Chapter one

Introduction

1.1       background of the study

Today's advertising industry is undergoing significant transformations. Rapid technical advancement has mostly resulted in the digitalization of newspapers. New modes of media, such as the mobile phone, have emerged as a result of digitalization, providing richer opportunities to meet and communicate with customers. However, in order to truly realize the cell phone's advertising potential, advertisers must first comprehend the device's peculiar features as well as how users communicate with it. Part of the reason for the media transition is that it has sparked another major shift in the advertising industry: audience ownership. Because of the digitalization of advertising, consumers now have access to a diverse range of content. This has made it possible for customers to compare product offers and pricing prior to making major purchases. Furthermore, the proliferation of social media and brand groups has enabled customers to easily share their interactions with others. The modern user, according to Lawer and Knox (2006), is "educated, linked, and involved." Consumer behaviour is becoming more impossible to anticipate from a marketing perspective as a result of this empowerment (Urban, 2004). Furthermore, while today's customer wants openness and many ways to communicate with businesses, advertisers can no longer rely solely on one-way contact. Because of the powerful customer empowerment movement, it seems that conventional mainstream marketing approaches are not producing the same results as before in certain consumer segments (Aaker, 1997; Schultz, 2000; Urban, 2005; Lawer & Knox, 2006). As a result, using digital media in promotional campaigns, either separately or as part of the media 2 combination, is becoming increasingly popular. The internet has long been used as a marketing contact tool, although the mobile phone has only recently gained popularity. Academic studies in this area has been contradictory and fragmented to a large degree since the mobile phone is a comparatively modern medium for ads (Leppäniemi, 2006).

Current mobile marketing research is divided into three categories by Leppäniemi (2006):

• Consumer: acceptance, perception, attitude, responsiveness, and efficiency

• Business and Management: value chain, performance measurement, business models, and branding

• General research: key factors and consequences, legal and political factors, adoption and diffusion

Consumer attitudes toward mobile marketing, in particular, have gotten a lot of attention (eg. Tsang 2004; James 2004; Maneesoonthron 2006; Jun 2007). Nonetheless, the findings of these surveys have been contradictory, indicating the need for more in-depth research into attitudes. Furthermore, recent research has mostly concentrated on the antecedents of behaviors toward mobile ads, such as entertainment, informativeness, and reputation (Tsang, 2004). However, the impact of consumer attitudes toward mobile advertising on consumer behaviour, especially purchasing intentions, has received less attention. The aim of this analysis is to learn more about the relationship between attitudes and purchasing intentions in order to better understand mobile customer behaviour. Permission in mobile marketing has been the subject of a variety of reports (Barwise 2002; Tsang 2004; James 2004). Consumers have a hostile outlook toward mobile ads because they have given prior permission, according to studies conducted in Taiwan and the United Kingdom (Barwise, 2002; Tsang, 2004; Rettie, 2005). Mobile ads must be dependent on express consent in Finland, according to the law. If a customer engagement ends and the smart-phone ads are for goods and services similar to the customer's buying history, no prior approval is needed. As a result, the smart-phone advertisement climate varies significantly from that of several previous study focus countries.

Jumia's viability and growth as a private financial institution operating in Nigeria's highly competitive market-based economy is contingent not just on the quality of services it provides, but also on its advertising campaigns for engaging with its potential market. Different promotional techniques have been used by the marketing community in this regard. In order to engage with its consumers and meet its overall marketing and engagement goals, it has disseminated messages about its offerings through nearly all types of promotional channels, including radio, print, and sales promotion.

1.2       STATEMENT OF THE PROBLEM

The most critical part of services marketing is good contact with consumers. To date, there is also a lack of awareness of the importance of good consumer contact in attracting and retaining prospective and existing customers. Consumer perceptions of mobile ads are an area in which further academic study is required. As a result, the overall goal of this research is to improve our understanding of consumer perceptions toward mobile ads by conducting observational research in a real-world campaign environment. This method means that participants have at least some familiarity with mobile advertising and allows for questions about particular ads to be asked. Furthermore, this method allows for the investigation of brand-related effects  as well as potential behavioural trends.

