The Effect of Internet Advertisement Features on Customer Purchase Intention of Selected Food and Beverage Companies in Lagos State, Nigeria

  • Asikhia, O. U. Babcock University, Ilishan-Remo, Nigeria
  • Makinde, G.O. Babcock University, Ilishan-Remo, Nigeria
  • Akinlabi, H. B Babcock University, Ilishan-Remo, Nigeria
  • Oduwole, W. K. Babcock University, Ilishan-Remo, Nigeria

Abstract

The study investigates the effect of internet advertisement features on customer purchase intention of selected food and beverage companies in Lagos State, Nigeria. The objective was to establish the degree to which internet advertisement influence customer purchase intention of products of food and beverage companies in Lagos State, Nigeria. A total of 125,393 students have been found. A total sample size of 776 was calculated. As a result, 776 undergraduate and post-graduate students of the chosen Universities in Lagos State were sent a questionnaire. In this research, a proportionate stratified sampling technique was adopted, and only 627 copies (or 80.3 percent) of the questionnaire were properly completed and recovered. To determine the link between the variables, the data was examined using the bivariate regression statistical technique. The finding revealed that internet advertisement features influence consumers purchase intention of the products of selected food and beverage companies in Lagos State, Nigeria (β = 0.863, t = 42.981, R2 = 0.747, p < 0.05). Hence, it was concluded that internet advertisement features promote consumers purchase intention of the products of selected food and beverage companies in Lagos State, Nigeria. The study recommends amongst other that management of food and beverage companies should introduce diverse online advertisement media in marketing that products considering their positive effect on consumers purchase intention.

Keywords: Internet Advertisement Features, Customer Purchase Intention, Fast Moving Consumer Goods, Lagos State

Author Biographies

Asikhia, O. U., Babcock University, Ilishan-Remo, Nigeria

Department of Business Administration and Marketing, School of Management Sciences

Makinde, G.O., Babcock University, Ilishan-Remo, Nigeria

Department of Business Administration and Marketing, School of Management Sciences

Akinlabi, H. B, Babcock University, Ilishan-Remo, Nigeria

Department of Business Administration and Marketing, School of Management Sciences

Oduwole, W. K., Babcock University, Ilishan-Remo, Nigeria

Department of Business Administration and Marketing, School of Management Sciences

References

Aaker, D. (2016). What is brand equity and why is it valuable? Journal of Advertising Research, 6(3), 6-13.

Aghekyan-Simonian, M., Forsythe, S., Kwon, W. S., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing & Consumer Services, 19(3), 325-331. https://doi.org/10.1016/j.jretconser.2012.03.006.

Aka, D., Okorie, N., & Kehinde, O. J. (2015). Advert exposure on consumer purchase decisions: An empirical study on MTN Nigeria. Journal of Accounting and Auditing: Research & Practice, 21(1), 23-37. https://doi.org/10.5171/2015.435369

Al Zoubi, M. I., & Al Zoubi, A. I. (2019). An investigation of factors affecting e-marketing customers’ behavioral intention to use telecommunication industry in Jordan. International Journal of Marketing Studies, 11(3), 125-130. https://doi.org/10.5539/ijms.v11n3p125

Al-dweeri, R. M., Obeidat, Z. M., Al-dwiry, M. A., Alshurideh, M. T., & Alhorani, A. M. (2017). The impact of e-service quality and e-loyalty on online shopping: moderating effect of e-satisfaction and e-trust. International Journal of Marketing Studies, 9(2), 92-103. https://doi.org/10.5539/ijms.v9n2p92

Alhaddad, A. A. (2015). The effect of advertising awareness on brand equity in social media. International Journal of e-Education, e-Business, e-Management and e-Learning, 5(2), 73-84. https://doi.org/10.17706/ijeeee.2015.5.2.73-84

Al-Shourah, A. A. (2014). Customers’ perceptions toward the use of online services: The case of Saudi Telecommunication Sector. Journal of Management Research, 6(1), 239-256. https://doi.org/10.5296/jmr.v6i1.4695

Anyanwu, G., Nelson, O., & Salawu, A. (2018). Online advertising influence for promoting preference for e-shopping in Nigeria: A Study of jumia. Academy of Strategic Management Journal, 17(6), 1-9.

Asaad., A. K., & Serdar, S. (2015). An Analysis study of improving brand awareness and its impact on consumer behavior via media in North Cyprus (a case study of fast-food restaurant). International Journal of Business and Social Science, 6(1), 66-80.

