TITLE PAGE

A CRITICAL ANALYSIS OF THE IMPLEMENTATION OF ELECTRONIC MARKETING STRATEGIES BY

LARGE SCALE INDUSTRIES IN NIGERIA

BY

OMINYI ROBINSON EMEKA REG. NO: PG/MBA/09/53654

A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE AWARD OF THE MASTER’S DEGREE IN MARKETING

DEPARTMENT OF MARKETING FACULTY OF BUSINESS ADMINISTRATION

UNIVERSITY OF NIGERIA ENUGU CAMPUS

OCTOBER, 2011

CERTIFICATION

This is to certify that this project titled” A CRITICAL ANALYSIS OF THE IMPLEMENTATION OF ELECTRONIC MARKETING STRATEGIES BY LARGE SCALE INDUSTRIES IN NIGERIA” is original and has not been submitted in part or full for any other Diploma or Degree of this University or any other similar institution.

…………………………… …………………….. Ominyi Robinson Emeka Date Researcher

Approval page

This project has been approved for the Department of

Marketing University of Nigeria Enugu Campus.

……………………………… …………………………..

Prof. G.E. Ugwuonah Date (Project supervisor) …………………………….. …………………………… Dr. M.C. Mogoluwa Date (Head of Department)

…………………………….. …………………………… External Examiner Date

DEDICATION

This work is dedicated to Almighty God, members of my

family and my friends.

ACKNOWLEDGEMENTS

I am indebted to those that have contributed in the form of ideas and

exercises in this research work. My profound gratitude goes to:

My project supervisor, prof. G.E. Ugwuonah, for her meaningful suggestions

and constructive criticism at various stages of this work which have made this work

a success.

The staff and lecturers of marketing department, particularly, Dr. S.C.

Moguluwa; Head of Department of Marketing, Prof. Julius Onah, late Prof.

Ikechukwu Nwosu, Dr. (Mrs.) Justice O. Nnabuko, Dr. Ehikwe Andrew Egede and

Dean Faculty of Business Administration, Prof. U.J.F. Ewurum, who have actually

imparted knowledge onto me and also contributed towards the accomplishment of

this study.

Prof. F.A. Nwako, Sir Sam Ugochukwu Umesie and Prof. Nduka Okafor for

their fatherly advice.

My family, especially those who contributed financially towards the

accomplishment of this study.

I owe all to God for His guidance and provision, may his name be exalted.

Ominyi Robinson Emeka Department of Marketing University of Nigeria, Enugu Campus

ABSTRACT

This study is on a critical analysis of the implementation of

electronic marketing strategies by large scale industries in Nigeria. The data collected, were tabulated and tested using the chi-square statistical method. The findings include: E-marketing has been made possible by globalization and ICTs thereby enabling marketing organizations to create website in which their products and services were displayed. This has

helped marketing organizations to partner with banks in ensuring prompt payments for products bought on-line using credit cards. The recommendation given is that every organization that has not integrated (ICTs) into their business operations and activities, should do so in order to compete favorably and expand their market boundaries. This is because E-marketing is an all rewarding innovative marketing concept that guarantees business survival and maximization of profit.

TABLE OF CONTENTS

Title page - - - - - - - - i

Certification - - - - - - - - ii

Approval page- - - - - - - - iii

Dedication - - - - - - - - iii

Acknowledgements - - - - - - - iv

Abstract - - - - - - - - - vi

Table of contents - - - - - - - vii

List of Tables - - - - - - - - x

List Figures - - - - - - - - xii

CHAPTER ONE: Introduction

1.1 Background Of The Study - - - - 1

1.2 Statement Of Problems - - - - - 5

1.3 Objectives Of Study - - - - - 8

1.4 Research Questions - - - - - 9

1.5 Hypotheses Formulation - - - - - 10

1.6 Significance Of The Study - - - - 12

1.7 Scope and Limitations of the Study - - - 13

1.8 Definition Of Terms - - - - - - 15

References - - - - - - - - 19

CHAPTER TWO: Review of Related Literature

2.1 Electronic Marketing and Its Application - - 20

2.1.1 Important Guidelines For E-Marketing - - 24

2.1.2 Application Of Electronic Marketing - - 26

2.2 The Nigerian Market - - - - - - 36

2.2.1 Consumer Market - - - - - - 37

2.2.2 Industrial Market - - - - - - 40

2.3 Forms Of Information And Communication Technologies (ICTS) - - - - - - 43

2.4 Revolution Of Information And Communication Technologies on Business Operations - - 43

2.5 ICTS - - - - - - - - 50

2.6 Importance Of Electronic Marketing In

The Nigerian Markets - - - - - 51

2.7 Globalization And Information And

Communication Technologies (ICTS) On

Nigeria Markets - - - - - - 56

2.8 The Challenges of Electronic Marketing In Nigeria 63

References - - - - - - - 69

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Introduction - - - - - - - 71

3.2 The Research Design - - - - - - 71

3.3 Area of the Study - - - - - - 73

3.4 Nature and Sources of Data - - - - 73

3.4.1 Primary Data - - - - - - - 73

3.4.2 Secondary Data - - - - - - 74

3.5 Population of the Study - - - - - 75

3.6 Sample Size - - - - - - - 76

3.7 Sampling Techniques - - - - - 77

3.8 Pilot Survey - - - - - - 78

CAD

3.9 Validity of Test Instrument - - - - 78

3.10 Reliability of Test Instrument - - - - 80

3.11 Method of Data Presentation - - - - 80

References - - - - - - - - 82

CHAPTER FOUR: Data Presentation and Analysis

41 Data Presentation And Interpretation - - 83

4.2 Test of Hypotheses - - - - - - 96

CHAPTER FIVE: Summary of Findings, Conclusion and Recommendation

5.1 Summary of Findings - - - - - 103

5.2 Conclusion - - - - - - - 105

5.3 Recommendation - - - - - - 108

Bibliography - - - - - - - - 110

Appendix: Questionnaire - - - - - 112

LIST OF TABLES

Table 4.1: Companies Involved in Fr-Marketing - 83

Table 4.2: Firms that have a Website - - - 86

Table 4.3: Does your website have all the products and Services Display for customers View and Subsequent Purchase - - - 87

Table 4.4: Their Website Contains Customers Query and Feedback Column - - 87 Table 4.5: Whether their Websites witness strong

Customers and Clients Presence Recently 88

Table 4.6: Number of Times Websites Contents is Updated Abstract - - - - - 89

Table 4.7: Firms Allow on —line payment for

Purchases made through the use of Credit Card - - - - - - 89

Table 4.8: Creation of an Internet Website uncashed

unlimited opportunities for the company - 90

Table 4.9: Electronic Marketing has Enhance the Competitiveness of Marketing Organization 91

Table 4.10: Decision to Embark on E-Marketing as

Part of Globalization and Technology -Driven Economy in Nigeria - - - 91

Table 4.11: Globalization and Information

and Communication Technologies (ICTs) has promote the Growth and Survival of Marketing Organizations - - 92

Table 4.12: Company Recorded Create Positive Impact in their Total Turnover as Against When they do not operate a website - 93

Table 4.13: Marketing has encouraged the

firm to computerize. It functions and Departments - - - - 94

Table 4.14: Creating a Website has expanded the Company Marketing Opportunities and Reached within and outside the Nigerian markets - - - - 94

Table 4.15: The Used of Information and

Communication Technologies (ICTs) has been cost-effective in Management Decision making - - 95

Table 4.16: Operating E-Marketing is a Rewarding Innovative Venture for other Business Organization to initiate - 95

LIST OF FIGURES

Fig 2.1: Revolution of ICTs on Business Operations 49

CHAPTER ONE

INTRODUCTION

1.9 BACKGROUND OF THE STUDY

Today’s business is moving to another level in the satisfaction

of human wants and needs. Companies face high rate of

competition in the world market as businesses move from

analog to digital. The cornerstone of a well conceived

marketing orientation is strong customer relationship. There

must be a symbiotic relationship between the marketer and

the customer. This relationship is enhanced by information

and communication technology. However, e-commerce

according to Kotler and Armstrong (2010:50), involves the

facilitation or transaction of business online, mainly through

online sites. E-commerce has given rise in turn to e-purchase

and e-marketing. E-marketing is defined by Porter (2001:62-

78), as company’s effort in using internet-based marketing

system to create awareness, demand, and feedback, and to

gauge responsiveness for the market acceptance of products

and service online. Before one could start up e-marketing

business, the company should look into the following areas:–

strategic e-marketing, the new marketing environment,

consumer behavior of net users, product strategies on the net,

pricing strategies on the net, and distribution strategies on the

net. The disparity between pure-click and brick-and-click

companies is this; under the pure-click the companies are

those that have launched a “website” without any previous

existence as a firm but brick-and-click companies are the

existing companies that have added on line site for

information and e-commerce. Companies must set up and

operate their e-marketing website carefully by implementing it

because customer’s service is critical.

There are three stages in implementing e-marketing business:

A. Evaluating the marketing options by building a strong

relationships and keeping your customers up to date with

offers, and is less intrusive than telephone marketing, e-

mail, SMS (Short Messaging Service) and website.

B. Plan the rollout phase by looking at training implication,

especially of building and running a website and think

about the cost involved.

C. Implementing e-marketing by rolling out any necessary

training, encouraging staff involvement and feedback.

Recently, modern innovation concept that have rented

the world, so to say, and which tend to exhibit, compelling

influences on the people and business, are no other than

Globalization, Information and Communication Technologies

(ICTs) and development. While globalization becomes a

popular cover, ICTs have nothing to hide in exhibiting the

speed of information communication through internet

information super-high ways.

Perhaps, we are in Electronic age or what people call

computer age. The combination of computer and

telecommunications to information system is known as (ICTs).

According to Okorie (2008:27), Information and

Communication Technologies (ICTs) encompass all those

technologies that enable the handling of information and

facilitate different forms of communication among human

actors, between human beings and electronic system and

among electronic systems. These technologies can be sub-

divided into: Capturing, Storage, Processing, Communications

and Display technologies. The advent of Information and

Communication Technologies by electronic means has brought

about a lot of changes and development in the ways

businesses are conducted, run and managed. This research

work analyses the range of influences affecting the adoption of

e-marketing by large scale industries in Nigeria.

