Jumia Digital Marketing Practices and Management of Consumer Purchase Behaviour

Abstract

The study focuses on the effect of Jumia digital marketing practices on the management of consumer purchase behaviour. The study adopted the survey research method. The population of the study was four hundred 400 online customers of Jumia Nigeria in Asaba, Delta State. A workable sample size of 200 was derived using the Taro Yamen's formula. The stratified sampling technique was adopted in this study. The data that was collected was used for the analysis while hypotheses were tested using multiple regression. Findings revealed that website design has a significant influence on consumer purchase behaviour. Communicative packaging power has a significant influence on consumer purchase behaviour. The study concludes that that consumer's management purchase behaviour expectations are on product uses and communication about its products and services to the online customers who are the ultimate users. Therefore the task of communicative packaging power is to deliver the right message to meet the buyer's needs and emotional desires for purchase. The study recommends that Jumia should employ good protective product packaging that will be appealing to customers to stand out against competitors.