Impact of Online Shopping Adverts on Consumer Buying Rate
Chapter One
Objective of the study
The broad objective of this study is to ascertain the impact of online shopping adverts on consumer buying rates. Specifically, the study seeks to:
- Ascertain internet advertising proves to be more effective than traditional media.
- Explore What other factors influence the way people see internet advertisement
- Investigate if online shopping advertisements will improve the sales volume of product
- Determine if consumers buy products due to the internet advertisement.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Concept of Online Advertising
Online advertising also called online marketing or internet advertising or web advertising is a form of marketing and advertising which uses the internet to deliver promotional marketing massages to the consumers. Consumers view online advertising as an unwanted distraction with few benefits and having increasingly turned to advert blocking for a variety of reasons (Wikipedia 2018).
Again online advertising is said to be the use of internet as an advertising medium where promotional massages appear on a computer screen. Since the communication software (browser) reveals sufficient information about the sites visitors, online advertising can be costumed-tailored to match user preferences (Business dictionary, 2016).
History of Online Advertising
With an increasing percentage of the consumer demographics opting to shop online, internet advertising is now a multi- billion dollar industry. This paradigm shift, however, is a result of a colourful past. We are going to take a glance back to the beginning of this industry. We revisit the journey of how it has grown and flourished and held its place in a world where once print, television and radio were the only source for advertising.
Before the Banner there was Spam
The first ever Spam email to annoy email owners was sent on May 3, 1978. The recipient list was 400 users long and was taken from the ARPAnet directory. ARPAnet, stands for Advanced Research Projects Agency Network. It is considered to be the precursor to what we now know as Internet. Widely known as the “first internet”, it was used as a highly secure medium for information flow between universities and research centers across the globe. The first four nodes that were connected to this network was located at University of Utah and Stanford Research Institute (Ankit, 2013).
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitute of individuals or elements that are homogeneous in description.
This study was carried out to examine the impact of online shopping adverts on consumer buying rate. Jumia stores across the country form the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of hundred and twenty (120) questionnaires were administered to respondents of which 100 were returned. The analysis of this study is based on the number returned.
CHAPTER FIVE
CONCLUSIONS AND RECOMMENDATIONS
CONCLUSIONS
The research work provides an investigation of the effects of online advertising on consumer buying behaviour and reveals that one of the most effective media of advertising which influence buying behaviour is online advertising. Internet advertising offers increased awareness of companies, an easy method to distribute information, advanced methods of targeting consumers, an immediate and direct line to the customers, and reduced costs in performing these tasks. The paper utilized results from questionnaire surveys administered to jumia store.
The study shows that firms that uses online adverting will see a significant increase in their revenues and will also succeed in capturing a very large portion of consumers or customers in the targeted market. The main advantages of the Internet include its mass availability and its almost instant access to current information. As a result of people’s reaction to these advantages, firms should be able to realize the potentials of the new media and also incorporated it into its budget.
However, this research indicates that online advertising plays an important role in influencing buying behavior as people get more accustomed to finding product information on the web, more readers will actively seek out Internet advertising sites since the internet has become one of the fastest medium to which people gets information globally.
RECOMMENDATIONS
From the conclusion arrived at, the study strongly recommends that any firm be it a government or private organization should try as much as possible to include in its budget a reasonable portion which will ensure a smooth running of online advertising if the firm really want to have competitive advantage over other competitors in the industry. The literature review showed some ways which firm can create an effective online advertising by first of all establishing clear goals and objectives, define targeted audience and defining communication. Furthermore, the study recommends that firm can take advantage of some of the most important online advertising opportunities which were clearly stated and it includes, mobile and social media marketing.
REFERENCES
- Alpander, W. G., (1980). “Human Resource Planning in U.S. Corporations.” California Management Review; Spring 80, Vol. 22 Issue 3, pp24-32.
- Arens, W. B. C., (2005). Contemporary Advertising. Burr Ridge: Mc-GrawHill Irwin.
- Armstrong, M., (1998). A Hand Book of Personnel Management, 3rd ed. London: Kogan publishers.
- Arshad, H. M., et al. (2014). Impact of Effective Advertising on Consumer Buying Behavior: A Study of Mobile Phone Purchasers in Pakistan. Journal of Basic and Applie , 4(3), 224-231.
- Ayanwale, A.B. & Ayanbimipe, M.A., (2005). The influence of Advertising on Consumes Brand Preference. Journal of Socia Science, 10(1), pp 9-16.
- Benjamin, L.T., & Baker, D.B. (2004). Industrial-organizational psychology: The new psychology and the business of advertising. From Séance to Science: A History of the Profession of Psychology in America(pp.118-121).
- Blackwell, R. & Miniard, P.W., (2000). Consumer Behaviour. South-Western College Pub, England.
- Bovee, C. L., & Thill, J. V. (2005). Business communication today. Boston, USA: Pearson Prentice Hall.