Large scale industries in Nigeria market comprises of

conglomerates such as Unilever, PZ, Cadbury, Nestle etc and

financial institutions like First bank, Intercontinental bank,

Zenith bank, UBA, Oceanic bank etc and other large scale

industries in Nigeria that are electronic in nature, as well as

government regulations and private individuals that

contributes to the economic growth and development in

Nigeria market.

1.2 STATEMENT OF PROBLEMS

E-marketing today needs to address the realities of consumers

who are increasingly short of time in a world where there is

more advertising clutter. With the evolution and growth of

Information and Communication Technologies (ICTs)

industries have come with many benefits for far-flung

communities and many opportunities for emerging business as

well as significant contributions to business enablement and

the empowerment of the disenfranchised. Lack of systems to

recognize credential in the region and weak

Telecommunications and Information Technologies and

infrastructure are also among the business barriers. Services

according to Barrito (2005:20) are selling promise, and unless

something is done to overcome negative perceptions in

informational markets on the quality of services offered,

developing nation like Nigeria will struggle to build credibility,

and thus will not benefits from the trade services. E-business

is not reliable because of fraudulent act, where people will use

their e-cards for advanced fee fraud while some will engage in

advertising fake products online. Lack of understanding of the

target industries leading to bad e-marketing channel choice.

Most large scale industries in Nigeria lack the basic knowledge

to tackle its problems as well as having the basic equipment to

dictate problems. Companies who just follow trends without

understanding them or converging all efforts or associating a

strategies is likely to collapse, thus if the Internet and

Information and Communication Technologies (ICTs) is to

grow Nigeria economy to compete with the world class then

we must meet the international requirement, because e-

business does not serve only a country but different countries

of the world where competition has become the order of the

day. ICTs, in today’s business environment are to place

customers in control. Allow them to choose how often and

what type of messages they receive, thus creating a more

meaningful relationship with the business. This is commonly

referred as permission marketing. E-marketing massages and

tools should aim to deliver information that the consumer

perceive to be valuable.

1.3 OBJECTIVES OF STUDY

a) To determine the extent of Information Communication

and Technologies (ICTs) compliance in Nigeria industries.

b) To suggest ways marketers in Nigerian can shrink the

world electronically and have access to global village

through web directory such as (www.customers.com,

www.ama.organization, www.stateUSA.Government). Or

www.eworld.com

c) To determine the acceptability of Nigerian credit facilities

(Credit card, Debit Card and Master Card) to the world.

d) To explore large scale industries in Nigeria to meet the

international standard as required by the international

communities.

e) To explore the potentials of e-marketing, e-business, e-

mail, e-commerce as a medium for e-marketing.

f) To figure out the available technologies used to secure

online transactions between a user and the website.

g) To promote business growth and profit maximization

1.4 RESEARCH QUESTIONS

Does electronic marketing promote business growth and

enhances profit maximization?

1. To what extent does electronic marketing implementation

enhances the competitiveness of marketing organization?

2. Electronic marketing really help to determine the extent

of Information and Communication Technologies (ICTs)

compliance in Nigeria industries, how true it is?

3. Is electronic business the only way marketers in Nigeria

can shrink the world electronically and have access to

global village web directory?

4. How does it affect economic growth and development in

Nigeria industries?

1.5 HYPOTHESES FORMULATION

A hypothesis is a prediction or a conjecture stated well in

advance of observation (or actual collection of data), about

what can be expected to occur under stated or given

conditions. Statements of hypotheses are stated in non

directional statement. The hypotheses to be tested in this

study includes;

Hypothesis one

Ho: Electronic marketing does not enhance the

competitiveness of marketing organizations.

H1: Electronic marketing does enhance the competitiveness

of marketing organizations.

Hypothesis two

HO: The use of Information and Communication Technologies

(ICTs) is not cost effective in management Decision

making.

H1: The use of Information and Communication Technologies

(ICTs) is cost effective in management Decision making.

Hypothesis three

HO: Globalization and Information and Communication

Technologies (ICTs) do not promote the growth and

survival of marketing organization.

H1: Globalization and Information and Communication

Technologies (ICTs) do promote the growth and survival

of marketing organization.

1.6 SIGNIFICANCE OF THE STUDY

The study would be beneficial to marketers and

managers of organizations and the general pushes in the

following ways:

i. The study will also help to educate the target customers

and the importance of transacting a business on line.

ii. It would also assist regulatory bodies in formulating

policies that would guide the activities of both marketers

and consumers.

iii. It would help the generality of business operators to

know the relevance of electronic marketing and the need

to be technologies compliances.

iv. Service as reference materials to other researchers who

will use it for further study.

v. E-marketing gives business of any size access to the

mass market at an affordable price and, unlike TV or

print advertising, it allows truly personalize marketing.

vi. Educating marketers on the latest changes and

developments to the marketing world.

vii. The study would enhance the availability of information

to government agencies and parastatals.

viii. Assisting management to be highly productive and

efficient on the use of resources.

1.7 SCOPE AND LIMITATIONS OF THE STUDY.

The study covers the applications of electronic marketing

strategies and implementation by large scale industries in

Nigeria markets, using Enugu metropolis as a case study.

i. Finance: money is a major determinant for the success

of any meaningful venture but in the course of the study,

the amount of money in the researcher’s hand were

inadequate there by hindering the accessibility to

information, materials, and marketers.

ii. Transportation and typing cost: the cost of

transportation is high as this effect the mobility to the

markets; likewise typing and browsing cost are also high

in gathering and bounding the materials.

iii. Respondent attitude: most of the respondents were

small medium scale entrepreneurs who are not

acquainted with electronic marketing, there by passing

difficulties in answering questions and the large scale

industries and Financial institutions will always cover

their secrete because of security reason.

iv. Time: the allocated time for this study is short, as the

researcher has to combine it with other academic works

such as attending lectures, writing assignment and

preparing for examinations.

v. Health: the health of the research would guarantee the

success of this study, but if the researcher fell ill in the

course of this study then it will affect the success of this

study.

1.8 DEFINITION OF TERMS

E-commerce: means that the company or site offers to

transact or facilitate the selling and buying of products and

services or facilitate the selling and the buying of products and

services online.

E-business: descried the use of electronic means and

platforms to conduct a company’s business.

E-purchasing: means companies decide to purchase goods,

services, and information from various online suppliers.

E-marketing: describes company efforts to inform buyers,

communicate, promote and sell its products and services over

the internet.

Marketing from the concept of Kotler (2010:26) is defined

as the identification and satisfaction of people’s needs through

the exchange process. While according to the American

Marketing Association, marketing is defined as an

organizational function and a set of processes for creating,

communicating and delivery value to customers and for

managing customers’ relationship in ways that benefits the

organization and its stakeholders (www.ama.org)

E-receipt: means the electronic receipt issue to the buyer

from the e-transaction.

Mobile marketing: this is the interactions between buyers

and sellers using mobile phones.

Internet marketing: the internet is an innovative media

technology which is describes as the global information super-

highway. Internet is the medium of communication employed

by marketers to provide value added services to all customers

and those networks (WAN and LAN) have become ubiquitous

in business in which electronic commerce on the internet is

fast becoming a way of life (Okorie, 2008:187).

Electronic Data Interchange: (EDI) Philip Kotler and

Armstrong (2010:532) defined it as a format in which business

data are represent using National and International standards,

such that their communications within or between

organizations could be carried out more easily, Consumer to

Business (C2B) can even derive transactions with businesses

rather than the other way round . For instance, using

Priceline.com and consumers can also use web site such as

Getstisfaction.com, complaints.com and planetfeedback.com

to ask questions, offer suggestions, lay complaints or deliver

compliments to companies.

Network: Okorie, M.N. (2008:181) defined it as the

interconnected computers scattered in different locations, such

that data can be received or transferred from one location to

another. These include digital computer networks while

interconnect multiples computers and other devices that are

based on computer based data.

Virtual Commerce: this refers to developed innovative

payment solutions, albeit in the business consumer

environment of business concerns. Virtual commerce is the

development of mobile networks for funds transfer and

payment of goods and services in developing economy. The

relative availability of the mobile phone is the key enable of

the service which requires collaboration between a bank and

GSM operator.

REFERENCES

Chaffey, D. (2010). E-business and e-commerce management. Financial Time/Prentice Hall. Harlow, U.K

Smith, P.R & Chaffey, D. (2009). E-marketing excellent at

them heart of business. Butterworth-Heinemann, Oxford, U.K.

Kotler, P. & Armstrong, G. (2010). Principles of marketing. (13th1 Ed) New Jersey, Pearson Education Inc.

Belch/Belch (2009). Advertising and promotion: An Integrated Marketing Communication Perspective. (8th Ed) New York, Published by McGraw Hill Companies, Inc.

Porter, M. (2001). Strategy and the Internet. Harvard Business Review. March .2001, 62-78. DaveChaffey.com blog site for marketing Strategy articles.

Okorie, M.N. (2008). Information and Communication

Technology (ICT), Enugu: Nigeria, KIap Publishers Co

Ltd. Onah, J. 0. (2008). Case in Marketing and Management.

Enugu: African Marketing Development Foundation Publishers.

Modum, U. (1995). Management Information Systems,

Analysis & Design, Fourth Dimension Publishing Co.Ltd. Enugu, Nigeria.

American Marketing Association (www.ama.org).

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 ELECTRONIC MARKETING AND ITS APPLICATION

Today it is fashionable to talk about the new economy.

We understand that the business are operating in a globalize

market; that things are moving at a Nano-second pace, that

our markets are characterized by hyper-competition, that

disruptive technologies are challenging every business; and

that business must adapt to the empowered consumer. The

new economy is based on the Digital Revolution and the

management of information. Information has a number of

attributes. It can be infinitely differentiated, customized, and

personalized. It can be dispatched to great number of people

who are on a network and it can reach them with great speed.

To the extent that the information is public and accessible,

people will be better informed and able to make better

choices.

The digital revolution (Electronic marketing) has placed a

whole new set of capabilities in the hands of consumers and

business. Marketing deals with identifying and meeting human

and social needs; just as Kotler (2005:5) defined marketing as

“the task of creating, promoting and delivering goods and

services to consumers and businesses”. Marketers are skilled

in encouraging demand for a company’s product. Marketing

managers seek to influence the level, timing and composition

of demand to meet the organization’s objectives.

The newest channel for direct marketing is electronic.

