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OSHAI, STEPHEN MADU
THE ROLE OF INTERNET IN EFFECTIVE
MARKETING IN AN ORGANIZATION- A
CASE STUDY OF VIRGIN NIGERIA
FACULTY OF BUSINESS ADMINISTRATION
DEPARTMENT OF MARKETING
AVBER KELVIN .M
Digitally Signed by: Content manager‟s Name
DN : CN = Webmaster‟s name
O= University of Nigeria, Nsukka
OU = Innovation Centre
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THE ROLE OF INTERNET IN EFFECTIVE MARKETING
IN AN ORGANIZATION- A CASE STUDY OF VIRGIN
NIGERIA
BY
OSHAI, STEPHEN MADU
MATRIC:PG/MBA/2005/DL/1352
PRESENTED TO THE DEPARTMENT OF MARKETING
FACULTY OF BUSINESS ADMINISTRATION
UNIVERSITY OF NIGERIA, ENUGU CAMPUS.
DECEMBER, 2009
APPROVAL PAGE
THE ROLE OF INTERNET IN EFFECTIVE MARKETING
IN AN ORGANIZATION- A CASE STUDY OF VIRGIN
NIGERIA
BY
OSHAI, STEPHEN MADU
MATRIC:PG/MBA/2005/DL/1352
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PRESENTED TO THE DEPARTMENT OF MARKETING
FACULTY OF BUSINESS ADMINISTRATION
UNIVERSITY OF NIGERIA, ENUGU CAMPUS.
IN PARTIAL FULFILLMENT OF THE REQUIRMENT FOR THE
AWARD OF MASTERS DEGREE IN MARKETING (MBA
MARKETING)
PROJECT SUPERVISOR: DR.C.NWAIZUGBO
DECEMBER, 2009
CERTIFICATION
This is to certify that this dissertation titled “the role of internet in effective
marketing in an organization- a case study of virgin Nigeria” was carried
out by Oshai, Stephen Madu matric: PG/MBA/2005/2006/dl/1352 in
partial fulfillment of the requirements for the award of Masters Degree in
Marketing, in the Department of Marketing, Faculty of Business
Administration, University of Nigeria, Enugu Campus.
………………………………………………
Oshai, Stephen Madu matric PG/MBA/2005/2006/dl/1352
……………………….. .. ……………………………
Dr C.Nwaizugbo Dr.C.Nwaizugbo
Head of Department Supervisor
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……………………………………………….
External Examiner
DEDICATION
THIS PROJECT IS DEDICATED TO THE ALMIGHTY GOD FOR
MAKING IT POSSIBLE FOR ME TO COMPLETE THIS PROGRAMME
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ACKNOWLEDGEMENT
My sincere gratitude goes to my wonderful supervisor Dr. I.C. Nwaizugbo
who took time, despite his busy schedule, to give this project a frank,
thorough and a diligent supervision.
I also wish to express my profound gratitude to my parents, Late Mr. Justin
A. Oshai and Mrs. Victoria A. Oshai as well as my siblings for standing by
me in all things I do.
I am obliged to my darling wife Ifeoma Oshai for her incredible support
from the starting of this project to the end.
I must not forget to say a big thank you to my friends who contributed in one
way or the other towards the success of this project.
Thank you all.
ABSTRACT
This research study is focused the role of internet in effective marketing in
an organization- a case study of virgin Nigeria. Relevant literatures were
reviewed to have a better understanding of the theoretical frame work
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of the study. Basically, a survey research designed was employed, and
questionnaires (which was the major research instrument of the study)
were administered to selected staff . Thus, a simple random probability
sampling technique was adopted while the response rate was Ninety
percent (90%) for the administered questionnaires. The study made use of
statistical tools as simple frequency distribution, tables, percentages and
chi-square (X2) for data analysis. From the analysis, the following findings
were made, that; the disposition of Nigerian consumers/organizations
towards internet marketing or online sales is favorable, environmental
factor to a very high extent affects the adoption of the internet as a means of
doing business (i.e. effective marketing) in Nigeria, marketing mix variable
(price, products, place, promotion, people and process) through internet
adds value to consumers/organizations in Nigeria, etc.
The following recommendations were made by the researcher, that; a cross
section of respondents felt they do not have need for effective internet
marketing, hence organizations offering products on the web should
promote the advantages of effective internet marketing to traditional means
of exchange. Lack of technical know-how was also identified by most of
respondents as responsible for not adopting effective internet marketing.
This can therefore be address by making the process of internet market users
friendly. Organizations offering internet marketing is by this encouraged to
ensuring exchange that is quick and less cumbersome, etc.
TABLE OF CONTENT
Fly -Leaf
Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
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Table of content vi
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of the Research Problems 3
1.3 Objectives of the Study 4
1.4 Research Questions 6
1.5 Research Hypotheses 7
1.6 Significance for the Study 8
1.7 Limitations of the Study 10
1.8 Scope of the Study 10
1.9 Definition of Terms 10
References 13
CHAPTER TWO
LITERATURE REVIEW
2.1 Internet Marketing 14
2.1.1 Basic Features of Internet Marketing 15
2.1.2 Internet Marketing Strategies 17
2.1.3 Search Engine Strategies 18
2.2 Major Categories of Internet – Commerce 19
2.2.1 Business-To Consumer (B2C) 19
2.2.2 Business-To-Business (B2B) 19
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2.2.3 Consumer-To Consumer or Peer-To-Peer (C2C/P2P) 19
2.2.4 Consumer-To-Business (C2B) 19
2.3 Limitations of Internet-Commerce 20
2.4 The Internet 24
2.4.1 Benefit of Using the Internet 24
2.4.2 Functions of the Internet 27
2.4.3 The Internet and Web-Based Market 27
2.4.4 Means of Protecting Network 30
2.5 The Concept of Marketing 35
2.5.1 Marketing Information Systmer (MKIS) 35
2.5.2 Marketing of Services 37
2.6 Benefits of Computer-Based Marketing System 38
2.7 Consumer Behaviour 40
2.8 Brief History and Activities in Virgin Nigeria. 41
2.9 Origin and Evolution of the Internet 50
2.10 Internet and the world wide web 52
2.11 Functions of the Internet 53
2.12 The Transmission Control of Internet 54
2.13 The Transmission Control Protocol 55
2.14 The IP Address and Internal Domain Name System 56
2.14.1 Internet Facilities and Services 57
2.14.2 World Wide Web (WWW) 60
2.14.3 Web Site Address 61
2.14.4 Web Browsers 62
2.14.5 Other Facilities on the Internet 63
References 65
CHAPTER THREE
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RESEARCH METHODOLOGY
3.0 Introduction 68
3.1 Research Design 68
3.2 Area of Study 68
3.3 Population of the Study 69
3.4 Sample Size Determination 69
3.5 Instrumentation 70
3.5.1 Reliability of Instrument 71
3.6 Administration of Instrument 71
3.7 Scoring of Instrument 72
3.8 Procedure for Data Analysis 72
3.9 Limitations of the Research Methodology 72
References 73
CHAPTER FOUR
PRESENTATION AND ANALYSIS OF DATA
4.1 Presentation of Data 74
4.2 Demographic Feature of Respondents 75
4.3 Analysis of Data 78
4.4 Hypotheses Test 86
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
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5.1 Summary of Findings 96
5.2 Implications of Findings 97
5.3 Conclusion 98
5.4 Recommendations 98
5.5 Suggestions for Further Study 100
Bibliography 101
Questionnaire
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The internet was originally created because of war; it has its origin in the
cold war between Russia and America during the 1960‟s. Its concern was
about sustaining communication among US Air force during the war, hence
it‟s been considered as information super-highway. It therefore need to be
accepted among professionals and institutions that internet serves as a
telecommunication that connects the globe, Ezigbo (2007:186). By this, a
world wide networks that uses common communications protocol, TCP/IP
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(Transmission control proto) is installed. The fact that internet is made up of
millions of computers linked together around the world makes it possible
that information are sent and received across computers in the whole hours
of the day. Following from this, businesses and exchange are transferred
from owner (s) to buyer (s) in a more reliable, fast and accurate forms.
Aside from that internet provides the following services; electronic mail, file
transfer protocol, user-net news world wide web, Ugwu (2009:16) opinion is
that internet marketing is the hallmarks of benefits derivable from internet.
To him, internet marketing other wise known as online marketing, internet
advertising, E-marketing has been tremendous in closing gaps existing
between needs, wants and satisfaction in goods and services in
organizations. In other words, internet marketing has brought many unique
benefits specifically to trade as in low costs in distribution information and
media to a global audience. The interactive nature of internet marketing,
both in terms of instant response and in eliciting responses is unique
qualities of the medium. This is the reason for Kleindi (2003) assertion that
internet in effective marketing is all about connection together creative and
technical aspects of internet, including design, development, advertising and
sales.
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Internet marketing methods and strategies emphasis a wide range of services
such as search engine marketing (SEM) which can be broken down into
search engine optimization (SEO) and pay per click (PPC), display
advertising, text based advertising, behavioural marketing, software based
ads, e-mail marketing, news letter marketing customer relationship
management marketing, affiliate marketing, web press releases, interactive
advertising, online reputation management (ORM) online market research
such as blog marketing multivariate testing or optimization and viral
marketing.
Internet marketing can therefore be taken to mean the process of promoting
an organization using online medium typically with the goals of increasing
sales and boosting profits. Internet marketing does not simply mean building
or promoting a website nor does it mean simply putting a banner ad up on
another website. Effective internet marketing requires a comprehensive
strategy that synergizes a given company‟s business model and sales goes
with their website function & appearance, focusing on their target market
through proper choice of advertising type, media and design
1.2 STATEMENT OF THE RESEARCH PROBLEM
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Nigeria is a growing economy. With over 140milion people, the potentials
for commerce are enormous. This coupled with the low level of
infrastructure like roads and rails, inefficient delivery systems is a great need
for the adoption of a fast and very reliable means of exchange in order to
drive commerce.
Despite the numerous advantages of the internet in effective marketing in an
organization and industry, many Nigerians are yet to adopt this technology
in their daily buying and selling activities owing to the following factors;
Illiteracy and poverty that negatively influence Nigerian consumers‟
attitude towards internet marketing and online sales.
Inability of Nigerians having access to the internet for the purpose of
exchange and transactions.
Absence or irregular power supply needed to power down
transactions (marketing) through internet for individuals and corporate
organizations.
Problems associated with interception by fraudsters in the use of
internet for marketing activities among individual, organization and
institutions.
1.3 OBJECTIVES OF THE STUDY
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The main objective of this study is to appraise the role of internet in
effective marketing in an organization, especially Virgin Nigeria. The
specific objectives are
i. To determine the disposition of Nigerian consumers/organizations
towards internet marketing or online sales.
ii. To identify the factors that affects the adoption of the internet as a
means of doing business (especially effectiveness in marketing) in
Nigeria.
iii. To ascertain the percentage of Nigerian consumers/ organizations that
uses the internet for buying and selling (marketing) activities.
iv. To make certain the percentage of Nigerian companies that advertises
on the internet.
v. To examine the effect of internet marketing on sales volume in
Nigerian organizations and industries.
vi. To ascertain the level of internet accessibility in Nigeria in terms of
buying and selling of goods and services.
vii. To find out if shortage of experienced personnel in communication
systems, and data processing affect effective internet marketing and
online sales.
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viii. To determine if cost of providing information scientifically through
the internet has any effect on its adoption as a means of commerce in
Nigeria.
ix. To establish if availability of uninterruptible power supply has any
effect on internet marketing among consumers and business
originations.
x. To make appropriate recommendations on the subject matter based on
the research findings.
1.4 RESEARCH QUESTIONS
The following research questions are formed to guide this study;
I What is the disposition of Nigerian consumers/organizations towards
internet marketing or online sales?
II To what does environmental factors affects the adoption of the
internet as a means of doing business (especially effectiveness in
marketing) in Nigeria?
iii Does majority of Nigerian consumers/ organizations use the internet
for buying and selling (marketing )activities?
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iv Does marketing mix variables (price, product, place, and promotion)
through internet add value or otherwise to consumers/organizations in
Nigeria?
v Can internet marketing on sales volume in Nigerian organizations and
industries if adopted and practiced guarantees profit?
vi Is the internet accessibility in Nigeria in terms of buying and selling of
goods and services adequate among consumers/organizations?
vii Does the shortage of experienced personnel in communication
systems, and data processing affect effective internet marketing and
online sales?
viii Can the cost of providing information scientifically through the
internet affect its adoption as a means of commerce in Nigeria?
xi. Has the availability of uninterruptible power supply any effect on
internet marketing among consumers and business originations?
1.5 RESEARCH HYPOTHESES
The following research hypotheses formed will tested in chapter four
Hypothesis One
Ho: There is no relationship between the disposition of Nigerian
consumers/organizations towards internet and effective marketing.
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Hi: There is relationship between the disposition of Nigerian
consumers/organizations towards internet and effective marketing.
