval page
This project has been approved for the Department of
Marketing University of Nigeria Enugu Campus.
……………………………… …………………………..
Prof. G.E. Ugwuonah Date (Project supervisor) …………………………….. …………………………… Dr. M.C. Mogoluwa Date (Head of Department)
…………………………….. …………………………… External Examiner Date
DEDICATION
This work is dedicated to Almighty God, members of my
family and my friends.
ACKNOWLEDGEMENTS
I am indebted to those that have contributed in the form of ideas and
exercises in this research work. My profound gratitude goes to:
My project supervisor, prof. G.E. Ugwuonah, for her meaningful suggestions
and constructive criticism at various stages of this work which have made this work
a success.
The staff and lecturers of marketing department, particularly, Dr. S.C.
Moguluwa; Head of Department of Marketing, Prof. Julius Onah, late Prof.
Ikechukwu Nwosu, Dr. (Mrs.) Justice O. Nnabuko, Dr. Ehikwe Andrew Egede and
Dean Faculty of Business Administration, Prof. U.J.F. Ewurum, who have actually
imparted knowledge onto me and also contributed towards the accomplishment of
this study.
Prof. F.A. Nwako, Sir Sam Ugochukwu Umesie and Prof. Nduka Okafor for
their fatherly advice.
My family, especially those who contributed financially towards the
accomplishment of this study.
I owe all to God for His guidance and provision, may his name be exalted.
Ominyi Robinson Emeka Department of Marketing University of Nigeria, Enugu Campus
ABSTRACT
This study is on a critical analysis of the implementation of
electronic marketing strategies by large scale industries in Nigeria. The data collected, were tabulated and tested using the chi-square statistical method. The findings include: E-marketing has been made possible by globalization and ICTs thereby enabling marketing organizations to create website in which their products and services were displayed. This has
helped marketing organizations to partner with banks in ensuring prompt payments for products bought on-line using credit cards. The recommendation given is that every organization that has not integrated (ICTs) into their business operations and activities, should do so in order to compete favorably and expand their market boundaries. This is because E-marketing is an all rewarding innovative marketing concept that guarantees business survival and maximization of profit.
TABLE OF CONTENTS
Title page - - - - - - - - i
Certification - - - - - - - - ii
Approval page- - - - - - - - iii
Dedication - - - - - - - - iii
Acknowledgements - - - - - - - iv
Abstract - - - - - - - - - vi
Table of contents - - - - - - - vii
List of Tables - - - - - - - - x
List Figures - - - - - - - - xii
CHAPTER ONE: Introduction
1.1 Background Of The Study - - - - 1
1.2 Statement Of Problems - - - - - 5
1.3 Objectives Of Study - - - - - 8
1.4 Research Questions - - - - - 9
1.5 Hypotheses Formulation - - - - - 10
1.6 Significance Of The Study - - - - 12
1.7 Scope and Limitations of the Study - - - 13
1.8 Definition Of Terms - - - - - - 15
References - - - - - - - - 19
CHAPTER TWO: Review of Related Literature
2.1 Electronic Marketing and Its Application - - 20
2.1.1 Important Guidelines For E-Marketing - - 24
2.1.2 Application Of Electronic Marketing - - 26
2.2 The Nigerian Market - - - - - - 36
2.2.1 Consumer Market - - - - - - 37
2.2.2 Industrial Market - - - - - - 40
2.3 Forms Of Information And Communication Technologies (ICTS) - - - - - - 43
2.4 Revolution Of Information And Communication Technologies on Business Operations - - 43
2.5 ICTS - - - - - - - - 50
2.6 Importance Of Electronic Marketing In
The Nigerian Markets - - - - - 51
2.7 Globalization And Information And
Communication Technologies (ICTS) On
Nigeria Markets - - - - - - 56
2.8 The Challenges of Electronic Marketing In Nigeria 63
References - - - - - - - 69
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction - - - - - - - 71
3.2 The Research Design - - - - - - 71
3.3 Area of the Study - - - - - - 73
3.4 Nature and Sources of Data - - - - 73
3.4.1 Primary Data - - - - - - - 73
3.4.2 Secondary Data - - - - - - 74
3.5 Population of the Study - - - - - 75
3.6 Sample Size - - - - - - - 76
3.7 Sampling Techniques - - - - - 77
3.8 Pilot Survey - - - - - - 78
CAD
3.9 Validity of Test Instrument - - - - 78
3.10 Reliability of Test Instrument - - - - 80
3.11 Method of Data Presentation - - - - 80
References - - - - - - - - 82
CHAPTER FOUR: Data Presentation and Analysis
41 Data Presentation And Interpretation - - 83
4.2 Test of Hypotheses - - - - - - 96
CHAPTER FIVE: Summary of Findings, Conclusion and Recommendation
