BLACK FRIDAY MARKETING STRATEGY AND CONSUMER LOYALTY CASE STUDY OF ONLINE SHOPPERS IN NIGERIA

Abstract

This study reviews Black Friday marketing as a potent promotional strategy in boosting and increasing sales and particularly, as it affects consumer loyalty amongst online shoppers in Nigeria.

Despite the growing popularity of Black Friday (BF) shopping, there has been paucity of research work on shoppers‘ motivations, experiences and behaviors particularly in emerging economy as Nigeria.

The purpose of this study is to find out the effects of Black Friday marketing strategy on consumer loyalty in Nigeria using a broad range of constructs, namely, cognitive capital, relational capital, social influence, social identification, social convenience and perceived customer value to gauge the experiences of shoppers, as it relates to consumer loyalty.

Online survey, self administered questionnaire was applied to carry out this study. Sample size of 643 was drawn from a population of 1286 of the online retailers data platform under focus, namely Jumia, Konga and Slot. These online retailers actively participate in Black Friday shopping in Nigeria over the last decade. Primary and secondary sources of data collection were employed in the course of this study.

The Stimulus - Organism - Response (S.O.R) was the focal theoretical framework adopted for this study anchored within the context of Woodworth model. (1928), highlighting how the organism handles the relationship between the stimulus and response with the different mediating mechanisms operating in the organism. The constructs as earlier mentioned were used to hypothesize and test the relationships that exist between each of the other six constructs and consumer loyalty using Pearson Correlation coefficient statistical tool.

Research methodology utilized in this study was made through quantitative and qualitative descriptive design and inference. The philosophy of the study was embedded in the epistemological fact that consumer loyalty is implicitly integral with retailers‘ propensity for consumer loyalty.

From the findings of this study, all other constructs as enlisted in this study, have significant and positive effects on consumer loyalty amongst Black Friday shoppers in Nigeria except Social Influence that has no significant impact.

Summarily, the findings have instructive managerial implications for retailers towards planning and implementing strategies that would positively impact on their sales and more importantly sustaining the loyalty of their customers.