1.3       OBJECTIVE OF THE STUDY

I.         To learn more about Jumia's products and services by exploring customers' primary sources of knowledge.

II.      To determine how customers thought about jumia's ads

III.   To see whether there was a connection between personal belief dimensions and particular attitudes toward jumia, as well as print media ads.

1.4       RESEARCH QUESTION

i.         What are the products and services jumia offers?

ii.      How did customers learn jumia?

iii.   What is the connection between belief dimensions and particular attitudes towards jumia as well as print media ads.

1.5       SIGNIFICANCE OF THE STUDY

The research, in theory, fills a significant void in the literature and can be seen as a foundation for prospective research. On the tactical level, this research will assist marketers in implementing their ads in a manner that promotes a constructive outlook about their company's product and service. Furthermore, the research assists Jumia in determining which media is favoured by its consumers. It would also assist related businesses in properly recognizing the attitudes of their consumers toward ads. Jumia's designers and advertisers can help control their advertising by considering customers' attitudes toward advertising.

1.6       SCOPE OF THE STUDY

Customers of Jumia Marketing Agency in Lagos State were the focus of this report. Also customers of Jumia who live outside of Lagos are not eligible because their media representation which vary.

The research structure focuses solely on the relationship between personal belief dimensions (product knowledge, pleasure, and falsity) and individual attitudes toward jumia marketing agency, radio, and print ads, as well as macro belief dimensions (good for the economy, materialism, and social image) and general attitudes toward marketing advertising.

1.7       LIMITATION OF STUDY

Due to financial and time limitations, the researcher was only able to conduct his study on a small group of jumia users in Epe LGA, Lagos State; this sample does not completely reflect the behaviour of the entire population. Any of the limitations the researcher encountered included not being able to find a sufficient number of research studies on the same subject in the Jumia context.

1.8       DEFINITION OF TERMS

Consumer:a person who purchases goods and services for personal use.

Sentiment: an attitude, thought, or judgement prompted by feeling

Attitude:a settled way of thinking or feeling about something.

Advertising: the activity or profession of producing advertisements for commercial products or services.

REFERENCES

Aaker, David 1997. Building Brands Without Mass Media. Harvard Business Review Jan-Feb p. 39- 50

Barwise, Patrick & Strong, Colin 2002. Permission-based mobile advertising. Journal of interactive marketing 16:1 p. 262-269

James, Timothy L. & Griffiths, Kathleen & Smyrnios, Kosmas X & Wilson, Bradley 2004. Mobile marketing: the role of permission and attitude on purchase intentions. Paper presented at ANZMAC Conference http://smib.vuw.ac.nz:8081/WWW/ANZMAC2004/CDsite/papers/James1.pdf [Accessed 11.6.2009]

Jun, Jong Woo & Lee, Sangmi 2007. Mobile media use and its impact on consumer attitudes toward mobile advertising. International journal of mobile marketing 2:1 p. 50-58.

Lawer, Christopher & Knox, Simon 2006. Customer advocacy and brand development. Journal of Product and Brand Management 15:2 p.121-129

Leppäniemi, Matti 2008. Mobile Marketing Communications in Consumer Markets. University of Oulu, Faculty of Economics and Business Administration, Department of Marketing, Doctoral thesis

Maneesoonthorn, Chadinee & Fortin, David 2006. Texting behavior and its attitudes toward permission mobile advertising: an empirical study of mobile users’ acceptance of SMS for marketing purposes. International journal of mobile marketing 1:1 p. 66-72.

Rettie, Ruth & Grandcolas, Ursula & Deakins, Bethan 2005. Text message advertising: Response rates and branding effects. Journal of targeting, measurement and analysis for marketing 13:4 p. 304-312.

Tsang, Melody & Ho, Sun-Chun & Liang, Ting-Peng 2004. Consumer attitudes toward mobile advertising: an empirical study. International journal of electronic commerce 8:3 p. 65-78.

Urban, Glen (2004). The Emerging Era of Customer Advocacy. MIT Sloan Management Review Winter p. 77-82

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