Hypothesis Two
Ho: Environmental factors do not affect the adoption of the internet as a
means of doing business (especially effectiveness in marketing) in
Nigeria.
Hi: Environmental factors affect the adoption of the internet as a means of
doing business (especially effectiveness in marketing) in Nigeria.
Hypothesis three
Ho Marketing mix variables (price, product, place, and promotion)
through internet do not add value to consumers/organizations in
Nigeria.
H1: Marketing mix variables (price, product, place, and promotion)
through internet adds value to consumers/organizations in Nigeria.
1.6 SIGNIFICANCE FOR THE STUDY
With world economy shrinking daily due to the current global financial
meltdown, developing economies are worst affected by the unfavorable
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situation. Industries and countries alike are experiencing a recession not seen
since the First World War. For companies to thrive in these difficult times
there is need to adopt cheaper but more effective means of making their
products and services known and accepted by the consumers. Internet
marketing therefore becomes inevitable for consumers/organizations. This
study therefore, becomes necessary as it enables consumers/organizations to
know how to employ internet marketing and online sales to grow revenue in
the Nigerian economy.
In specific terms, the outcome of this research will be beneficial to the
government, business organizations, experts in information technology,
marketing and academic institutions.
To the government, the study will enhance revenue from the importation and
use of technologies and its accessories for effective e-commerce. Taxes paid
to the government for use of technological devices can be used in
developing other sectors of the economy. In addition government regulatory
activities on organizational information technology and marketing will help
in checking illegal practices.
Makerters and consumers are assisted through this research to learn new
skill/capabilities by adjusting to the technological devices in marketing of
goods and services. The study will identify the marketers‟ and consumers‟
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areas of strength and weaknesses in the use of information technology
(internet) for marketing goods and services.
To the academic, this study will form basis for studies and sustain an
existing reservoir of knowledge.
Studies have been done on the penetration and use of the internet in Nigeria,
but to the best of the researchers, knowledge, none has been done on the
attitude of Nigerian consumers/organization to internet marketing and online
sales.
1.7 LIMITATIONS OF THE STUDY
The research may encounter problems in collecting data and relevant
records. Getting the respondents to agree to interview may be difficult as
quite a number may be afraid to reveal the organizational structure and facts.
Similarly, inadequate financial provisions for the study may hinder the rate
of progress for this research. Yet another likely constraint is the short period
of time within which to complete this project. These shortcomings not
withstanding, sufficient data will be collected and used for generalization.
1.8 SCOPE OF THE STUDY
The study is focused on the role of internet in effective organization
especially Virgin Nigeria. It will involve staff and students in different
subjects and departments in the school especially computer education,
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marketing and administration. It will emphasis strategies (marketing) aimed
at encouraging staff and customers to accepts the use of internet in planning
and administration as well as informing the public scientifically about
activities in the organization .
1.9 DEFINITION OF TERMS
Certain concepts and variables used in the study need be defined for clarity
and comprehension. However, those not defined under this chapter will be
treated in the course of the study terms for definition includes.
Effectiveness: This involves doing those things necessary to accomplish
organizational objectives.
Efficiency: It is concerned with doing right job in the right way at the right
time.
Proficiency: Expertise delivery of services to customers. It could be
described as knowledge, skills and behaviour needed for effective
performance.
Marketing: The integration of all the customers‟ related activities within
and outside an organization aimed at satisfying customers wants.
Information technology: This is concerned with processing data and related
resources into a productive information and use.
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Performance: Manner and success in the execution of a work a measure
based on the expected result and standards.
Internet and the World Wide Web: The internet is a global
communication based on computer network.
1.10 ORGANIZATION OF THE STUDY
The study is broken into five (5) chapters;
Chapter one covers the introduction of the study, background information,
statement of the problem, objective of the study, organization of the study
and its scope.
Chapter two focused on the review of available literature on the subject
matter.
Chapter three dealt with the research methodology. It covered the area of
study, data and method of collection, analytical techniques and the
limitations of the study,
Chapter four is on the presentation of data, its analysis and discussions.
Chapter five gave the summary, conclusion and recommendations of the
study.
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REFERENCES
Ezigbo, C.A (2007), Advance Course on Management Theory and
Application, Enugu; Immaculate Publications Limited.
Ugwu, C.A (2009), E-commerce: The Business of Internet in Business,
Enugu, Leeway ideas Publishers.
Kleindi; B.A. (2003), Strategic Electronic Marketing; Management
e-business, USA; Thomson Leaving Mason.
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CHAPTER TWO
LITERATURE REVIEW
2.1 INTERNET MARKETING
According to Wikipedia, Internet marketing can be referred to as online
marketing, Internet advertising e-marketing (or e-Marketing). Thus, it is the
marketing of products or services over the Internet. When it applies to the
subset of website based ad placement it is commonly referred to as Web
advertising (Web vertising), and/or Web Marketing. The internet has
brought many unique benefits to marketing including low costs in
distributing information and media to a global audience. The interactive
nature of internet marketing, both in terms of instant response and in
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eliciting response, are unique qualities of the medium. Internet marketing
ties together creative and technical aspects of the internet, including design,
development, advertising and sales. Internet marketing methods and
strategies encompass a wide range of services such as search engine
marketing (SEM) which can be broken down into search optimization
(SEM) and pay per click (PPC), display advertising, text-based advertising,
behavioral marketing, software-based ads, e-mail marketing, newsletter
marketing, customer Relationship Management Marketing afflict marketing,
web press releases, interactive advertising, online reputation management
(ORM), online marketing research, and also Social Media Marketing
Methods such as blog marketing,, multivariate testing or optimization and
viral marketing.
Internet marketing is the process of promoting an organization using online
media, typically with the goals of increasing sales and boosting profits.
Internet marketing does not simply mean building or promoting a website
nor does it mean simply putting a banner ad up on another website. Effective
Internet marketing requires a comprehensives strategy that synergizes a
given company‟s business model and sales goes with their website function
& appearance, focusing on their target market through proper choice of
advertising type, media and design.
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2.1.1 BASIC FEATURES OF INTERNET MARKETING
Internet marketing online has come a vital part of modern business. There
are a large number if internet marketing companies who offer internet
marketing services to both small scale and large scale companies largely and
effectively. Internet marketing has a number of benefits that cannot be found
in other marketing forms.
Internet marketing has its own positive and negative features. The positive
features of internet marketing are:
i. Internet marketing allows global marketing facility-Internet a service
is not local purpose it allow global accessibility.
ii. It is less expansive-The cost involved in internet marketing is very
less compared to other marketing strategies.
iii. It makes marketing easier –You can find out both buyers and sellers
online.
iv. Through internet marketing, you can sell your products and services
and cash your bills from anywhere.
v. It increase the choice of products, services and sellers
vi. Vast availability of information.
Unlike other marketing media such as television, radio, newspaper and
other printed media, internet marketing is growing rapidly and obtaining
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recognition. The features of internet marketing also include effective
sales promotion activities, complete description about the product,
company, price, use, and many more.
The negative features of internet marketing include
i. We cannot smell the product
ii. We cannot touch the product
iii. We cannot operate or open the product.
Some others are lack of technical facilities in rural areas, misuse by people,
etc. though there are some negative features, the advantages or the benefits
of internet marketing is very high.
However just having a website is not enough. Marketing over the net
requires special skills and techniques.
2.1.2. INTERNET MARKETING STRATEGIES
The first approach to developing Internet Marketing Strategies is to “Brand”
your product or services online. In the article “How to Reality Marketing on
the internet” published by
„Business innovator Group Resource (BIRG) Magazine‟(2002), branding of
products/services online starts with registering a domain name even if you
are not ready to use the domain name immediately. By this you have
reserved your name in the registry of all domain names on the internet.
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Names ending with biz, .com, .info, .name, .net, or .org can be registered
through many different competing registrars for a one off token fee. In
addition, many portals, search engines, and on line Directories offer services
for domain name registration. The registrars submit the contact information
to a central directory, or registry, which provides other computers on the
internet with the information necessary to send you e-mail or to find your
Website.
We have earlier discussed different categories of domain names in chapter 1.
Wilson (2006) in his article “Web Marketing Today” identified a number of
strategies that can be employed to increase traffic to your E-commerce site.
He categorized the strategies in the following sub-headings:
Search Engine Strategy
Linking Strategy
Traditional Strategy
E-Mail Strategy
Miscellaneous Strategy
Paid Advert Strategy
2.1.3. SEARCH ENGINE STRATEGIES:
The most important and inexpensive strategy is to rank high fro your
preferred words on the main search engines in “organic” or “natural”
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searches (as opposed to paid ads). Search engines send robot “spiders” to
index the content on your webpage. To accomplish this, you need to ensure
that the webpage is fine tuned with the following properties.
2.2 MAJOR CATEGORIES OF INTERNET - COMMERCE
Electronic commerce can be divided into four distinct categories.
2.2.1 BUSINESS-TO CONSUMER (B2C)
Business to Consumer commerce, according to Patton, “applies to any
business or organization that sells it products or services to consumers over
the internet for their own use. In other words, it provides a direct sale
between the supplier and it the individual consumer (Rayport: 2002).
B2C commerce created much hype when if first took off. The first
noticeable success arrived around 1995, where companies like eBay.com
and Amazon.com were launched. When the success of these companies took
off, many other imitations were born. However, the market turned sour and
many of the B2C companies crashed.
2.2.2 BUSINESS-TO-BUSINESS (B2B)
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Business-to-Business involved online transaction between business Example
of B2B include online companies that specialize in marketing strategies,
advertising, email companies, internet consultants, website development etc.
also, as an offshoot of these companies, there are various internet resources
such as online magazines, including the E-Commerce Times and
BtoBOnline.com.
2.2.3 CONSUMER-TO CONSUMER OR PEER-TO PEER (C2C/P2P)
Consumer-to Consumer or Peer-to-Peer is defined as exchanges
between/among consumers (McGrawHill, 2002). These exchanges can
involve a third-party involvement, which can facilitate and provide the
infrastructure, place and governance for the transaction exchange. Perhaps
the most well known example of this is the online market place like
“eBay.com” Here consumers can bid for the sell items of any description,
for any price. An example of P2P exchanges are file swapping
sites/programs, such as Kazaa and Donkey.
2.2.4. CONSUMER-TO-BUSINESS (C2B)
Consumer-to-Business is when consumers percent themselves as a buyer
group. Examples of this include CTB and speak Out.com. These sites
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provide consumers with market strategies and businesses also use them to
gain insight into consumer wants. These groups may be economically
motivate, as with demand aggregators, or socially orientated (McGraw Hill,
2002).
2.3. LIMITATIONS OF INTERNET -COMMERCE
There is no system that is completely error-free. The emergence of
e-commerce in the global economy and particularly the introduction of
e-banking services in Nigeria banking environment, has enhanced business
transaction, increase the aggregate income, and has positioned Nigeria
economy to the new world economic order. However, this technological
advancement in the way of doing business cannot be said to be devoid of a
number of limitations. Such limitation includes (but not limited to) the
following:
i. A subscriber is liable for transactions carried out by him or with his
knowledge or consent. If someone else has your coded, they can
transact on your account as if they were you.
ii. Inadequate and reliable communications infrastructure. It is
practically impossible to move financial products and services from
the banking hall to e-platform without adequate and reliable data
communication infrastructure (Jim Ovia, 2001).
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iii. There is no universally accepted standard or quality, security and
reliability. The software of e-commerce development tools are always
evolving, and have difficulties in integrating the internet and E-
commerce software with parts f the existing application and databases.
iv. If a business system‟s scalability is not sufficient and upgradeable, it
will result in degradation, slowdown, and eventually loss of
customers. (Turban: 2004;19, Awad: 2003;18).
v. The lack of trust is one main reason why customers are unwilling to
accept E-commerce due to privacy and security concerns.
vi. There are some products that people will not buy online. For some
high-cost and unique item businesses such as hose involved with
jewelry or antiques which have difficulties in offering the items in the
e-commerce mode in the same way as on line books and CD sale.
Another example is furniture companies: many of them have website
that allow customers to browse, but most customers still want to feel
and touch the item before they make a decision.
vii. Potential liability and customer violations for inaccurate or incomplete
information about products, services, and pricing presented on the
website.
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viii. Potential access to confidential financial institution or customer
information if the website is not properly isolated from the financial
institution‟s internet network.
ix. Potential liability for spreading viruses and other malicious code to
computers communicating with the institution‟s website.
x. Negative public perception if the institution‟s on-line services are
disrupted or if its website is defaced or otherwise presents
inappropriate or offensive material
xi. Security controls for safeguarding customer information.
xii. Losses from fraud if the institutions fail to verify the identity of
individuals or businesses applying for new accounts or credit on-line.
xiii. Possible violations of laws or regulations pertaining to consumer
privacy, anti-money laundering, anti-terrorism, or the content, timing,
or delivery of required consumer disclosures.
xiv. Negative public perception, consumer dissatisfaction, and potential
liability resulting from failure to process third-party payments as
directed or within specified time frames, lack of availability of on-line
services, or unauthorized access to confidential customer information
during transmission or storage.