5.1 Summary of Findings - - - - - 103
5.2 Conclusion - - - - - - - 105
5.3 Recommendation - - - - - - 108
Bibliography - - - - - - - - 110
Appendix: Questionnaire - - - - - 112
LIST OF TABLES
Table 4.1: Companies Involved in Fr-Marketing - 83
Table 4.2: Firms that have a Website - - - 86
Table 4.3: Does your website have all the products and Services Display for customers View and Subsequent Purchase - - - 87
Table 4.4: Their Website Contains Customers Query and Feedback Column - - 87 Table 4.5: Whether their Websites witness strong
Customers and Clients Presence Recently 88
Table 4.6: Number of Times Websites Contents is Updated Abstract - - - - - 89
Table 4.7: Firms Allow on —line payment for
Purchases made through the use of Credit Card - - - - - - 89
Table 4.8: Creation of an Internet Website uncashed
unlimited opportunities for the company - 90
Table 4.9: Electronic Marketing has Enhance the Competitiveness of Marketing Organization 91
Table 4.10: Decision to Embark on E-Marketing as
Part of Globalization and Technology -Driven Economy in Nigeria - - - 91
Table 4.11: Globalization and Information
and Communication Technologies (ICTs) has promote the Growth and Survival of Marketing Organizations - - 92
Table 4.12: Company Recorded Create Positive Impact in their Total Turnover as Against When they do not operate a website - 93
Table 4.13: Marketing has encouraged the
firm to computerize. It functions and Departments - - - - 94
Table 4.14: Creating a Website has expanded the Company Marketing Opportunities and Reached within and outside the Nigerian markets - - - - 94
Table 4.15: The Used of Information and
Communication Technologies (ICTs) has been cost-effective in Management Decision making - - 95
Table 4.16: Operating E-Marketing is a Rewarding Innovative Venture for other Business Organization to initiate - 95
LIST OF FIGURES
Fig 2.1: Revolution of ICTs on Business Operations 49
CHAPTER ONE
INTRODUCTION
1.9 BACKGROUND OF THE STUDY
Today’s business is moving to another level in the satisfaction
of human wants and needs. Companies face high rate of
competition in the world market as businesses move from
analog to digital. The cornerstone of a well conceived
marketing orientation is strong customer relationship. There
must be a symbiotic relationship between the marketer and
the customer. This relationship is enhanced by information
and communication technology. However, e-commerce
according to Kotler and Armstrong (2010:50), involves the
facilitation or transaction of business online, mainly through
online sites. E-commerce has given rise in turn to e-purchase
and e-marketing. E-marketing is defined by Porter (2001:62-
78), as company’s effort in using internet-based marketing
system to create awareness, demand, and feedback, and to
gauge responsiveness for the market acceptance of products
and service online. Before one could start up e-marketing
business, the company should look into the following areas:–
strategic e-marketing, the new marketing environment,
consumer behavior of net users, product strategies on the net,
pricing strategies on the net, and distribution strategies on the
net. The disparity between pure-click and brick-and-click
companies is this; under the pure-click the companies are
those that have launched a “website” without any previous
existence as a firm but brick-and-click companies are the
existing companies that have added on line site for
information and e-commerce. Companies must set up and
operate their e-marketing website carefully by implementing it
because customer’s service is critical.
There are three stages in implementing e-marketing business:
A. Evaluating the marketing options by building a strong
relationships and keeping your customers up to date with
offers, and is less intrusive than telephone marketing, e-
mail, SMS (Short Messaging Service) and website.
B. Plan the rollout phase by looking at training implication,
especially of building and running a website and think
about the cost involved.
C. Implementing e-marketing by rolling out any necessary
training, encouraging staff involvement and feedback.
Recently, modern innovation concept that have rented
the world, so to say, and which tend to exhibit, compelling
influences on the people and business, are no other than
Globalization, Information and Communication Technologies
(ICTs) and development. While globalization becomes a
popular cover, ICTs have nothing to hide in exhibiting the
speed of information communication through internet
information super-high ways.
