Online Sales Promotion and Patronage of Online Stores: A Study of Jumia and Konga

Abstract The purpose of this study was to find out the extent to which the online sales promotion activities carried out by online stores had influenced Uyo residents patronage of goods and services offered by these stores. A sample size of 400 respondents was chosen for the study using the Taro Yamene’s sample size formula. The research design for the study was survey and the questionnaire, the instrument used for data collection. Data were analysed using tables and percentages and the hypothesis raised in the study was tested using the chi-square. The research findings reveal that the awareness and acceptance level of online shopping among Uyo residents was high but that did not translate to patronage as only 35% of the respondents shopped online while 65% did not shop online. Findings further reveal that despite the huge sales promotion activities engaged by online stores, respondents did not show much positive inclination towards patronising what the stores offered. Only 13% of the respondents admitted to shop online because of sales promotion activities. Also, many customers (65%) still worried about engaging in shopping online due to some fears associated with lack of trust for online merchants, fear of product quality, lack of trust for the internet, fear that their goods would not arrive on time, difficulty in reporting or returning faulty products and price sensitivity issues among others. Hence, it was recommended that online stores should open liaison offices across the states where customers’ complaints could be lodged and received directly. This will help boost customers confidence and trust for online stores and the products they offer. Again, there is need for online businesses to seek more creative and innovative ways to win customers’ trust and loyalty. Keywords: Online stores, Sales promotion, Internet shopping, Consumer patronage, Online stores credibility