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xv. Downtime (i.e., times when website is not available) or inability to
meet services levels specified in the contract.
xvi. Lack of a business model
xvii. Wireless devices have limitations that increase the security risks of
wireless-based transactions and that may adversely affect customer
acceptance rates. Device limitations include reduced processing
speeds, limited battery life, smaller screen sizes, different data entry
formats, and limited capabilities to transfer stored records.
xviii. Lack of trust and key public infrastructure.
xix. High risk of buying unsatisfactory products.
xx. Lack of security on both the user and the provider.
2.4. THE INTERNET
According to Gbede (2000) internet was originally created because of war;
it has its origin in the cold war between Russia and America during the
1960‟s. Its concern was about the survivability of communications in the
United States in the event of nuclear strike. The US Air Force needed to
ensure that it could still communicate with its forces. The Army invented the
internet so that they could reach their partners in other countries during the
war. It was solely designed for communication.
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The internet is known as the information super-highway. The
telecommunication has now made the world a global village. It helps us
communicate faster. The internet has basically become one of the world‟s
greatest inventions.
2.4.1 BENEFIT OF USING THE INTERNET
There are lots of advantages in the use of the internet. The internet provides
these services:
E-mail –Electronic Mail
Electronic mail permits the sending and receiving of messages to other users
connected to the internet. It enables users to send, forward, and receive
messages from people all over the world. E-mail makes participation in
electronic conferences and discussions possible.
FTP – File Transfer Protocol
This is a means of sending receiving files and data fro one computer to
another. Users can download magazines books, music, graphics, and much
more.
User net News
A number of discussion groups that allow users to post questions and
replies, sorted by topic. It is also known as news.
World Wide Web (www)
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This enables users to access and contribute text, document, images, video,
and sound. The www is accessed using a web browser such as Netscape
navigator or Microsoft Internet Explorer: a means of displaying and locating
information located on the internet. A web site is a specific place or location
where information is sought within the internet network.
Other Services Provided by the Internet Includes:
E – commerce (buy and sell electronically)
E – chat (gist electronically)
E – learning (get a degree online)
Make electronics friends
Date online and hold meetings online (which could involve
teleconferencing).
Make internet phone calls that are as cheap as local calls
The internet permits you to talk to any body anywhere in the world as long
as there is an internet access on both ends.
There is a lot to gain from the internet for those who take time to study how
it works. As with the post office box so it is with the electronic mail box in
which mails are kept safe. Your electronic mail also saves a copy of mails
send in the out box folder of your mail box. It is the fastest means of sending
letters to anywhere in the world. The best of all is that you can receive it
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anywhere in the world as long as there is an internet access in that location.
You can also apply for jobs online, write letters to friends, and loved ones
without having to fear that they would not get to them. Actually. E-mails
take about three to nine seconds to get to its destination or recipients.
Getting the e-mail address should depend on the amount of space the e-mail
service provider would provide as well as the efficiency, time and speed it
takes to load one‟s inbox. The larger the size of one‟s inbox, the longer time
it takes.
Some e-mail services providers require that you pay some money before you
can open your mailbox while others do not (Omolu; 2002).
The process of transferring information from one computer to another
computer through the internet is uploading. For example, whenever one
sends e-mail to someone. In other words, the transfer of information from
the internet to ones computer is downloading. That is anytime you instruct
you computer system to retrieve your mail.
2.4.2. FUNCTIONS OF THE INTERNET
The internet which means International Network, that is, a massive
international network of computer offer the following functions.
a. Exchange of Information: With the internet, exchange of
information (communication) round the globe is possible. Besides, it
37
affords speedy and quick access to global information, e.g. CNN
news, BBC world, encyclopedia, scholarship, etc.
b. E – Commerce (Online Shopping): The Internet offers buying and
selling opportunities on the net as well as advertising products and job
vacancies. Using the appropriate browser, one can visit big-time
supermarkets, shops and mini-marts in western countries like
America, viewing items and products that products that win ones
attraction, without having to travel.
c. E – Library: The Internet enhances communication by providing
opportunity to access to books, journals, magazines, and newspapers
on the net. For example, Oxford‟s University books and Journals can
be accessed through the Internet.
d. E – Mail: Electronic mail is the most common and most enjoyable
function of the internet. It has to do with the sending and receiving of
mails electronically, and is far more efficient than the traditional use
of the post, which requires one walking down to the post office to post
(send) or receive mails it helps and makes it possible to receive and
send mails from and to any part of the world right there on seat with
the computer. To use the e-mail facilities, it is expedient to get an e-
mail address.
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e. E – Learning: (Education): Distant learning can be conducted
through the net Diplomas, Bachelor‟s, Masters‟ Degree and PhDs are
now being gotten through the internet. One does not need to travel to
some great citadels of learning as one can receive lectures, write
examination and bag a degree right there in ones house, through the
internet.
f. E – Banking: Bank transactions can be carried out on the net. Money
can be deposited, withdrawn and transferred from one bank to
another, and accounts updated electronically i.e. through the internet.
A good example of money or fund transfer is the Western Union
Money Transfer (WUMT).
g. Conferencing: Through the internet, leaders of respective nations can
meet for discussion (communication) with each one, not having to
move out of his office or country to a particular venue. Though they
are geographically wide apart, yet they are together. This is also called
electronic meeting. What a marvelous development! Odogbo (2001;
125-126).
2.4.3. THE INTERNET AND WEB-BASED MARKET
Web-based Advertisement (Online Advertisement)
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On the Worldwide Web, companies design their websites and web pages and
put their advertising contents there so that such advertisements can b read
and appreciate by the visitors to the websites. This type of advertisement is
very much “real time advertising” as those browsing through the internet has
the opportunity of seeing large number of websites with varying “real time
advertising” as those browsing through the internet have the advertorial
contents. Due to the interactive nature of the internet “real time advertising”
is possible as long as that customer visits the website. Another attraction of
web-based adverts is that the customers who make enquiries get immediate
responses to their enquiries (Gbede; 2000).
Internet and Air Travel Agencies
Air travel agencies perform several functions ranging from ticket sales to
reservation and confirmation of seats, visa collection services as well as
packaged tours. Most of these services can be packaged and sold better on
the internet especially through interactive websites. Air tickets can be bought
on line directly by customers thus enabling the airlines to avoid paying the
travel agents the discount on the tickets sold online.
Web Based Counseling
The internet has become an indispensable tool to consultants. Apart from
being able to downloaded data and research results from the internet,
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consultants can derived immense web advantages that can fasten the task of
seeking for and finding the right caliber of staff by carrying out data mining
on information accessed from other websites. In the same vein, the
consultant can establish an executive search website which can be visited by
prospective employees who will be able to post their CVs to such websites.
2.4.4. Means of Protecting Network
Several methods can be used to protect one‟s network. According to
Gbede,(2000 ) these protective methods include:
Use of Password
A password is a group of characters supplied by a computer user to gain
access to the computer system or to gain access to certain files or certain
levels of operations on files kept on the computer system. It is a character set
that is required to be supplied to the computer by being keyed in before the
computer will allow access to its files.
Use of Fire Walls
A firewall is a hardware/software barrier that checks the information passing
between network and a public network (that is the internet). Firewalls are
41
usually in form of special computers that prevent crackers from gaining
access to private networks.
Use of Monitoring
Other methods of protecting private network from cyber attackers include
the use of monitoring. These monitoring programs will warn the user of any
Trojan virus or worm inside the computer program. Similar to this another,
“Sentinel software” referred to as “integrity checkers” that warns the user of
any change in the computer file‟s integrity or files structure.
Scanner Program
Scanner program is a protective program that scans new programs or files to
be installed or copied into the computer (for viruses, worm, etc) before such
programs/files are installed/copied.
Where the scanner program can clear the virus either from the input device
or from the hard drive and repair the devices, such scanner program are
referred to as “vaccine programs” or anti-virus programs.
Another means of protecting one‟s network involves the creation of
extranets (that is secured internet links with one‟s suppliers for the exchange
42
of vital and highly sensitive information) as unscrupulous people can tamper
with company‟s communication links with one‟s supplier altering other
details and disrupting information flow.
The extranet can also be protected through the use of smart cards issued to
bonafide business partner to access the website. These cards would have
been programmed with a code, which can be recognized and verified by the
computer, such that only bonafide business partners are allowed access.
Another protection techniques for extranets, that is, secured networks,
include biometric security procedures like electronic finger-printing, retina
scanning, voice recognition, neural network identification (by using the
nervous pattern on the human face), DNA finger printing, etc.
Strengths And Limitations Of The Internet
Although the internet offers an astounding and variety of information, it is
not some sort of magic, “brain in the sky” that will always provide reliable,
accurate answers to any question asked. Therefore, when using internet,
keep in mind of its strengths and weakness.
The Strengths of the Internet
These are the strengths of the internet.
i. It provides a vast array of electronic information sources.
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ii. Provision of convenient access to information that used to be
inaccessible (very difficult to find).
iii. There is extremely up-to-date information on current events and
popular culture on the internet.
iv. The internet enhances the ability to communicate with others.
The Limitations of the Internet
Out rightly speaking, the internet has the following limitations:
i. Lack of formal organization and quality control.
ii. There is no governing body in charge of the internet, although, there
are groups that oversee technical standards. Anyone with a computer
and an internet connection can “publish” information or opinion on
the web. The openness can be seen as one of the internet‟s great
strengths, but it also mean that the quality, accuracy, and credibility of
the information varies dramatically. In other words, anyone‟s ideas
even if they are extremist political views or completely untrue ideas
can be found on the web and no one checks to make sure that web
pages provide accurate information.
iii. Uneven subject coverage: The internet is completely haphazard and
unpredictable in terms of the depth, number, and kind of subjects
44
being covered. Thus, the internet may not offer in-depth coverage of
the topic that interests someone.
iv. Small amount of full-text: The complete text of some books and
articles do appear on the internet, but because of legal, economic, and
practical restrictions, it is only a small fraction of what is available in
print.
v. Distribution of virus that disrupts and spoils the entire system owing
to poor log-in and surface protection.
Given these strengths and limitations, skilled researchers understand that the
internet supplements, but does not replace libraries and traditional
bibliographic access tools.
2.5. THE CONCEPT OF MARKETING
Marketing has been variously defined as the language of business and as an
art of science of rendering services in the form of exchange of goods to
satisfy customers as a profit.
Morden (1986:6) described marketing as the moist managerial task within an
organization directed at understanding the needs and wants of customers in
the market, and of adapting the operations of the organization to deliver the
45
right goods and services more effective and efficiently then its competitors.
Supporting this definition Stanton (1981:10) sees marketing as a philosophy
of business that states that the customers want satisfaction is the economic
and social justification for a firms‟ existence. To this regard, all
organization‟s activities must be devoted to finding out what the customers
want and then satisfying those wants, while still making a profits over the
long run, it is a total system of business activities designed to plan, price,
promote, and distribute want satisfying goods and services to present and
potential customers.
2.5. 1. MARKETING INFORMATION SYSTMER (MKIS)
Marketing information system according to Okafor is associated with such
letters as MIS. However, in order to remove the conflict of sharing same
letters with management information systems, markers according or Okafor
decided including letters “K” in their own abbreviation. Thus, marketing
information system defined as a structured, interacting complex of persons,
machines, and procedure designed to generate an orderly flow of pertinent
information collected from both intra and extra-firm sources for use as bases
for decision-making in specific responsibility areas of marketing
management.
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Components of marketing information system according to McCarthy
(1978:626) include; marketing research, marketing intelligence market
research internal accounting or reporting system and government affairs. In
all marketing intelligence is the most important marketing information
system as data source than other sources. Marketing intelligence relates to
all information directed to the development in business environment
especially on the competition within the particular industry. Government
affairs on the other hand cover such vital areas as trends in the legal
environment e.g changes in tax laws, pending legislation and lawsuits.
Internal accounting provides information on such vital areas as: sales and
profitability on each product, customers, region, and salesperson, accounts
reusable and payable, inventory reports budgets and promotional
allowances.
Marketing information system plays the role of determining future
uncertainties in order to be able to take adequate decisions on the unknown,
the manager needs of relevant marketing data. Thus without the existence of
marketing information systems unit, the marketing department and the entire
organizations will be drifting aimlessly.
2.5.2. MARKETING OF SERVICES
47
In theory products marketing and services, marketing are essentially the
same in each case, a marketing programme is built around the parts of the
marketing mix. At the same time however, significant differences do exist
between product marketing and service marketing. Thus although in practice
the two are different marketing approaches.
In their opinion Busch and Houston (1985:850) defined services as an act
performed by individual or organization for the benefit of another individual
or organization to this effect it is those separately identifiable, essentially
intangible activities that provide what satisfaction. And that is not
necessarily tied to the sale of product or another service.
