ABSTRACT
The study investigated the Impact of Mobile Marketing on Online Consumers’ Patronage, a study of Jumia in Abia state, Nigeria. The general objective of the study was to investigate the impact of mobile marketing on online consumers’ patronage in Abia state Nigeria. The specific objectives were to; ascertain the extent to which mobile marketing increases online retailers customer awareness, investigate the extent to which mobile marketing leads to online customer’s satisfaction and assess the influence of mobile marketing on the customer intention to buy online products. Simple random sampling and Topman’s formular were used to determine the sample size. Questionnaire was the primary source of data used for the study. Data were analyzed using frequency distributions, percentages, and simple regression. Results revealed that 37% of respondents agreed to a very strong extent while 44% to a strong extent that mobile marketing increases awareness. Result further revealed that 50% agreed to a very strong extent while 27% agreed to a strong extent that mobile marketing leads to customer’s satisfaction. Results of the hypotheses revealed that the correlation (r)=.825 implies there is a strong relationship between mobile marketing and customer awareness,(r)=.325 implies mobile marketing does not lead to satisfaction and (r)=.953 implies a strong relationship between mobile marketing and customer intention to buy. Some reasonable recommendation were made such as; online owners are advised to use a persuasive marketing communication to create awareness and inform the customers and also be need for trial and return if the product does not meet their satisfaction.
TABLE OF CONTENT
Title page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table of contents vi
List of tables ix
Abstract x
CHAPTER ONE
INTRODUCTION 1
1.1 Background of the study 1
1.2 Statement of Problem 4
1.3 Objectives of the study 5
1.4 Research Questions 6
1.5 Research Hypothesis 6
1.6 Significant of the Study 7
1.7 Scope of Study 7
1.8 Limitation of Study 8
CHAPTER TWO
LITERATURE REVIEW 9
2.1 Brief History of Jumia 9
2.2 Mobile Marketing 10
2.3 Tools and Strategies of Mobile Marketing 14
2.4 Online Mobile Marketing 15
2.5 Perceived Advantage of Mobile Marketing 16
2.6 Types of Mobile Marketing 20
2.7 Perceived Receptiveness of Target Consumers 22
2.8 Implication of Mobile Marketing on Marketers 23
2.9 Implication for Operators 24
2.10 Conceptual Framework of the Study 25
CHAPTER THREE
RESEARCH METHODOLOGY 28
3.1 Research Design 28
3.2 Study Area 28
3.3 Population of the Study 29
3.4 Sample Size 29
3.5 Determination of Sample Size 29
3.6 Method of Data Collection 31
3.7 Method of Data Analysis 31
3.8 Model Specification 32
CHAPTER FOUR
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA 33
4.1 Presentation of Data 33
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION 52
5.1 Preamble 52
5.2 Summary 52
5.2 Conclusion 53
5.3 Recommendations 54
5.4 Contribution of Knowledge 55
References 56
Appendix 53
MEREMIKWU, M (2020). IMPACT OF MOBILE MARKETING ON ONLINE CONSUMERS’ PATRONAGE (A STUDY OF JUMIA ABIA STATE, NIGERIA). Repository.mouau.edu.ng: Retrieved Dec 23, 2024, from https://repository.mouau.edu.ng/work/view/impact-of-mobile-marketing-on-online-consumers-patronage-a-study-of-jumia-abia-state-nigeria
MEREMIKWU, MEREMIKWU. "IMPACT OF MOBILE MARKETING ON ONLINE CONSUMERS’ PATRONAGE (A STUDY OF JUMIA ABIA STATE, NIGERIA)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 07 May. 2020, https://repository.mouau.edu.ng/work/view/impact-of-mobile-marketing-on-online-consumers-patronage-a-study-of-jumia-abia-state-nigeria. Accessed 23 Dec. 2024.
MEREMIKWU, MEREMIKWU. "IMPACT OF MOBILE MARKETING ON ONLINE CONSUMERS’ PATRONAGE (A STUDY OF JUMIA ABIA STATE, NIGERIA)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 07 May. 2020. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/impact-of-mobile-marketing-on-online-consumers-patronage-a-study-of-jumia-abia-state-nigeria >.
MEREMIKWU, MEREMIKWU. "IMPACT OF MOBILE MARKETING ON ONLINE CONSUMERS’ PATRONAGE (A STUDY OF JUMIA ABIA STATE, NIGERIA)" Repository.mouau.edu.ng (2020). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/impact-of-mobile-marketing-on-online-consumers-patronage-a-study-of-jumia-abia-state-nigeria