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New Media Platform and the marketing of Product and Services in Nigeria a Study of Jumia Online marketing and Shopping Out Fit

Author

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  • Abubakar Bappayo

    (Department of Mass Communication, Abubakar Tatari Ali Polytechnic Bauchi, Bauchi State Nigeria)

  • Ahmad Abubakar

    (Department of Mass Communication, Abubakar Tatari Ali Polytechnic Bauchi, Bauchi State Nigeria)

  • Abubakar Na’alolo

    (Department of Mass Communication, Abubakar Tatari Ali Polytechnic Bauchi, Bauchi State Nigeria)

Abstract

The study was conducted to find out the marketing of product using new media and marketing of new product. Case study jumia. In recent years, social media has become everywhere and most important for social media networking, content sharing and online accessing. The objective of the study was to determine the awareness and attitude of customers towards online shopping and to identify the various challenges faced by online customers of jumia. The researcher used the purposive method, the questionnaires were used as instrument of data collection for the study. Based on the data collected, and having been analyzed, it is recorded that it’s about 300 respondents which represents 79% are aware of online shopping and they also shop online. It was also recorded that majority of respondent shop online using Jumia. And in terms of attitude of consumers towards online shopping 77% of respondents agreed that they enjoy shopping online while 23% said they don’t enjoy shopping online, from these findings it is clearly seen that the attitude of consumers towards online shopping is good. Finding also reveals that late delivery is one of the major challenge confronting customers of Jumia online shopping. Therefore, based on findings, the study established that online shopping is well known and used by respondent. It also reveals that respondents patronize online shopping to an extent. Respondent identify late delivery as one of the challenges of online shopping. The researcher recommends that, Retailers of online product should ensure that delivery matches what was requested by customers and online marketers should improve delivery services in terms of price and offer delivery discount.

Suggested Citation

  • Abubakar Bappayo & Ahmad Abubakar & Abubakar Na’alolo, 2021. "New Media Platform and the marketing of Product and Services in Nigeria a Study of Jumia Online marketing and Shopping Out Fit," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(12), pages 679-687, December.
    • Handle: RePEc:bcp:journl:v:5:y:2021:i:12:p:679-687
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    References listed on IDEAS

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