It is worthy to note that most services are intangible in form, cannot be seen
when moved from the producer of such a services to its consumer is very
hard to initially determined. Finally, they cannot be touched as they are
being moved along the distributive channels.
There are basically two types of services provided in marketing. They
include: equipment based services and people based services. The equipment
based services are those services whose production is heavily dependent on
the use of automated equipment, they include areas as; vending machines,
computer time sharing, etc while people bases services are those services
whose production rely heavily on individual although equipment may be
48
used in production of people based services. The person-to-person
interaction tends to be more pronounced in people based services than the
machines or equipments that were used during the provision of services
under consideration.
2.6 BENEFITS OF COMPUTER-BASED MARKETING SYSTEM
The benefits of a computerized marketing system are many and desirable for
any organization in modern financial environment. It is much more apparent
when the computer system is compared with the use of manual benefits
according to Tocci (1995:220) includes.
1. Computer can handle vast quantities of marketing data store them
and recall from its store for processing. In big organizations where
volumes of sales are large, it provides the best means of analysis as
one computer can execute the task of a number of people.
2. It enables respective jobs or common routines to be standardized and
programmed. As a result it enables the attention of managements to be
devoted more to policy formulation and eliminates the usual
monotony benefits of repetitive jobs on labour.
3. It also allows for standardization of common sub-heads. For instance,
expenses incurred for different purpose by management can be
49
classified collectively as marketing management expenses and given a
common code.
4. Benefits resources and alternative uses can be evaluated ranked. Cost
benefits ratios can be reliably calculated using the computer to guide
investment tendencies.
5. The computer possesses on the spot validity checks and accuracy of
information can be relied upon. In the manual system, the attention of
processing staff could be distracted by the environments like
telephone calls discussions etc. In such situations concentration may
be lost and errors get overlooked and undetected. The automatic
checks built into the computer obviate. This, thereby making its
output more dependable.
6. Computer simulations of policy alternatives can be used as aid to
choice; they are ideally suited for complex calculations and marketing
where rapid feedback enjoys a high premium. The lower and middle
level management enjoy this benefit.
7. Models can be developed with the aid of computers for marketing and
financial problems in this way it minimizes human intervention and
noise to processing. It makes supervision unnecessary, except where
operations keep watch for any breakdown or rejection of inputs.
50
8. Inter-branch and head office communication is facilitated and decision
quickly taken, especially if the branch can access the information in
the head office. Thus is the case with on-line and real time system.
The greatest and most important asset of the computer is its speed.
It can carry out complex calculations of marketing activities and handle
volumes of data in minute. Fractions of time. The speed of the computer is
usually measured in terms of milliseconds, micro seconds, nanoseconds and
picoseconds representing.
Thousandth of a second, millions of seconds and millions of a second
respectively. This is a big improvement on the usual “man hour” of
processes.
2.7 CONSUMER BAHAVIOUR
Today‟s business firms must understand group characteristics are they affect
consumer behaviour. Very few manufacturers have the resources to sell to
whole nation like Nigeria. The market is simply too vast for one firm. Even
if the firm has the resource, everyone cannot simply desire its product (s).
It is advisable and more profitable for a firm to specialize – to appeal to one
group or at most a few groups. This is only possible if the firms know the
categories of buyers, what interests them, and how they can be influenced to
buy. These will naturally enable firms to segment the markets.
51
Consumer bahaviour studies arm markets with such facts as the basic needs,
the psychological needs, motivation, perception, attitudes, personality,
learning among others. Many psychologists have examined needs from
different dimension. But the most popular is Maslow‟s/Hierarchy of needs.
Maslow‟s need hierarchy is the order in which human needs arise. He
believed that when one need is at least partially satisfied, the need at the next
highest level arises. The needs can be classified into primary (needs which
are fundamental to human existence) and secondary (needs that can be
avoided).
(a) Primary needs include;
(i) The physiological (hunger, thirst, sleep)
(ii) The safety needs (security, order and stability).
(iii) Secondary needs includes,
(i) The belongingness and love needs (affection and identification).
(ii) The esteem needs (prestige, success and self-respect)
(iii) The needs for self-actualization
Maslow (1954:101) explains that the need hierarchy is not rigid as may be
implied by previous discussions. He recognizes the fact that while most
people feels the needs is about the order indicated; there may be exceptions
52
in individual cases. This discussion will now be illustrated with the diagram
below.
CONSUMER BEHAVIOR AND SEGMENTATION
Self YES
Actualization
Ego needs NO
Social and Safety Needs
Physiological Needs
Onah J. O. and Thomas, M. J. (1993) marketing management. Uruowulu – Obosi pacific
publishers,
The implication of the diagram above is that needs can be converted into
wants and needs into effective demand by the marketer. Lavidge and Steiner
(1961:88) developed one model that identifies the following stages through
which advertising seeks to move the audience.
Awareness of the existence of the product.
Liking for the product.
Preference for the product.
Conviction to act or purpose the product.
Actual purchase of the product.
WANT
Wishes or
Desires
Effective
Demand
53
But on his part, Strang (1925:9) developed a similar model, which forms the
basis for the model, an advertising objective of probably moving prospects
from one stage of the process to another, examples of such
telecommunication effects states that advertising objectives could be;
To ensure that the percentage of target audience that is aware of the
existence of the product rises.
To increase the percentage of these who know the distinct features of the
product to rise from lower percentage to higher percentage in next few
months.
To raise the percentage of the target audience who prefer one brand to
others from few percent to a higher percent within one year.
In Klipnner (1973:10) ways or model, the basis for setting advertising
objectives apart from sales and telecommunication is to affects specific
behaviour, which the advertiser seeks to influence for instance, to stimulate
trial purchase from non-user to attract competitors‟ customer to retain
existing customer to create brand loyalty amongst customers and to increase
the usage of the produce among current customers. These advertising
objectives are fully stated below;
Measurability
54
This concerns efforts to ensuring that the extent to which objectives have
been achieved and be ascertained at some future date.
Target Audience
It consisting identifying the target audience that promotes the focusing
advertising efforts.
Time Dimension
The time dimension indicates the period within which the specific goals are
to be accomplished.
2.8 BRIEF HISTORY AND ACTIVITIES IN VIRGIN NIGERIA.
On 1 September 2004, the Federal Government of Nigeria announced the
selection of Virgin Atlantic Airways as the strategic Investor/Technical
partner in the country‟s new flag carrier airline project. This selection was
the culmination of many months of selection process among numerous
airlines, managed by the Federal Ministry of Aviation using technical and
specialist advisers to conduct audits and due diligence.
A memorandum of mutual understanding, which formally established the
commitment to create Virgin Nigeria Airways Limited, was signed by the
Federal Government and Virgin Atlantic in Abuja on 28 September 2004
Virgin Nigeria is a 100 per cent private sector-owned airline registered in
Nigeria and operating from its base in Nigeria, with Murtala Mohammed
55
International Airport, Lagos, as its operational hub. Virgin Atlantic is the
Technical partners assisting Nigeria in any operational areas as requested or
as required.
The airline is 51 per cent owned by Nigeria private sector Institutional
Investors, with the balance of 49 per cent owned by the Technical Partner,
Virgin Atlantic. This is a common joint venture structure for such business.
Virgin Nigeria will develop a global network of intercontinental, regional
and domestic routes from its home base in Lagos. It will steadily build a
network of such routes, to offer its Nigerian customers the maximum choice,
encompassing intercontinental routes to Asia, the Middle East, Europe and
North America, regional within West and Central Africa, and a handful of
key domestic routes within Nigeria for those customers not based in Lagos.
The selection and timing of routes will; reflect customers not based in
Lagos. The selection and timing of routes will reflect customer demand,
operational constraint of introducing aircraft customer demand, operational
constraints of introducing aircraft and new ground services, as well as the
overriding objective of only growing at a rate that allows standards and
operational integrity to be maintained.
Virgin Nigeria currently employs some 150staff directly and aims to employ
a workforce of over 800 by end of 2006. This will be in addition to creating
56
hundreds of further jobs through engaging service from third parties. In total
the company estimates that its activities will trigger within a few years an
estimated 20,000 jobs in the Nigerian labour market through suppliers,
partners and activities at the airports.
The aim of Virgin Nigeria is to create the best international airlines, not just
in Nigeria but the best in Africa, with truly quality standards. And its
approach to business is to focus on: steady but careful growth without
overreaching itself, operational integrity, customer service, highest
principles of private-sector corporate governance and care for its hundreds
of people employed in Nigeria and internationally.
Virgin Nigeria will rapidly become a leading Nigeria multinational,
incorporated and based in Nigeria but with operations and staff in numerous
countries around the world.
Aviation is crucial to a nation‟s development, whether economically,
politically or socially. Virgin Nigeria is committed to the healthy future of
Nigeria and to playing its own part in such positive progress and
achievements. Virgin Nigeria intends to contribute to putting Nigerian
aviation onto the world stage with a quality and reputation alongside other
respected aviation sectors.
WHAT WE ARE...
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A private sector-driven airline, built from scratch and aiming to
become a Nigeria multinational operating around the globe as a
Nigerian company.
A Nigeria company; registered in Nigeria; 51 per cent owned by
Nigerian shareholders and operating in Nigeria, with Lagos as its hub.
A company that sets out to operate a careful, objective and merit-
based process to select the right people to join our business. Our
recruitment process does not discriminate against any qualified
persons, nor does it unduly favour anybody.
Determined to play our part alongside other airlines Nigeria to raise
the profile of the aviation sector and to create an overwhelmingly
positive impact on the economy.
FLEET AND PRODUCT
Fleet
Virgin Nigeria wills initially being long-haul operations with one Airbus
A340-300. This aircraft will operate the airline‟s first route between Lagos
and London. This service was initially supported by the Technical partners
58
via wet-lease. Additional long-haul aircraft are being introduced during late
2995 and 2006.
Short-haul service commenced with two airbus a320 aircraft. These aircraft
operate intra-Africa routes and are being technically supported via a
specialist European wet leasing company with Virgin Nigeria‟s own
Nigerian cabin crew on board. The company is shortly a further contract for
multiple dry lease short-haul aircraft, from a leading international lessor, that
will be phased into service during 2005 and through 2006.
The use wet leases at the start of a new airline‟s operation is standard
practice around the world and is the accepted best way to ensure safe and
quality operations from the outset. Simultaneously, Virgin Nigeria is
creating its own operational capabilities – via a major order for lease aircraft,
ongoing recruitment of pilots, cabin crew and engineering staff. As is
conventional with new airlines, these in-house trains ensure at all times the
most robust and safe operations.
The airline provides a minimum of two classes on all aircraft, for both short-
haul and long haul routes.
The three classes on long-haul routes are Business Class, Premium Economy
Class (a full fare separate economy cabin) and Economy (all other
coach/economy fares).
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A 340-300 basic facts
The Airbus A340 is the longest-range aircraft in the world and Airbus‟ first
with four engines. Virgin Nigeria uses an A340-300 series, which carries
225 passengers over a range of 7,000 nautical miles. The fuselage cross-
section is based on the A300 and A310 aircraft; wide enough for both
passengers comfort but slim enough for optimum fuel efficiency. The A340
also has the most slender wings of any aircraft and has large fuel saving
winglets. BAS system, which has a 20 per cent share in the Airbus
Company, is responsible for the innovative aerodynamic design and
manufacture of the wing, for all the company‟s aircraft. The A340-300 is
powered by four CFM International CFM56-5C4 engine delivering 31,
2001b or 34,0001b of the thrust.
Product
Virgin Nigeria blends customer needs and preference with Virgin‟s global
airline expertise together with best practices in private sector business.
Virgin Nigeria focuses on ensuring safe and reliable travel. The airline goal
is to provide its passengers with good value for money.
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Travel classes
Virgin Nigeria operates three classes on our long-haul service. Please see
below further information on each class.
Business class – long haul
A business class seat that provides passengers with 6‟8” of sleeping
space.
Onboard bar – a private bar in the cabin, which has a welcoming
atmosphere.
The upper Class amenity kit – designed by bespoke couturier and
servile Row
2.9. ORIGIN AND EVOLUTION OF THE INTERNET
Internet is one of the world‟s most interesting and greatest achievements in
the last millennium. The Internet was born in the 1960‟s by the United State
Defence and the Advanced Project Research Agency (APRA), which
interconnected their Local Area Networks to form ARPA net. This was an
attempt to maximize the advantages of the new computer networking
technology. With the success of the ARPAnet, the United State‟ National
Science Foundation (NSF) equipped five universities with supercomputer
and interconnected them. These five universities became points of service
61
centers for neighbouring University LANs. The resulting network was called
NSFnet.
Finally, the NSFnet was hooked unto the APPAnet using already existing
telecommunication networks where possible. The computer networking
technology was not limited to America, countries in Europe and Asia also
connected their universities and research center LANs forming national
networks which they interconnected with the Arpanet to form the
information super highways today called INTERNET. The size of Internet is
still increasing linking hundreds of nations, thousands of computers and
millions of people. Today, Internet has become an indispensable tool for
communication, education, research, entertainment and public relations.