Electronic marketing (E-marketing) describes a wide variety of

electronic platforms, such as the sending of purchase order to

suppliers, via electronic data interchange (EDI) or extranets,

the use of fax and e-mail to conduct transactions, the use of

ATMs, EFT/POS, and smart cards to facilitate payment and

obtain digital cash; and the use of the internet and online

services. All of these involve doing business in a “market

place” as compared to a physical “market place”

Kotler and Armstrong (2010:50) describe E-Commerce &

E– marketing as company efforts to inform buyers,

communicate, promote and sell its products and services over

the internet”. It is an on-line business transaction that

involved Consumer to Business (C2B) and Business to

Business (B2B), the new capabilities unleashed by the

information age will lead to substantially new forms of

marketing and business which is seen in E-marketing. The

information age promise to lead to more accurate levels of

production, more targeted communications, and more relevant

pricing. Electronic marketing is a technology that is so

profound, so universal and its impact has changed everything

using mobile phone and internet communications, and

transformation of every institutions, business activity,

production and creativity in the world, even the ways we

educate, teach, communicate and interact as individuals and

corporate bodies. Embracing the internet brings a plan on how

one is going to transform his/her business by adding an

internet websites. Electronic marketing has really changed

most of the things in business and add another small sales

channels just as Bill Gates, the chairman of Microsoft LLC put

it “the future company will operate with a digital nervous

system” (Okorie M.N. 2008:64). The internet today functions

as an information source, an entertainment source, a

communication channel, and even a distribution channel.

Users can send e-mail, exchange views, shop for products,

and access news, recipes, art and business information. The

internet itself is free, though individual users need to pay a

monthly fee for an Internet Service Provider (ISP) such as

AOL, or Earthlink, or Starcomms to be hooked up to it. The

internet provides marketers and consumers with opportunities

for much greater interaction and individualization. Today

companies need to send individualized content on their

websites and consumers themselves can also further

individualized the contents, with these companies interacting

and dialoguing with much larger groups than ever.

2.I.1 MPORTANT GUIDELINES FOR E-MARKETING

Electronic marketing is a form of direct marketing that

offers marketers and consumers the opportunities of enjoying

mutually rewarding opportunity. The guidelines includes, as

stated in Dave Chaffey (2010:40)

Give the Customer a Reason to Respond: Companies

should offer powerful incentives for reading e-mail

pitches and on-line ads, like e-mail trivia games,

scavenger hunts, and instant – win sweepstakes.

Personalize the content of your E-mail: Customer

who agrees to receive the news letter select from topics

listed on an interest profile.

Offer something the customer could not get via

direct mail: E-mail campaigns can be carried out

quickly, because they can offer time-sensitive

information.

Make it easy for customers to “Unsubscribe”: it is

important that on-line customers have a positive exit

experience. On line merchants face many challenges in

expanding the public’s use of e-marketing. Customers

will have to feel that the information they supply is

confidential and not to be sold to others. Customers will

need to trust that online transactions are secure and

safe, and they will need to get better and faster

responses when they send an inquiry to an online

company. Companies must encourage communication by

inviting prospects and customers to send in questions,

suggestions, and even complaints via e-mail. Customer

services representatives can in principle respond quickly

to these messages while smart on-line marketers will

answer quickly, by sending out newsletter, special

products or promotion offers based on purchase histories,

reminders of service requirements or warranty renewals,

or announcements of special events.

2.1.2 APPLICATION OF ELECTRONIC MARKETING

There are many information technology applications for

e-marketing. They are interconnected with each other.

Okpoko (NIIT Seminar 2010) states them to include:

a) Networks: These are digital computer networks that

interconnect multiple computers and devices that are

computer based data. Networks are defined as

“interconnected computers scattered in different

locations, such that data can be transferred or received

from one location to another” networks can either be

Local Area Network (LAN) or Wide area Network (WAN).

A LAN network allows interconnections between

macro-mini-computers or between micro-mini-

computers and the main processors. It allows

distributed processing to take place whilst at the same

time allowing users to share resources. Local Area

Network (LAN) key features is that the system is linked

by cables and can be used for shared data, application

and device, access, electronic mail, process monitoring

in a factory environment and even alarm and security

system.

WAN are networks by extension which are usually

longer than LANs, and covers a wider geographical

area, and use the general telecommunications

network. WAN span thousands of kilometers within a

city.

INTERNET BUSINESS

The number of internet users worldwide now stands at

more than 1.2 billion and will reach an estimated 3.4 billion by

2015. Today’s typical internet users spend 47 percent of their

time online looking at online content –watching video, reading

news, reading books, researching and e-business. They spend

another 37 percent of their time online communication with

each other, 15 percent shopping. Computers and the internet

have become an indispensable part of our lives. (Kotler and

Armstrong 2010:49)

E-MARKETING AND HOW IS BETTER THAN

TRADITIONAL MARKETING

Marketing has pretty much been around forever in one

form or another. Since the day when humans first started

trading, whatever it is that they started trading marketing was

there. Marketing was the stories they used to convince other

humans to trade. Humans have come along way since then,

(well, we have to think we have) and marketing has too.

The methods of marketing have changed and improve,

and we have become a lot more efficient at telling our stories

getting our marketing messages out there. E-marketing is the

product of the meeting between modern communication

technologies and the age-old marketing principles that

humans have always applied.

However, e-marketing is better than traditional marketing

as follows:

Very simply put, e-marketing or electronic marketing

refers to the application of marketing principles and

techniques via electronic media and more specifically internet.

The term e-marketing, internet marketing, and online

marketing are frequently interchanged and can often be

considered synonymous.

E-marketing is the process of marketing a brand using

the internet. It includes both direct response marketing and

indirect marketing elements and uses a range of technologies

to help connect business to their customers. E-marketing

encompasses all the activities a business conduct via World

Wide Web (www) with the aim of attracting new business,

retaining current business and developing its brand identity. If

the e-marketing is implemented correctly, the return on

investment (ROI) from e-marketing can far exceed that of the

traditional strategies. Whether you are a “bricks or mortar”

business or a concern operation purely online, the internet is a

force that cannot be ignored. It can be a means to reach

literally millions of people every year. It’s at the forefront of a

redefinition of a way business interacts with their customers.

STAGES IN DEVELOPING YOUR E-MARKETING PLAN.

It is important to recognize the fact that planning or

developing e-marketing does not mean starting from scratch.

Any online e-communication must be consistent with the

overall marketing goals and current marketing effort of your

business.

The main component of an e-marketing plan will typically

include the following:

1) Identify your target audience - If you identify multiple

targets audience, rank them in other of importance so

that you can allocate resources accordingly. Profile each

target group and understand their requirements and

expectations so that you can fetch your costs and

benefits at the correct level.

2) Set your objectives - Possible objectives could include

awareness raising (of your business or disseminating

information about your products or services), entering

new markets, launching a new product, focusing on sales

(building internet sales of a product or increasing the

frequency of sales from regular customers), or internal

efficiency (decreasing marketing costs, reducing order-

taking and fulfillment costs, or improving customer

retention rates).

3) Decide upon the marketing mix - You should choose a

mix of e-marketing activities that will help you achieve

your objectives and fit with any existing traditional

marketing activities you already have planned.

4) Agree a budget - Carefully budgeting allows you to

prevent costs spiraling out of control. By identifying the

returns you expect to make from you investment

In e-marketing activities you can compare these with the

costs in order to develop a costs/benefit analysis.

a) Action plan -identify the tactics for implementing the

selected e-marketing activities. The plan should also

cover other non-internet marketing activities that are

being undertaking.

b) Teleconferencing and Video Conferencing: These

systems allow numerous people to be simultaneously

connected so that discussion can take place even though

they do not meet physically. This can take place within

and outside the organization or even on the international

basis. Okpoko (2006:97) defined “Video Conferencing as

a link that allows groups of people in remote locations to

see as well as hear each other via a live video

connection”. It is a medium where two or more people in

a conference communicate actively and lively using

satellite. Television links teleconferencing and video-

conferencing facilitates significant impact on

management’s ability to gather and access information

electronically under E-marketing.

c) Telecommunication: According to (Okorie M.N.

2008:52), “It is the technology that is used to bring

about the communication of voice and data signals over

some geographical distance”. He also “observes that the

main purpose of telecommunications are to transmit and

representations of information (Signals) between remote

locations”. The carriers of signal in telecommunication

system include electrical or electromagnetic media and

light waves; that are harnessed to provide worldwide

telecommunication network using mobile phones, optic

fiber and internet. Telecommunication involves television,

satellite transmission, microwave transmission, and

facsimile transmission, radio and telephone.

d) Computers AND Notebook PC: The computer is an

electronic machine that receives instructions, remember

these instructions (storage) carry out the instruction and

give a feedback on its actions. The computer systems are

made up of two major parts:

Software – refers to a set of written or coded

programmes or instructions that are fed into the

computer to enable it process data and information.

Hardware – refers to the physical aspect of the

computer such as keyboard, monitor, central

processing unit, mouse and peripherals etc.

Notebook – refers to laptop that has the same

features with the computer, the only difference is

that, it is portable, light weight and easy to carry

about. The computer is made up of three components

namely: input device – keyboard, a processing and

storage device – central processing unit/floppy disc

and output device such as printers. It uses reasoning

process just like the human brain, it is what enables

trading and communication globally and with the

laptop, one can transact business from any point in

place.

2.2 THE NIGERIAN MARKET

The greatest task of an organization is to determine the

needs, wants and values of the target market and delivering

the desired satisfaction to consumers more effectively and

efficiently than its competitors. It is common practice that

marketers first determine the needs of customers in the

market, then gather resources of the company in providing

and fulfilling these needs at a planned level of profit.

Marketing concept according to Adirika, Ebue & Nnoim

(2001:45) is defined as “a market focused customer

orientation, backed by integrated co-ordination marketing,

aimed at generating organizational goals”. For businesses to

be successful, they must known who their customers are, that

is they must know their markets. There are two basic markets

for products in Nigeria, namely: Consumer market and

Industrial market.

2.2.1 CONSUMER MARKET

These involve all people who make purchases for

personal use or consumption (Farese, Kimbrell and Woloszyk:

1997:73). The kind of products found in this market includes:

beverages, food stuffs, cosmetics, soaps, shoes, clothing’s,

confectionaries and electronic products etc. presently, the

Nigerian population is 150 million and is expected to rise to

230 million by the year 2020. This increase plus expected

demographic shifts will make the consumer market very

different from what it is today. To fully appreciate these

changes, it is necessary to examine the current make-up of

the Nigerian population. The three most frequently studies

demographic variables in the Nigeria consumer market are

age, ethic background, and income. Geographic and

psychographic trends are often considered as well. Together

all of these factors provide a comprehensive picture of the

Nigerian Consumer Markets. Nigeria industries are still

growing because through my research work I find out that

many large scale and small scale industries are still struggling

to meet the trend of globalization. In all indications, the

banking industries, few production companies, and

communication companies in Nigeria are already online for

business and economic diversification.

