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ABSTRACT
This study was aimed Measuring the Effectiveness of Online Shopping and Consumer Behaviour Toward Online Shopping in Nigeria The objectives of the study include to examinethe effectiveness of online shopping in Nigeria, and to identify the factors affecting online shopping in Nigeria.
The population of the study comprised of some students in University of Benin. Data were collected using the questionnaire which the researcher administered face to face to the respondents. 100 copies of questionnaire was administer to the respondents. The analysis was based on the data obtained from responses to the questionnaire administered. The questionnaires was first checked for complete responses and edited wherever necessary. Coding and analysis of the collected data was done using the Statistical Package for Social Sciences (SPSS) v.20 computer software.
It was concluded that customer relationship marketing plays a significant role in the industry. Based on the research findings, customer relationship marketing plays a crucial part in any SMEs and in the industry as a whole. As a result of that, SMEs owners and managers who want to be successful in the industry should pay great attention to customer relationship marketing.
