NIGERIAN E-COMMERCE MARKET RESEARCH (Business to Consumer Market)
Titiloye, Olabisi; Titiloye, Olabisi (2019)
Titiloye, Olabisi
Titiloye, Olabisi
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019053113717
https://urn.fi/URN:NBN:fi:amk-2019053113717
Tiivistelmä
The purpose of this thesis was to study and understand the e-commerce market in Nigeria to generate information needed to know what is going on in the Nigerian e-commerce market.
The research started by looking into the research theories and then to the research methodology. The theory of the research work is e-commerce, the theory contained brief history on e-commerce, e-commerce growth and the benefits of e-commerce. Analysis tools such as the market research analysis tools (PESTEL analysis) and SWOT analysis was also introduced theoretically in this part. The research method used was a desk research and an inductive approach was used to observe and study the data collected in the empirical part of the research. The data was collected using secondary data method and the data collected was used to analyse the e-commerce market in Nigeria.
The final part of the thesis was the empirical part, it contained the information gathered about Nigerian e-commerce market such as; e-commerce in Nigeria, electronic mobile commerce in Nigeria and the e-commerce company in Nigeria. The PESTEL analysis of the Nigeria e-commerce market was carried out to analyse the e-commerce market. SWOT analysis was carried out to analyse the strengths and weaknesses of a potential new company in the Nigerian e-commerce market and the opportunities and threats in the Nigerian e-commerce market for a potential new company. Internet data was gathered to analyse the internet usage and internet penetration in the country. The information gathered was able to answer the research questions and the findings/results from the mentioned analysis was studied and used to reach the research objectives.
Base on the findings and analysis in the empirical part, the conclusion was drawn that the e-commerce market in Nigeria is continuously growing. Although there are existing barriers and challenges in the e-commerce market, the market is still promising. The e-commerce market is quite young but has shown positive trends and growth.
The research started by looking into the research theories and then to the research methodology. The theory of the research work is e-commerce, the theory contained brief history on e-commerce, e-commerce growth and the benefits of e-commerce. Analysis tools such as the market research analysis tools (PESTEL analysis) and SWOT analysis was also introduced theoretically in this part. The research method used was a desk research and an inductive approach was used to observe and study the data collected in the empirical part of the research. The data was collected using secondary data method and the data collected was used to analyse the e-commerce market in Nigeria.
The final part of the thesis was the empirical part, it contained the information gathered about Nigerian e-commerce market such as; e-commerce in Nigeria, electronic mobile commerce in Nigeria and the e-commerce company in Nigeria. The PESTEL analysis of the Nigeria e-commerce market was carried out to analyse the e-commerce market. SWOT analysis was carried out to analyse the strengths and weaknesses of a potential new company in the Nigerian e-commerce market and the opportunities and threats in the Nigerian e-commerce market for a potential new company. Internet data was gathered to analyse the internet usage and internet penetration in the country. The information gathered was able to answer the research questions and the findings/results from the mentioned analysis was studied and used to reach the research objectives.
Base on the findings and analysis in the empirical part, the conclusion was drawn that the e-commerce market in Nigeria is continuously growing. Although there are existing barriers and challenges in the e-commerce market, the market is still promising. The e-commerce market is quite young but has shown positive trends and growth.