LIST OF LARGE SCALE INDUSTRIES IN NIGERIA

United Nigeria Textile

Dangote Sugar Refinery

Julius Berger

Oil and Gas

Petroleum Companies

Film Industries

MANUFACTURING INDUSTRIES IN NIGERIA

British tobacco Nigeria Ltd

Cadbury Nigeria

Coca-cola Nigeria plc

Dunlop Nigeria plc

Guinness Nigeria plc

May and Baker Nigeria plc

Nigeria Breweries Plc

Neimeth International Pharmaceuticals plc

Nigeria German Chemicals

Pharma Deko plc

PZ Industries PLC

Nestle Nigeria plc

Seven up Nigeria Company

Tura International Ltd

Unilever Nigeria Plc.

2.2.2 INDUSTRIAL MARKET

These consist of all the organizations that acquire goods

and services used in the production of other products or

services that are sold, rented, or supplied to others

(Kotler;”2005:216)”. The major industries in the industrial

market are agriculture, forestry and fisheries, mining,

manufacturing, construction, transportation, communication,

public utilities, banking, finance and insurance, distribution,

and services. Doing business in the industrial market is often

called business-to-business (B2B) marketing. It involves all

the customers who make purchases for business purposes.

The demand for industrial goods is called Derived Demand.

Marketers of industrial goods need to be aware of how their

markets will change as a result of changes in the consumer

markets.

Professional buyers spend their careers learning how to

buy better. Business marketers have to provide greater

technical data about their product and its advantages over

competitors’ products. Business/industrial marketers now put

their products prices, and other information on the internet.

Purchasing agents and brokers are able of access more

information, more easily, than ever before.

Scientists and technologists today, are working on a

startling range of new technologies that will revolutionize

products and productions processes. Some of the most

exciting work is being done in biotechnology, computer, micro

electronics, telecommunications, robotics, and designer

materials. In addition, scientists also work on fantasy

products, such as small flying cars, three-dimensional/flat

screen television, credit/debit cards and space colonies. The

challenge in each case is to develop affordable versions of

these products.

Today many people make their payments with credit or

debit cards from visa, MasterCard, smartcard, and other card

issuers. In Nigeria alone, consumers have over 5 million credit

cards. Each card has a magnetic strip containing a limited

amount of information. E-marketing companies looking to

attract and retain customers are discovering that

personalization goes beyond creating customize information.

Clearly, all companies need to move into e-marketing and e-

purchasing. Designing an attractive website; placing ads and

promotion online, and building a revenue and profit model. A

key challenge according to Kotler (2005:48) is designing a

website that is attractive on first viewing and interesting

enough to encourage repeat visits.

Companies see cause-related marketing as an

opportunity to enhance their corporate reputation, raise brand

awareness, increase customer loyalty, build sales, and

increase press coverage. They believe that customers will

increasingly look for good corporate citizenship that goes

beyond supplying rational and emotional benefits.

2.3 FORMS OF INFORMATION AND COMMUNICATION TECHNOLOGIES (ICTs)

In today world, all disciplines and areas of marketing

have been influenced by the revolutionary advances in

information and communication Technologies (ICT), which was

made possible by research in computing communications and

other related fields. According to Sambe (2006:61)

“information Technology refers to the various types of

equipments needed for the efficient transfer of information

and data” Central to information technology infrastructure are

computers and their role in the communication revolution.

Computers are very flexible and can be adapted to suit the

needs of any field. With information in e-marketing seem

limitless. Advancement in various fields of information and

communication technologies have increased the amount of

work done over a little period of time, which has enabled

breaking of new groups in many fields. Sambe (2006:62)

stated that information technology is an indispensable tool of

information distribution, based on this fact; the various

applications of the new ICTs to the collection, processing and

dissemination of information by marketers are inadequate or

absent. The following ICTs tool can be applied in e-marketing:

Notebook computer/laptop: This is the portable and

easy to used notebook computer that marketers feed in

details of their products or services which is

simultaneously processed and disseminated with

automated devices.

Video display units: These enable marketers/

customers to seen, modify or edit the contents of its

websites on screen as he/she work. Some of these

devices have software that spells check.

The Bulletin Board system (BBS): This is an area of

Activities of media organizations to which members of

the networks are linked electronically. The network

ensures a free flow of information and exchange of

messages among co-operating media organizations.

The Internet: This is an anonymous medium for

meeting people with similar interest regardless of colour,

gender or race, factor that may inhibit if such people are

meeting physically. The use of the internet is spreading

rapidly and despite its possible dangers, the trend is

unstoppable. With this spread or addiction to the

internet, the shaping of personalities to be directly

affected by this phenomenon coupled with social and

economic changes. Here there exist services including e-

mail, Usenet newspaper, text, chatting, gophers, Archie,

WAIS, FTP and the World Wide Web (www).

Office Automation System (OAS): This information

Communication technological device supports co-

ordination and communication activities of data workers

who primarily use, manipulate or disseminate

information. Associated technological accessories of the

system can deal with documents through word

processing, desktop publishing, electronic mail

communication, digital filing, voice mailing and video

conferencing.

2.4 REVOLUTION OF INFORMATION AND COMMUNICATION TECHNOLOGIES ON BUSINESS OPERATIONS

The glaring testimony of man’s creative and technological

ingenuity lies on the development of information and

communication technology in the later part of the 20th

century. Information technology according to Eziagbo Okorie

M.N (2008:49) refers to the scientific means and process

involved in obtaining packaging and communication

information with a feedback mechanism. Information

technology according with manual business process which

support key business functions and which improves

CAD

effectiveness, efficiency and quality of working life”.

“information and Communication Technologies (ICTs)

according to Madu (2006:51) are those goods, application/

software and services that are used to produce, distribute,

process and transform information , and they comprise diverse

telecommunication, television and radio broadcasting

equipments, computer hardware and software, computer

services and electronic media” ICTs have the potential to

improve the delivery of services, increase productivity, raise

living standards, transform economies and development

opportunities as they may exist in education, governance,

Marketing and environmental management, health, financial

services, and the private sector.

Information Technology has caused fundamental changes

in the way work and marketing are being done in organization

and industries. Introduced computer machines have helped to

bring in more speed, flexibilities a timeless production and

services (Okpoko; 2006:102). Finance house would be more

Tourism

sophisticated in the future and banks in Nigeria would be run

by far less personnel than we have today and operating costs

would come down. It is believed that further advances in

telecommunications and computer technology as it is being

witness today have render wireless communication the order

of the day and enable banking and financial services to reach

their customer wherever, whenever and however he/she

chooses to do banking/ marketing business.

According to the financial standard in an article “E-

commerce, doorway to Business Revolution”, Okonjo Iweala

observe that information and communication technology would

revolutionalised retail and direct marketing and consumers

would be able to shop in their homes for a wide variety of

products.

BANKIG AND FINANCE

Retail Commerce

ATM Bank cash E-payments Point of sales E-transact Mobile Banking

Home, tourism and Computers in schools an

Information and Communication Technology (ICTs)

2.5 ICTs

ICTs have really integrated business functions at all

levels within and between organizations. The new

technological capabilities according to Kotler (2010:49-50)

have led thousands of entrepreneurs to launch a dot.com in

the hope of striking gold. The amazing success of early online

Fig 2.2: Revolution of ICTs on Business Operations

Source: Okpoko: (2006:99)

dot-coms, such as, AOL, e-bay, e-trade and dozens of others

in Nigeria struck terror in the hearts of many established

manufacturers, wholesalers and retailers. Direct online

marketing is taking the day and dominating the global

markets, and a growing numbers of organizations are using a

marketing decision support system to help their marketing

managers make better decisions John Little in Kotler (2005:

141) defines a marketing decision support system (MEDSS) as

a co-ordinate collection of data, systems, tools and techniques

with supporting software and techniques with supporting

software and hardware by which an organization gathers and

interprets relevant information from business and environment

and turn it into a basis for marketing actions.

2.6 IMPORTANCE OF ELECTRONIC MARKETING IN THE

NIGERIAN MARKETS

The fact in today’s economy and most companies are a

hybrid of the old economy and the new economies. Companies

need to retainer skills and competencies that have worked in

the past, but they will also need to add new understanding

and competencies if they hope to grow and proper so say

Philip Kotler. Today’s market place is made up of traditional

consumer (who do not buy online) cyber-consumer (mostly

buy online) and hybrid consumers (who do both). The changes

in technology and economy being experience in Nigeria are

eliciting a new set of beliefs and practices on the part of

business firms. The benefits of electronic marketing cannot be

over emphasized, and they include:

The advent of internet has greatly increased the ability of

companies to conduct their business faster, more

accurately, over a wider ranger of time and space.

It also gives companies the opportunities to perform their

business transactions at a reduced cost, and with the

ability to customize and personalize customer offering.

It provides information to visitors/customers and clients

about the company, its history, policies, products and job

opportunity.

The company website offers to transact or facilitate

selling of products and services on line.

E-marketing creates opportunities for companies to

inform, communicate, promote and sell it products and

service over the internet

E-marketing has given rise to e-payment and e-

transaction such as www.etranzat and power by most

banking institutions.

The internet, provide consumers the opportunities to

communicate easier with companies. Companies often

encourage communication by inviting prospects and

customers to send in questions, query, suggestions, and

even complaints via e-mail.

Consumers packaged goods companies transform to

effect cost savings in raw materials and logistical

procurement.

It allows customers and prospects to partake in sales

promotions online like e-mail trivia games, scavenger’s

hunts, and instant-win sweepstakes.

Internet marketing makes it easy for customers to

unsubscribe.

Most transaction online are mostly confidential and

protective, only when both parties keep to the terms of

conditions.

Customers get better and faster responses when they

send an inquiry to an online company and their online

transactions are secure.

This trend of more teen businesses has a lot to do with

the internet, giving easier access to the resources they

need in order to develop their business ideas.

Young people have great advantages in business (they

are the most populated in the world); especially when

marketing to their peers, because they relate to their

demographic better.

