ATTITUDE OF CONSUMERS TOWARDS MADE IN NIGERIAN GOODS
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ATTITUDE OF CONSUMERS TOWARDS MADE IN NIGERIAN GOODS
Chapter one
INTRODUCTION
Background of the study
To a considerable extent, the arrival of white men in Nigeria facilitated the importation of clothing, particularly children’s and adult clothing. Previously, these garments were reserved for the colonial masters,
their facilities, and the few wealthy Nigerians who could buy them. However, as we became more used to Western culture, the need for imported items increased. This lured certain producers of similar garments, such as Bata, into our country.
Our yearning for Western culture has resulted in the formation of indigenous firms, the majority of which are based in Aba and Onitsha. Although the majority of these products are of outstanding quality.
Nigerians are dissatisfied with them due to an inferiority complex, hence the names “Aba made” and “Onitsha product” and so on. If this trend continues, it will eventually eliminate any efforts aimed at self-reliance.
In light of this, the government launched a drive to disabuse Nigerians of imported goods, resulting in the introduction of the structural adjustment programme (SAP) in 1986 and the organisation of a made-in-Nigeria trade exhibition by the Chamber of Commerce. The essence of these establishments is:
– Increase domestic output and consumption.
– To close the gap between the wealthy and the poor.
However, this effort has yielded minimal results, since Nigerians continue to ask for imported items. For example, locally made children’s apparel costs around N600, whereas overseas stuff costs the least at N2000.
Aba-made shoes and bags are also available for N700, although imported shoes and bags with the same design and, in some cases, quality may be purchased for N200 and N300, respectively.
Despite the price differences, buyers continue to purchase imported clothing for themselves. This has caused problems for the nation because the money spent on foreign clothing may be diverted to other economic activities, thereby strengthening the nation’s economy.
Nigeria’s attitude towards made-in-Nigeria goods is so negative that second-hand foreign items are considered better than first-class made-in-Nigeria goods.
If this tendency continues at its current rate, most domestic enterprises will be closed, impacting our economic development as unemployment rises, thus consumer attitudes towards goods must be carefully considered.
Every organisation has to understand the factors that influence consumers’ purchasing decisions. To make marketing effective, an organization’s efforts must be directed towards meeting the needs and desires of its customers. As a result, the purpose of this study is to look at consumers’ attitudes towards Nigerian-made products.
Statement of Problems
There are both large and small-scale enterprises that deal with women’s clothing in Nigeria, and a number of them are located in Enugu. The rise in popularity of these companies each year demonstrates that there are various styles, brands,
and characteristics of women’s clothing. However, these foreign brands are of the best quality and cost so much that the average Nigerian finds it difficult to match the price. Despite this, imports of women’s clothing, particularly secondhand items, continue to climb.
Also, because some of these products are smuggled in without difficulty, it is easy to conclude that the growth in importation of these garments is due to the advantages they have over locally created ones.
If they are not purchased in greater quantities than locally produced items, the trend is likely to reverse as time passes. Because this is an economic crisis, it deserves to be addressed and resolved.
Because technology developed in the Western world, many people equate their products with quality. Nigerians, being among those who desire the finest in most circumstances, prefer imported items over locally manufactured ones.
This study will look into how much this country influences demand for locally manufactured women’s clothing and what reasons buyers have for preferring it.
In addition, this research will determine whether the style and design of these garments fulfil the needs and desires of the consumers.
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