ABSTRACT

This research work is mainly on the use of World Wide Web in the practice or marketing, it challenge for Nigeria in the 21st 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 the 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 country’s maturity in the adoption of disintermediation. Therefore I recommend that efforts should be 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 line 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 non-existent consumers in the e-marketing system. Production capacities of manufacturing firms should be expanded and enhanced based on the employment of those that are likely to be rendered unemployed (current members of the market intermediary structure) based on the adoption of dis-intermediation (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.

TABLE OF CONTENTS

Title page i

Certification ii

Dedication iii

Acknowledgement iv

Table of content v

Abstract vii

CHAPTER ONE

1.0 Introduction 2

1.1 Background to the study 2

1.2 Statement of problem 3

1.3 Objective of the study 4

1.4 Research questions 4

1.5 Research hypotheses 5

1.6 Significance of the study 5

1.7 Definition of terms    6

1. 8 Scope of study 7

CHAPTER TWO

2.0 Literature review 8

2.1 Conceptual framework 8

2.1.1 The internet system                                                                  8

2.1.2     E-marketing                                                    9

2.1.3     The World Wide Web (www)         10

2.1.4 What is dis-intermediation                  11

2.1.5 Future and challenges of e-marketing 11

2.1.6    E-marketing public issues: fraud, deceit and invasion 15 

2.17     E-marketing and corporate profitability                                                      16

2.18     Designing a website and types of websites 16

2.19     Benefits of wide web to buyers and sellers 17

2.2       Theoretical framework 18

2.2.1    Network theory                                                                                                          18

2.2.2     Collective intelligence theory                                                                                19

2.2.3      Generational theory                                                                                                19

2.2.4      Game theory                                                                                                            20

2.2.5      New marketing theory                                                                                            20

2.3       Empirical framework on e-marketing and its performances 21

2.3.1    Government regulation of marketing practices                                                        23

2.3.2     Dis-Intermediation in the developed countries                                                        25

2.3.3     The wide web in the practice of marketing                                                              26

2.4        Summary of literature                                                                              27

CHAPTER THREE

3.0      Research methodology                                                                                     29

3.0 Research design 29

3.1 Area of study 29

3.2 Method of data collection 30

3.3 Population of the study 30

3.4 Sample and sampling technique 31

3.5 Method of data analysis 31

3.6 Model specification 31

3.7 Validity and reliability of the instrument 33

CHAPTER FOUR

4.1 Presentation, interpretation and analysis of data 34

CHAPTER FIVE

5.0 Summary and recommendations 45

5.1 Discussion and findings 45

5.2 Conclusion 48

5.3 Recommendation 48

References

Appendix

           Questionnaire