Internet business is a globe outreach which every

company must capitalize on it prospects and be able to

survive in the global competition.

Harness the power of technology to give customers

access better service and make service workers more

productive, companies that use their websites to empower

customers can lessen workloads, capture valuable data, and

increase the value of their business.

Online transactions that create friction, free commerce is

the ultimate goals of any e-marketing. A company websites

offer a wide selection of merchandize, knowledgeable sales

assistance and no hassles or lines.

The company website also uses interactive technology to

provide real-time customers service via a chat window, where

customer’s question are answered by human customer service

representative and also attractive website.

Cell phones and dashboards computers have the power

and mobility to control all types of applications where

new information appliances and smart cards offer great

promise for customers-controlled applications.

E-marketing permit automated telephone surveys to

solicit market research information using prepaid cards

as an incentive.

E-marketing allows for mass marketing and offline

advertising.

E-marketing enables a company to reassesses its

attractiveness and usefulness through getting feedback

from users and making suggestions for improvement.

E- Marketing provides services and performance by

offering a user-friendly experience.

2.7 GLOBALIZATION AND INFORMATION AND COMMUNICATION TECHNOLOGIES (ICTs) ON NIGERIA MARKETS

With faster communication, transportation, and financial

flows, the Word is rapidly shrinking. Ezigbo (2007:199)

defined “Globalization as the increasing global connectivity

integration and interdependence in the economic, social,

technological, cultural political and ecological spheres”. She

went further to say that “Globalization is an umbrella term

and is perhaps best understood as a unitary process inclusive

of many sub-process (such as enhanced economic

interdependence, increased cultural influence, rapid advances

of information and communication technology and novel

governance and geopolitical challenges) that are increasingly

binding people and the biosphere more tightly into one global

system”

Globalization is defined “as a process of interaction and

integration among the people, companies and governments of

different nations, a process driven by international trade and

investment and aided by information and communication,

technology “(www.fratfiles.com/essay). The encyclopedia

Britanatica says that globalization is the process by which the

experience of everyday life is becoming standardized around

the world.

This process has effects on the environment, on culture,

on political system, on economic development and prosperity,

and on human physical well being in societies around the

world. According to Sambo. (2001) in Mogu (2006:30)

globalization is defined as “the shrinking of the world

electronically and the communalization of interest among

nations. The removal of hindrances to access to national

economic or the opening up of access to the international

market place of ideas, information, communication and goods,

services etc.

In today’s global economy, the internet is an effective

way to market goods and services for many companies. As the

commercial landscape continues to changes, the internet

provides a direct connection between international and

Nigerian businesses. This connection shortens the

communication gap between companies and provides a direct

connection between international and Nigerian businesses.

This connection shortens the communication gap between

companies and provides a forum for daily negotiations. This

dynamic effect on commerce has a direct impact on the

marketing strategies used to promote growth and business

development into existing and new markets as well.

Globalization is a term used to describe the changes in

societies and the global economy. Moreover, globalization is

revolution, covering almost every part of the globe through

the use of mobile phone and internet communication. The

proponents of globalization argue that it allows poor and

developing countries and their citizens to develop

economically, social benefits of globalization are visible for

almost everyone because the evolution in technology through

means of information exchange and communication, have

made it possible for people to feels and enjoy it benefits

especially in marketing and finance.

According to Dave Cheffey (2011) “Technology had

changed global commerce”. And when referring to global

commerce, the word ‘globalization’ is often used. The word

globalization is used to describe the changes in societies and

the world economy that are the result of dramatically

increased trade, investment and cultural exchange.

Companies (small and large) are taking advantage of the

disappearance of traditional market boundaries. For Nigeria

marketers, they have to make a strategic decision to become

part of the cyber-bazaar, by using their countries, to support

existing customers who live abroad, to source form

international supplier, an to build global brand awareness.

Before companies decide to expand their web presence

internationally, they need to find the companies or regions

with the largest potential online populations. Marketers

participating in global e-marketing need to speak the

languages and understand the needs of their customers and

interest of their target customers. “Globalization according to

Kotle/Arustreig (2010:50) has narrowed the world to a mere

unit or microcosm of analysis”. It does not take long for the

world to know what a particular nation is doing and if possible,

recommends sanctions against it. Ever ready, are ICTs-by air,

by land and by sea, no one has a place to hide unseen.

Globalization and ICT’s will not welcome this as indices for

positive development during information communication.

Globalization and ICT’s roles are developing progressively in

Nigerian based on association results of scientific research and

regulatory compliance. Globalization and technological

innovation are interdependent processes. Globalization has a

fundamental influence on the creation and diffusion of

technology which in turn, affects the interdependence of

multinational corporations and where they locate their

activities. In whole modern society today, almost every field

such as technology, have their development which have made

possible for society to live in a world without borders. The

result of such development is globalization and definitely its

importance should be accepted from everyone Globalization

and ICTs have an overwhelming impact of the practice of e-

marketing in Nigeria and indeed elsewhere in the developing

world, and they include such as areas as:

Improved efficiency, cyber liberty, flexibility,

Reduced cost, enhanced productivity etc.

Information and communication Technologies are simply

communication gadgets equipment or facilities which improve

or enhance the manner which improve or enhance the manner

in which message is shared, relayed, disseminated, preserved

and recalled for meaningful communication purposed

(www.Ammon.com)

2.8 THE CHALLENGES OF ELECTRONIC MARKETING IN NIGERIA

The emergence of personal computers has created a

large impact on information processing in organizations.

Technological advancement and competition in information

and communication technologies (ICTs) industry has lead to

several innovative products. The phenomenal growth of

internet-a network of thousand networks has resulted to a

new way of conducting business. There are enterprise-wide

solutions, which encapsulate best practices around which

organizations can re-engineer their business processes, which

are linked together for sharing data and managing document

flow across the different units enabled by an organization-wide

data communication infrastructure, and in Nigerian, there are

shortages of ICT’s infrastructures. Expanding base of internet

users, open up the potential for advertising a product/service,

accepting orders and payment electronically, and even

delivery of products.

The rate at which technologies such as the mobile phones

and the internet device precludes any chance that the law or

legislation will always keep abreast. This means that except in

countries where legislation is drafted in such a way as to

provide for possible developments the law will always be one

step behind technological advancements which must of

necessity be deployed to facilitate marketing. In such

situations the stakeholders tend to develop acceptable and

binding self regulation frameworks\processes until the law

catches up. Outside the legality, business knows the value of a

good reputation to success. Thus, as a rule where a practice is

accepted such that is it becomes a trade convention or custom

the absence of a legal framework rarely impedes

marketing/commerce.

Nigerian businesses are gradually embracing the virtual

commerce revolution. More and more, business concerns are

developing innovative payment solutions, albeit n the Business

to consumer (B2C) environment. There appear to be very little

going on in the Business to consumer (B2C) environment.

There appear to be very little going on in the Business-to-

Business (B2B) spheres. As stated, the law in Nigeria

constitutes a definite challenge, especially with respect to its

level of development. This has however not discouraged

financial institutions and other business concerns from

developing virtual payment solutions that facilitate easy

transfer of funds from customers. An emerging trend in virtual

commerce according to Ogbuah (2007) is the development of

mobile networks (such as ATM) or fund transfer and payment

of goods and services in developing economies. The relative

availability of the mobile phone is the key enabler of the

service which requires collaboration between a bank and a

GSM operator. The info Dev Report states that the value o

developing a market for micro payments over a mobile

telephone network (M-Commerce) is that it drives the

economic system towards a cashless transaction environment

with the attendant advantages such as less opportunity for

fraudulent or criminal activities and reduction of cash handling

costs. Again, such payment system ensures inclusion of a

large percentage of people that will ordinarily not use banks

into the banking system.

It must be born in mind at all times that M-banking

payment system are essentially bank transactions and only

ride on GSM network infrastructure to deliver solutions to

customers. The network is only a transport system and does

not hold money or provide any banking service. Going

forward, it is expected that other payment solutions, riding on

the mobile phone networks will develop and more innovative

services will be offered on the M-banking platform. The legal

challenges identified with E-marketing remain as stated;

therefore, the necessity for Nigeria to quickly legislate on

these e- transactions generally is immediate while self

regulation is simultaneously undertaken by relevant

stakeholders. Computing power, which was once considered

awesome, now seen trivial. We can except this amazing

increase in computer/internet power to continue. Most of the

mobile phones currently on circulation are personal computers

with a camera on top, and earphone attached and other

business accessories inbuilt such as blue berry powered by

Globacom, MTN and other telecommunication services

providers which would help to foster the growth of M-

marketing in Nigeria.

A true global banking, according to Charles Sanford,

chairman of Banker “financial market place in which everyone

is linked through computer and telecommunications

technology”. Individual, households, companies, investors,

and governments will be connected with financial institutions.

Transactions will be instantly received from anywhere in the

world through voice recognition and DNA fingerprinting

technologies.

“Global marketing according to Kotler. (2005:404) offers

a way for companies of all seize to grow by expanding their

customer’s base beyond the domestic market”. However, the

complexities of global marketing (e-marketing) demand

careful planning, strategic decisions and proper

implementation of computer software programmes/processors

as well as web design. Marketers participating in global e-

marketing need to speak the languages and understand the

customs and interest of their target customers.

REFERENCES

Nnaji, A. (2008).Web Development in Nigeria Slow but steady progress; Business day, March 17, pg 39

Smith, P.R & Chaffey, D. (2009). E-marketing exceHent at the

heart of business. Butterworth-Heinemann, Oxford, U.K.

Kotler, P. & Armstrong, G. (2010). Principles of marketing.

(13t9 Ed) New Jersey, Pearson Education Inc.

Belch/Belch (2009). Advertising and promotion: An Integrated Marketing Communication Perspective. (8t19 Ed) New York, Published by McGraw Hill Companies, Inc.

Okorie, M.N. (2008). Information and Communication

Technology (ICT), Enugu: Nigeria, Kiap Publishers Co Ltd. Modum, U. (1995). Management Information Systems,

Analysis & Design, Fourth Dimension Publishing Co.Ltd. Enugu, Nigeria.

Shelley Greenglass (2011). Email marketing- a must have for

building your business. www.constanconstant.com Joan Passay (2011) e-mrketing lesson. How to build email list.