Asama, V., Jaafri, B., Raja, O. & Shahzed, M. (2013). Factors affecting attitude towards web advertising- A scenario of University Student in Pakistain. Journal of Basic Research, 11(3), 23-38.

Ayo, C., Shegun, C., & Shola, M., (2011). Business of consumer E-commerce in Nigeria: Prospects and Challenges; African Journal of Business Management; Vol. 5 p 109-117.

Beal, A. (2017). Digital advertising around paid spaces, E-advertising industry’s revenue engine: A review and research agenda. Telematics and Informatics, 34(8), 1650-1662. https://doi.org/10.1016/j.tele.2017.07.011

Bragg, M. A., Eby, M., Arshonsky, J., Bragg, A., & Ogedegbe, G. (2017). Comparison of online marketing techniques on food and beverage companies’ websites in six countries. Globalization and health, 13(1), 79. https://doi.org/10.1186/s12992-017-0303-z

Çetin, D., Kuscu, A., Oziam, D. S., & Erdem, Y. C. (2016). Brand image, satisfaction, and brand loyalty-how effective are they in the automotive industry market share. European journal of business and management, 8(7), 31-38.

Chinuru, F. N. (2016). Brand equity and product performance of detergents manufacturing firms in Nigeria. Unpublished M.Sc Thesis, Rivers State University, Port-Harcourt

Chukwu, B. I., & Uzoma, I. C. (2014). Impact of social media networks on consumer patronage in Nigeria: A study of Jumia and Konga Nigeria Limited. European Journal of Business and Management, 6(30), 63-70.

CIM (2009) “How to Achieve an Effective Promotional Mix”, Retrieved on 20/09/2016 from www.cimco.uk.

Engel, J. F., Blackwell, R. D., & Kollat, D. T. (1978). Consumer behaviour (3rd edition) Homewood, Illinois: Richard D. Erwin, Inc.

Fedorychak V. (2016). E-commerce in Ukraine 2018: figures, facts, interesting statistics. https://ag.marketing/uk-ru/elektronnaya-kommertsiya-v-ukraine-2018/.

Ghosh, A. (2019). Antecedents of Dubai revisit intention: The role of destination service quality and tourist satisfaction. Restaurant Business, 118(10), 307-316. https://doi.org/10.26643/rb.v118i10.9326

Grewal, D., Krishnan, R., Baker, J., & Borin, N. A. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of retailing, 74(3), 331-344. https://doi.org/10.1016/S0022-4359(99)80099-2

Grocer UK report (2020). https://www.retaileconomics.co.uk/retail-sector-food-and-grocery_market

Harshini, C. S. (2015). Influence of social media ads on consumer's purchase intention. International Journal of Current Engineering and Scientific Research, 2(10), 110-115.

Hoang, P. V., Phuong,D. L., Ho, Y. T. & Chi, T. T. (2017). Determinants of customer's apartment purchase intention: is the location dominant? Independent Journal of Management & Production, 11(4), 1303-1322. https://doi.org/10.14807/ijmp.v11i4.1100

Horbal, N., Naychuk-Khrushch, M., & Orlykova, B. (2017). Internet advertising: the specifics, tendencies of development and impact on sales. ECONTECHMOD: An International Quarterly Journal on Economics of Technology and Modelling Processes, 6(1), 37-46.

Horsfall, H., & Mac-Kingsley, I. (2018). Brand equity and market performance: An empirical study of food and beverage firms in Rivers State. International Journal of Economics and Business Management, 4(4), 1-14.

Horsfall, H., & Ubaka, M. I. (2018). Analyzing the impact of brand loyalty on market performance: a study of food and beverage firms in Rivers State. Journal of Business and African Economy, 4(1), 25-38.

Illiashenko, S. M., & Ivanova, T. E. (2015). Tools and methods of product promotion in the Internet: Analytical review. Marketing and Management of Innovations, 3(6), 20-32.

Keller, K. L. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.

Kilei, P., Iravo, M., & Omwenga, J. (2016). The Impact of brand awareness on market brand performance of service brands: Contextual consideration of Kenya‟ s banking industry. European Journal of Business and Management, 8(10), 92-103.

Kim, D. H. (2019). Actual Dove versus ideal L’Oréal: Impact of self-related brand image on advertising persuasiveness. Journal of Marketing Communications, 25(5), 535-552. https://doi.org/10.1080/13527266.2018.1561496

Kim, L. H. & Jin, L. K. (2001). The effect of perceived risk on purchase intention in purchasing airline tickets online. Journal of Hospitality & Leisure Marketing, 13(2), 33-53. https://doi.org/10.1300/J150v13n02_04

Kyle, S. H. H. (2017). Brand trust and image: effects on customer satisfaction. International journal of health care quality assurance. Asian Social Science, 9(3), 125.

