ENHANCING THE PROSPECT FOR THE ADAPTATION OF NETWORK MARKETING IN A DEVELOPING ECONOMY
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Date
2022-03-01
Journal Title
Journal ISSN
Volume Title
Publisher
Ilorin Journal of Human Resource Management
Abstract
This paper examines the prospect for the adaptation of network marketing in a developing economy. The debate on the introduction and adaptation of network marketing started some centuries ago, with marketing scholars debating the question on the acceptability of the concept and today the debate is continuing. This study attempts to assess the factors that account for the rather slow rate of the acceptance of network marketing in the Kano metropolis as a profession or an alternative source of income, using a survey research method. Two hundred and fifty (250) copies of the questionnaire were designed and analyzed for the sample respondents. The questionnaire was distributed to distributors in Kano metropolis. The findings revealed three key factors that contribute to why people fail to accept network marketing as a profession, a lack of understanding of the system, lack of awareness of the system, lack of trust believing it to be pyramid scheme. An understanding of the factors identified in this study will allow policymakers and organizations to direct efforts and resources most effectively and efficiently to increase network marketing business in the long run and encourage people to adopt network marketing. The conclusions are sufficient to demonstrate a need for wisdom in exploring means to create a better context for network marketing in the future. With this confidence, individuals of each company should have the desire to expand their network marketing companies globally because it raises revenue for the companies, the country of domicile and the individuals.
Description
Ilorin Journal of Human Resource Management is a publication of the Department of Industrial Relations and Personnel Management, Faculty of Management Sciences, University of Ilorin, Nigeria
Keywords
Multilevel Marketing, Traditional Direct Selling, Pyramid Scheme, Understanding, Trust
Citation
Liman, A.M., Bello, S.M., Kamselem, K.M. & Aliyu, M.O. (2022). Enhancing the prospects for the adaptation of network marketing in a developing economy. Ilorin Journal of Human Resource Management, 6(1), 120-128.