A market plan for the adoption and distribution of electronic devices in Nigeria
Soda, Oluwaseun Grace (2026)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2026051712871
https://urn.fi/URN:NBN:fi:amk-2026051712871
Tiivistelmä
This study provides a critical investigation into how marketing approaches may influence consumer purchasing decisions for electronic devices in Nigeria market. Also, classic marketing strategies have been integrated with modern theories such as the Theory of Planned Behaviour (TPB), Technology Acceptance Model (TAM), Diffusion of Innovation (DOI), and Unified Theory of Acceptance and Use of Technology (UTAUT). The data used for the study was obtained from 150 participants to assess the effects of the marketing mix (4Ps) and Segmentation, Targeting and Positioning (STP) techniques, while also considering characteristics such as culture, income and social influence.
Furthermore, the outcome of the data analysis revealed that 4Ps have relatively little direct influence on purchase intention with (R² = 0.014), which challenges the common notion that these methods greatly drive consumer behaviour. On the contrary, STP approaches explain a substantially higher part of the consumer decisions with (R² = 0.667), which shows that the recognition and targeting of certain consumer groups is more effective. Additionally, the data also reveals that the contextual factors, especially income and culture, have a crucial influence in shaping buying behaviour.
Overall, the thesis emphasised that marketing strategies in country like Nigeria must go beyond just the use of traditional marketing strategies. There is a need for an integrated and context-based strategies that focus more on the actual requirements and environmental situations of consumers. As such, these findings provide an important insight for businesses, policy makers and entrepreneurs in improving product design, pricing and digital engagement.
Furthermore, the outcome of the data analysis revealed that 4Ps have relatively little direct influence on purchase intention with (R² = 0.014), which challenges the common notion that these methods greatly drive consumer behaviour. On the contrary, STP approaches explain a substantially higher part of the consumer decisions with (R² = 0.667), which shows that the recognition and targeting of certain consumer groups is more effective. Additionally, the data also reveals that the contextual factors, especially income and culture, have a crucial influence in shaping buying behaviour.
Overall, the thesis emphasised that marketing strategies in country like Nigeria must go beyond just the use of traditional marketing strategies. There is a need for an integrated and context-based strategies that focus more on the actual requirements and environmental situations of consumers. As such, these findings provide an important insight for businesses, policy makers and entrepreneurs in improving product design, pricing and digital engagement.