Perhaps, we are in Electronic age or what people call
computer age. The combination of computer and
telecommunications to information system is known as (ICTs).
According to Okorie (2008:27), Information and
Communication Technologies (ICTs) encompass all those
technologies that enable the handling of information and
facilitate different forms of communication among human
actors, between human beings and electronic system and
among electronic systems. These technologies can be sub-
Internet marketing: the internet is an innovative media
technology which is describes as the global information super-
highway. Internet is the medium of communication employed
by marketers to provide value added services to all customers
and those networks (WAN and LAN) have become ubiquitous
in business in which electronic commerce on the internet is
fast becoming a way of life (Okorie, 2008:187).
Electronic Data Interchange: (EDI) Philip Kotler and
Armstrong (2010:532) defined it as a format in which business
data are represent using National and International standards,
such that their communications within or between
organizations could be carried out more easily, Consumer to
Business (C2B) can even derive transactions with businesses
rather than the other way round . For instance, using
Priceline.com and consumers can also use web site such as
Getstisfaction.com, complaints.com and planetfeedback.com
to ask questions, offer suggestions, lay complaints or deliver
compliments to companies.
Network: Okorie, M.N. (2008:181) defined it as the
interconnected computers scattered in different locations, such
that data can be received or transferred from one location to
another. These include digital computer networks while
interconnect multiples computers and other devices that are
based on computer based data.
Virtual Commerce: this refers to developed innovative
payment solutions, albeit in the business consumer
environment of business concerns. Virtual commerce is the
development of mobile networks for funds transfer and
payment of goods and services in developing economy. The
relative availability of the mobile phone is the key enable of
the service which requires collaboration between a bank and
GSM operator.
REFERENCES
Chaffey, D. (2010). E-business and e-commerce management. Financial Time/Prentice Hall. Harlow, U.K
Smith, P.R & Chaffey, D. (2009). E-marketing excellent at
them heart of business. Butterworth-Heinemann, Oxford, U.K.
Kotler, P. & Armstrong, G. (2010). Principles of marketing. (13th1 Ed) New Jersey, Pearson Education Inc.
Belch/Belch (2009). Advertising and promotion: An Integrated Marketing Communication Perspective. (8th Ed) New York, Published by McGraw Hill Companies, Inc.
Porter, M. (2001). Strategy and the Internet. Harvard Business Review. March .2001, 62-78. DaveChaffey.com blog site for marketing Strategy articles.
Okorie, M.N. (2008). Information and Communication
Technology (ICT), Enugu: Nigeria, KIap Publishers Co
Ltd. Onah, J. 0. (2008). Case in Marketing and Management.
Enugu: African Marketing Development Foundation Publishers.
Modum, U. (1995). Management Information Systems,
Analysis & Design, Fourth Dimension Publishing Co.Ltd. Enugu, Nigeria.
American Marketing Association (www.ama.org).
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 ELECTRONIC MARKETING AND ITS APPLICATION
Today it is fashionable to talk about the new economy.
We understand that the business are operating in a globalize
market; that things are moving at a Nano-second pace, that
and governments will be connected with financial institutions.
Transactions will be instantly received from anywhere in the
world through voice recognition and DNA fingerprinting
technologies.
“Global marketing according to Kotler. (2005:404) offers
a way for companies of all seize to grow by expanding their
customer’s base beyond the domestic market”. However, the
complexities of global marketing (e-marketing) demand
careful planning, strategic decisions and proper
implementation of computer software programmes/processors
as well as web design. Marketers participating in global e-
marketing need to speak the languages and understand the
customs and interest of their target customers.
REFERENCES
Nnaji, A. (2008).Web Development in Nigeria Slow but steady progress; Business day, March 17, pg 39
Smith, P.R & Chaffey, D. (2009). E-marketing exceHent at the
heart of business. Butterworth-Heinemann, Oxford, U.K.
Kotler, P. & Armstrong, G. (2010). Principles of marketing.
(13t9 Ed) New Jersey, Pearson Education Inc.
Belch/Belch (2009). Advertising and promotion: An Integrated Marketing Communication Perspective. (8t19 Ed) New York, Published by McGraw Hill Companies, Inc.
