ABSTRACT

This research work is mainly on the use of World Wide Web in the practice or marketing, it challenge for Nigeria in the 2l century. The research study used 3 selected firms in Umuahia, Abia Metropolis as case study. The research was to find out if the use of World Wide Web as a marketing tool has increased rapidly in this 21St century, its benefits and various challenges or barriers that holds back future development of web development of web marketing especially in our country Nigeria. The survey research used structured questionnaire to' elicit data from the selected firms in Umuahia, Abia State, Nigeria. A reliable Cronbach's Alpha was used to determine the reliability of the questionnaire the data generated from the respondents (60) were analysed using Spearman's correlation coefficient and multiple regression analysis, while the hypothesis drawn were tested. The findings gotten showed that paucity in knowledge of and (lie applicability of web marketing principles has significant negative effect on the adoption of the principles of' disintermediation on the practice of marketing in Nigeria. The low level of technological growth and development has significant effect as (challenge) on and to the cmiii try's maturity in the adoption of dis-intermediation, Therefore I recommend that efforts should he made at educating specific target market on the use of dis-intermediation market structure. the manufacturer branch and sales offices dis-intermediation strategy should be managed in Ii tic with the psychological pattern of' living of the different localities of the larger society So that the open stall incentives that motivate consumers to patronage and loyalty will not be considered nonexistent consumers in the e-marketing system. Production capacities of manufacturing firms should be expanded and enhanced based on the employment of those that ate Likely to be rendered unemployed (current members of the market intermediary structure) based on the adoption of disintermediation (web marketing). Reduction in cost of production has the ability of reducing price of products. This will increase the real income of consumers hence increase their ability to acquire market offer based on e-marketing principles.