Presently, various government, universities, private organizations, computer
science and engineering associations, manage and maintain Internet.
2.10 INTERNET AND THE WORLD WIDE WEB
The Internet is a global communication based on computer network. Due to
the need for faster mode of communication, researches, scientists, engineers,
students, etc. have worked and have been able to achieve a goal which
makes all computers all over the world to be able to send text messages,
62
graphics and sounds to one another in seconds neglecting the distance
between them.
Many people both black and white have contributed to the invention of the
Internet. As far back as 1961, a year after Nigerian got her independent,
Leonard Kleintock invented packet switch which breaks data to bits to
enable it travel through a local network called LAN (Local Area Network)
form computers that are close and connected with cables.
In 1962, JCR invented Galatic Network that allow globe connection of
computers in a large network and they can be access from one another which
is called WAN (Wide Area Network) where computers from one city can
share files and send message to another.
During the cold war, the United State and Western Europe feared that the
Soviet Union might start a nuclear war, so the scientists wanted to make sure
that messages got through even if there was a nuclear attack.
They were able to achieve this with the help of Defence Advance Research
Projects Agency Network (DARPANET) and this gives birth to what we
know today as Internet.
2.11 FUNCTIONS OF THE INTERNET
Firstly, the primary function the Internet is to information bits from one
computer to another. This requires the computer to have unique addresses or
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number just like telephone numbers. For any successful telephone
conservation, the caller must dial a known telephone number. When the
connection is made, information is transmitted from the caller‟s handset
through transmission lines via the Exchange to the Receiver‟s handset.
While the conservation is going on, that path of the circuit is dedicated to the
two subscribers and no other person can use it. This type of telephone
system is said to be Circuit Switched.
Internet uses a different type of technology called packet switching. In this
technology, information to be transmitted is broken into packets. Each
packet contains the digital code of data to be transmitted, the address of the
sender and the address of receiving computer. This is analogous to address;
the sender‟s and the recipient‟s. Thereafter, all the envelopes are put in bags
and sent to the main post office where they are sorted and delivered.
Because there are many thousands of computers, millions of people and
various types of LANs, there is a need for rules/regulations. The
International Standards Organization, the institute of Electrical/Electronic
Engineers and the Internet Engineering Task force have developed many
standards and regulations for computer networks and the Internet. These
regulations are called protocols.
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They specify connector type, address formats, flows control, error reporting
synchronization (Stallings, 1999). There are many protocols; each handles
one specific aspect of data transmission. The fundamental protocols for the
Internet. The fundamental protocols for the Internet, the Transmission
Control Protocol (TCP) and the Internet Protocol (IP) often written as
TCP/IP are briefly discussed in the next section.
2.12 THE TRANSMISSION CONTROL OF INTERNET
The TCP and IP are frequently mentioned together i.e. TCP/IP because of
how they used. Firstly, the Internet protocol (IP) is a set of rules that
determine how a message to be transmitted is broken into packets, addressed
and routed. Internet comprises many different types of networks; Ethernet,
Token Ring etc. All these various types of network are connected by
computers called Routers. The Routers are like Main Post Office where the
letters are sorted and decisions taken on how best to route the letters/parcels.
Each router on the Internet does not need to be connected to every other
router but with the IP address on the packet, a router decides on the best way
to deliver a packet. Each computer on the net must have a unique IP address.
A typical address consists of four numbers separated by periods/dots. Each
number is less than 256; for example 192. 112.36.3 is an address of a
65
computer. The first number from the left identifies the computer while the
other numbers give information on the computers network and its location
The packet switching technology is such that a packet of information must
not contain more than 1500 characters. If any information contains more
than 1500 characters than it will be broken into multiple packets. When
multiple packets are sent, there is no guarantee that they will arrive in the
same sequence; hence there is a need for another protocol, and the
transmission control protocol the transmission control protocol for
transferring bigger chunks of information.
2.13 THE TRANSMISSION CONTROL PROTOCOL
A good illustration of how the TCP works together with the IP is the Post
Office analogy, whereby a man wanted to send a book to a friend and his
local post office only accepted letters. He could tear the book into pages put
them into different enveloped before posting. The recipient would have to
make sure that all the pages arrive, before pasting. The recipient would have
to make sure that all the pages arrive, before pasting them together in the
correct order. This is the job of the Transmission Control Protocol.
The TCP takes the information and breaks it into packets, then puts the
packets in TCP envelopes. The TCP envelopes are in placed in an IP
envelope. When the Router picks an IP envelope it will send it to the
66
recipient through the past possible routes since each IP envelope contains the
addresses of the recipient and the sender and some other useful information.
Before transmissions, a check or special number is appended to every packet
for the purpose of error detection. At the receiving end, the TCP software
collects the envelope, extracts the data and puts it in the proper order. If
some errors are detected, the sender will be required to retransmit (Krol
1994). The TCP.IP protocol software is included in Network Operating
Systems and some other operating systems such as the Microsoft Windows
98 and Windows 2000.
2.14 THE IP ADDRESS AND INTERNAL DOMAIN NAME SYSTEM
The address numbering system, for example, 192. 112.36.5 is all right for
computers communicating with other computers. It was cumbersome for
human beings; hence a naming system called the Domain Name System
(DNS) was devised. The domain name System is a distributed on-line
system whereby various groups are given responsibility for subset of names.
Each level in the system is called a domain and the domains are separated by
dots. Thus, instead of the address, 192.112.36.5 the address will be
pcl.futo.edu.ng. This IP address, for instance, is for a computer named pcl at
the Federal University of technology Owerri (FUTO). FUTO is in the
67
domain EDU – educational institutions while the educational institution is in
the domain, ng that stands for Nigeria.
The highest level domain usually comprises two letters indicating the
country where the computer is located. For example, ng – Nigeria, ca –
Canada, it – Italy, etc. The next sub-level domain comprises three letters
indicate the organization that owns the computer. Examples are as follow:
edu -educational organization, gov – government organization, mil –
military.
2.14.1 INTERNET FACILITIES AND SERVICES
In the past forty years, the Internet is one of the greatest discoveries that
have permeated all aspects of human endeavor changing the way we learn,
play, work, and to do business. This is of the existing facilities and services
on the Internet such as;
Electronic Mail
World wide web
Newsgroup
Telnet
File Transfer Protocol
Search Engines (e.g. Yahoo).
Some of these facilities are described in the following sections.
68
Electronic Mail
The Electronic (E-mail) in one of the mostly used facilities on the Internet. It
allows one to send and receive messages to any part of the world. It is
becoming cheaper and more convenient than telephones or letters (Osuagwu,
1999) to use the email facility one needs to have access to a computer, a
telephone, an account with an Internet Service Provider (ISP) and then an e-
mail address. The general format for an email address is username@sub-
domain, for example [email protected], yakubu@linkservecom,
[email protected] or yemi@yaboocom
Some frequently used, e-mail programs are Unix mail, pine, Eudora, Hot
mail and yahoo mail. Most of these have user-friendly interfaces for sending
email.
Advantages of the Email
Speed
Cost
Transmission of large Amount of Data
Broadcasting a Message to Multiple recipients
Possibility of receiving Email with Different Telephone Lines and
Computers.
69
Speed
The speed of sending/receiving message is about 200-300 times faster than
the telephone, fax or talex. This is because once the message is typed; it is
coded electronically and sent in one go.
Cost
Email is cheaper than all the other forms of telecommunications because
anytime one is sending message with telephone or fax to anywhere in the
world, he/she is paying the international telephone charges. While when
using email he/she will be paying the local charge, which depends on how
close, the user is the Internet Service provider (ISP) (Ibikule, 1999).
Transmission of large amount of date
Email allows one to send/receive a large amount of data to and from
any email address worldwide. Documents of different format such as
spreadsheet files, picture files, and word processor files can be attached to an
email.
For instance, a word-processed book. Of 500 pages can be sent to any part of
the world in less than three minutes and it will be a lot cheaper than sending
the same book by or post office.
70
Broadcasting a Message to Multiple Recipients
Email has the facility for sending a message to many addresses
simultaneously without any extra cost and time.
Possibility of Receiving Email with Different Telephone Lines and
Computers
If one has an email adder from Yahoo or Hot mail he can send or receive
email with different computers located at any part of the world. He can also
plug his computer into a different telephone line and send or receive email.
This is not possible with fax, which most be connected to ones telephone
line for transmission and reception of fax messages.
2.14.2. WORLD WIDE WEB (W.W.W.)
This is created in 1980s by European Physicists; it is just like the spider web
that link one channel to the other. It allows you to view objects, text
message, etc over the Internet.
The World Wide Web is the greatest services on the Internet. The web is a
hypertext based information service that links multimedia databases in
different parts of the world. Information on the World Wide Web is
organized in documents or web pages (Chukwudebe, 1999). Huge amounts
of information such as international journals, technical standards, books,
films, newspaper, and free software are available on the web. Various
71
organizations and intuitions advertise and publish their activities on web at a
web site with a web address of the home page. Job vacancies are advertised
on the web address of the home page. Job vacancies are advertised on the
web; also, individual professionals can advertise their resume on web so that
interested employers can contact them.
2.14.3 WEB SITE ADDRESS
Another name for website addressed is “URL” and this consists of:
The web address starts with the name of the protocol, Protocol of the address
dot World Wide Web dot, oftentimes http, where http stands for Hypertext
Transfer protocol. The structure of a web address is http:// website sub-
domain. For example, http://www.ooo.com, is the Internet website address
of CNN. http://www.abiasu.edu.ng will be the web site address of the
organization. Sometimes the address can be longer, continuing with
path/directory and file names with html extension. HTML stands for
Hypertext Markup Language, which is the language for preparing web
pages.
2.14.4 WEB BROWSERS
This is a collection of web pages maintained by the web designer or the
owner. Individuals, government agents, schools, institutions, companies etc
72
all over the world that manage and maintain information on the World Wide
Web (W.W.W) on topics and areas of internet to them.
Examples www.state.gov, information on the United State is maintained and
manages by the United State Government agent in charge.
To browse/read the web pages, one requires a search engine. The search
engine is a program for finding things very easily from the web. Frequently
used search engines are Yahoo and AltaVista. Other browsers are the
Netscape Navigator, Internet Explorer and Lycos. The use of the search
engines is similar. Firstly, a keyword is entered, and then the search engine
returns a list of pages that contain the keywords. The user can select one of
them by using the mouse to click at the option. Since the web pages are all
linked with the hypertext technology one can navigate through all the
options if one has the time (Laudon, 2001).
In a situation where the address of a particular web site is known, it can be
keyed in and immediately the home page of that web site will be brought to
the screen. There are numerous benefits that can be gained from browsing
the web. The World Wide Web, since the last millennium has become the
greatest information delivery system.
2.14.5 OTHER FACILITIES ON THE INTERNET
Telnet and FTP
73
Since every computer on Internet has an address, it is possible to log onto
any of them from anywhere in the world. The tools for remote log in are File
Transfer Protocol (FTP) and Telnet.
Telnet is used for accessing public databases such as library catalogues of
universities or research institutes. For instance, a registered user in
university of Lagos can log onto a remote computer at the Oxford University
London. The only shortcoming is that Telnet is a reserved facility for
authorized users because one needs to know some vital information such as
the address of the remote computer.
The file transfer protocol is an old protocol for moving files from one
computer to another. It does not matter where in the world the computers are
located or the operating systems that they are using. Similar to the Telnet,
one needs some permission and an account on the two machines before files
can be transferred from one machine to the other. However, there is a special
ftp that can allow one, access to public databases without having an account.
In this case, the user logs in as anonymous.
Newsgroup/Mailing List
74
News/discussion groups have been formed on the Internet. This is one of the
fascinating ways of using Internet. Some call it a Bulletin Board; some call it
Usenet News. Whatever, a Newsgroup is like a conference where one or
more speakers are delivering lectures, at the end, the other participants will
direct questions or comments to the speakers. The only difference is that
speakers and other participants are located in different parts of the world
(Massari, 1999) Just like each conference is characterized by a theme/topic,
each Newsgroup has a specific topic that will be discussed among the
members. There are Newsgroups on computers, recreation, business, free
software, technology, etc. each newsgroup has an email address, which a
new user uses to apply to join the group. When his application is accepted,
the user can receive all the messages or articles the group will be sending to
the same address and he in turn, will participate in the discussion by sending
his own contributions.
There are special programs called Newsreaders for reading Usenet news.
With a newsreader one can see the newsgroups available, subscribe, read
articles and post articles.
REFERENCES
75
Busch and Hoston (1995), Marketing, Illinois Richard D Irwin, Inc
Chukwudebe, G.A (1999), “Optical fibre in telecommunication; “A
Review” Nigeria Journal of Technical Education vol 15 No 2. p 76.