Okorie, M.N. (2008). Information and Communication
Technology (ICT), Enugu: Nigeria, Kiap Publishers Co Ltd. Modum, U. (1995). Management Information Systems,
Analysis & Design, Fourth Dimension Publishing Co.Ltd. Enugu, Nigeria.
Shelley Greenglass (2011). Email marketing- a must have for
building your business. www.constanconstant.com Joan Passay (2011) e-mrketing lesson. How to build email list.
Article source: http://EzineArticle.com Planning your e-marketing strategy: starting an online
business (2011). Amazon.com E- Marketing Conference, San Francisco, April 19-20, 2010. Advanced Early
Registration Rates. www.e-marketin Association corn Okpoko, John (2006). Prospects of Information and
CommunicationTechnology (lCTs) on Business Operation in Nigeria; NIPR, Public Relations Journal Vol 3, No 1, June, pg 94-104.
Belch/Belch (2009). Advertising and promotion: An Integrated
Marketing Communication Perspective. (8th Ed) New York, Published by McGraw-Hill Companies, Inc.
Ugwuonah, G.E, Onodugo, V.A. & Ebinne, E.S. (2010). Social Science Research: Principles, Methods and Applications. Enugu: ED “DEMAK (publishers).
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1 DATA PRESENTATION AND INTERPRETATION
Basically, primary data were collected from the use of
questionnaire and oral interview for the purpose of analysis.
The questionnaires were distributed among operators of E-
marketing in Enugu Urban and total number of questionnaires
distributed were ninety-two (92) in which ninety (90)
questionnaires were completely filled and returned
representing 98% while two (2) questionnaire were not
returned representing only 2%.
The returned questionnaire was analyzed and the result
is presented in tables for easy interpretation and gives a
better understanding of the subject- Critical analysis of
implementation of e-marketing strategies by large scale
industries in Nigeria.
Table 4.1: Companies involved in e marketing
Options Response Percentage (%)
Nigerian Breweries 40 44
Nigerian Bottling Companies 20 22
Zenith bank Plc 13 14
Bluewaves Ltd 7 8
Innoson Ltd 10 12
Total 90 100
Source: Field Survey. 2011 The table reveals the number of companies involved in E-
marketing in Enugu urban with Nigerian Breweries Plc ranking
highest by 44%, Nigerian Bottling Company with 22%, Zenith
bank Plc with 14% while Bluewaves Ltd and Innoson Ltd were
18% and 12% respectively. All these were based on the
number of questionnaires distributed among these companies
above
Table 4.2: Sex Distribution of Respondents
Source: Field Survey, 2011
The above table reveals that the distributed questionnaire
were 92 but 90 were returned, out of 90 respondents male
were 52% while female 48%, which shows that the highest
respondents were male with 52% out of 100%.
Freq. Percent (%)
valid percent (%)
Cumulative percent
(%)
Male 47 52.2 52.2 52.2
Female 43 47.8 47.8 100.0
Total 90 100.0 100.0
Freq. Percent
(%)
valid
percent (%)
Cumulative
percent (%)
21-30yrs 30 33.3 33.3 33.3
31-40yrs 46 51.1 51.1 84.4
41-50yrs 14 15.6 15.6 100.0
Table 4.3: Age Distribution of Respondents
Source: Field Survey, 2011
The above table shows that 21-30 years respondents were
33%, from 31-40 years respondents were 51%, from 41-50
years respondents were 16%, which shows that the highest
respondents for this study were 31-40 years with 51%.
Table 4.4: Marital Status
Source: Field Survey, 2011
The above table shows that the single respondents contributed
30%, married 67% while divorced once contributed 3% of the
Total 90 100.0 100.0
Freq. Percent (%)
valid percent (%)
Cumulative percent (%)
Single 27 30.0 30.0 30.0
Married 60 66.7 66.7 96.7
Divorced 3 3.3 3.3 100.0
Total 90 100.0 100.0
distributed questionnaire, which shows that married
respondents contributed higher than others with 67%.
Table 4.5: Educational Qualification
Freq. Percent (%)
Valid percent (%)
Cumulative percent (%)
GCE/SSCE/NECO 8 8.9 8.9 8.9
OND/NCE 15 16.7 16.7 25.6
B.Sc/HND 49 54.4 54.4 80.0
PDG/MBA 18 20.0 20.0 100.0
Total 90 100.0 100.0
Source: Field Survey, 2011
The above table reveals that B.Sc /HND contributed 54%,
PGD/MBA contributed 20%, and OND/HND contributed 17%
while GCE/SSCE/NECO contributed 9% which reveals that
B.Sc/HND contributed highest with 54% for this study.
