AN ASSESSMENT OF E SHOPPING PREFERENCE AND AWARENESS: THE CASE OF UNDERGRADUATE STUDENTS OF IBRAHIM BADAMASI BABANGIDA UNIVERSITY LAPAI, NIGER STATE, NIGERIA

Abdulrahman Ali Shuaibu

Department of Business Administration,

Ibrahim Badamasi Babangida University Lapai

Email: aliabdulrahman211@gmail.com

ABSTRACT

The internet has immensely fast tracked the pace, ease, and scope of communication and business in the world today thereby reducing geographical barriers that once existed in retail trading. Online shopping is a system of trading carried out over the internet with little or no face to face contact with the buyer and seller. Increased adoption rate of online shopping is attributable to increased access to internet and the benefits inherent in online shopping system. In Nigeria, the widespread availability of internet enabled devices has improved internet access, online shopping, its awareness and preferences. The resulting effect of this on the conventional system is expected to be adverse. These effects are less obvious in Niger state and it is in light of this that the study sought to evaluate Awareness and Preference for online shopping in Niger state. To achieve this, a survey research design method was adopted utilizing a structured questionnaire with 5-points Likert scale. Using multi-phase sampling method, the population and sample of the study consisted of undergraduate students of Ibrahim Badamasi Babangida University Lapai, Niger state. Statistical tools such as relative frequencies, percentages, means, standard deviations, Pearson’s correlation and Chi-Square statistic were used to describe and analyze the data via Statistical Package for Social Sciences (SPSS 22). The study found and concluded that, most respondents have never experienced online Shopping. It also found that respondents have high awareness level, moderate preference level, a moderate relationship between awareness and preference, and statistically significant evidence was not found to conclude that there is no difference in preference levels among those who have used and those who have not used the system. The study thus recommended that online vendors improve their security measures, privacy policies, and also simplify the shopping process in order to reduce cases of fraud, boost confidence and win the trust of customers. Also recommended is a comprehensive awareness campaign by vendors to further educate consumers about the system in terms of its, benefits as well as how to use Online Shopping system.