Dis-intermediation and its effects (impacts) in the marketing of consumer products.  A case of developing economy-Nigeria

OKO, A. E. NDU;  Ph.D

Senior Lecturer in Marketing, Abia State University, Uturu Nigeria

Email: a.e_nduoko@yahoo.com

Accepted 13 May, 2013

Abstract

Nigeria consumer product marketing as a sub-sector of marketing is characterized by complex phenomena of poverty, lack of awareness, technology naiveness among others. These do not encourage the adoption of (e-marketing) dis-intermediation. This exercise that studies the impact of dis-intermediation on the marketing on consumer product in developing economy sourced, and collated data based on descriptive research principles from producers, middlemen and consumers and analyzed same. Findings include possible decline in sales volume based on dis-intermediation principles, increase in cost of market offer, un-affordability of infrastructural bases for e-marketing among others. This work recommends the integration of the consumer cooperative society principles in the dis-intermediation system and enhancement of consumer education on e-marketing as well as the introduction of governmental policies that are capable of reducing the cost of business operations.      

Keyword: Dis-intermediation, e-marketing, Consumer product, Developing economy, Nigeria.