The Relevance of Online Marketing on the Performance of Small and Medium Scale Enterprises (SMEs) in Nigeria
CHAPTER ONE
Objectives of the study
The aim of this study was the assessment of the relevance of online marketing on the performance of small and medium scale enterprises (SMEs) in Nigeria. The specific objectives are to:
- find out the importance of online marketing on small and medium scale business in Nigeria.
- find out the online marketing strategies used by small and medium scale business in Nigeria.
- investigate the impact of online marketing on small and medium scale business in Nigeria.
- establish the relationship between online marketing and small and medium sized business productivity in Nigeria.
CHAPTER TWO
LITERATURE REVIEW
Introduction
The chapter deals with literature review on the concept of the relevance of online marketing on the performance of small and medium scale enterprises (SMEs) in Nigeria. This involves various definitions of online marketing, small and medium scale business enterprise, problems of small and medium scale business enterprise, structure and characteristics of Nigeria SMEs, the review of empirical studies, theoretical review, theoretical framework and summary of literature review.
CHAPTER THREE
RESEARCH METHODOLOGY
Introduction
This chapter covers the methodology of this study. Key issues discussed includes; data collection, sampling technique, instrument for data collection, method of data analysis among others.
Research Design
The research design used for this study is survey. This is because data gotten through this method can be used to describe the characteristics of small and medium scale business enterprise. It is used as an assessment tool to provide information on which to base sound decisions. It also serves as a foundation for more investigation. The data gathered in a survey are usually answers to predetermined questions that are asked of respondents. This research method was adopted because it offers opportunity for the collation of facts and information from a wide spectrum of respondents without much expense, hence it is expedient for this research.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
Introduction
In this chapter, the researcher tends to deal with the analysis and presentation of data collected in the course of this project. A total of 400 copies of questionnaire were administered in the area under study and 372 copies were retrieved from the respondents. This represents 93% return rate.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
This chapter deals with the summary of this study, conclusions from the findings and recommendations which can be used for policy making.
Summary
This study deals with the relevance of online marketing on the performance of small and medium scale enterprises (SMEs) in Nigeria. The study is in five chapters. In the first chapter, a general background of the study was undertaken. In view of the background, the problems of study were identified and stated, the research questions, the objective, scope and significant of the study were outline and discussed. Finally in the first chapter is the definition of key concepts used in the study.
Chapter two contains the review of various literatures on the concept of the relevance of online marketing on the performance of small and medium scale enterprises (SMEs) in Nigeria. This involves various definitions of online marketing, small and medium scale business enterprise, problems of small and medium scale business enterprise, structure and characteristics of Nigeria SMEs. Also in the second chapter is the empirical and theoretical reviews, theory use as a basis for this study (contingent management theory) was found best for this study.
In the third chapter of this work, the research design, population of study, sample size, sampling techniques, instrument for data collection, method of data collection, validity/reliability of instrument and method of data analysis were all discussed.
In the fourth chapter, data collected (primary) were presented and analysed to answer the research questions. Based on the various findings, the four questions were answered. After the analysis, the findings are as follows:
- Online marketing on small and medium scale business in Nigeria is important.
- Online marketing impact on small and medium scale business in Nigeria.
- There is a relationship between online marketing and small and medium sized business productivity in Nigeria
Conclusion
This study has underscored the relevance of online marketing on the performance of small and medium scale enterprises (SMEs) in Nigeria. Findings from this research uncovered that online marketing affect the performance of small and medium scale business enterprises in Nigeria. Hence management of small and medium scale business enterprise should try to adopt the various online marketing strategies so as to increase productivity and capacity. This is consistent with the findings of Ebitu and Ezekiel Tom which revealed that there is a significant impact of product quality strategy and relationship marketing strategy on the profitability and increased market share of SMEs in Akwa Ibom State, this was further reiterated in the findings of Ade Oyedijo, Adekunle A. Idris and Adekunle A. Aliu which corroborate a strong positive relationship between the marketing practices of Nigerian SBEs and organizational performance indicants. The researcher concludes that small and medium scale business worldwide, especially in Nigeria are identified to be one of the key players in driving the economy at large through the services they offer and the functions they perform in the economy thus they should employ online marketing techniques.
The findings of this study have clearly shown that small and medium scale business enterprise make a very significant contribution to the overall effectiveness and profitability of a nation and their expansion can be gotten through online marketing.
Recommendations
On the strength of the observations and findings made in this study the following recommendations have been made.
- Online marketing techniques should be adopted in businesses.
- Online marketing help improve productivity thus managers of small and medium scale business should make use of online market.
Limitations to the Study
The study faced some constraints. They include insufficient literature material, financial constraint, time constraint, location of the case study which include the various administrative division of Lagos state.
Suggestions for Further Studies
This study has researched on the relevance of online marketing on the performance of small and medium scale enterprises (SMEs) in Nigeria. Further research can be done on the following:
- The influence of online marketing on the productivity of small and medium scale enterprises (SMEs) in Nigeria.
- The influence of online marketing on the long-term survival of small and medium scale enterprises (SMEs) in Nigeria
REFERENCES
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- Chaffey, M. (2002). Determinants of EDI adoption in the transportation industry. European Journal of Information System, 1 (3), 18.
- Teo, T. S., & Pain, Y. (2005). A contingency perspective on internet adoption and competitive advantage. European Journal of Information System, 12 (4), pp. 78-92.
- Peace E. & Obikeze C. O. (2017). The Extent of Utilization of E-Marketing Application by Small and Medium Enterprises in South Eastern States of Nigeria. Management Studies and Economic Systems (MSES), 3 (4), 215-224, Spring 2017 © ZARSMI
- Ade O., Adekunle A. I. & Adekunle A. A. (2012). Impact of Marketing Practices on the Performance of Small Business Enterprises: Empirical Evidence from Nigeria. European Journal of Economics, Finance and Administrative Sciences ISSN 1450-2275 Issue 46 (2012) © EuroJournals, Inc. 2012 http://www.eurojournals.com/EJEFAS.html
