ICT ADOPTION IN EMERGING CONTEMPORARY MARKETING PRACTICES: THE CASE OF THE NIGERIAN PAINTS INDUSTRY

Michael Oluwaseun Olomu,, Isaac Adeyemi Irefin, and Olubunmi Eniola Olomu
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Michael Oluwaseun Olomu,: National Centre for Technology Management, Obafemi Awolowo University, Ile-Ife, Nigeria
Isaac Adeyemi Irefin,: African Institute for Science Policy and Innovation, Obafemi Awolowo University, Ile-Ife, Nigeria
Olubunmi Eniola Olomu: Department of Accountancy, Federal Polytechnic Ado-Ekiti, Nigeria

EcoForum, 2016, vol. 5, issue Special Issue, 20

Abstract: The growing awareness of firms about the deployment of information and communications technology continued to stimulate competitive advantage for them in the marketplace. This study investigated the numerous information and communications technologies deployed for products marketing in the Nigerian paints industry and also examined the degree of capacity in which ICTs were deployed in relations to contemporary marketing practices. This study considerably administered 240 questionnaire on paints manufacturing and marketing firms in Nigeria which resulted to 84.5% response rate in year 2014. The outcomes of the analysis revealed that the telephone and e-mail were widely embraced for marketing in the Nigerian paints industry. It was also discovered that paints companies adopted ICT more in a reinforcing capability as against enhancing and transforming purposes. The study suggested that paints producing and marketing firms in Nigeria need to incorporate more of ICT facilities and utilize the various offers of electronic marketing for their daily operations and automations thereby improving firm’s profitability and performance. More importantly, attention should be shifted on companies’ capability to innovate and consequently introducing new ICT products and services in the market.

Keywords: e-Marketing; ICT; Management; Nigerian; Paints industry (search for similar items in EconPapers)
Date: 2016
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