Application of Commodity School of Marketing Thought to Electronic Retailing in Nigeria: A Case Study of Jumia

"This study examines the application of commodity approach to electronic retailing in Nigeria with special reference to Jumia. The study is necessitated in order to assist the electronic retailers and prospective entrepreneurs to have better understanding on how commodity approach can be applied to electronic retailing activities by studying Jumia. Both qualitative and quantitative research design was employed in this study. Online survey was employed as data collection method by sampling 192 respondents using convenience sampling technique. The data collected were analyzed using descriptive statistics on SPSS (Version 23.0). The findings show that application of commodity approach to electronic retailing in Nigeria is evident in Jumia with emphasis on its products classification, promotion activities, distribution strategy as well as its retail strategy"