A CRITICAL ASSESSMENT ON FACTORS INFLUENCING CONSUMER PATRONAGE OF ONLINE-BASED BUSINESSES IN CAMEROON

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

The development of internet technology has improved our everyday routines and lives (Isohella et al., 2017). It has also changed how businesses work around the world (Kim et al., 2019). In a similar vein, the internet has provided opportunities for new forms of communication and information access as well as a new channel for businesses and individuals to communicate (Kumar & Dange, 2022). Similarly,the internet is changing how people buy things and get services, and it's become a big deal globally. According to Hsieh et al. (2018), the internet has affected our daily lives more than ever before. Our daily routines are moving from physical places to the online world. Jush and Ling (2019) describe online shopping as buying stuff or services on the internet. Nowadays, lots of business is happening online, making life easier for many people. Online retail is becoming a big part of economies worldwide, and more and more people trust buying things online. E-commerce is getting better and better, making online shopping more comfortable for users.

Fundamentally, one of the key components of the internet era is electronic commerce, or e-commerce, which is the buying and selling of products and services via the internet (Gabriel et al., 2016; Omotayo & Omotope, 2018). It is obvious that e-commerce is quickly developing into a profitable business management strategy throughout the majority of the world (Fayad & Paper, 2015). However, there has been a noticeable movement in customer behavior toward online shopping due to the growing trend of e-commerce.

People are being enticed to shop online, especially in the retail sector, by the abundance of bargains and sales available on various e-commerce websites (Singh et al., 2018). 

However, because of its complexity, lower-middle income nations' online purchasing systems are still in their infancy and should be taken into account. Thus, a thorough grasp of the variables influencing customers' online purchase behavior is essential to comprehending the phenomenon of online shopping (Rahman et al., 2018). Internet shopping is not very common in some regions of Cameroon, even though the country's internet usage and technological adoption are growing quickly.Therefore, a survey will be conducted to critically assess on factors influencing consumer patronage of online-based businesses in Cameroon.

1.2 Statement of the Problem

Online business, has grown significantly in recent years despite the current state of uncertainty in the global economy. However, lots of people are online all the time, and they could potentially buy things there. Since there are so many sellers, it's really important for businesses to understand what customers want and need in this competitive online market. In online shopping, because there's no face-to-face interaction, it's crucial to figure out what factors influence customers. People also have new expectations when they shop online. Thanks to technology, customers can easily find information about products through the internet, which makes shopping more convenient. This is something online sellers can use to keep customers coming back. So, it's super important to meet customer demands to keep them happy. Past research has looked at what makes people shop online, but there haven't been many studies comparing different online stores. How people shop online, what they choose to buy, and why they make those choices is key for online businesses to succeed in this competitive environment(Nelson, 2022). Furthermore,  (2020) states that for online businesses to remain competitive, there is a need  to know the effective ways on how to satisfy their consumers needs and wants. Hence, it is in the light of these that the study seeks to critically assess on factors influencing consumer patronage of online-based businesses in Cameroon.

1.3  Objectives of the Study

The main purpose of this study is to critically assess on factors influencing consumer patronage of online-based businesses in Cameroon. Specifically, the study will;

Find out the extent online marketing influences consumer purchase intention of online-based businesses in Cameroon.

Find out the extent online marketing stimulates consumer patronage of online-based businesses in Cameroon.

Analyze the major factors influencing consumers patronage of online-based businesses in Cameroon.

1.4 Research Questions

The following questions have been prepared for the study:

To what extent does online marketing influence consumer purchase intention for online-based businesses in Cameroon?

To what extent does online marketing stimulate consumer patronage of online-based businesses in Cameroon?

What are the major factors that influence consumer patronage of online-based businesses in Cameroon?

1.5  Research Hypothesis

H0: There is no significant influence of factors on consumer patronage of online-based businesses in Cameroon.

Ha: There is a significant influence of factors on consumer patronage of online-based businesses in Cameroon.

1.6  Significance of the Study 

The findings of this study will help marketing professionals know how to effectively target and attract consumers in the online marketplace. Additionally, government agencies and policymakers who are interested in promoting e-commerce growth will have an understanding of the regulatory environment for online businesses. Also, consumers will have an insight to factors that influences their decisions when purchasing goods or services online. Further more, subsequent researchers will use it as a literature review. This means that other students who may decide to conduct studies in this area will have the opportunity to use this study as available literature that can be subjected to critical review. Invariably, the result of the study contributes immensely to the body of academic knowledge with regard to the factors influencing consumer patronage of online-based businesses in Cameroon

1.7 Scope of the study 

The scope of this study is boarded on the factors influencing consumer patronage of online-based businesses in Cameroon. Empirically, this study will find out the extent online marketing influences consumer purchase intention of online-based businesses in Cameroon, find out the extent online marketing stimulates consumer patronage of online-based businesses in Cameroon and analyze the major factors influencing consumers patronage of online-based businesses in Cameroon.

Geographically, the study will be delimited to youths of Yaounde, Cameroon.

1.8 Limitation of the study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. In addition, there was the element of researcher bias. Here, the researcher possessed some biases that may have been reflected in the way the data was collected, the type of people interviewed or sampled, and how the data gathered was interpreted thereafter. The potential for all this to influence the findings and conclusions could not be downplayed. 

More so, the findings of this study are limited to the sample population in the study area, hence they may not be suitable for use in comparison to other schools, local governments, states, and other countries in the world.

 1.9 Definition of Terms

Consumer: an individual that purchases goods or services for personal use or consumption, typically as the end-user in the supply chain. According to Investopedia, "A consumer is the end user of a product or service. The one who pays to consume the goods and services produced. 

Patronage: refers to the support, encouragement, or sponsorship provided by a consumer.

Online business: any commercial activity conducted over the internet, including buying, selling, marketing, and servicing customers through digital platforms.

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