Exploring Consumers’ Propensity for Online Shopping in a Developing Country: A Demographic Perspective

Abstract

The advent of the Internet continues to open new frontiers in digital marketing. One visible impact of the Internet in marketing has been the growing increase in online transactions which profits marketers and seemingly satisfies customers. However, in developing countries, the potential of online shopping has not been fully explored, and in some cases, are just non-existent. Lack of online infrastructure has often been attributed to the slower growth in online transactions in Africa, however, the customers’ preparedness and inclination to use the service is ignored. .Against this backdrop, this study seeks to analyze consumers’ propensity to engage in online transactions with a focus on demographic attributes such as age, gender and education. Using customers in Ghana as a case study, key reasons as well as the demographics that fancy online transactions are revealed. The results indicate that delivery problems, poor internet connection, privacy and security issues are some of the reasons preventing customers to shop online

Shoppers’ Perception of Retail Convenience in Online Shopping in Benin City, Nigeria

“…Possible explanation for the nonrelevance of education in explaining shoppers' perception could be because of the increasing attention given to ICT education in both the Nigerian secondary and tertiary institutions. By contrast, Kwarteng and Pilik (2016) found that education had a significant relationship with shoppers' perceptions of retail convenience. Research findings have shown that online shoppers largely consist of people with higher level of education (Kehoe, Pitkow and Rogers, 1998;Hoffman, Kalsbeek and Novak, 1996).…”

Online Payment Options and Consumer Trust: Determinants of E-Commerce in Africa

“…Because of the dominance of studies conducted in the West in the literature, the majority of the research has overlooked some variables deemed essential in Africa, hence assuming that characteristics of African consumers are similar to those in the West or Asia (Kwarteng & Pilik, 2016). However, for example, electronic payment options that are commonly used in Western and Asian countries are still new and emerging in Africa and in need of extensive research to identify their impact on various stakeholders, including consumers (Kabir, Saidin, & Ahmi, 2015).…”

Customer Satisfaction at an Online Store in South Africa

“…Statistics supplied by Business Tech (2015) showed that online shopping is practised through Europe, Oceania, South America, North America, and Africa. Oceania is the continent with the highest online shopping usage response rate, with New Zealand (95% participating consumers) that is the most active in this process (Kwarteng & Pilik, 2018). The highest usage in Europe has been identified in Finland (97% participating consumers).…”

“…Figure 2 displays this usage in more detail. On the African continent, Nigeria has the greatest online shopping activity followed by South Africa and Kenya (Kwarteng & Pilik, 2018). Among the BRICS nations (Brazil, Russia, India, China, and South Africa), SA lags behind Brazil, Russia and China in terms of online shopping transactions, with a 0.9 % purchase rate, followed by India with a 0.7% transaction rate.…”