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All Journal International Research Journal of Management, IT & Social Sciences
Chioma Dili Ifeanyichukwu, Chioma Dili
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Demographic Variables and Internet Shopping in Nigeria Ifeanyichukwu, Chioma Dili
International Research Journal of Management, IT & Social Sciences Vol 3 No 7: July 2016
Publisher : International Journal of College and University (IJCU)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21744/irjmis.v3i7.153

Abstract

The rapid advancement in technology has affected all commercial activities including retailing/shopping, thereby causing a paradigm shift in the way things are done. Internet shopping has become the next big thing in e-business/ e-commerce and is definitely the future of shopping in Nigeria and the world at large. More and more firms /retailers are launching platforms via the internet to facilitate the act of shopping. The knowledge of the demographic characteristics of consumers will to a large extent help these e-retailers in their efforts geared towards consumer satisfaction. However, 311 internet shoppers in Nigeria were randomly selected and used as respondents for the study and structured questionnaire was the major instrument for data collection. The hypotheses generated for the study were tested using crosstab Chi square. Findings revealed a relationship between the demographic variables and internet shopping.
Effect of Celebrity Endorsements on Consumers Purchase Decision in Nigeria Ifeanyichukwu, Chioma Dili
International Research Journal of Management, IT & Social Sciences (IRJMIS) Vol 3 No 9: September 2016
Publisher : IJCU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21744/irjmis.v3i9.261

Abstract

The use of celebrities is one of the very many marketing strategies employed by marketers in today’s business environment. The Nigerian economy has witnessed increased launching of consumer products. No doubt, intense competition in the business environment among various products and services has led to organizations endorsing deals/ambassadors. Nowadays, we hear the term “brand ambassadors” more often than usual. Celebrity endorsement is one of the very many features of modern marketing. This study attempts to determine the effect of celebrity endorsement on consumer purchase of a product. 200 young adults were conveniently selected as respondents for the study. Regression was used to test for the significance of the hypotheses generated.
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