ABSTRACT
The study examined the acceptability rate of e-marketing and environmental problem in rural areas in Abia State. The study ascertain the relationship between e-purchase, e-price, e-payment, e-display an environmental problems. The study adopted simple random sampling techniques. 134 questionnaire were distributed to the respondent is the same selected rural areas in Abia. Descriptive survey method was adopted. It was discovered that factor such as level of income, poor network coverage, power supply contributed to the slow rate of e-marketing in rural areas. It is recommended that rural dweller should be well educated on the practice of e-marketing and its important.
TABLE OF CONTENTS
Title Page
Title
Page i
Declaration ii
Certification iii
Dedication
iv
Acknowledgement v
Table
of Contents vi
List
of Tables ix
List
of Figures x
Abstract
xi
CHAPTER ONE
INTRODUCTION
1.1 Background To The Study 1
1.2 Statement Of The Problem 2
1.3 Objectives of The Study 3
1.4 Research Question 3
1.5 Research Hypotheses 4
1.6 Significance Of The Study: 4
1.7 Scope Of The Study 5
1.8 Assumptions Of The Study 5
1.9
Limitations of The Study 6
1.10 Operational Definition of Terms 6
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Overview of E-Marketing 8
2.1.1 Benefits of E-Marketing 9
2.2 Components of E-Marketing 10
2.2.1 E-Payment 10
2.2.2 E-Pricing 11
2.2.3 E-Purchasing/Sourcing 12
2.2.4 E-Display 12
2.3 Acceptance Rate of E-Marketing 12
2.4 Overcoming E-Marketing Obstacles 14
2.
5 Theoretical Framework 15
2.6 Empirical Study 16
2.7 Appraisal of Technology Based Business In
Nigeria. 18
2.8 Summary of the Review 20
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research Design 22
3.2 Study Area 22
3.3 Research Population 22
3.4 Sampling Plan 22
3.5 Sample size 23
3.6 Method of Data Collection 23
3.6.1 Instrument 24
3.6.2 Type of Data 24
3.7 Method of Data Analysis 24
3.8 Model Specification 24
3.9 Validity 25
3.10 Reliability 25
3.11 Method for Test of Hypotheses 25
CHAPTER FOUR
4.0 DATA
PRESENTATION AND ANALYSIS 27
4.2 Test
of Hypothesis 32
CHAPTER
FIVE
5.0 SUMMARY CONCLUSION AND RECOMMENDATION 37
5.1 Summary
37
5.2 Conclusion
37
5.3 Recommendations
38
LIST
OF TABLES
Table
2.1: Adoption Distribution 17
Table
4.1.1 Gender Demographic Variables 27
Table
4.1.2 Awareness of e-marketing practice
in rural area 28
Table
4.1.3: How often e-marketing tools are
used 29
Table
4.1.4 Awareness of e-marketing channels
29
Table
4.1.5 30
CHAPTER ONE
INTRODUCTION
1.1
Background
To The Study
E-marketing is the use of
computer base and internet based medium application and platform to reach
customers despite distance. Electronic marketing, the latest form of marketing
has come to give marketing a lift to greater height. It was created to ensure
easy and timely transaction and for evenly coverage of customers or clients
scattered all over the world. It is a real form of globalization in business
which rely on education and technology. It also covers the payments system and
other forms of transactions, for easy, convenience, timely and straight
business.
Jikens (2012) opines that
the rate of adoption of e-marketing is high in developed countries of the world
scattered in Europe, America etc, but it is very low in the underdeveloped and
developing countries of the world like Nigeria, especially, in the rural areas.
According to Jikens, the reason for high adoption and acceptance in these
developed areas is due to advancement in technology and mind set development.
In the other hand Jikens said that the low adoption rate in the undeveloped
areas is as a result of backwardness in technology, inadequate amenities,
infrastructures, high illiterate level and a host of other things.
Watizk (2012) opines that
in Nigeria which belongs to the developing countries, its level of acceptance
is low. It only flourishes in the metropolitan cities, Abuja, Lagos, Port
Harcourt etc and where only few people are wealthy and interested.
The low level of
e-marketing adoption in the areas of
Abia state is as a result of many people residing in these areas where
internet facilities are not available or are in inadequate in supply. Even in the urban areas most people
especially the aged are not used to computer and internet facilities or
application. Uwa (2011)
This study will seek to
assess the acceptability rate of e-marketing practices in Abia state with
regards to the rural areas given the income and awareness levels which may make
and mar the process. It will give special reference in appraising the problem
of highly rural based, highly illiterate level, low level of income, and
inadequacy of technological facilities.
1.2
Statement
Of The Problem
E-marketing is not
adopted and practices in areas as it is in the developed areas due to some
complexities. The rate of adoption of e-marketing highly depends on
considerable factors which must be given a serious thought and efforts. Hence,
can be considered to be complex and problematic. E-marketing faces the problem
of low education, low income level, inadequate infrastructure, age etc, which
need to be addresses. Electronic marketing is affected by social, cultural and
environmental factors that make or mar the acceptance and or practice in
Nigeria.