Table 4.6: Firm that has a Website
Freq. Percent (%)
Valid percent (%)
Cumulative percent (%)
Yes 90 100.0 100.0 100.0
Source: Field Survey, 2011
The above table shows that 90 questionnaire were returned
indicating yes that firms involved in E-marketing have a
website representing 100%, and this they used for marketing
purpose. It reveals that 100% respondents agreed that their
companies are using website for their operation in the
industries.
Table 4.7: Website that has all the products and
services display for customers view and subsequent purchase?
Freq. Percent (%)
valid percent (%)
Cumulative percent (%)
Yes 90 100.0 100.0 100.0
Source: Field Survey, 2011
The above table showes that 90 questionnaire were returned
indicating yes that 100% of companies involved in E-
marketing have a website that displays all their products and
services for customer’s view and subsequent purpose. It
shows that 100% agreed that website have all the products
and services display for customers view and subsequent
purchase.
Table 4.8: Website that contains customers Query and Feedback Column.
Freq. Percent (%)
valid percent (%)
Cumulative percent (%)
Yes 90 100.0 100.0 100.0
Source: Field Survey, 2011
The table shows that 90 questionnaire were returned
indicating yes that 100% of companies involved in E-
marketing have a Website that contain customers Query and
Feedback Column. This indicates that out of the distributed
questionnaire 100% agreed that companies involved in E-
marketing have a Website that contain customers Query and
Feedback Column.
Table 4.9: Whether their Website witness strong customers and clients presence recently.
Freq. Percent (%)
Valid percent (%)
Cumulative percent (%)
Yes 71 78.9 78.9 78.9
No 19 21.1 21.1 100.0
Total 90 10.0 100.0
Source: Field Survey, 2011
The results above reveals that 79% of the companies involve
in E-marketing have witness strong customers and client’s
presence recently while 21% of the companies involved have
not witness strong customers and client’s presence recently.
Table 4.10: Number of times Websites contents is updated
Freq. Percent (%)
Valid percent (%)
Cumulative percent (%)
Every week 3 3.3 3.3 3.3
Every month 41 45.6 45.6 48.9
Once in 3 months 34 37.8 37.8 86.7
Once in 6 months 12 13.3 13.3 10.0
Total 90 100.0 100.0
Source: Field Survey, 2011
The table above reveals that firms that update their website
once in 3 months are 38%, once in every week 3%, once in
every month 46%, and once in 6 months 13%. The analysis
shows that majority of the industries update their website
every month by 46%.
Table 4.11: Firms allow on-line payment for purchase made through the use of credit card
Freq. Percent (%)
valid percent (%)
Cumulative percent (%)
Yes 61 67.8 67.8 67.8
Source: Field Survey, 2011
The table above shows that 68% of the firms allow on-line
payment for purchase made through the use of credit/debit
card while 32% of the firms involved in E-marketing do not
allow on-line payment for purchases made. The analysis
shows that majority of the industries agreed on payment for
purchase made through the use of credit/debit card by 68%
out of 100%.
Table 4.12: Creation of an internet website unleashed
unlimited opportunity for the company.
Freq. Percent (%)
Valid percent (%)
Cumulative percent (%)
No 29 32.2 32.2 100.0
Total 90 100.0 100.0
Strongly Agree 51 56.7 56.7 56.7
Agree 39 43.3 43.3 100.0
Total 90 100.0 100.0
Source: Field Survey, 2011
The above table shows that 57% of the firms involved in E-
marketing strongly agree that the Creation of an internet
website unleashed unlimited opportunities for the companies
while 43% respondents also agreed to this.
Table 4.13: Electronic marketing has enhanced the
competitiveness of marketing organization
Freq. Percent (%)
valid percent (%)
Cumulative percent (%)
Strongly Agree 61 17.8 17.8 17.8
Agree 55 61.1 61.1 78.9
Neutral 6 6.7 6.7 85.6
Disagree 5 5.6 5.6 91.1
Strongly Disagree 8 8.9 8.9 100.0
Total 90 100.0 100.0
Source: Field Survey, 2011
The table above shows that 61% of respondents agreed
that electronic marketing has enhanced the competitiveness of
marketing organization while 18% of the respondents are
strongly agreed, 7% neutral, 6% disagreed and 9%
respondents are strongly disagreed that electronic marketing
has enhanced the competitiveness of marketing organization.
