EFFECT OF ON-LINE DISTRIBUTION CHANNELS ON SALES PERFORMANCE OF SMALL AND MEDIUM SCALE ENTERPRISES IN ENUGU METROPOLIS.
Keywords:
On-line distribution channels, sales performance, social media channel and e-mail distribution channel.Abstract
The study investigated the effect of on-line distribution channels on sales performance of small and medium scale enterprises in Enugu State metropolis. The specific objectives were to; determine the extent to which social media channel affect sales performance of SMEs in Enugu metropolis, ascertain the degree to which E-mail distribution channel affect sales performance of SMEs in Enugu metropolis and examine the extent of the effect of search engine distribution channel on sales performance of SMEs in Enugu metropolis. The study used survey research design. The population was 277 from SMEs internal records and sample size of the study was entire 277 of population purposively. Instrument used for data collection was structured questionnaire. Simple regression was used for testing the hypotheses. Immediately the end of the analysis, findings revealed that social media distribution channel had a significant positive effect on sales performance of SMEs in Enugu metropolis (F=3,184, pv =.000<0.05), e-mail distribution channel had a statistically significant positive effect on sales performance of SMEs in Enugu metropolis (F=2,035, pv=.008<0.05) and search engine distribution had a significant positive effect on sales performance of SMEs in Enugu metropolis (F=3,184, pv=0.000<0.05). the study concluded that on-line distribution channel had significant positive effect on sales performance of SMEs in Enugu metropolis include social media, e-mail and search engine distribution channels. Based on the findings and conclusion reached, the following recommendations were made: SMES managers must not relies on their traditional ways of distributing their products but must embrace and use social media distribution channel to make their products reach out to people all over the globe with immediate effect and SMEs managers should extensively utilize e-mail distribution system in their businesses to enable them effectively distribute their products to a wider market and attract customers all over the globe
Published
How to Cite
Issue
Section
Copyright (c) 2024 International Journal of Interdisciplinary Research in Marketing and Management (IJIRMM)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
Akyuz, M., Isaac, O.M., & Abdullah, A.A. (2020). Effect of electronic marketing on performance of SMEs in Karu, Nasarawa State, Nigeria, Journal of Contemporary Research, 8(2), 1-18
Ali, A. Nawaz, N., Tara, N., & Rafi, N. (2021). Exploring the role of mobile marketing as a blessing or curse: A case study of Pakistan Bulletin of Business and Economics, 10(4), 56 - 63. https://doi.org/10.5281/zenodo.6338518
Aliu, A.A., & Agbetokun, O.F. (2018). Internet marketing practices and customer loyalty and Business 8(18), 22-39
Arisi-Nwugballa, E. A., Elom, M. E., & Onyeizugbe, C.U. (2016). Evaluating the relevance of entrepreneurial orientation to the performance of micro, small and medium enterprises in Ebonyi State, Nigeria. International Journal of Academic Research in Accounting, Finance and Management Science, 6(3), 222-234
Bressolles, G. (2016). Le marketing digital, Dunod, 2ème edition, Paris, 127
Elliot, R. & Boshoff, C. (2007). The influence of the owner-manager of small tourism businesses on the success of Internet Marketing. South African Small Business Journal, 38(3), 15-23
Etemad, U. & Wright, I. (2004). Internationalization of small and medium‐sized enterprises: A grounded theoretical framework and an overview. Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l Administration, 21(1):1 – 21
Effiom, L and Edet, S.E (2018). Success of small and medium enterprises in Nigeria: Do Environmental Factors Matter? Journal of Economics and Sustainable Development, 9(4), 2-18
Eze, S.C., Chinedu-Eze, V.C., Bello, A., Inegbedion, H.E., Nwanji, T., & Asamu, F. (2019). Mobile marketing technology adoption in service SMEs: a multi perspective framework. Journal of Science and Technology Policy Management, 10(3), 1-29
Forcht, K.& Wex, R.(2006). Doing business on the internet: Marketing and security aspect. Journal of Information Management and Computer SecuritY, 4(1), 3-9.
Fusun, H. (2015). Factors affecting e-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organizations. Tourism Management, 33(1), 1256-1269
Gibson, T. & Vander Vaart, H.(2017) Developing small and Medium sized Enterprises. Retrieved from http://www.brookings.edu/-/media/research/files/papers/2008/9/development%20gibson/09- development-gibson.pdf
Gontur, S., (2020). Does trust mediate the relationship between social media advertising and electorates’ patronage of political parties in Nigeria? International Journal of Applied Business and Management Sciences, 1(2), 173-195
Gontur, S., Davireng, M., & Gadi, P. D. (2016). Creativity and innovation as a strategy for enhancing entrepreneurship development in Nigeria: a study of some selected small and medium scale enterprises in Jos metropolis. Journal of Teacher Perspective, 10(2), 1– 16.
Gontur, S., Hassan, S. K., & Arin, Y. (2017). Influence of information communication technology in building customer loyalty among deposit money banks in Jos Metropolis, North Central Nigeria. International Journal of Economics & Business Management, 3(7), 38-55.
Hajoliakbari, F., & Shadi, R.S. (2018). The effect of internet marketing capabilities on export performance of SMEs. Business Management and Strategy, 9(2), 40 -53
Ihi, A., Strunk, K.S., & Fieldler, M. (2020). The mediated effect of support in professional online communities on crowd worker engagement in Micro task crowding. Computers in Humann Relations, 113(1), 6-42
Ion- Elena, J., & Criveana, M. (2016). Organizational performance concept that self-scales to find itself. Annals of Connotation Brancusi, University of Targu Jiu. Economy Series Issues, 4(1), 1-9
Iovino, F., & Migliaccio, G. (2020). Mobile marketing and strategy by energy companies. International Journal of Public Sector Performance Management, 6(3), 310-326.
Jean, R.B., & Kim, D. (2020). Internet and SMEs internationalization, the role of platform and website. Journal of International Management, 26(1), 1-16
Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45.
Kumar, A., Syed, A. A., & Pandey, A. (2021). Adoption of online resources to improve the marketing performance of SMEs, Asia Pacific Journal of Health Management, 16(3), 137- 144
Nebo, G.N and Onyeke, J.K (2021). Principles of modern marketing, Enugu: Ryce Kerex Publishers Enugu
Nkpurukwe, O.I., Rimamnde, R and Renner, B.A (2024). Search engine marketing and customer satisfaction of domestic airline in Rivers State, Nigerian Journal of Management Sciences, 25(1), 4-43
Rana, T. & Azhdar, K.(2017). The effect of social media on firm performance. Computer in human behavior, 2(2) 1-10
Tomasi, S., & Li, X. (2015). Influences of search engine marketing on performance of medium sized companys: A qualitative perceptive. Journal of Electronic Commerce in Organizations (JECO), 13(1), 27-49
Most read articles by the same author(s)
- Ogbuke, John Chukwudi (Ph.D.), Prof. Ngozi Grace Ejionueme, Prof. Nebo, Gerald Nwora, Okafor, Ozoemena Christian (Ph.D.), Ogbuke George Tochukwu, Barr. Ogbuke Julius, Dr. Eze, Jude Obinna, Prof. Innocent Ikenna Chukwu , PRODUCT ATTRIBUTES AND CONSUMERS’ CHOICE OF POWDER DETERGENTS BRANDS IN SOUTH-EAST NIGERIA , International Journal of Interdisciplinary Research in Marketing and Management (IJIRMM): Vol. 11 No. 4 (2024): October-December
