COMMODITY SCHOOL OF MARKETING THOUGHT AND DEVELOPMENT OF ONLINE BUSINESS-TO-CONSUMER (B2C) ELECTRONIC RETAILING IN NIGERIA

S.O. AKINBODUN; B. N. DIXON-OGBECHI; P.K.A. LADIPO

S.O. AKINBODUN Department of Business Administration, University of Lagos, Lagos, Nigeria.
B. N. DIXON-OGBECHI Department of Business Administration, University of Lagos, Lagos, Nigeria.
P.K.A. LADIPO Department of Business Administration, University of Lagos, Lagos, Nigeria.

Keywords: Commodity, marketing thought, online Business-to-consumer, electronic retailing

Abstract

This paper examined the commodity school of marketing thought and its relevance to the development of Online Business-to-Consumer (B2C) electronic retailing in Nigeria with special reference to Jumia. This topic is researched because the use of the internet to carry out business in Nigeria is still in its infancy, therefore an understanding of how Commodity school of marketing thought evolved as a building block in the development of Online B2C can add to the knowledge base of both existing electronic retailers (Jumia) and that of prospective entrepreneurs looking forward to entering the electronic retailing market in Nigeria. Using the desk research methodology relevant past and current data were collected from journal articles, conference proceedings as well as marketing textbooks. A total of 158 materials were reviewed; out of which the qualitative approach was used to select a sample of 128 using the purposive sampling technique. These secondary sources of data were relied upon to generate the needed information required to provide answers to the research questions. This study established that the Commodity school of marketing thought is relevant to the development of Online B2C electronic retailing of Jumia in Nigeria.