Consumer Attitude Towards Made in Nigerian Products (a Study of Aba Made Leather Works)
CHAPTER ONE
OBJECTIVES OF THE STUDY.
This research therefore aims at;
- Identifying the factors that are responsible for 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.
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
INTRODUCTION:
This is a framework which specifies the method and procedures employed in carrying out the research. It specifies the sources of data, procedures for data collection, sample size determination, sampling procedure as well as method or technique employed in the analysis of the data.
CHAPTER FOUR PRESENTATION AND ANALYSIS OF DATA
INTRODUCTION
This study was designed to determine consumer response made-in- Nigeria leather. Consumer questionnaire were constructed and administered, out of 385 Questionnaires distributed to resident in different parts of Aba metropolis, a total of 364 were returned.
To properly analyze consumer response to made-in Nigeria leather, comparative analysis was conducted to properly identify consumer response to made-in-Nigeria leather putting into consideration its competition with foreign leathers.
The data derived in the Questionnaire were presented in the tabular form. To properly analyze the tabulated data, cross tabulation was used to enable the researcher identify data, cross tabulation was used to enable the researcher identify the relationship between the variables. This is to further help in testing the hypothesis to determine whether a relationship really exist or not, in the tabulated data.
CHAPTER FIVE
SUMMARY OF FINDINGS ,RECOMMENDATIONS AND CONCLUSIONS.
SUMMARY OF FINDINGS.
Having sourced the relevant data for this study using questionnaires, analyzing them and further using them to test the hypothesis formulated. The following major findings were made and summarized as follows:-
- There is a significant difference between the quality of made in Nigeria leathers and that of foreign leather. Most of the consumer respondents 72.5% of them perceived a significant difference in their quality .Most of them rating made in Nigeria leather as being relatively lower in quality
- There is a significant difference between the price of made in Nigeria leather and that of foreign leather Most of them 78% of them perceive a significant difference in their prices. Majority of these respondents rating the prices as being relatively lower.
- There is a significant difference between the colour and design of Made in Nigeria leather and that of foreign leather .204(55.5%) rated the colour and design of made in Nigeria leathers as being better than that of foreign leathers, 98(26.9%) rated it as being the same while 64(17.6%) rated the colour and design of foreign leathers as being better than that of Made in Nigeria leather.
- Current fashion style influenced consumer ‘s purchase of made in Nigeria leather 262(72%) of the respondents claimed that the current fashion styles encouraged their purchase o f made in Nigeria
CONCLUSIONS
Based on the following findings ,the following conclusions could be drawn.
- The quality of made in Nigeria leather is lower than that of foreign leather
- The colour and design of made in Nigeria leather could be said to compete favourably with that of foreign leather
- The current fashion style that promotes and encourages traditional African style influenced the purchase of made in Nigeria leather
- Consumers perceived the quality of made in Nigerian leathers as being relatively lower and this discouraged their purchase of made in Nigeria leather to a large
Recommendations
In addition to the empirical findings but based on the analyses of the critical focus areas, detailed recommendations should be made on the following:
Local Market Environment and Governmental Policies: Smuggling seems to be a major set back in this area. The government should implement imports of African prints initiated by the Federal Government on September 1st 2002.
A temporary task force should be set up to monitor imports and smuggling activities and arrange seizures. Periodic assessments should be made to assess the progress made in implementing the ban
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