MANAGERS’ RATING OF E-MARKETING AS A NEW WINDOW FOR DISTRIBUTIVE BUSINESS IN NIGERIA

Chinyere Genevive Odimmega, Obidi Emmanuel Udegbunam, Chika Madu Ile, Nwaokike Nwadiuko Azu

Abstract


The study was carried out to determine the e-marketing channels adopted for distributive business by small and medium scale enterprises (SMEs) in Anambra State. Two research questions guided the study and two null hypotheses were tested at 0.05 level of significance. A descriptive survey research method was adopted. The population of the study consisted of 2256 small and medium scale managers in the State, and a sample size of 695 managers was taken. A structured questionnaire was used for data collection. The instrument was validated by three experts in Nnamdi Azikiwe University, Awka. The reliability of the instrument was ensured using test re-test technique. Data collected were analyzed using Pearson Product Moment Correlation Co-efficient formula which yielded reliability co-efficient of 0.79. Data related to the research questions were analyzed using mean and standard deviation while, z-test analysis was used to test the null hypotheses at 0.05 level of significance. Findings arising from the study revealed that e-marketing channel listed were agreed to be adopted by SMEs for their distributive business in Anambra State. It was concluded that e-marketing channels were adopted by SMEs in Anambra State, and the channels helped them to make purchases, sell, distribute and provide sales support services for their products and service. It was also recommended that e-marketing channels should be adapted to a very high extent by SMEs in the State. Provision should be made for training and re-training of SME managers on the use of information and communication technology (ICTs) tools for proper e-marketing adaptation and so on.


Keywords


E-marketing; small and medium scale enterprises; e-marketing channels in Anambra State

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