Article source: http://EzineArticle.com Planning your e-marketing strategy: starting an online

business (2011). Amazon.com E- Marketing Conference, San Francisco, April 19-20, 2010. Advanced Early

Registration Rates. www.e-marketin Association corn Okpoko, John (2006). Prospects of Information and

CommunicationTechnology (lCTs) on Business Operation in Nigeria; NIPR, Public Relations Journal Vol 3, No 1, June, pg 94-104.

American Marketing Association (www.ama.org).

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 INTRODUCTION

This chapter discusses the research methodology to be

adopted in the course of study. This include among other

things the research design, the area of the study, sample size

and sampling technique, survey instrument employed and the

analytical techniques. The descriptive statistics and the

statistical technicalities to be adopted in testing the four

hypotheses postulated in chapter one will also be discussed.

3.2 THE RESEARCH DESIGN

Design simply means the plan or blue-print on how to go

about data collection and analysis, all aimed at providing

solutions to the problem under investigation. This entails the

specification of procedures that would be deployed in the field

work.

Design research plan calls for the exact information

needed, develop a plan for gathering it efficiently, and present

the plan to management. The research plan outlines sources

of existing data and spells out the specific research

approaches, contact methods, sampling plans, and

instruments that researchers will use to gather new data

(Kotler and Armstrong 2010:130)

The data will be analyzed in tables and charts while the

multiple regression analysis will be used to test and analyze

hypothesis one.

Questionnaire, interview and direct observations will be

used to gather data that will be used in the analysis of

hypotheses. The Chi-square (X2) statistical analysis test will be

employed to test hypotheses two and three while a simple

regression will be adopted in testing the null hypothesis of

hypothesis four to determine whether or not to accept the null

hypothesis.

3.3 AREA OF THE STUDY

The study will be conducted in Enugu metropolis.

Specifically, it will cover two major large scale industries in

Enugu metropolis. The industries used for this study include

Banking Industry and Manufacturing Industry in Enugu

metropolis. The industries were selected due to their economic

importance of the study.

3.4 NATURE AND SOURCES OF DATA

To effectively and efficiently carry out this research

study, two sets of data will be used.

3.4.1 PRIMARY DATA

Primary data consist of information collected for the

specific purpose at hand (Kotler and Armstrong 2010:131).

Primary data are original information gotten from the source

(respondents). It involves the use of questionnaires/interview

guide based on the subject matter, as well as observation

method.

It shows that designing a plan for primary data collection

calls for a number of decisions on research approaches,

contact methods, sampling plan, and research instruments.

3.4.2 SECONDARY DATA

Secondary data consist of information that already exists

somewhere, having been collected for another purpose.

Secondary data provide a good starting point for research and

often help to define research problems and objectives.

Research according to Armstrong and Kotler (2010:131,133)

in most cases, however, must also collect primary data. Just

as researchers must carefully evaluate the quality of

secondary information, they must take great care when

collecting any data. They need to make sure that it will be

relevant; accurate, current, and unbiased.

The secondary data obtained includes published/recorded

materials such as textbooks, periodical and books such as

Journals, Newspapers, Statistical records, Trade magazine,

and internet source (website directory on related topics)

However, the secondary data can usually be obtained more

quickly and at lower cost than primary data. Also secondary

sources can sometimes provide data a researcher cannot

collect on its own-information that either is not directly

available or would be to expensive to collect Kotler and

Armstrong (2010:132)

3.5 POPULATION OF THE STUDY

This comprises of all the companies involved in E-

marketing, registered online industries in Enugu metropolis.

The population of study was based on the number of large

scale industries operating in Enugu metropolis at the various

market locations in the state.

The total number of the companies that fall into this

category is:

Population Study

Staff Strength

%

Nigerian Breweries 45 37.5

Nigerian Bottling Companies 31 25.83

Zenith bank plc 17 14.16

Bluewaves Ltd 11 9.16

Innoson Ltd 16 13.33

Total 120 100

Source: field survey, 2011

The above table shows the population of the study and staff

strengths who have the knowledge of electronic marketing in

their various organizations. The staff strength was

exceptionally chosen based on their capability in e-commerce

and e-marketing knowledge. A judgment sampling technique

was used for the population study.

3.6 SAMPLE SIZE

The sampling technique used in determining the sample size

from population is the Taro Yamane’s formulae as stated

below, thus:

n=N/ [1+N (e) 2]

Where: n=sample size

N=the finite population

E=level of significance (or limit of tolerable error)

1=unity (is a constant)

Substituting the value in the formulae above, the sample

size will be:

n = 120

1+120(5%) 2

n = 120

1 + 120(0.005)2

n =

120

1+ 120(0.0025)

n = 120

1 + 0.3

n = 120

1.3

n = 92.31

n = 92 Approximately

3.7 SAMPLING TECHNIQUES

In the course of this study, a sample stratified sampling

technique will be adopted in selecting respondents.

Respondents will be selectee from the zones of the industries.

Five enumerators will be employed by the researcher to

enable a prompt coverage of the areas covered by this study.

3.8 RELIABILITY OF TEST INSTRUMENT

The reliability of the instrument was determined by a

reliable test through the use of pilot study. The pre-test was

done using 40 copies of the questionnaire administered to the

respondents, on selected companies, that is eight (8)

questionnaire to top officers in Nigeria Breweries, Nigerian

Bottling company, Zenith bank plc, bluewaves Ltd and Innoson

Ltd Enugu. All the questionnaire distributed were completed

and returned using the Pearson Product moment correlation

coefficient of reliability was found to be high, r=0.74 showing

that there is consistency in the items of the survey.

Pearson-product movement correlation coefficient

r = nΣxy – (Σx) (Σy)

nΣX2 – (ΣX

2) (nΣy

2 (Σy)

2

Source Uzogulu (1998:197).

Coefficient of Correlation r

Company Av

Response x

Av

Response y

Xy X2 Y

2

Nigerian Breweries 8 7 56 64 49

Nigerian Bottling Companies 7 6 42 49 36

Zenith bank plc 6 6 36 36 36

Bluewave Ltd 7 6 42 49 36

Innoson ltd 5 4 20 25 16

Total 33 29 196 223 173

n = 5, Σx=33, Σy=29, Σxy=196

Σx2 = 223, Σy

2 = 173

r = 5(120) – (27) (20)

5(171) – (27)2 (5(90) – (20)

2

r = 600 – 540

(855 – 729) (450 – 400)

r = 60

126 (50)

r = 60

6300

r = 0.75

3.9 METHOD OF DATA PRESENTATION

Data presentation is concerned with converting crude

fragment (responses rate) of observations into orderly

statistics that are ready for analysis and interpretations. The

collected data was presented using simple tabulation. The

table enables the researcher to convert frequencies (responses

rate) into percentages, which are then used for comparison in

fact, examining the simple tabulation on a question-by

question basis. And also graphs and frequency polygon were

also used in the presentation of data for clear understanding

and trend in the industry.

Statistical tool used in testing the hypotheses is chi-

square statistical method, which is, stated below:

X2 = n ∑

(OF – EF) 2

∑f

Where X2 = Statistical Test of Chi-square

∑ = Summation

OF = Observed Frequency

EF = Expected Frequency

DECISION RULE

Accept Null Hypothesis if the calculated chi-square (X2

Cal) is greater than tabulated chi-square (X2 tabs) and Reject

Alternative Hypothesis and vice versa.

REFERENCES Nnamdi, A. (2004). Research Methodology in the Behavioral

Sciences, Lagos: © Longman Nigeria Plc Publishers. Kotler, P. & Armstrong, G. (2010). Principles of marketing.

(13tI Ed) New Jersey, Pearson Education Inc.

Belch/Belch (2009). Advertising and promotion: An Integrated

Marketing Communication Perspective. (8th Ed) New York, Published by McGraw-Hill Companies, Inc.

Ugwuonah, G.E, Onodugo, V.A. & Ebinne, E.S. (2010). Social Science Research: Principles, Methods and Applications. Enugu: ED “DEMAK (publishers).

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 DATA PRESENTATION AND INTERPRETATION

Basically, primary data were collected from the use of

questionnaire and oral interview for the purpose of analysis.

The questionnaires were distributed among operators of E-

marketing in Enugu Urban and total number of questionnaires

distributed were ninety-two (92) in which ninety (90)

questionnaires were completely filled and returned

representing 98% while two (2) questionnaire were not

returned representing only 2%.

The returned questionnaire was analyzed and the result

is presented in tables for easy interpretation and gives a

better understanding of the subject- Critical analysis of

implementation of e-marketing strategies by large scale

industries in Nigeria.

Table 4.1: Companies involved in e marketing

Options Response Percentage (%)

Nigerian Breweries 40 44

Nigerian Bottling Companies 20 22

Zenith bank Plc 13 14

Bluewaves Ltd 7 8

Innoson Ltd 10 12

Total 90 100

Source: Field Survey. 2011 The table reveals the number of companies involved in E-

marketing in Enugu urban with Nigerian Breweries Plc ranking

highest by 44%, Nigerian Bottling Company with 22%, Zenith

bank Plc with 14% while Bluewaves Ltd and Innoson Ltd were

18% and 12% respectively. All these were based on the

number of questionnaires distributed among these companies

above

Table 4.2: Sex Distribution of Respondents

Source: Field Survey, 2011

The above table reveals that the distributed questionnaire

were 92 but 90 were returned, out of 90 respondents male

were 52% while female 48%, which shows that the highest

respondents were male with 52% out of 100%.

Freq. Percent (%)

valid percent (%)

Cumulative percent

(%)

Male 47 52.2 52.2 52.2

Female 43 47.8 47.8 100.0

Total 90 100.0 100.0

Freq. Percent

(%)

valid

percent (%)

Cumulative

percent (%)

21-30yrs 30 33.3 33.3 33.3

31-40yrs 46 51.1 51.1 84.4

41-50yrs 14 15.6 15.6 100.0

Table 4.3: Age Distribution of Respondents

Source: Field Survey, 2011

The above table shows that 21-30 years respondents were

33%, from 31-40 years respondents were 51%, from 41-50

years respondents were 16%, which shows that the highest

respondents for this study were 31-40 years with 51%.

Table 4.4: Marital Status

Source: Field Survey, 2011

The above table shows that the single respondents contributed

30%, married 67% while divorced once contributed 3% of the

Total 90 100.0 100.0

Freq. Percent (%)

valid percent (%)

Cumulative percent (%)

Single 27 30.0 30.0 30.0

Married 60 66.7 66.7 96.7

Divorced 3 3.3 3.3 100.0

Total 90 100.0 100.0

distributed questionnaire, which shows that married

respondents contributed higher than others with 67%.