Ibikunle, M. (1999), Management interrogation system: Analysis and
Decision, Enugu; fourth Dimension
Kleindi; B.A. (2003), Strategic Electronic Marketing; Management
e-business, USA; Thomson Leaving Mason.
Kleppner, O. (1973), Advertising Procedure, Englewood Cliffs, N. J
Prentice-Hall Inc.
Landon K.C. and London P.C (2001), Essential Management Information
System Organization Information System Organization And
Technology In The Network Enterprise U.S.A Prentice-Hall
Incorporated.
Lavidge, R. S. and Steiner, G. A. (1961), “A Model for Predictive
Measurement of Advertising Effectiveness” Journal of Marketing,
October 1961.
Ugwu, C.A (2009), E-commerce: The Business of Internet in Business,
Enugu, Leeway ideas Publishers.
Rayport, J.F (2002) Introduction to e-commerce, Boston: McGraw-
Hill/Irwin Market space Limited.
76
Maslow, A. H. (1954), Motivation and Personality, New York; Harper and
Row Publishers Inc. pp 12
Massari G. (1999), Management information system: Analysis and
Decision; Enugu, fourth Dimension publishers.
Mccarthy E.J (1978,) Basic Marketing, Illinois Richard D Irwin Inc.
Morden, A.R (1986), Elements Of Marketing, Channel Island; Guersey
Press Co. Ltd
Moris,H. (1979),Basic Statistic: A Modern Approach, 2nd
Edition,
New York .
Onah J. O. and Thomas, M. J. (1993) Marketing Management. Uruowulu –
Obosi Pacific Publishers, pp 67
Osuagwu, L. (1999), Marketing Principles and Management, Lagos; Grey
Resources Limited.
Ovia, J. (2001), “Constraints of Internet Banking”, Paper Presented in
Seminar Organized by Institute of chartered Accounts of Nigeria
(ICAN) at Lagos; Sheraton & Towers Ikeja in Sept 5, 2001.
Strang, J. F. (1925), Sales Promotion and Modern Marketing, New York;
McGraw-Hill.
77
Stanton, W.J (1981), Fundamentals Of Marketing Japan; McGraw Hill
International Books.
Stallings A. (1999), “Programming your Own Business Computer, The
Nigerian Accountant, Vol xxiv No 1., March.
Turban, E., King, D. Lee, J., and Vineland, D. (2004;19), Electronic
Commerce: A Managerial Perspective, New Jersey: Pearson Prentice
Hall Gbede (2000)
Wikipedia, the free encyclopedia on the internet. http://en.wikipedia.org
CHAPTER THREE
78
RESEARCH METHODOLOG
3.0. INTRODUCTION
This chapter presents the research methodology of this study under the
following sub-headings:
3.1 RESEARCH DESIGN
According to Asika (1991: 106) research design is plan set aside for
execution of a research project. It is a guide to every research, directing the
researcher on procedures and methods to be adopted towards solving
research problems and hypotheses. Research design varies from one
circumstance to another depending on the particular problem of study. As a
result research design is used for a collection of decisions about how data
could be gathered before analysis. In all, whatever decision to be taken must
be orderly and scientific for easy understanding.
3.2 AREA OF STUDY
The researcher area is on the Role of Internet in effect marketing of
organizations especially Virgin Nigeria. It is charged with the assessing of
the costs/benefits relationship of information technology (internet) on staff,
customers and other stakeholders in the organization. It has staff strength of
about one thousand (1000).
79
3.3 POPULATION OF THE STUDY
A population is made up of all conceivable elements, subject or observation
relating to a particular phenomenon of interest to the study. The population
of this study comprises of Management and staff of Virgin Nigeria.
3.4 SAMPLE SIZE DETERMINATION
The sample size is two hundred and eighty six (286). It is determined from
the population unit using Taro Yameni‟s statistical distribution.
Given as n = N
1+N (e)2
Where n = desired sample size
N = population size
e = maximum acceptable margin of error 5% (0.05)
I = a theoretical constant
1000
1+1000 (0.05)2
= 1000
1+2.5
1 000
3.6
n = 286
3.5 INSTRUMENTATION
80
The major instrument used in this study for data collection is the
questionnaire. It is also a basis of opinion assessment. The usage is for easy
extraction of information from respondents. Questions that are contained
there in are intended to find answers to important problems raised in chapter
one. The questionnaires were in two Sections: A and B. Section A consists
of personal data of the respondents. However, Section:
B will be on the details of the data collection from the field covering the
theme of this study.
The questionnaire will be made up of mainly multiple-choice questions. In
the multiple – choice questions, the respondents will have specific
alternative from which to choose. The researcher found quasi-experimental
designs very suitable in the generation of primary data. Quasi – experimental
designs, sometimes called surveys, constitute a class of empirical studies
with human beings that rarely occur inside a laboratory and never involve
the random assignment of units to the treatments being contrasted. Morris
(1979: 74).
Descriptive studies were also used in the research in order to generate new
facts. This design is specially suited to such studies, since description
implies natural observation of the characteristics of the variables of the
research, Baridam (1990:55). As survey involves questioning respondents to
81
find out certain traits and reasons, the researcher found it appropriate to use
questionnaire and interview technique (primary data). Secondary data are the
published materials that are related to the topic of study.
They include textbooks, newspaper, magazines, journals, annual reports,
seminars/ workshop papers, and unpublished work of postgraduates‟
students.
3.5.1 RELIABILITY OF INSTRUMENT
The researcher will subject the research instrument to pilot study testing.
This involved administering the research instrument (questionnaire) on
similar respondents under similar condition. Hence, the questionnaire will be
pre-tested among 70 respondents from Virgin Nigeria.
3.6. ADMINISTRATION OF INSTRUMENT
The administrations of the questionnaire will be through personal contact
with the respondents. The researchers intend to visit the Virgin Nigeria for
interview in the course of this research before getting the respondent to
answer to the questionnaire. However, it is expected that not all the
questionnaire distributed will be responded to and returned. Appendices I
and II are copies of the questionnaire to be use in this study.
3.7 SCORING OF INSTRUMENT
82
This is the procedure in assigning of numbers (or other symbols) to a
property of objects in order to impart some characteristics. Thus, in the
study, respondents‟ responses will have figures with percentages attach to
derive expected results.
3.8. PROCEDURE FOR DATA ANALYSIS
The researcher will use tables and percentages for presentation, scoring and
analysis of data. The hypotheses will be analyzed with the help of chi-square
(x2). The chi- square (x
2) is a significant test, which makes use of data in the
form of observed frequencies or co-units.
3.9 LIMITATIONS OF THE RESEARCH METHODOLOGY
This concerns constraints encountered on the conduct of this research. This
includes; getting all the intended respondents at the same time to answering
questionnaire. The methodology processes were limited to the forms as used
in the institution of the researcher. In other words it is not all the procedures
in the statistical book that week used.
REFERENCES
83
Asika, N. (2006), Research Methodology in the Bahavioural Sciences,
Lagos; Longman Nigeria Plc.
Baridam, D.M.(1990), Research Method in Administrative Sciences,
Belk publisher, Port Harcourt.
Moris,H. (1979),Basic Statistic: A Modern Approach, 2nd
Edition,
New York .
CHAPTER FOUR
PRESENTATION AND ANALYSIS OF DATA
84
4.1 PRESENTATION OF DATA
This chapter dealt with the presentation of data collected from the field
research. The objective of the research is to carry out a designed work to
investigate hidden facts so as to make inferences from the data gathered for
the purpose. The researcher used the (286) Two Hundred and Eighty Six
available data collected within reach to arrive at a comprehensive study on
the Role of Internet in Effective Marketing in an Organization, especially
Virgin Nigeria. As could be seen below, a total number of 286
questionnaires were administered and all were filled and retuned by staff
members of Virgin Nigeria.
TABLE 4.1 DISTRIBUTION AND RECEIPTS OF QUESTIONNAIRE FROM
VIRGIN NIGERIA.
Respondents No. Of Quest.
Distr. and Rtn.
% No. Distr. and
Rtn.
Top Level Mgt Staff 62
21.68
Middle Level Mgt Staff 111 38.81
Low Level Mgt Staff 113 39.51
Total 286 100
Source; Field Study, 2009
As shown in the above table, questionnaires were overly distributed to the
three different categories of respondents. However, more response
113(39.51%) and 111(38.81%) came from low and middle level
management staff of Virgin Nigeria. However 62(21.68%) respondents were
from top level management staff of Virgin Nigeria.
4.2 DEMOGRAPHIC FEATURES OF RESPONDENTS
TABLE 4.2: GENDER OF RESPONDENTS
85
Sex Top Mgt
Staff
Middle Mgt
Staff
Low Mgt
Staff
Total Percentage
Male 40 60 63 163 56.99
Female 22 51 50 123 43.01
Total 62 111 113 286 100
Source; Field Study, 2009
From the analysis of Table 4.2, it is obvious that more of the respondents
were male representing 163 (56.99%) from top, middle and low level
management staff of Virgin Nigeria. In other words, more male were
involved in matters relating to the role of internet in effective marketing in
an organization. On the other hand, 123 (43.01%) respondents were female.
TABLE 4.3 AGE RANGE OF RESPONDENTS.
Age Top Mgt
Staff
Middle Mgt
Staff
Low Mgt
Staff
Total Percentage
Less than
One Yrs
15 21 26 62 21.68
1-10Yrs 22 43 48 113 39.51
11-20Yrs 13 20 19 52 18.18
21-30Yrs 12 27 20 59 20.63
Total 62 111 113 286 100
Source; Field Study, 2009
Table 4.3 above shows that 113(.39.51%) and 62 (21.68%) respondents from
Virgin Nigeria have their age range between 1-10yrs and less than one year
respectively. However, 59(20.63%) and 53(18.18%) respondents are of age
range of 21-30yrs and 11-20yrs respectively.
TABLE 4.4: MARITAL STATUS OF RESPONDENTS.
86
Marital
Status
Top Mgt
Staff
Middle
Mgt Staff
Low Mgt
Staff
Total Percentage
Single 23 30 32 85 29.72
Married 29 41 45 115 40.21
Widow 5 22 16 43 15.03
Separated 5 18 20 43 15.03
Total 62 111 113 286 100
Source; Field Study, 2009
From the analysis in Table 4.4 above, 115 (40.21%) and 85 (29.72%)
respondents were married and single male and female respectively.
However, 43(15.03%) in two different occasion were respondents from
widow and separated respectively.
TABLE 4.5 ACADEMIC QUALIFICATIONS OF THE RESPONDENTS.
Academic
Qualification
Top Mgt
Staff
Middle
Mgt Staff
Low
Mgt
Staff
Total Percentage
SSCE/O’LEVEL 9 27 31 67 23.43
OND/NCE 14 28 39 81 28.32
HND/B.Sc/B.A 26 30 41 97 33.92
Post Graduate
Degree
8 16 1 25 8.74
Professional
Certificate
5 10 1 16 5.59
Total 62 111 113 286 100
Source; Field Study, 2009.
According to the Table 4.5 above, 97(33.92%) and 81(28.32%) respondents
forming the majority had their academic qualifications as HND/B.Sc/BA
and OND/NCE respectively. However, 67(23.43%), 25(8.74%) and
87
16(5.59%) respondents academic qualifications were SSCE/O‟Level,
Postgraduate Degree and Professional Certificate respectively.
TABLE 4.6 RESPONDENTS WORKING EXPERIENCE
Working Experience Top
Mgt
Staff
Middle
Mgt Staff
Low
Mgt
Staff
Total Percentage
Less than one Yrs 11 20 23 54 18.88
2 – 10Yrs 15 34 31 80 27.97
11 – 20Yrs 22 38 36 96 33.57
21 – 30 Yrs 8 11 13 32 11.19
31 and above 6 8 10 24 8.39
Total 62 111 113 286 100
Source; Field Study, 2009
According to the Table 4.6 above, more of the respondents 96(33.57%) and
80(27.97%) from Virgin Nigeria have working experience as between 11-20
years and 2-10years respectively. However, 54(18.88%), 32(11.19%) and
24(8.39%) respondents have working experience as less than one year, 21-
30 years and 31 years-above respectively.
TABLE 4.7 RESPONDENTS DEPARTMENTS
88
Respondents
Department
Top
Mgt
Staff
Middle
Mgt Staff
Low
Mgt
Staff
Total Percentage
HRM. Dept. 9 18 21 48 16.78
Marketing Dept. 16 29 32 77 26.92
Account Dept. 11 17 19 47 16.43
Info. Tech. Dept. 15 28 23 66 23.08
Others 11 19 18 48 16.78
Total 62 111 113 286 100
Source; Field Study, 2009.
Analysis of table 4.7 above shows that 77(26.92%), and 66(23.08%)
respondents departments were Marketing and Information Technology
However, 48(16.78%), 48(16.78%) and 47(16.43%) respondents were from
Others, Human Resource Department and Account departments of the
organization under study.
