[PDF] Attitude of Consumers Towards Made in Nigeria Goods

The Attitude of Consumers Towards Made in Nigeria Goods

ABSTRACT

This project work was designed to study the attitude of consumers towards made in Nigeria goods with special reference to women world boutiques in the Enugu metropolis.  A survey was conducted in five (s) zones to obtain field data.

The objectives of the study were to find out the following.

1) The factor that influences the attitude of Nigerians towards made in Nigeria women’s weans

2) It the presence of foreign women’s wears affect the purchase of locally made ones

3) If locally manufactured women’s wear are not purchased due to their inferiority about foreign.

The following hypothesis was tested using chi-square at a 5% level of Significance.

H10:  Most consumers/buyers do purchase locally manufactured women wears due to their inferiority about foreign.

H11:  Most buyers do not purchase locally manufactured women wears due to their inferiority about foreign ones.

H2o: The presence of foreign women’s wears affect the purchase of locally made ones

H21: The presence of foreign women’s wear does not affect the purchase of locally manufactured ones.

H3o:  Social class influence buyers choice of women’s wear.

H31:  Social class does not influence buyers choice of women’s wear.

A lot of interesting results were obtained.

Firstly, most buyers do not purchase locally manufactured women’s wear due to inferiority about foreign competing brands.

Secondly, the presence of foreign women’s wear affects the purchase of locally made ones by reducing the number of its purchase.

Thirdly, social class does not affect the purchase of buyers of the afore-mentioned topic.

Another result was also obtained in addition to the above, such as the majority of buyers and dealers of women’s wear accepted/rated locally made women’s wear as poor.

In the recommendation, the following was recommended among others.

1) Our local manufactures should try as much as possible to improve the quality of their products by using high-quality raw materials and use of modern techniques and technologies to reduce the price

2) A will organized campaign should be carried out by the manufacturers association of Nigeria (MAN) to convince the public of the premier quality of the locally made product.

3) Textile manufacturers should try to make cost affordable to the manufacturers by reducing the manufacturing cost and hence selling price

4) Minimization or banning of importation of foreign women’s wears in Nigeria to reduce emphasis consumers lay on them.

A lot of limitations stood against this project, for example, inability to survey the entire state, high some of the money incurred, and insufficient time-restricted a more detailed job.

However, the researcher believes that this work will definitely help in understanding the subject matter better and also the result so obtained implemented will help in re-orienting the consumer’s attitude towards made in Nigeria goods in general.

TABLE OF CONTENT

TITLE PAGE

ABSTRACT

TABLE OF CONTENT

CHAPTER ONE

INTRODUCTION

Background of the study

Statement of problem

The objective of the study

Statement of hypothesis

Significance of the study

Scope and limitation of the study

CHAPTER TWO

REVIEW OF RELATED LITERATURE

CHAPTER THREE

RESEARCH METHODOLOGY

Sources of data

Framing f questionnaire

The population of the study

Sample size determination

Questionnaire allocation

Reliability and validity test.

CHAPTER FOUR

Presentation, analysis and interpretation of data

Testing of hypothesis

CHAPTER FIVE

Summary of findings

Recommendation

Conclusion

Bibliography

Appendices I and II

Questionnaire

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

To a large extent, the coming of foreigners into Nigeria contributed to the importation of wear including children and adult wear.  Formerly, these wears were for the colonial master, their facilities and few rich Nigeria that could afford them.  But as we go is accustomed to western culture, the search for imported goods became great.  This brought some manufacturers of these wears for instance Bata into our country.

Presently, our quest for western culture has led to the establishment of indigenous enterprises which are mainly located at Aba and Onitsha.  Though most of these goods are of high quality.  Nigerians are not satisfied with them, due to their inferiority complex, hence the name “Aba made” “Onitsha product” and so on.  If such persist, in no distance future, it will eradicate all effort being geared towards self-reliance.  It is in the light of this that the government embarked on a campaign to disabuse the mind of Nigerians from foreign goods; hence the establishment of structural adjustment program (SAP) in 1986 and organizing of made in Nigeria trade fair by the chamber of commerce.  The essence of this establishment are;

–  To increase our domestic production and encourage the consumption of them.

–  To bridge the gap between the rich and the poor.

However, this effort has achieved little as Nigerians continue to question foreign goods.  For instance, locally made children clothing cost about N600 while foreign cost the least N2000. also, Aba made shoes and bags can be bought at N700 whereas a foreign of the same design and even sometimes of the same quality will be bought for N200 and N300 respectively.  Despite the price variation, customers still purchase imported wears for themselves.  This has imposed problems on the nation since the money spent on their foreign wear could be diapered to other economic ventures thereby increasing the economy of the nation.