Lin, Y., & Chen, S. (2015). A study on factors that affect users’ behavioral intention totransfer usage from the offline to the online channel. Computers in Human Behavior, 27(1), 1-18.

Linna, M. (2018). I’ll have the usual: how restaurant brand image, loyalty, and satisfaction keep customers coming back. Journal of Product & Brand Management. 5(4), 78-89.

Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B. (2013). Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23(1), 117-122.

MAN (2020). Annual Report and Accounts. Lagos: Manufacturing Association of Nigeria.

Mckinsey, (2020). Reimagining marketing in the next normal. https://www.mckinsey. Com/business-functions/marketing-and-sales/our’s-insights/reimagining-marketing-in-the-next-normal

Mishra, A., & Mahalik, D. K. (2017). Impact of online-advertising on consumers’ awareness. Journal of Current Issues & Research in Advertising, 30(1), 31-48.

Mishra, V., & Vashiath, A. (2017). Is advertising medium an important constraint in consumer purchase intention: The theoretical foundation. Journal of General Management Research, 4(1), 38-45.

Neo, C. I. (2020). The role of digital learning toward students' satisfaction and university brand image at educational institutes of Pakistan: a post-effect of COVID-19. Asian Education and Development Studies.

Obasi, C. (2013). Nigerian business environment daunting: Challenges and suggested solutions. British Journal of Economics, Finances and Management Sciences,7(1), 47 – 52.

Okwudili, V. I., Ngozi, A. & Henson, A. (2018). Effects of online advertising on consumer buying behaviour; study of Nigeria police academy cadets. International Business Management, 12(3), 151-170.

Omotayo, F. O., & Adeyemi, O. R. (2018). Determinants of continuance intention to use online shops in Nigeria. Journal of Internet Banking and Commerce, 23(2), 1-48.

Pelau, C. (2011). Analysis of consumer behavior for different product groups. Management & Marketing, 6(1), 101-114.

Peter, J. P., & Olson, J. C. (2008). Consumer behaviour and marketing strategy (8th ed.). New York, NY: McGraw-Hill, Inc.

Priyanka, S. (2012). A study on impact of online advertising on consumer behavior (with special reference to e-mails). International Journal of Engineering and Management Sciences, 3(4), 461-465.

Rettie, R., Robinson, H., & Jenner, B. 2003. Does Internet Advertising Alienate Users? Journal of Academy of Marketing, 12(4), 221-235.

Saravanan, A. & Sajitha, S, (2016). Consumer perception towards online advertisement. International Research Journal of Engineering and Technology (IRJET), 03(11), 14-32.

Sarki, Z. S., Abubakar, Z. A., Bala, Z. M., & Kasimu, A. (2021). The effect of online advertising on consumer purchase intention. African Scholar Journal of Mgt. Science and Entrepreneurship, 23(7), 321-336.

Shabbier, M.Q. & Khan, A. A. (2017). Brand loyalty brand image and brand equity: the mediating role of brand awareness. International Journal of Innovation and Applied Studies, 19(2), 416-423.

Shahram, S., Mohammad, T., & Houman, K. (2013). Internet advertising and consumer behavior in the purchase of products. Kuwait Chapter of Arabian Journal of Business and Management Review, 2(11), 1-5. https://doi.org/10.12816/0001254

Shrivastava, A. (2014). Do advertisements work? A study on change in consumers’ purchasing behaviour due to advertisements. Abhinav International Monthly Refereed Journal of Research in Management & Technology, 3(5), 14–21.

Ugonna, I. A., Okolo, V. O., Obikeze, C. O., Ohanagorom, M., Nwodo S., Oranusi, I. N. (2017). Effects of Media Advertising on Consumers’ Purchase Intent in Awka, Anambra State: A Study of Hero Beer. Journal of Business and Management, 19(4), 50-60. https://doi.org/10.9790/487X-1904045060

Published
2022-06-14
How to Cite
Asikhia, O. U., Makinde, G., Akinlabi, H. B., & Oduwole, W. K. (2022). The Effect of Internet Advertisement Features on Customer Purchase Intention of Selected Food and Beverage Companies in Lagos State, Nigeria. Journal of Marketing and Communication, 5(1), 67 - 79. https://doi.org/10.53819/81018102t4055
Section
Articles