Table 4.14: Decision to embark on E-marketing as
part of globalization and Technology-driven economy in Nigeria
Freq. Percent (%)
Valid percent (%)
Cumulative percent (%)
Yes 88 97.8 97.8 97.8
No 2 2.2 2.2 100.0
Total 90 100.0 100.0
Source: Field Survey, 2011
The table above reveals that 98% of the respondents
said that their companies decided to embark on E-marketing
as part of globalization and Technology-driven economy in
Nigeria while 2% of the respondents said no. The analysis
shows that the 98% of the respondents agreed that E-
marketing is part of globalization and Technology-driven
economy in Nigeria.
Table 4.15: Globalization and Information and
Communication Technologies (ICTs) has promote the growth and survival of marketing organization
Freq. Percent (%)
Valid percent (%)
Cumulative percent (%)
Strongly Agree 20 22.2 22.2 22.2
Agree 50 55.6 55.6 77.8
Neutral 6 6.7 6.7 84.4
Disagree 8 8.9 8.9 93.3
Strongly Disagree 6 6.7 6.7 100.0
Total 90 100.0 100.0
Source: Field Survey, 2011
The table reveals that 78% of the respondents agreed that
Globalization and Information and Communication
Technologies ( ICTs) has promoted the growth and survival of
marketing organization while 7% of the respondents were
neutral, 9% disagreed and 7% of the respondents were
strongly disagreed.
Table 4.16: Company recorded great positive impact in their total turnover as against when they do not operate a website
Freq. Percent (%)
valid percent (%)
Cumulative percent (%)
Yes 84 93.3 93.3 93.3
No 6 6.7 6.7 100.0
Total 90 100.0 100.0
Source: Field Survey, 2011
The result above shows that 93.3% of the respondents agreed
that their companies have recorded great positive impact in
their total turnover as against when they do not operate a
website while 6.7% of the respondents agreed that their
companies have not great positive impact in their total
turnover as against when they do not operate a website
Table 4.17: E-marketing has encouraged the firm to computerize it functions and department.
Freq. Percent (%)
Valid percent (%)
Cumulative percent (%)
Yes 90 100.0 100.0 100.0
Source: Field Survey, 2011
The result above shows that 100% of the respondents agreed
that E-marketing has encouraged the firm to computerize it
functions and department while none agreed on this analysis
that E-marketing has encouraged the firm to computerize it
functions and department.
Table 4.18: Creating a website has expanded the company marketing opportunities and reached within and outside the Nigeria markets.
Freq. Percent (%)
Valid percent (%)
Cumulative percent (%)
Yes 60 61.0 61.0 61.0
No 30 39.0 39.0 100.0
Total 90 100.0 100.0
Source: Field Survey, 2011
The table above shows that creating a website have expanded
the company’s marketing opportunities and reached within
and outside the Nigerian markets by 61%. The distributed
questionnaire were 92 but 90 agreed that a website has
expanded the companies marketing opportunities and reached
within and outside the Nigerian markets.
Table 4.19: The use of Information and Communication Technologies (ICTs) has been cost-effective in management decision making
Freq. Percent (%)
Valid percent (%)
Cumulative percent (%)
Yes 79 87.8 87.8 87.8
No 11 12.2 12.2 100.0
Total 90 100.0 100.0
Source: Field Survey, 2011
The above result reveals that the use of Information and
Communication Technologies (ICTs) has been cost-effective in
management decision making 88% while 12% respondents
said no to it.
Table 4.20: Operating E-marketing is a rewarding innovative venture for other business organization to imitate
Freq. Percent (%)
valid percent (%)
Cumulative percent (%)
Yes 90 100.0 100.0 100.0
Source: Field Survey, 2011
The table above shows that 100% of the respondents agreed
that Operating E-marketing is a rewarding innovative venture
for other business organization to imitate. Out of the 90
returned questionnaire 90 respondents agreed on it.
