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CONSUMER BEHAVIOUR AND ONLINE SHOPPING ADOPTION IN NIGERIA
CHAPTER ONE
INTRODUCTION
This section will provide all information regarding the thesis background, purpose, research questions, limitations of survey and theories. It presents the introduction of consumer behavior, online shopping, consumer behavior towards online shopping and online shopping of electronic goods in Nigeria.
1.1 Background
1.1.1 Consumer Behavior
“Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. “ (Kuester, 2012)
With the reference of above cite; Consumer behavior of every individual is different from other depending on buying choices which is influenced by buying habits and choices that are turn tampered by psychological and social drivers that affect purchase decision process. (Brassington, F. and Pettitt, S., 2000)
“We’re not aware of changing our minds even when we do change our minds. And most people, after they change their minds, reconstruct their past opinion — they believe they always thought that.” (KEYS)
As quoted above, consumer behavior about decision making is difficult to define and is a system of short cuts and rule of thumb which is unpredictable. The short cuts in decision making vary from person to person and focusing on the past experience of consumers; we can predict the future trends by bringing profitable products and services into the market. In this modern world, the popularity of interactive media like the World Wide Web is increasing day by day with rapid pace. With reference to marketing it is continuously realized that the main two factorsobserved due to WWW are 1)Most of the companies are doing their business online and make their website as showroom of their product and services. 2)Fast increment of consumer segments due to increase needs and demand including online shopping as well. (Ha¨ubl, 2000, p. 5).
1.1.2 E-Commerce / online shopping
Internet makes life simple and innovative. People are doing business online and trade has become more easy and fast due to this. Internet provides new ways to promote business. Website becomes the essence of online business as to show their services and products. Internet gathers all competitors and consumers in one place. It brings new lane to promote, advertise products and services in market (Barry Silverstein, 2002, p. 3).
Total global E-commerce sale in 2011 have grown to Euro 690 billion (USD 961 billion) and recorded an increase of 20 % with an estimation of increase in the coming years and to cross the 1 trillion Euro mark in 2013. Asia pacific region is leading in terms of growth as compared to mature markets like US, UK, Japan and European countries. Asia Pacific recorded 130 % growth specially China in 2011. The online retailing is becoming an integral part of an economy and country and worldwide increasingly seeing trust and confidence in purchasing online. (AadWeening, 2012)
“E-commerce is benefiting from several positive trends, including the continued rollout of broadband, increasing user comfort shopping online and the decline of certain brick-and-mortar retailers,” (Imran Khan, 2011, P.416 ).
Online consumers are always seeking new products, new attractiveness and the most important thing being price compatibility with their budget. The internet is the best way to save time and money through purchasing online within their range of budget at home or in anywhere. Online consumers don’t have limits to online shopping. They also use internet for comparison of prices of goods and services, news, visit social networks and search information and so on. The recession has so much impact on online consumer behavior (Rodriguez, 2009, p. 3). Online shopping behavior depends on four factors such as Shopping motives, personality variables, internet knowledge and experience and last factor is shopping incentives. These are key determinants to influence the behavior of online consumers. Online seekers are the main sources of online shopping. Online shoppers always want to seek information within few clicks and reach to the most relevant information according to their requirements such as competitive brands, best price offers, product specification and consumer word-of-mouth (Yuan Gao, 2005, p. 32).
1.3 Research Purpose
As said in the Introduction that due to increasing globalization; the importance of online business is increasing and making it more fast and convenient for consumers. So the research question of this study is how consumers behave while shopping online?
On the base of research question, the purpose of this research is to identify and get insight into consumer behavior towards online shopping of electronic goods with respect to Nigeria economy, Identify factors which influence online shopping and consumer behavior to buy the electronics goods in Nigeria; explore the reason behind of less attention of online consumer towards online shopping of electronics goods in Nigeria. Furthermore any segments can be established by identifying the consumers and how these segments relate to identified factors.
1.4 Research Questions
The research questions for this paper include:
- What factors influence Nigeria consumer behaviors in the adoption of online purchasing?
- What are the major barriers towards online shopping in Nigeria?
- Do Nigeria consumers have fear towards online shopping and why?
1.5 Limitation
There are number of factors that affect the behavior of online consumers in Nigeria’s market. In this research, the main focus is to study the factors influencing consumer behaviour in the process of purchasing from online stores. There are many theories and models that identify the consumer. Consumer behavior would be changed according kinds of goods and products. Therefore, different factors have different importance in the eye of consumer based on quality and kinds of goods. Therefore, this research limits itself only to consumer behavior in online shopping of goods in Nigeria.
1.6 Structure of thesis
The thesis has been discussed with following strategy, it is divided into fivechapters named as Introduction, literature review, methodology, Results and Discussion and then summary with conclusion made from the survey results.
In introduction section, the overall subject background, the subject problem and research purpose is described. On the basis of the research purpose, research questions are customized and discussed which are used in survey and highlighted the limitation of this question and give overview of the subject matter.
In chapter two, which is the literature review, theories related to online consumer behavior, online consumer characteristics, factor predicting online shopping, and consumer mind set model and then further discuss goal oriented and experimental consumer behavior in details.
In chapter three, the research methodology which consists of: data collection strategy, data analysis process and discuss about the reliability and validity of the study. In section Analysis and discussion, implication of online consumer theories and discuss the survey afterwards. The last section;concluded result of the survey are presented.