Nigeria an attitude towards made in Nigeria goods is poor that even second-hand foreign goods are regarded better off than first-class made in Nigeria goods.  If this trend continues at this rate, the most domestic enterprise will be shut down, hence affecting our economic development as unemployment will rise, therefore consumer attitude towards goods has to be given considerable thought.

Factors that influence consumers in their purchase decision is very necessary to be known by every organization.  To make it effective the concept of marketing that states that organisational effort has to be geared towards satisfying the needs and wants of consumers.  Therefore this research is aimed at investigating the attitude of consumers toward made in Nigeria goods.

STATEMENT OF PROBLEMS

There are both large and small scale firms that deals in women wear in Nigeria, and few of them are here in Enugu.  The increase in trend of these firms every year shows that there are different styles, brands and qualities of women wears.  However, the autonomy of these brands, imported ones is of the highest quality and costs so much that it dampens the desire of average Nigeria who finds it very difficult to meet up with the price.  Despite this, the importation of women wears continue to rise especially the second-hand ones.

Also, some of these products are being smuggled in without made difficulties, one can easily be inferred that increase in the importation of this wears is as a result of what it enjoys over the locally made ones.  If they are not being bought more than locally, made ones, there is bound to be a decrease in its trend as years roll by.  Since this situation is of economic malaise, it deserves attention and a solution.

Because technology originated from western people, many people associate their goods with quality.  Nigerians being one of those that want the best in most cases, prefer foreign goods to locally made ones.  This research work will find out to what extent this nation affect the demand for locally manufactured women wears and what justification consumers have for the preference it is true.  Also, this work will find out if the style and design of these wear meet the consumer’s needs and wants.

Marketing oriented companies base their marketing programme on consumer perception and demand intensity perception is the meaning a person attaches to a given situation based on the accumulation of the person’s experience.  This wears that a person’s behaviour is influenced by his understanding and interpretation of the given situation based on experience.  Hence, perception is observed as a key to value quality and price to be attached to it.

Therefore, this work will measure the perceived value and quality of locally, manufactured women wear is a similar problem to this research work.

OBJECTIVE OF THE STUDY

The presence of economic problems facing the Nigerian economy has not been very well for the local manufacturers.  This situation has been blamed on many factors of which the attitude of Nigeria towards the locally manufactured product is among.  The textile industry has suffered this predicament along with others, and this ugly situation is eating up the country’s economy seriously.  The government has been trying to solve this problem using different strategies.  To help the government find out the relevant causes of this problem, the research is expected to find.

–   The factors that influence the attitude of Nigerians towards made in Nigeria goods

–  If the presence of foreign goods affect the purchase of locally made ones

–  If locally manufactured goods are not purchased due to their inferiority about foreign.

–  The appropriate recommendation that will be beneficial to local manufactures of women wears

–  If family/families influence the purchase choice of the buyer.

RESEARCH HYPOTHESIS

With the knowledge of the observation of the business trend during the period, this investigation is carried out, it is hypothesized that;

1) Ho: Most consumers/buyers do purchase locally manufactured women wears due to their good quality about foreign.

Hi: Most buyers do purchase locally manufactured women wears due to their interiority about foreign ones.

2)  Ho: The presence of foreign women’s wear does affect the purchase of locally manufactured ones.

Ho: The presence of foreign women’s wear does not affect the purchase of locally manufactured ones.

3) Ho: Social class does influence buyers’ choice of women’s wear.

Hi: Social class does not influence buyers’ choice of women’s wear.

SIGNIFICANCE OF THE STUDY

It is always right to do the most important thing first.  This is exactly the case in marketing where marketers beings all they are doing with an understanding of the consumer.  Why do marketers always start with trying to understand the consumer?  Is it right or logical that they should pay much attention to the consumer?

The answer to the last question is a big “Yes” the research for saying so is that all that the marketer does is aimed at giving satisfaction to the consumers.  Marketers attached so much importance to the consumer because they know that everything they do in marketing and business is done because of him.  They realize that without the consumer there will be no business.

They believe that business flourishes and grows if consumer patronage is retained through giving him satisfaction. The marketer elevates the consumer to the highest level or point by even calling him a “King”.

The textile industry is one of the major industries that facilitate development in Nigeria will need to be revitalized if true that its quality is inferior to foreign ones.  But if it is not so, consumers will be made to understand that the quality of Nigeria made textile is just the same as that of foreign.  Also, buyers will be made to understand whether the quality of foreign women’s wear outweighs or matches the cost attributed to it.