Consumer Attitude Towards Made-in-Nigeria Products (a Study of Aba-made Leather Works)

Consumer Attitude Towards Made-in-Nigeria Products (a Study of Aba-made Leather Works)

Chapter One

OBJECTIVES OF THE STUDY

This research therefore aims to;

Identifying the factors that are responsible for the low patronage of Made in Nigeria leather
Identifying the factors militating against the growth of the local leather
Identify the factors that influence consumer response to Made in Nigerianleather
Proffer solutions on how to solve the problems militating against Made in Nigeria leather

CHAPTER TWO

LITERATURE REVIEW

INTRODUCTION

This chapter is aimed at identifying, reviewing, analyzing and appraising previous studies, works, theories, opinions and comments that have some significance to the study.

THE CONCEPT OF CONSUMER BEHAVIOUR

Ifezue (1997) opined that product-buying motives may be defined as all impulses, desires and consideration of the consumer which induces the purchase of goods and services.

So, rather than creating or producing products and later hard-selling them to consumer, the marketer must first find out what the consumer needs or wants. The knowledge of who the consumer is, helps the marketer in finding out why, what, when and how consumers buy and the array of factors which influence them. We see from all these view points that the objective of consumer orientation is the delivery of consumer satisfaction. That is why a renowned marketing scholar, Philip Kotler, advocates, “looking at business with the eye of the consumer”. The societal and environmental concept preached that every businessman or organization owes an obligation to the society it operates. The concept calls upon marketers to balance company’s profits, consumer wants satisfaction with society interests.

A quick look at the various concepts discussed, one can easily conclude that the concept mostly practiced by Nigeria markets is the selling concept. Most of them believe that consumers if left alone will not buy enough of their company’s products, they therefore advertise and promote products just to dispose off company’s goods without giving consideration to what the consumer actually needs.

The term “Consumer behaviour” has been viewed from many vantage points by various authors. A consensus seems to be a mirage. The study of consumer behaviour as “those acts of individuals directly involved in obtaining and using economic goods and services, including the decision process that precede and determine those acts”. This definition throws light to the subject matter, but does not give fuller meaning of the subject. However, Achumba (1996) respectively seem to have wider acceptance.

Achumba (1996) defined consumer behaviour as, “the activities people engage in actual or potential use of market items whether products, services, information or ideas”. William (1982) defined consumer behaviour as, “all purchases related activities, thoughts and influences that occur before, during and after the purchase itself as performed by buyers and consumers of products and services and those who influence the purchase”. The above definition embraces others and went further to include influences on the consumers.

The forces that influence the consumer are grouped into two: namely, psychological and environmental forces. The psychological forces consist of attitude, learning, perception, personality and self-concept. On the other hand, the environmental forces influencing the consumers comprise culture family, social class, group influence, economic; otherwise. Circumstances, socialization, education, promotional communication and price relationship.

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