EFFECTS OF ONLINE ADVERTISEMENT ON CONSUMER BUYING BEHAVIOURS A CASE STUDY OF KONGA ONLINE SHOP (WWW.KONGA.COM)

ABSTRACT

The study examined the effect of online advertisement on consumer buying behaviour; using Konga Online Shop as a case study. This project was carried out in Abia State, Nigeria. The sample was 100 internet users in the study area. A well structure questionnaire was designed for the study. Descriptive statistics and inferential statistics were employed in analyzing the objectives of the study. The socio economic profile of the internet users shows that 58% were males and the other 42% were females. The age distribution of the respondents shows that the minimum age was 16 while the maximum age was 68, with an average age of 38 years. The result implies that preponderance of the respondents were in their active age group and are knowledgeable about the use online shopping. Majority of the internet users (46%) were single, while 34% were married. About 11% and 9% were divorced and widowed. This connotes that mainstream of the respondents were single. The Pearson Correlation Coefficient of the effect of online advertisement on consumer buying behaviour gave a weak correlation coefficient of 0.468. By implication, it can be deduced that a 1% shift/increase in online advertisement will result in 46.8% shift/increase in consumer purchase intention. The inference of this result is that online advertisement and customer patronage were found to be positively linked thus reducing one entails the reduction of the other. The most significant websites feature of Konga online is Trustworthiness of Konga Online Shop, followed by the simplicity to locate information on Konga website. Fear of fraudulent activities was the major challenge the respondents experience while patronizing Konga online store. Some people do not still believe that online shopping is real. Many thinks is a fraud. It is highly recommended that fraudulent activities should be avoided in online shopping. E-businesses should be registered with the cooperate affairs commission.Also, e-businesses, including Konga Online shop should endeavour to apply on-time delivery as to encourage regularity of visits and consumer patronage of their online shop.

TABLE OF CONTENTS

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgements ﾿ v

Table of contents ﾿ vi

List of figures ﾿ x

List of Tables ﾿ xi

Abstract ﾿ xii

CHAPTER ONE: INTRODUCTION

1.1 ﾿ Background to the Study ﾿ 1

1.2 ﾿ Problem Statement ﾿ 3

1.3 ﾿ Objectives of the Study ﾿ 4

1.4 ﾿ Research Questions ﾿ 5

1.5 ﾿ Justification of the Study ﾿ 6

1.6 ﾿ Scope of the Study ﾿ 7

1.7 ﾿ Definition of Terminologies ﾿ 8

CHAPTER TWO: LITERATURE REVIEW

2.1 ﾿ Conceptual Framework ﾿ 10

2.1.1 ﾿ The Concept of Advertisement ﾿ 11

2.1.2 ﾿ The Concept of Internet Marketing ﾿ 12

2.1.3 ﾿ The Konga Online Shop ﾿ 13

2.1.4 ﾿ Challenges of Online Shopping ﾿ 15

2.1.5 ﾿ Benefits of Online Shopping ﾿ 18

2.1.6 ﾿ The Concept of Consumer Buying Behaviour/Purchase Intention ﾿ 19

2.1.7 ﾿ The Web Experience: Concept and Significance ﾿ 19

2.1.8 ﾿ Factors that Determine the Choice of Advertising Media ﾿ 20

2.1.9 ﾿ The Concept of Consumer Characteristics ﾿ 22

2.1.10 ﾿ The Concept of Advertisement Characteristics ﾿ 22

2.1.11 ﾿ The Concept of Website Characteristics ﾿ 23

2.1.12 ﾿ Consumers Attitude ﾿ 25

2.1.13 ﾿ The Concept of Product Characteristics ﾿ 26

2.2 ﾿ Theoretical Framework ﾿ 26

2.3 ﾿ Empirical Literature Review ﾿ 28

CHAPTER THREE

3.1 ﾿ Research Design ﾿ 30

3.2 ﾿ Study Area ﾿ 30

3.3 ﾿ Population of the Study ﾿ 31

3.4 ﾿ Sampling Procedure and Sample Size ﾿ 31

3.5 ﾿ Method of Data Collection ﾿ 32

3.6 ﾿ Instruments for Data Collection ﾿ 33

3.7 ﾿ Validity/Reliability of Research Instrument ﾿ 33

3.8 ﾿ Method of Data Analysis/Analytical Techniques ﾿ 33

CHAPTER FOUR

4.1 ﾿ Socio – Economic Characteristics of Respondents ﾿ 36 ﾿

4.2 ﾿ Disposition of Consumers towards Online Advertisement in Ikwuano, LGA, 

Abia State, Nigeria ﾿ 37

4.3 ﾿ Influence of Online Advertisement Characteristics on Consumer Buying 

Behaviour in the Study Area ﾿ 40

4.4 ﾿ Effect of Online Advertisement on Consumer Buying Behaviour ﾿ 43

4.5 ﾿ Effect of Konga Online Shop (www.konga.com) Website Features on 

Consumer Buying Behaviour ﾿ 44

4.6 ﾿ Challenges Consumers Encountered while Patronizing Products and 

Services seen Advertised in Konga Online Shop (@ WWW.Konga.Com) ﾿ 46

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 ﾿ Summary ﾿ 49 ﾿

5.2 ﾿ Conclusion ﾿ 50 ﾿

5.3 ﾿ Recommendations ﾿ 51

REFERENCES