4.3 ANALYSIS OF DATA
TABLE 4.8: SHOWING THAT THE DISPOSITION OF NIGERIAN
CONSUMERS/ORGANIZATIONS TOWARDS INTERNET MARKETING OR
ONLINE SALES IS FAVORABLE.
Response Frequency Percentage
Strongly Agree 82 28.67
Agree 70 24.48
Disagree 68 23.77
Strongly Disagree 66 23.08
Total 286 100
Source; Field Study, 2009.
Analysis of the table 4.8, shows that 82(28.67%) and 70(24.48%) of the
respondents‟ answers were strongly agree and agree respectively that the
89
disposition of Nigerian consumers/organizations towards internet marketing
or online sales is favorable. However, 68(23.77%) and 66 (23.08%) of the
respondents from Virgin Nigeria answers were disagree and strongly
disagree that the disposition of Nigerian consumers/organizations towards
internet marketing or online sales is favorable.
TABLE 4.9: SHOWING THAT ENVIRONMENTAL FACTORS TO A VERY
HIGH EXTENT AFFECTS THE ADOPTION OF THE INTERNET AS A MEANS
OF DOING BUSINESS (I.E EFFECTIVE MARKETING) IN NIGERIA
Response Frequency Percentage
Strongly Agree 79 27.62
Agree 74 25.87
Disagree 68 23.78
Strongly Disagree 65 22.73
Total 286 100
Source; Field study, 2009
Analysis of the table 4.9 shows that 79(27.62%) and 74(25.87%) of the
respondents from Virgin Nigeria strongly agree and agree respectively that
environmental factors to a very high extent affects the adoption of the
internet as a means of doing business (i.e effective marketing) in Nigeria. On
the other hand, 68(23.78%) and 65(22.73%) respondents disagree and
strongly disagree respectively that environmental factors to a very high
extent affects the adoption of the internet as a means of doing business (i.e
effective marketing) in Nigeria.
90
TABLE 4.10: SHOWING THAT MAJORITY OF NIGERIAN
CONSUMERS/ORGANIZATIONS USE THE INTERNET FOR BUYING AND
SELLING (MARKETING) ACTIVITIES.
Response Frequency Percentage
Strongly Agree 45 15.73
Agree 39 13.64
Disagree 99 34.62
Strongly Disagree 103 36.01
Total 286 100
Source; Field Study, 2009
Table 4.10 above shows that103 (36.01%) and 99(34.62%) respondents from
Virgin Nigeria answers were strongly disagree and disagree respectively that
majority of Nigerian consumers/organizations use the internet for buying
and selling (marketing) activities. Similarly, 45(15.73%) and 39(13.64%)
respondents from the organization of study strongly agree and agree
respectively.
TABLE 4.11: SHOWING THAT MARKETING MIX VARIABLES (PRICE,
PRODUCTS, PLACE, PROMOTION, PEOPLE AND PROCESS) THROUGH
INTERNET ADD VALUE TO CONSUMERS/ORGANIZATIONS IN NIGERIA. Response Frequency Percentage
Strongly Agree 80 27.97
Agree 74 25.87
Disagree 68 23.78
Strongly Disagree 64 22.38
Total 286 100
Source; Field Study, 2009
According to table 4.11 above, 80(27.97%) and 74(25.87%) respondents
strongly agree and agree respectively that marketing mix variables (price,
products, place, promotion, people and process) through internet add value
91
to consumers/organizations in Nigeria. However, 68(23.78%) and
64(22.38.%) respondents disagree and strongly disagree respectively that
marketing mix variables (price, products, place, promotion, people and
process) through internet add value to consumers/organizations in Nigeria.
TABLE 4.12: SHOWING THAT MARKETING ON INTERNET BY
ORGANIZATIONS GUARANTEES PROFITS.
Response Frequency Percentage
Strongly Agree 50 17.48
Agree 43 15.03
Disagree 94 32.87
Strongly Disagree 99 34.62
Total 286 100
Source; Field Study, 2009
According to the table 4.12 above 99(34.62%) and 94(32.82%) of the
respondents answered strongly disagree and disagree respectively that
marketing on internet by organizations guarantees profits. On the other hand,
50(17.48%) and 43(15.03%) of the respondents from Virgin Nigeria
answered strongly agree and agree respectively.
92
TABLE 4.13: SHOWING THAT INTERNET ACCESSIBILITY IN NIGERIA FOR
BUYERS AND SELLERS OF GOODS AND SERVICES IS ADEQUATE AS
WELL AS INCREASES SALES VOLUME. Response Frequency Percentage
Strongly Agree 62 21.68
Agree 56 19.58
Disagree 78 27.27
Strongly Disagree 90 31.47
Total 286 100
Source; Field study, 2009
According to table 4.13 above, 90(31.47%) and 78(27.77%) of the
respondents strongly disagree and disagree respectively that internet
accessibility in Nigeria for buyers and sellers of goods and services is
adequate as well as increases sales volume. However, 62(21.68%) and
56(19.58%) respondents strongly agree and agree respectively.
TABLE 4.14: SHOWING THAT SHORTAGE OF EXPERIENCED PERSONNEL
IN COMMUNICATION SYSTEMS AND DATA PROCESSING AFFECTS
EFFECTIVE INTERNET MARKETING AND ONLINE SALES.
Response Frequency Percentage
Strongly Agree 77 26.92
Agree 75 26.22
Disagree 65 22.73
Strongly Disagree 69 24.13
Total 286 100
Source; Field study, 2009
According to the analysis of the table 4.14 above, 77(26.92%) and 75
(26.22%) of the respondents from Virgin Nigeria strongly agree and agree
93
respectively that shortage of experienced personnel in communication
systems and data processing affects effective internet marketing and online
sales. However, 69(24.13%) and 65(22.73%) respondent respectively
strongly disagree and disagree that experienced personnel in communication
systems and data processing affects effective internet marketing and online
sales.
TABLE 4.15: SHOWING THAT COST OF PROVIDING INFORMATION
SCIENTIFICALLY THROUGH THE INTERNET AFFECTS ITS ADOPTION AS
A MEANS OF COMMERCE IN NIGERIA.
Response Frequency Percentage
Strongly Agree 81 28.32
Agree 78 27.27
Disagree 61 21.33
Strongly Disagree 66 23.08
Total 286 100
Source; Field study, 2009
According to the analysis of the table 4.15 above, 81(28.32%) and
78(27.27%) of the respondents from Virgin Nigeria strongly agree and
agree respectively that cost of providing information scientifically through
the internet affects its adoption as a means of commerce in Nigeria.
Similarly, 66(23.08%) and 61(21.33%) of respondents from the organization
of study strongly disagree and disagree respectively that cost of providing
94
information scientifically through the internet affects its adoption as a means
of commerce in Nigeria.
TABLE 4.16: SHOWING THAT THE AVAILABILITY OF UNINTERRUPTIBLE
POWER SUPPLY IS STRATEGIC FOR INTERNET MARKETING AMONG
CONSUMERS AND BUSINESS ORGANIZATIONS.
Response Frequency Percentage
Strongly Agree 84 29.37
Agree 81 28.32
Disagree 63 22.03
Strongly Disagree 58 20.28
Total 286 100
Source; Field Study, 2009
According to the analysis of the table 4.16 above, 84(29.37%) and 81
(28.32%) of the respondents from Virgin Nigeria strongly agree and agree
respectively that the availability of uninterruptible power supply is strategic
for internet marketing among consumers and business organizations.
Similarly, 63(22.03%) and 58(20.28%) of respondents from the organization
of study disagree and strongly disagree respectively that respondents from
Virgin Nigeria strongly agree and agree respectively that the availability of
uninterruptible power supply is strategic for internet marketing among
consumers and business organizations
95
TABLE 4.17: SHOWING THAT RAPID GROWTH IN THE ACCEPTANCE AND
USE OF INFORMATION TECHNOLOGY BY NIGERIANS HAS MADE FOR
ACCURATE AND RELIABLE BUYING AND SELLING THROUGH THE
INTERNET.
Response Frequency Percentage
Strongly Agree 79 27.62
Agree 75 26.22
Disagree 63 22.03
Strongly Disagree 69 24.13
Total 286 100
Source; Field Study, 2009
According to the analysis of the table 4.17 above, 79(27.62%) and 75
(26.22%) of the respondents from Virgin Nigeria strongly agree and agree
respectively that rapid growth in the acceptance and use of information
technology by Nigerians has made for accurate and reliable buying and
selling through the internet. Similarly, 69(24.13%) and 63 (22.03%)
respondents answers from the organization of study were strongly disagree
and disagree respectively that rapid growth in the acceptance and use of
information technology by Nigerians has made for accurate and reliable
buying and selling through the internet.
96
4.4. HYPOTHESES TEST
This section is devoted to the test of hypotheses earlier stated in chapter one.
HYPOTHESIS ONE
H0 - There is no relationship between the disposition of Nigerian
consumers/organizations towards internet and effective marketing.
Hi: There is relationship between the disposition of Nigerian
consumers/organizations towards internet and effective marketing.
TABLE 4.18: CONTINGENCY TABLE SHOWING THAT THERE IS
RELATIONSHIP BETWEEN THE DISPOSITION OF NIGERIAN
CONSUMERS/ORGANIZATIONS TOWARDS INTERNET AND EFFECTIVE
MARKETING.
Response Frequency Strongly
Agree
Agree Disagree Strongly
Disagree
Total
Top Level
Mgt Staff
O 24 6 29 3
62 E (30.13) (11.06) (14.09) (6.72)
Middle
Level Mgt
Staff
O 34 41 23 13
111 E (53.95) (19.79) (25.23) (12.03)
Low Level
Mgt Staff
O 81 4 13 15
13 E (54.92) (20.15) (25.68) (12.25)
Total 139 51 65 31 286
Source, Field Study 2009.
Applying the formula x2= Σ (O-E)
2
E
Where O = Observed frequency
E = Expected frequency
97
TABLE 4.19: CALCULATION OF EXPECTED FREQUENCIES
Formula (E1) = column total) (row total
Grand total
Cell1 E1 = 139 x 62 = 30.13
286
Cell2 E2 = 51 x 62 = 11.06
286
Cell3 E3 = 65 x 62 = 14.09
286
Cell4 E4 = 31 x 62 = 6.74
286
Cell5 E5 = 139 x 111 = 53.95
286
Cell6 E6 = 51 x 111 = 19.95
286
Cell7 E7 = 65 x 111 = 25.23
286
Cell8 E8 = 31 x 111 = 12.03
286
Cell9 E9 = 139 x 139 = 54.92
286
Cell10 E10 = 51 x 113 = 20.15
286
Cell11 E11 = 65 x 113 = 25.68
286
Cell12 E12 = 31 x 113 = 12.25
286
98
TABLE 4.20: CALCULATION OF CHI SQUARE (X2) FOR HYPOTHESIS I
BOX O E (O-E)1 (O-E)
2 (O-E)
2
E
1 24 30.13 - 6.13 37.58 1.25
2 6 11.06 - 5.06 25.60 2.21
3 29 14.09 -14.91 222.31 15.78
4 3 6.72 -3.72 13.84 2.26
5 34 53.95 -19.95 398.00 7.88
6 41 19.79 21.21 449.86 22.73
7 23 25.23 -2.23 4.97 0.20
8 13 12.03 0.97 0.97 0.08
9 81 54.92 26.08 680.17 12.38
10 4 20.15 - 16.15 260.82 12.94
11 13 25.68 -12.68 160.78 6.26
12 15 12.25 2.75 7.56 0.62
83.99
Source, Field Study, 2009.
Calculated x2 value =83.99
Table or critical value degree of freedom (df) = (C-1) (r-1)
Where c = column = (4-1) (3-1)
r = rows = (3) (2)
= 6
Assume a 5% level of significance, the result is 12.592
99
Decision: Since the calculated value of x2
(83.99) is greater than the
critical value (12.592); the research accepts the alternative hypothesis and
rejects the null hypothesis.
Conclusion: Based on the decision above, the research could now conclude
that there is relationship between the disposition of Nigerian
consumers/organizations towards internet and effective marketing.
HYPOTHESIS TWO
H0 - Environmental factors do not affect the adoption of the internet as a
means of doing business (especially effectiveness in marketing) in
Nigeria.
HI: Environmental factors affect the adoption of the internet as a means of
doing business (especially effectiveness in marketing) in Nigeria.
TABLE 4.21: CONTINGENCY TABLE SHOWING THAT ENVIRONMENTAL
FACTORS AFFECT THE ADOPTION OF THE INTERNET AS A MEANS OF
DOING BUSINESS (ESPECIALLY EFFECTIVENESS IN MARKETING IN
NIGERIA.
Response Frequency Strongly
Agree
Agree Disagree Strongly
Disagree
Tota
l
Top Level
Mgt Staff
O 26 9 20 62
62 E (30.13) (11.06) (14.09) (6.72)
Middle
Level Mgt
Staff
O 38 25 33 15
111 E (53.95) (19.79) (25.23) (12.03)
Low Level
Mgt Staff
O 75 17 12 9
113 E (54.92) (20.15) (25.68) (12.25)
Total 139 51 65 31 286
Source, Field Study 2009.