4.2 TEST OF HYPOTHESES
Hypothesis according to Ogbushi (2006:72) is conjectural
statement of the relationship between two or more variables
that is subject to scientific test, verification or confirmation. A
hypothesis is a tentative temporal or a proposition, a
speculation made in an attempt to provide a positive answer,
solution or explanation to a research. Based on the analyzed
data and data collected, the hypotheses would be tested using
the Ch-square statistical tool as shown below. Stating the
hypotheses, we have:
Hypothesis One
Freq. Percent (%)
valid percent (%)
Cumulative percent (%)
Strongly Agree 16 17.8 17.8 17.8
Agree 5 61.1 61.1 78.9
Neutral 6 6.7 6.7 85.6
Disagree 5 5.6 5.6 91.1
Strongly Disagree 8 8.9 8.9 100.0
Total 90 100.0 100.0
Source: Field Survey, 2011
Chi-Square Test
Test Statistics
Chi-Squarea
df
asymp Sig.
99.222
4
.000
a. 0 cells (.0%) have expected frequencies less than
5. The minimum expected cell frequency is 18.0.
Hypothesis One
Ho: Electronic marketing do not enhance the competitiveness
of marketing organization.
H1: Electronic marketing do enhance the competitiveness of
marketing organization.
Table 4.2.1: A chi Square analysis of the effect of electronic marketing on competitiveness of organization.
Source: Field Survey, 2011
Decision rule:
Since the X2cal (99.222) is greater than the X2tab
(0.711), we reject the null hypothesis and accept the
alternative. Therefore electronic marketing do enhance the
competitiveness of marketing organization.
Hypothesis Two
Freq. Percent (%)
valid percent (%)
Cumulative percent (%)
Strongly Agree 20 22.2 22.2 22.2
Agree 50 55.6 55.6 77.8
Neutral 6 6.7 6.7 84.4
Disagree 8 8.9 8.9 93.3
Strongly 6 6.7 6.7 100.0
Items
(Variables)
Strongly
Agree
Agree Neutral Disagre
e
Strongly
disagree
df X2cal X2tab p-
Value
Decision
F
16
%
17.8
F
55
%
6.1
F
6
%
6.7
F
5
%
5.6
F
8
%
8.9
4
99.222
0.711
< 0.01
sig.
Electronic marketing do enhance the competitiveness of marketing organization?
Disagree
Total 90 100.0 100.0
Source: Field Survey, 2011
Chi-Square Test
Test Statistics
Chi-Squarea
df
asymp Sig.
78.667 4
.000
a. 0 cells (.0%) have expected frequencies less than
5. The minimum expected cell frequency is 18.0.
Hypothesis Two
Ho: Globalization and Information and Communication
Technologies (ICTs) do not promote the growth and
survival of marketing organization.
H1: Globalization and Information and Communication
Technologies (ICTs) do promote the growth and survival
of marketing organization.
Table 4.2.2: A chi Square analysis of the globalization and Information and Communication Technologies (ICTs) as a factor for promoting the growth and survival of marketing organization.
Source: Field Survey, 2011
Decision rule:
Since the X2cal (78.667) is greater than the X2tab
(0.711), we reject the null hypothesis and accept the
alternative. Therefore electronic marketing do enhance the
competitiveness of marketing organization.
Hypothesis Three
Freq. Percent (%)
valid percent (%)
Cumulative percent (%)
Yes 79 87.8 87.8 87.8
No 11 12.2 12.2 100.0
Total 90 100.0 100.0
Source: Field Survey, 2011 Chi-Square Test
Items
Variables
Strongly
Agree
Agree Neutral Disagree Strongly
disagree
df X2cal X2tab p-
Value
Decision
F 20
% 22.2
F 50
% 55.6
F 6
% 6.7
F 8
% 8.9
F 6
% 6.7
4
78.667 0.711 < 0.01 Significant
Globalization and Information and Communication Technologies (ICTs) have promoted the growth and survival of marketing organization?
Test Statistics
Chi-Squarea
df asymp Sig.
78.667 4 .000
a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 18.0.
Hypothesis Three
Ho: The use of Information and Communication Technologies
(ICTs) is not cost effective in management decision
making.
H1: The use of Information and Communication Technologies
(ICTs) is cost effective in management decision making.
Table 4.2.3: A chi Square analysis of the use of Information and Communication Technologies (ICTs) as cost effective in management decision making.