Table 4.5: Educational Qualification

Freq. Percent (%)

Valid percent (%)

Cumulative percent (%)

GCE/SSCE/NECO 8 8.9 8.9 8.9

OND/NCE 15 16.7 16.7 25.6

B.Sc/HND 49 54.4 54.4 80.0

PDG/MBA 18 20.0 20.0 100.0

Total 90 100.0 100.0

Source: Field Survey, 2011

The above table reveals that B.Sc /HND contributed 54%,

PGD/MBA contributed 20%, and OND/HND contributed 17%

while GCE/SSCE/NECO contributed 9% which reveals that

B.Sc/HND contributed highest with 54% for this study.

Table 4.6: Firm that has a Website

Freq. Percent (%)

Valid percent (%)

Cumulative percent (%)

Yes 90 100.0 100.0 100.0

Source: Field Survey, 2011

The above table shows that 90 questionnaire were returned

indicating yes that firms involved in E-marketing have a

website representing 100%, and this they used for marketing

purpose. It reveals that 100% respondents agreed that their

companies are using website for their operation in the

industries.

Table 4.7: Website that has all the products and

services display for customers view and subsequent purchase?

Freq. Percent (%)

valid percent (%)

Cumulative percent (%)

Yes 90 100.0 100.0 100.0

Source: Field Survey, 2011

The above table showes that 90 questionnaire were returned

indicating yes that 100% of companies involved in E-

marketing have a website that displays all their products and

services for customer’s view and subsequent purpose. It

shows that 100% agreed that website have all the products

and services display for customers view and subsequent

purchase.

Table 4.8: Website that contains customers Query and Feedback Column.

Freq. Percent (%)

valid percent (%)

Cumulative percent (%)

Yes 90 100.0 100.0 100.0

Source: Field Survey, 2011

The table shows that 90 questionnaire were returned

indicating yes that 100% of companies involved in E-

marketing have a Website that contain customers Query and

Feedback Column. This indicates that out of the distributed

questionnaire 100% agreed that companies involved in E-

marketing have a Website that contain customers Query and

Feedback Column.

Table 4.9: Whether their Website witness strong customers and clients presence recently.

Freq. Percent (%)

Valid percent (%)

Cumulative percent (%)

Yes 71 78.9 78.9 78.9

No 19 21.1 21.1 100.0

Total 90 10.0 100.0

Source: Field Survey, 2011

The results above reveals that 79% of the companies involve

in E-marketing have witness strong customers and client’s

presence recently while 21% of the companies involved have

not witness strong customers and client’s presence recently.

Table 4.10: Number of times Websites contents is updated

Freq. Percent (%)

Valid percent (%)

Cumulative percent (%)

Every week 3 3.3 3.3 3.3

Every month 41 45.6 45.6 48.9

Once in 3 months 34 37.8 37.8 86.7

Once in 6 months 12 13.3 13.3 10.0

Total 90 100.0 100.0

Source: Field Survey, 2011

The table above reveals that firms that update their website

once in 3 months are 38%, once in every week 3%, once in

every month 46%, and once in 6 months 13%. The analysis

shows that majority of the industries update their website

every month by 46%.

Table 4.11: Firms allow on-line payment for purchase made through the use of credit card

Freq. Percent (%)

valid percent (%)

Cumulative percent (%)

Yes 61 67.8 67.8 67.8

Source: Field Survey, 2011

The table above shows that 68% of the firms allow on-line

payment for purchase made through the use of credit/debit

card while 32% of the firms involved in E-marketing do not

allow on-line payment for purchases made. The analysis

shows that majority of the industries agreed on payment for

purchase made through the use of credit/debit card by 68%

out of 100%.

Table 4.12: Creation of an internet website unleashed

unlimited opportunity for the company.

Freq. Percent (%)

Valid percent (%)

Cumulative percent (%)

No 29 32.2 32.2 100.0

Total 90 100.0 100.0

Strongly Agree 51 56.7 56.7 56.7

Agree 39 43.3 43.3 100.0

Total 90 100.0 100.0

Source: Field Survey, 2011

The above table shows that 57% of the firms involved in E-

marketing strongly agree that the Creation of an internet

website unleashed unlimited opportunities for the companies

while 43% respondents also agreed to this.

Table 4.13: Electronic marketing has enhanced the

competitiveness of marketing organization

Freq. Percent (%)

valid percent (%)

Cumulative percent (%)

Strongly Agree 61 17.8 17.8 17.8

Agree 55 61.1 61.1 78.9

Neutral 6 6.7 6.7 85.6

Disagree 5 5.6 5.6 91.1

Strongly Disagree 8 8.9 8.9 100.0

Total 90 100.0 100.0

Source: Field Survey, 2011

The table above shows that 61% of respondents agreed

that electronic marketing has enhanced the competitiveness of

marketing organization while 18% of the respondents are

strongly agreed, 7% neutral, 6% disagreed and 9%

respondents are strongly disagreed that electronic marketing

has enhanced the competitiveness of marketing organization.

Table 4.14: Decision to embark on E-marketing as

part of globalization and Technology-driven economy in Nigeria

Freq. Percent (%)

Valid percent (%)

Cumulative percent (%)

Yes 88 97.8 97.8 97.8

No 2 2.2 2.2 100.0

Total 90 100.0 100.0

Source: Field Survey, 2011

The table above reveals that 98% of the respondents

said that their companies decided to embark on E-marketing

as part of globalization and Technology-driven economy in

Nigeria while 2% of the respondents said no. The analysis

shows that the 98% of the respondents agreed that E-

marketing is part of globalization and Technology-driven

economy in Nigeria.

Table 4.15: Globalization and Information and

Communication Technologies (ICTs) has promote the growth and survival of marketing organization

Freq. Percent (%)

Valid percent (%)

Cumulative percent (%)

Strongly Agree 20 22.2 22.2 22.2

Agree 50 55.6 55.6 77.8

Neutral 6 6.7 6.7 84.4

Disagree 8 8.9 8.9 93.3

Strongly Disagree 6 6.7 6.7 100.0

Total 90 100.0 100.0

Source: Field Survey, 2011

The table reveals that 78% of the respondents agreed that

Globalization and Information and Communication

Technologies ( ICTs) has promoted the growth and survival of

marketing organization while 7% of the respondents were

neutral, 9% disagreed and 7% of the respondents were

strongly disagreed.

Table 4.16: Company recorded great positive impact in their total turnover as against when they do not operate a website

Freq. Percent (%)

valid percent (%)

Cumulative percent (%)

Yes 84 93.3 93.3 93.3

No 6 6.7 6.7 100.0

Total 90 100.0 100.0

Source: Field Survey, 2011

The result above shows that 93.3% of the respondents agreed

that their companies have recorded great positive impact in

their total turnover as against when they do not operate a

website while 6.7% of the respondents agreed that their

companies have not great positive impact in their total

turnover as against when they do not operate a website

Table 4.17: E-marketing has encouraged the firm to computerize it functions and department.

Freq. Percent (%)

Valid percent (%)

Cumulative percent (%)

Yes 90 100.0 100.0 100.0

Source: Field Survey, 2011

The result above shows that 100% of the respondents agreed

that E-marketing has encouraged the firm to computerize it

functions and department while none agreed on this analysis

that E-marketing has encouraged the firm to computerize it

functions and department.

Table 4.18: Creating a website has expanded the company marketing opportunities and reached within and outside the Nigeria markets.

Freq. Percent (%)

Valid percent (%)

Cumulative percent (%)

Yes 60 61.0 61.0 61.0

No 30 39.0 39.0 100.0

Total 90 100.0 100.0

Source: Field Survey, 2011

The table above shows that creating a website have expanded

the company’s marketing opportunities and reached within

and outside the Nigerian markets by 61%. The distributed

questionnaire were 92 but 90 agreed that a website has

expanded the companies marketing opportunities and reached

within and outside the Nigerian markets.

Table 4.19: The use of Information and Communication Technologies (ICTs) has been cost-effective in management decision making

Freq. Percent (%)

Valid percent (%)

Cumulative percent (%)

Yes 79 87.8 87.8 87.8

No 11 12.2 12.2 100.0

Total 90 100.0 100.0

Source: Field Survey, 2011

The above result reveals that the use of Information and

Communication Technologies (ICTs) has been cost-effective in

management decision making 88% while 12% respondents

said no to it.

Table 4.20: Operating E-marketing is a rewarding innovative venture for other business organization to imitate

Freq. Percent (%)

valid percent (%)

Cumulative percent (%)

Yes 90 100.0 100.0 100.0

Source: Field Survey, 2011

The table above shows that 100% of the respondents agreed

that Operating E-marketing is a rewarding innovative venture

for other business organization to imitate. Out of the 90

returned questionnaire 90 respondents agreed on it.

4.2 TEST OF HYPOTHESES

Hypothesis according to Ogbushi (2006:72) is conjectural

statement of the relationship between two or more variables

that is subject to scientific test, verification or confirmation. A

hypothesis is a tentative temporal or a proposition, a

speculation made in an attempt to provide a positive answer,

solution or explanation to a research. Based on the analyzed

data and data collected, the hypotheses would be tested using

the Ch-square statistical tool as shown below. Stating the

hypotheses, we have:

Hypothesis One

Freq. Percent (%)

valid percent (%)

Cumulative percent (%)

Strongly Agree 16 17.8 17.8 17.8

Agree 5 61.1 61.1 78.9

Neutral 6 6.7 6.7 85.6

Disagree 5 5.6 5.6 91.1

Strongly Disagree 8 8.9 8.9 100.0

Total 90 100.0 100.0

Source: Field Survey, 2011

Chi-Square Test

Test Statistics

Chi-Squarea

df

asymp Sig.

99.222

4

.000

a. 0 cells (.0%) have expected frequencies less than

5. The minimum expected cell frequency is 18.0.

Hypothesis One

Ho: Electronic marketing do not enhance the competitiveness

of marketing organization.

H1: Electronic marketing do enhance the competitiveness of

marketing organization.

Table 4.2.1: A chi Square analysis of the effect of electronic marketing on competitiveness of organization.

Source: Field Survey, 2011

Decision rule:

Since the X2cal (99.222) is greater than the X2tab

(0.711), we reject the null hypothesis and accept the

alternative. Therefore electronic marketing do enhance the

competitiveness of marketing organization.