Social factors like;
piracy, hawking, low income level,, civilization, illiteracy etc. Cultural
factors such as; religion, norms, language, believe etc. Environmental factors
like Poor network coverage, inadequate power supply, unfavorable business
environment etc. Age bracket also affect the adoption of e-marketing in Abia
state such as old age, infant etc,
1.3
Objectives
of The Study
The general objective of
this study is to appraise effectively the acceptability rate of e-marketing
practices in the rural areas of Abia state, and to ascertain the effect of
environmental problems to e-marketing practices in Nigeria.
The specific objectives are to:
1.
Ascertain the relationship
between e-purchase and poor network coverage in the selected rural areas.
2.
Ascertain the
relationship between e-price and inadequate power supply in the selected rural
areas.
3.
Ascertain the relationship
between e-payment and unfabvourable business environment in the selected rural
areas.
4.
Ascertain the relationship
between e-display and poor network coverage in the selected rural areas.
1.4
Research
Question
The following are stated
to give the study a direction:
1.
What is the relationship
between e-purchase and poor network coverage?
2.
What is the relationship
between e-price and inadequate power supply?
3.
What is the relationship
between e-payment and unfavourable business environment?
4.
What is the relationship
between e-display and poor network coverage?
1.5
Research
Hypotheses
The following null
hypotheses will be stated for the study:
1. HO1:There is no relationship
between e-purchase and poor network coverage
2. HO2:There is no relationship
between e-price and inadequate power supply
3. HO3: There is no relationship between e-payment and unfavourable
business environment.
4. HO4:There is no relationship
between e-display and poor network coverage.
1.6
Significance
Of The Study:
This research on
completion will be of benefit to the manufacturing firms, marketers and
consumers alike as they in one way or the other derive a solution to electronic
marketing problems in Nigeria.
The manufacturing firms
through this study know proper and acceptable way to reach their consumer by
improving on the strategy and process to offer products through e-marketing and
also be able to look into the problem of low rate of adoption.
The marketers like the
manufacturers will learn the problems of low adoption rate and be able to
proffer solution that will help them reach their teeming consumers fast and
continuously.
The consumers with an
improved environment for electronic marketing will now appreciate and adopt the
modern marketing approach highly and be able to adapt to modern techniques and
technology.
The students of marketing
and business will acquire the new idea or concept of e-marketing as part of
their requirements and be able to appreciate their profession.
Future researchers will
heave a sigh of relief as they will anchor on this study in their future
research endeavors on similar topic and come out with improved findings.
1.7
Scope
Of The Study
This study shall cover
the concept of e-marketing and its rate of adoption in Abia State especially
the rural areas, given inadequacy of infrastructure and technology, highly
rural base and illiteracy in relationship to the components of e-marketing such
as e-price, e-payment, Internet services, e-purchase and e-display. The study
will thoroughly asses the acceptability rate, level of adoption and the level
of practice in the rural areas, in other to make this technology a generally
accepted trend in marketing and very much practice in rural areas of Abia
state.
1.8
Assumptions
Of The Study
The researcher for the cake of this study assumed the following
1.
E-marketing is firturely
not practiced in the rural areas of Abia State.
2.
There is no level playing
ground for the practice of e-marketing given illiteracy level, poor technology
and inadequacy of infrastructures.
3.
That majority of people
are still the inhabitants of these rural areas.
1.9
Limitations of The Study
This study is limited to
its scope as a result of the following constraints:
Ø That
electronic marketing is a new concept in Abia State Nigeria where there is
considerable rural and illiterate levels of people.
Ø Abia
state is the area of focus or restriction. The researcher believed that what is
obtainable will serve for majority of other states.
Ø The
researcher is working on an entirely new area which may pose some challenges to
her.
Ø Inadequacy
of some research resources such as time, fund, materials etc affected this
study but due to good resource management the researcher was able to move on.
1.10 Operational Definition of Terms
Some of the terms used in
this project work will be defined for clarity and good understanding, according
to the researchers view:
Electronic
Marketing: This is the process of marketing
products with the aid of computer, internet and communication facilities.
Internet:
This is a global information high way to
provide millions of users with information across the world.
Runway:
This is a platform for transacting
business with internet networks.
Rural
Base: This implies the inclination to
undeveloped part of a state or nation.
Product
Elusion: This implies inability of consumers not
to get the product timely and promptly.
Mobile
banking: A 24-hour service provided by a bank or
other financial institution that allows its customers to conduct a range of
financial transaction using a mobile device such as mobile phones, tablets, app
etc
Mobile
Applications: A computer program designed to run on
mobile devices such as smart phones and tablets computersfor online shopping.
E-Payment: Is
an operational network governed by laws, rules and standards that links bank
accounts and provides the functionality for monetary exchange using bank
deposits.
E-Pricing: The
placement or scheduling of a monetary value on a particular product (goods and
services) through the internet or electronic means or application.
E-Purchasing/Sourcing: Is
the tool that drives supply management in future. E-sourcing/purchasing
redefines the way supply chains are managed.
E-Display: Is
the exhibition and labeling of products (goods and services) on the net or in
an electronic manner so on to draw the attention of buyers or the organizations
customers.
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