Items
(Variables)
Yes No Df
1
X2cal
51.378
X2tab
0.00393
p-value
< 0.01
Decision
Significant F
79
%
87.8
F
11
%
12.2
The use of Information and Communication Technologies (ICTs) is cost
effective in management decision making
Source: Field Survey, 2011
Decision rule:
Since the X2cal (51.378) is greater than the X2tab
(0.00393), we reject the null hypothesis and accept the
alternative. Therefore electronic marketing do enhance the
competitiveness of marketing organization
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
5.1 SUMMARY OF FINDINGS
From the analysis and interpretation of data presentation
in chapter four, the following are its findings.
1. Website: Most firms that operate E-marketing have a
website by (61%) in which they display all their products
and services for their customers and clients view, and
also their website contains customers query and feedback
column. The website of most companies witnessed strong
customers and client’s presence recently and they
normally update their websites once in three (3) months,
this represents 37.8% while others said every month
(45.6%) and once in six (6) months 13.3%.
2. Online Transaction: Firms that are involved in E-
marketing in Nigeria allows on-line payment/transaction
to be made through the use of credit/debit cards as
against 30% of the respondents.
3. Unlimited Opportunities: Creating an internet website
was agreed by (56.7%) to unleash unlimited
opportunities for companies that involved in E-marketing
and this has enhanced the competitiveness of marketing
organizations.
4. Globalization and Technology driven economy: The
decision to embark on E-marketing was as a result of
globalization and technology driven economy in Nigeria.
Globalization and information and communication
technologies has promote the growth and survival of
marketing organizations, as well as improved positively
to the companies total turnover as against when they do
not have a website.
5. Computerization of functions and departments: E-
marketing has greatly encouraged firms by 100% to
computerize their functions and departments and
creating a website has expanded the companies
marketing opportunities and reach within and outside the
Nigerian market.
6. Cost-effectiveness of Management decision: The
adoption of information and communication technologies
has been cost effective in management decision making.
This was supported by 88%.
5.2 CONCLUSION
Hitherto, many people and companies make their
purchases and payment for goods services via the internet
with debit or credit cards, also the banking industry in Nigeria
has also tapped from the emergence development of e-
marketing through the facilitation of its electronic means of
payment such as the use of ATM, point of sales terminals, etc.
virtual reality technology allows users to interact with
computer- generated worlds through sight, sound, and touch.
Smart cards is another means which consumer no longer need
to carry cash all about and can also use them for both on-line
and off-line shopping. Consumers can install a smart card
reader that enables them to make or secure online purchases
from home, office and anywhere in the world. They insert the
mart card into the reader, type in their password, and
complete the transaction. Smart card in electronic marketing
is growing fast in Nigeria and can be use in low-cost purchases
such as fast foods, vending machine/ATM and public markets.
Most companies that are involved in E-marketing in the
Nigerian market must continued to update their websites
monthly and also continue to integrated customers
suggestions and query where necessary.
Surfing the web by customers and clients afford them the
opportunities of getting to known the company’s profile and
their products and services information which will be beneficial
to both company and customer in the long run through
goodwill and quality product and services. By facilitating direct
contact between buyers and sellers, the Internet is displacing
physical structures and cost of doing business offerings on
quality products and services will greatly enhanced the
credibility of most marketing organization.
5.3 RECOMMENDATION
Government should provide the necessary regulatory
compliance and guideline to checkmate fraudsters and
electronic scammers so as to encourage healthy E-marketing
environment. Provision of conducive climate for doing business
in Nigeria as well as ensuring steady power supply that would
help to reduce the cost of doing business of both companies
and customers.
E-marketing is a welcomed development in the Nigerian
market and it should be encouraged among small and medium
Scale enterprises (SMEs) for growth and competition. E-
marketing involves the use of Information and Communication
Technologies (ICTs) to promote and enhanced business
competitiveness and survival, every operators and staff of
companies especially SMES should be trained on its application
and usefulness in business as well as the computerization of
their functions and departments.
Most firms that do not have a website, should start now
to create a website for their companies and offer commerce
solutions that required web hosting needs and provide
standardized store for templates. This is capable of growing
their businesses and profit maximization as well as offering
additional services and customizes options so as to allow
customers and visitors to make their contribution. E-marketing
is an all rewarding innovative venture which every business
operators must practice and reap its benefits thereby creating
an edge over those who do not have a website. E-marketing is
arguably the web’s hottest application; Internet based
technologies are actually changing the rules of the market.
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