EXTENT OF UTILIZATION OF E-MAIL MARKETING TECHNOLOGY BY SMALL AND MEDIUM SCALE BUSINESS OPERATORS IN ABIA AND ENUGU STATES, NIGERIA

Abstract

This study determined the extent of utilization of e-mail marketing technology by small and medium scale business operators in Abia and Enugu States using descriptive survey research design. One research question and a hypothesis were developed to guide the study. The population for the study consisted of 272 selected registered Small and Medium scale Enterprises (SMEs) in Abia (160) and Enugu (112).The entire population of 272 registered SMEs were studied, hence, there was no sampling. The instrument for data collection was a 10-item structured questionnaire titled: “Extent of Utilization of E-mail marketing Questionnaire (EUETO). The instrument was validated by three experts; the reliability of the instrument was ascertained using Cronbach Alpha reliability technique which yielded an overall of 0.89. Data for the study were collected by the researcher and research assistants. Out of the 272 copies of the questionnaire administered to the respondents, 253 copies were duly completed and retrieved which indicated a high rate of return of 93%. The data collected were analyzed using mean scores and standard deviation for answering the research question while the hypothesis was tested using the t-test statistics at 0.05 level of significance. The findings of the study showed that the level of utilization of e-mail marketing technology for marketing products and services by small and medium scale business operators is low. There was no significant difference in the mean rating of the responses of SMEs operators on the extent of utilization of e-mail marketing technology by small and medium scale business operators in Abia and Enugu States. Based on the findings, the study recommended that federal and state government should adopt the various e-marketing technologies and package them into the training programme of the intending SMEs operators and the existing ones in order to enhance technology adoption for better marketing practice and economic sustainability. Stakeholders such as Nigerian Educational Research and Development Council (NERDC), National Commission for Colleges of Education (NCCE) and National University Commission (NUC) in -charge of education reform and development in the country should be provided with the findings of this study to strengthen the curriculum of Business education in tertiary institutions in the country. There should be a collaborative effort of both the body of SMEs with Cooperate Affairs Commission and Ministry of Commerce and Industry to plan a periodic seminar/workshop to create more awareness on the relevance of technology adoption for better e-marketing practice in Nigeria.