100
Applying the formula x2= Σ (O-E)
2
E
Where O = Observed frequency
E = Expected frequency
TABLE 4.22: CALCULATION OF EXPECTED FREQUENCIES
Formula (E1) = column total) (row total
Grand total
Cell1 E1 = 139 x 62 = 30.13
286
Cell2 E2 = 51 x 62 = 11.06
286
Cell3 E3 = 65 x 62 = 14.09
286
Cell4 E4 = 31 x 62 = 6.74
286
Cell5 E5 = 139 x 111 = 53.95
286
Cell6 E6 = 51 x 111 = 19.95
286
Cell7 E7 = 65 x 111 = 25.23
286
Cell8 E8 = 31 x 111 = 12.03
286
Cell9 E9 = 139 x 139 = 54.92
286
Cell10 E10 = 51 x 113 = 20.15
286
Cell11 E11 = 65 x 113 = 25.68
286
Cell12 E12 = 31 x 113 = 12.25
286
101
TABLE 4.23: CALCULATION OF CHI SQUARE (X2) FOR HYPOTHESIS II
BOX O E (O-E)1 (O-E)
2 (O-E)
2
E
1 26 30.13 - 4.13 17.06 0.57
2 9 11.06 - 2.06 4.24 0.38
3 20 14.09 5.91 34.93 2.48
4 7 6.72 0.28 0.08 0.01
5 38 53.95 -15.95 254.40 4.72
6 25 19.79 5.21 27.14 1.37
7 33 25.23 7.77 60.37 2.39
8 15 12.03 2.97 8.82 0.73
9 75 54.92 20.08 403.21 7.34
10 17 20.15 - 3.15 9.92 0.49
11 12 25.68 -13.68 187.14 7.29
12 9 12.25 - 3.25 10.56 0.86
Source, Field Study 2009. 28.63
Calculated x2 value =28.63
Table or critical value degree of freedom (df) = (C-1) (r-1)
Where c = column = (4-1) (3-1)
r = rows = (3) (2)
= 6
102
Assume a 5% level of significance, the result is 12.592
Decision: Since the calculated value of x2
(28.63) is greater than the
critical value (12.592); the research accepts the alternative hypothesis and
rejects the null hypothesis.
Conclusion: Based on the decision above, the research could now conclude
that environmental factors affect the adoption of the internet as a means of
doing business (especially effectiveness in marketing) in Nigeria.
HYPOTHESIS THREE
HO: Marketing mix variables (price, product, place, and promotion) through
internet do not add value to consumers/organizations in Nigeria.
HI: Marketing mix variables (price, product, place, and promotion)
through internet adds value to consumers/organizations in Nigeria
103
TABLE 4.24: CONTINGENCY TABLE SHOWING THAT MARKETING MIX
VARIABLES (PRICE, PRODUCT, PLACE, AND PROMOTION) THROUGH
INTERNET ADDS VALUE TO CONSUMERS/ORGANIZATIONS IN NIGERIA.
Response Frequenc
y
Strongly
Agree
Agree Disagree Strongly
Disagree
Total
Top
Level
Mgt Staff
O 29 5 5 62
62 E (30.13) (11.06) (14.09) (6.72)
Middle
Level
Mgt Staff
O 34 32 28 17
111 E (53.95) (19.79) (25.23) (12.03)
Low
Level
Mgt Staff
O 76 14 14 9
113 E (54.92) (20.15) (25.68) (12.25)
Total 139 51 65 31 286
Source, Field Study 2009.
Applying the formula x2= Σ (O-E)
2
E
Where O = Observed frequency
E = Expected frequency
TABLE 4.25: CALCULATION OF EXPECTED FREQUENCIES
Formula (E1) = column total) (row total
Grand total
Cell1 E1 = 139 x 62 = 30.13
286
Cell2 E2 = 51 x 62 = 11.06
286
Cell3 E3 = 65 x 62 = 14.09
286
Cell4 E4 = 31 x 62 = 6.74
286
Cell5 E5 = 139 x 111 = 53.95
286
104
Cell6 E6 = 51 x 111 = 19.95
286
Cell7 E7 = 65 x 111 = 25.23
286
Cell8 E8 = 31 x 111 = 12.03
286
Cell9 E9 = 139 x 139 = 54.92
286
Cell10 E10 = 51 x 113 = 20.15
286
Cell11 E11 = 65 x 113 = 25.68
286
Cell12 E12 = 31 x 113 = 12.25
286
TABLE 4.26: CALCULATION OF CHI SQUARE (X2) FOR HYPOTHESIS III
BOX O E (O-E)1 (O-E)
2 (O-E)
2
E
1 29 30.13 - 1.13 1.28 0.04
2 5 11.06 - 6.06 36.72 3.32
3 23 14.09 8.91 79.39 5.63
4 5 6.72 - 1.72 2.96 0.44
5 34 53.95 - 19.95 398.00 7.38
6 32 19.79 12.21 149.08 7.53
7 28 25.23 2.77 7.67 0.30
8 17 12.03 4.97 24.70 2.05
9 76 54.92 21.08 444.37 8.09
10 14 20.15 - 6.15 37.82 1.88
11 14 25.68 -11.68 136.42 5.31
12 9 12.25 - 3.25 10.56 0.86
42.83
Source, Field Study 2009.
105
Calculated x2 value =42.83
Table or critical value degree of freedom (df) = (C-1) (r-1)
Where c = column = (4-1) (3-1)
r = rows = (3) (2)
= 6
Assume a 5% level of significance, the result is 12.592
Decision: Since the calculated value of x2
(42.83) is greater than the
critical value (12.592); the research accepts the alternative hypothesis and
rejects the null hypothesis.
Conclusion: Based on the decision above, the research could now conclude
that marketing mix variables (price, product, place, and promotion) through
internet adds value to consumers/organizations in Nigeria
106
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.1 SUMMARY OF FINDINGS
This study has made on attempt to appraise the role of internet in effective
marketing in an organization, especially Virgin Nigeria. Efforts were made
to assemble as much as possible data sufficient to achieve the purpose of
study. The major findings of the research include:
That the disposition of Nigerian consumers/organizations towards
internet marketing or online sales is favorable.
That environmental factor to a very high extent affects the adoption of
the internet as a means of doing business (i.e. effective marketing) in
Nigeria.
That marketing mix variable (price, products, place, promotion,
people and process) through internet adds value to
consumers/organizations in Nigeria.
That marketing on internet by organizations guarantees profits.
That shortage of experienced personnel in communication systems
and data processing affects effective internet marketing and online
sales.
That marketing on internet by organizations guarantees profits.
107
In specific terms, tested hypotheses have the following summary;
That marketing mix variable (price, product, place, and promotion)
through internet adds value to consumers/organizations in Nigeria.
That environmental factor affects the adoption of the internet as a
means of doing business (especially effectiveness in marketing) in
Nigeria.
That there is relationship between the disposition of Nigerian
consumers/organizations towards internet and effective marketing.
5.2. IMPLICATIONS OF FINDINGS
The disposition of Nigerian consumers/organizations relative to
environmental factor that encourage the adoption of internet
marketing or online sales has made exchange in goods and services
between buyers and sellers faster, realiable and comprehensive . At
this, varied goods and services are promptly ordered and delivered at
the right time, to the right person and at the right place (using
marketing mix variable) in an effective marketing.
Aside from shortage of experienced personnel in the adoption and use
of internet marketing (which usually is made up in an effective
manpower training and development), organizations sales and service
/goods has continued to experience increases and profits.
108
5.3 CONCLUSION
Effective internet marketing in an organization has the capacity to change
the face of business in Nigerian organizations, industries and economy. Most
organizations and consumers alike are willing to adopt it as a veritable
means of an effective marketing in Nigeria. However, the problems of
irregular power supply, insufficient trained personnel, low level of
awareness and the high cost of internet access need to be addressed.
5.4. RECOMMENDATIONS
Based on the findings of this study, the following recommendations are
made;
i. Irregular power supply was identified by both corporate firms and
consumers as limitations to adopting internet marketing. Government
should therefore treat this as a serious marketing problem considering
the strategic contribution of power supply in Nigeria. This, when
addressed will impact generally in the survival of many ailing
organizations and industries in Nigerian economy.
ii. Since 23.0% of respondents consider fear of internet fraud as their
reason for not engaging in effective internet marketing, there should
be great effort by marketing firms in addressing the issue of internet
security. Government in addition should increase its regulatory
functions on internet related activities.
109
iii. Most organizations in Nigeria are not aware of the immense benefit
they stand to derive from effective internet marketing. As such web
hosting firms, foreign and local, should intensify efforts to creating
this awareness as this will increase the number of businesses adopting
effective internet marketing. Similarly, government should also ensure
that its dealings with corporate firms, especially in the areas of tax
remittance, duty payments and contract awards, are consummated
through internet marketing.
iv. An average Nigerian consumer considers internet access to be very
expensive; hence government should intervene in the provision of
internet services with the view of lowering its cost and making it more
accessible to the majority of Nigerians buyers and sellers.
v. A cross section of respondents felt they do not have need for effective
internet marketing, hence organizations offering products on the web
should promote the advantages of effective internet marketing to
traditional means of exchange.
vi. Lack of technical know-how was also identified by most of
respondents as responsible for not adopting effective internet
marketing. This can therefore be address by making the process of
internet market users friendly. Organizations offering internet
110
marketing is by this encouraged to ensuring exchange that is quick
and less cumbersome.
5.5 SUGGESTIONS FOR FURTHER STUDY
Sequel to the problem encountered on the course of this research study, the
researcher feels obliged to make the following recommendations to serve as
a guide for further research on the subject of this study;
If the research is to be conducted solely for the purpose of academic
exercise, the time required for completion and submission should be
considered in approving the topic to enable a more work to be carried
out by research.
Considering the reluctance of respondents in releasing data for the
research study, management of organizations should assist in
appealing to the respondents to cooperate in releasing information for
studies.
The researcher is of the opinion that more research could be carried
out on the role of internet in effective marketing in an organization
especially manufacturing industry to allow for companion.
111
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Wikipedia, the free encyclopedia on the internet. http://en.wikipedia.org QUESTIONNAIRE
Department of Marketing,
Faculty of Business Admin,
University of Nigeria,
Enugu, Campus.
Dear Respondent,
114
I am a postgraduate student of the above named institution conducting a
research on “The Role of Internet in Effective Marketing in an Organization.
A case Study of Virgin Nigeria
I shall be grateful if you can kindly help me complete this questionnaire.
Your views will be held in strict confidence.
Thanks for your co-operation.
Yours Faithfully
………………………………….
SECTION A
PERSONAL DATA
Please Tick or fill were appropriate
1. SEX: Male [ ] Female [ ]
2. AGE: Less than one year [ ] 1-10 years [ ] 11-20 years [ ]
115
21-30 years [ ]
3. MARITAL STATUS: Single [ ] Married [ ] Widow [ ] Separated [ ]
4. ACADEMIC QUALIFICATIONS:
SSCE/O‟LEVEL [ ] OND/NCE [ ] HND/B.Sc/B.A [ ] Postgraduate
Degree [ ] Professional Certificate [ ]
5. WORKING EXPERIENCES: Less than one year [ ] 2-10 years [ ]
11-20 years [ ] 21-30 years [ ] above 31years [ ]
6. DEPARTMENTS: Human Resources Dept. [ ] Marketing Dept [
] Accounts Dept [ ] Information Tech. Dept [ ] Others [ ]
7. RESPONDENT’S CADRE IN VIRGIN NIGERIA:
Top Level Mgt Staff [ ] Middle Level Mgt Staff [ ]
Low Level Mgt Staff [ ]
SECTION B
Please indicate by marking “X” in the appropriate box whether Strongly
Agree (SA), Agree (A), Disagree (D) Strongly Disagree (SD).
No QUESTION SA A D SD
1 The disposition of Nigerian consumers/organizations
towards internet marketing or online sales is favorable.
2
Environmental factors to a very high extent affects the
adoption of the internet as a means of doing business
116
(i.e Effective Marketing) in Nigeria
3 Majority of Nigerian consumers/organizations use the
internet for buying and selling (marketing) activities.
4 Marketing mix variables (price, products, place,
promotion, people and process) through internet add
value to consumers/organizations in Nigeria.
5
Marketing on internet by organizations guarantees
profits.
6 Internet accessibility in Nigeria for buyers and sellers
of goods and services is adequate as well as increases
sales volume.
7 Shortage of experienced personnel in communication
systems and data processing affects effective internet
marketing and online sales.
8 Cost of providing information scientifically through the
internet affects its adoption as a means of commerce in
Nigeria.
9 The availability of uninterruptible power supply is
strategic for internet marketing among consumers and
business organizations.
10 Rapid growth in the acceptance and use of information
technology by Nigerians has made for accurate and
reliable buying and selling through the internet.