Hypothesis Two

Freq. Percent (%)

valid percent (%)

Cumulative percent (%)

Strongly Agree 20 22.2 22.2 22.2

Agree 50 55.6 55.6 77.8

Neutral 6 6.7 6.7 84.4

Disagree 8 8.9 8.9 93.3

Strongly 6 6.7 6.7 100.0

Items

(Variables)

Strongly

Agree

Agree Neutral Disagre

e

Strongly

disagree

df X2cal X2tab p-

Value

Decision

F

16

%

17.8

F

55

%

6.1

F

6

%

6.7

F

5

%

5.6

F

8

%

8.9

4

99.222

0.711

< 0.01

sig.

Electronic marketing do enhance the competitiveness of marketing organization?

Disagree

Total 90 100.0 100.0

Source: Field Survey, 2011

Chi-Square Test

Test Statistics

Chi-Squarea

df

asymp Sig.

78.667 4

.000

a. 0 cells (.0%) have expected frequencies less than

5. The minimum expected cell frequency is 18.0.

Hypothesis Two

Ho: Globalization and Information and Communication

Technologies (ICTs) do not promote the growth and

survival of marketing organization.

H1: Globalization and Information and Communication

Technologies (ICTs) do promote the growth and survival

of marketing organization.

Table 4.2.2: A chi Square analysis of the globalization and Information and Communication Technologies (ICTs) as a factor for promoting the growth and survival of marketing organization.

Source: Field Survey, 2011

Decision rule:

Since the X2cal (78.667) is greater than the X2tab

(0.711), we reject the null hypothesis and accept the

alternative. Therefore electronic marketing do enhance the

competitiveness of marketing organization.

Hypothesis Three

Freq. Percent (%)

valid percent (%)

Cumulative percent (%)

Yes 79 87.8 87.8 87.8

No 11 12.2 12.2 100.0

Total 90 100.0 100.0

Source: Field Survey, 2011 Chi-Square Test

Items

Variables

Strongly

Agree

Agree Neutral Disagree Strongly

disagree

df X2cal X2tab p-

Value

Decision

F 20

% 22.2

F 50

% 55.6

F 6

% 6.7

F 8

% 8.9

F 6

% 6.7

4

78.667 0.711 < 0.01 Significant

Globalization and Information and Communication Technologies (ICTs) have promoted the growth and survival of marketing organization?

Test Statistics

Chi-Squarea

df asymp Sig.

78.667 4 .000

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 18.0.

Hypothesis Three

Ho: The use of Information and Communication Technologies

(ICTs) is not cost effective in management decision

making.

H1: The use of Information and Communication Technologies

(ICTs) is cost effective in management decision making.

Table 4.2.3: A chi Square analysis of the use of Information and Communication Technologies (ICTs) as cost effective in management decision making.

Items

(Variables)

Yes No Df

1

X2cal

51.378

X2tab

0.00393

p-value

< 0.01

Decision

Significant F

79

%

87.8

F

11

%

12.2

The use of Information and Communication Technologies (ICTs) is cost

effective in management decision making

Source: Field Survey, 2011

Decision rule:

Since the X2cal (51.378) is greater than the X2tab

(0.00393), we reject the null hypothesis and accept the

alternative. Therefore electronic marketing do enhance the

competitiveness of marketing organization

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

5.1 SUMMARY OF FINDINGS

From the analysis and interpretation of data presentation

in chapter four, the following are its findings.

1. Website: Most firms that operate E-marketing have a

website by (61%) in which they display all their products

and services for their customers and clients view, and

also their website contains customers query and feedback

column. The website of most companies witnessed strong

customers and client’s presence recently and they

normally update their websites once in three (3) months,

this represents 37.8% while others said every month

(45.6%) and once in six (6) months 13.3%.

2. Online Transaction: Firms that are involved in E-

marketing in Nigeria allows on-line payment/transaction

to be made through the use of credit/debit cards as

against 30% of the respondents.

3. Unlimited Opportunities: Creating an internet website

was agreed by (56.7%) to unleash unlimited

opportunities for companies that involved in E-marketing

and this has enhanced the competitiveness of marketing

organizations.

4. Globalization and Technology driven economy: The

decision to embark on E-marketing was as a result of

globalization and technology driven economy in Nigeria.

Globalization and information and communication

technologies has promote the growth and survival of

marketing organizations, as well as improved positively

to the companies total turnover as against when they do

not have a website.

5. Computerization of functions and departments: E-

marketing has greatly encouraged firms by 100% to

computerize their functions and departments and

creating a website has expanded the companies

marketing opportunities and reach within and outside the

Nigerian market.

6. Cost-effectiveness of Management decision: The

adoption of information and communication technologies

has been cost effective in management decision making.

This was supported by 88%.

5.2 CONCLUSION

Hitherto, many people and companies make their

purchases and payment for goods services via the internet

with debit or credit cards, also the banking industry in Nigeria

has also tapped from the emergence development of e-

marketing through the facilitation of its electronic means of

payment such as the use of ATM, point of sales terminals, etc.

virtual reality technology allows users to interact with

computer- generated worlds through sight, sound, and touch.

Smart cards is another means which consumer no longer need

to carry cash all about and can also use them for both on-line

and off-line shopping. Consumers can install a smart card

reader that enables them to make or secure online purchases

from home, office and anywhere in the world. They insert the

mart card into the reader, type in their password, and

complete the transaction. Smart card in electronic marketing

is growing fast in Nigeria and can be use in low-cost purchases

such as fast foods, vending machine/ATM and public markets.

Most companies that are involved in E-marketing in the

Nigerian market must continued to update their websites

monthly and also continue to integrated customers

suggestions and query where necessary.

Surfing the web by customers and clients afford them the

opportunities of getting to known the company’s profile and

their products and services information which will be beneficial

to both company and customer in the long run through

goodwill and quality product and services. By facilitating direct

contact between buyers and sellers, the Internet is displacing

physical structures and cost of doing business offerings on

quality products and services will greatly enhanced the

credibility of most marketing organization.

5.3 RECOMMENDATION

Government should provide the necessary regulatory

compliance and guideline to checkmate fraudsters and

electronic scammers so as to encourage healthy E-marketing

environment. Provision of conducive climate for doing business

in Nigeria as well as ensuring steady power supply that would

help to reduce the cost of doing business of both companies

and customers.

E-marketing is a welcomed development in the Nigerian

market and it should be encouraged among small and medium

Scale enterprises (SMEs) for growth and competition. E-

marketing involves the use of Information and Communication

Technologies (ICTs) to promote and enhanced business

competitiveness and survival, every operators and staff of

companies especially SMES should be trained on its application

and usefulness in business as well as the computerization of

their functions and departments.

Most firms that do not have a website, should start now

to create a website for their companies and offer commerce

solutions that required web hosting needs and provide

standardized store for templates. This is capable of growing

their businesses and profit maximization as well as offering

additional services and customizes options so as to allow

customers and visitors to make their contribution. E-marketing

is an all rewarding innovative venture which every business

operators must practice and reap its benefits thereby creating

an edge over those who do not have a website. E-marketing is

arguably the web’s hottest application; Internet based

technologies are actually changing the rules of the market.

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APPENDIX

QUESTIONNAIRE

Department of Marketing, University of Nigeria, Enugu Campus, Enugu State. June 23rd 2011

Sir/Madam

I am an MBA Student of the above institution, carrying

out a research titled: CRITICAL ANALYSIS OF

IMPLEMENTATION OF E-MARKETING STRATEGIES BY LARGE

SCALE INDUSTRIES IN NIGERIA.

Kindly assist me in answering the questions herein, for

the purpose of this research is purely academic as such the

information provided will be held in confidence.

Yours faithfully,

Ominyi Robinson Emeka. PG/MBA/09/53654

QUESTIONS

Instruction: Tick (√) as appropriate in the options provided.

SECTION A

1) Name of Company

2) Sex: Male ( ) Female ( )

3) Age Range:

a) 21-30yrs ( )

b) 31-40yrs ( )

c) 41-50yrs ( )

4) Marital Status:

a) Single ( )

b) Married ( )

c) Divorced ( )

5) Educational Qualification:

a) G.C.E/S.S.C.E/N.E.C.O ( )

b) OND/NCE ( )

c) B.Sc/HND ( )

d) PDG/MBA ( )

SECTION B: GENERAL QUESTIONS

1) Does your firm have a website?

a) Yes ( ) b) No ( )

2) Does your website have all the products and services

display for customers view and subsequent purchase?

a)Yes ( ) b)No( )

3) Does your website contain customer’s query and

feedback column?

a)Yes ( ) b)No ( )

4) Has you website witness string customers and client’s

presence recently?

5) How often do you update the contents of your websites?

a) Every week ( ) b) Every month ( ) c) Once in 3 Months

( ) d) Once 6 Months ( ) e) Not at all ( )

6) Does your firm allow on-line payment for purchases

made through the use credit/debit cards?

a) Yes ( ) b) No ( )

7) Do you agree that the creation of an internet website

unleashed unlimited opportunities for the company?

a) Strongly Agree ( ) b) Agreed ( ) c) Neutral ( )

d) Disagreed ( ) e) Strongly Disagreed ( )

8) Do you agree that Electronic marketing has enhance the

competitiveness of marketing organization?

a) Strongly Agreed ( ) b) Agreed ( ) c) Neutral ( )

d) Disagreed ( ) e) Strongly Disagreed ( )

9) Does your company decide to embark on e-marketing as

part of globalization and technology-driven economy in

Nigeria?

a)Yes( ) b)No( )

10) Do you agree that globalization and information and

communication technologies (ICTs) have promote the

growth and survival of marketing organizations?

a) Strongly Agree ( ) b) Agree ( ) C) Neutral ( )

d) Disagreed ( ) e) Strongly Disagreed ( )

11) Has your company recorded great positive impact in their

total turnover as against when they do not operate a

website? A) Yes ( ) No ( )

12) Has E-marketing encouraged the firm to computerize at

functions and department? A) Yes ( ) b) No ( )

13) By creating a website on the internet, has the company

expanded its marketing opportunities and reach written

and outside the Nigerian markets?

a)Yes ( ) b)No( )

14) Has the used of information and communication

technologies (ICTs) been cost-effective in management

decision making?

a)Yes ( ) b) No ( )

15) Operating E-marketing is it and all rewarding innovative

venture for to imitate? a)Yes( ) b)No( )