Assessment of the Use of E-Marketing among Agribusiness Firms in South East Nigeria

Chizoba Obianuju Oranu, Dr. Anslem Enete, Ugwuoke Chukwuchebe Obiajulu and Ume Chukwuma Otum*
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Chizoba Obianuju Oranu: Department of Agricultural Economics, University of Nigeria
Dr. Anslem Enete: Department of Agricultural Economics, University of Nigeria
Ugwuoke Chukwuchebe Obiajulu: Department of Agricultural Economics, University of Nigeria
Ume Chukwuma Otum*: Department of Agricultural Economics, University of Nigeria

Business, Management and Economics Research, 2018, vol. 4, issue 4, 36-42

Abstract: The importance of marketing to any business can not be over emphasized . There are so many defects in the present marketing system such as the way of making the prospective customers know the products the firms have, locating the right firms that have the products needed by consumers. The broad objective of this work is to assess the use of emarketing by agribusiness firms in South Eastern Nigeria. Specifically, the study ascertains the extent of use of emarketing by agribusiness firm in south east, the perception of the agribusiness firms to the use of emarketing in their business, and the performance of firms as they age in e-marketing. The data were obtained from primary sources through well-structured questionnaire, observation and oral interviews. The data were analyzed using descriptive statistics, regression and likert rating scale techniques. Findings from the study show that e-marketing has not be fully adopted in south east Nigeria, and that e-marketing when well-practiced can help reduce cost, reduce time, promote sales, improves sales and increase production generally.

Keywords: E-marketing; Agribusiness; Innovation adoption; ICT; Perception. (search for similar items in EconPapers)
Date: 2018
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