DESIGN ANALYSIS OF CONSUMER PERCEPTION AND RESPONSE RATE TO LOCALLY MADE TEXTILE MATERIALS IN MAJOR BUSINESS DISTRICTS IN NIGERIA
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DESIGN ANALYSIS OF CONSUMER PERCEPTION AND RESPONSE RATE TO LOCALLY MADE TEXTILE MATERIALS IN MAJOR BUSINESS DISTRICTS IN NIGERIA
ABSTRACT
This study focuses on the design analysis of customer perceptions and reaction rates to locally created textile materials in Nigeria’s major districts. The survey included 200 consumers from Apapa, Lagos state.
The researcher employed questionnaires to collect data. The descriptive survey research design was used for this investigation. The survey included 133 respondents who were civil officers, businesspeople, businesswomen, or students. The acquired data were displayed in tables and analysed with simple percentages and frequencies.
Chapter one
INTRODUCTION
Background of the study.
Nigerians’ predilection for foreign-made goods is both worrisome and disturbing, especially given the impact on local industries. Some Nigerians believe that locally created items are inferior to imported and foreign-made goods in terms of quality and performance, to the point where some local producers have resorted to claiming foreign provenance for their products in order to remain competitive.
As our society evolves and gets more prosperous, newer social factors cause consumers to spend a greater portion of their income in ways that are markedly different from what occurred previously. Consumers desire to take advantage of the sophisticated and cutting-edge services that technology and business can provide (Achumba, 1996).
Textile means the malting of fabric. A fibre is a long, malleable hair-like structure that serves as the foundation for fabrics, whereas a fabric is a finished textile product. The most popular applications for textile items are clothes and home furnishings.
Aside from these applications, textiles are essential in manufacturing, agriculture, transportation, space exploration, health care, and other fields. Textiles in the form of clothes are one of Man’s three fundamental requirements, alongside food and shelter. Individuals determine their attitudes as expressions of feelings, beliefs, and behaviours.
Attitudes are frequently acquired via family and peer groups (Marshall, 2000). The author went on to say that as people mature, their opinions are shaped by their social and educational experiences.
It was also discovered that attitudes towards clothes tend to prioritise comfort, utility, conformity, economy, fashion, self-expression, and status. Mashall, Jacltson, Stanley, Mary, and Touchie (2000) defined attitude as having three components. They are emotional, cognitive, and behavioural. The affective component refers to one’s emotional feelings towards an object or entity.
Fabric choices can evoke a wide range of feelings or emotions. The cognitive part of attitude focuses on one’s beliefs regarding fabric. A person believes that textile fabric is vital but must be accepted due to societal norms.
Someone else may believe that textile fibre is the key to social standing, and that purchasing an attractive designer wardrobe will help them obtain prestige and recognition. The behavioural component of attitude is deduced from what the individual acts.
A teen may stay home from a party because she does not have the appropriate attire. Attitudes are expressed through the sorts of textile fabrics used and the behaviour displayed while wearing them.
Textile fabrics chosen have an impact on self-confidence. This is why people dress neatly for interviews and other significant occasions (Marshall 2000).
The contrast between the emotive, cognitive, and behavioural components of attitude should be highlighted since, according to Deaux and Wrightman (1988), these three components of one person’s attitude do not always correspond to those of another person’s attitude.
Foreign textiles (produced in Switzerland, China, India, Korea, and Holland) have dominated Nigeria’s textile market. Imported fabrics are of high quality and expensive.
The majority of medium and upper-class folks wear garments made of foreign materials. Nigerian-made textiles are preferred by lower-income residents who cannot afford the high-priced imported textiles.
To preserve its struggling textile industry, the Nigerian government has prohibited importation of all printed materials. Nigeria now has only 40 local textile factories, a fraction of the number that existed in the mid-1980s.
The government stated that it made the decision to defend the market from dumping, which occurs when exported items are sold below their usual worth.
It is about Nigeria’s survival. We, government personnel, shall now wear made in Nigeria textiles,” declared Jerry Gana, the then-information minister (http://news.bbc.co.uk/2/hi/business).
Statement of the Problem
Nigeria’s seeming preference for foreign-made items has been a key stumbling block in its efforts to grow its industrial sector. The most apparent embodiment of this problem is the seemingly intractable problem of smuggling, despite successive attempts by Nigerian governments to limit the indiscriminate entry of consumer goods.
Some notable initiatives to combat this prejudice against locally produced items include a prohibition on certain imports and concerted promotional calls to Nigerians to buy Nigerian-made goods on radios and televisions. In spite of this. Despite various efforts, the problem has mostly remained unresolved.
As a result, numerous local sectors have suffered, with the textile industry being particularly hard hit. Over a seven-year period, employment in this industry fell from 137,000 in 1997 to 57,000, an almost 58% decline. The figure fell significantly between 2003 and 2004.
This problem was exacerbated by the authoritarian Abacha military dictatorship’s complete and unthinking adoption of World Trade Organisation (WTO) standards in 1997. The condition remained constant even throughout General ABUBAKAR Abdulsalam’s reign. (Vanguard, 8/4/2006).
14 Poor quality locally manufactured goods, as well as snub appeals, contribute to Nigeria’s textile sector problems. Some locally created goods are of poorer quality when compared to their international counterparts.
No amount of patriotic slogans about made-in-Nigeria products has been able to change this trait among Nigerian consumers. It has persisted to the point where many retailers in Nigeria employ foreign tags or labels as a selling tactic, particularly to explain high product pricing.
OBJECTIVE OF THE STUDY
The study’s aims are:
To uncover the reasons why Nigerian customers prefer foreign-made textiles over locally-made textiles.
To identify the issues that consumers experience while deciding between imported and locally produced textile materials.
To determine if consumers have negative perceptions regarding locally created textiles.
Research hypotheses
To ensure the study’s success, the researcher developed the following research hypotheses:
H0: Consumers have no trouble choosing between international and domestically created textile materials.
H1: Consumers have no trouble choosing between international and domestically created textile materials.
H02: Consumers have negative perceptions of locally created textiles.
H2: consumers have positive perceptions of locally created textiles.
SIGNIFICANCE OF THE STUDY
The study will be extremely beneficial to students, the Ministry of Commerce, and the general public. The study will provide a clear insight into the design analysis of customer perception and response rate to locally produced textile materials in a major business district in Nigeria. The study will also function as a reference.
Scope and Limitations of the Study
The study’s scope includes a design analysis of customer perception and response to locally created textile materials in Nigeria’s key business districts. The researcher faces various constraints that limit the scope of the investigation;
a) AVAILABILITY OF RESEARCH MATERIAL: The researcher has insufficient research material, which limits the investigation.
b) TIME: The study’s time frame does not allow for broader coverage because the researcher must balance other academic activities and examinations with the study.
1.7 Definition of Terms
CONSUMER: Someone who buys products and services for personal use.
Perception is the organisation, identification, and interpretation of sensory information in order to represent and comprehend the supplied information or the environment.
A textile is a flexible material made of a network of natural or synthetic fibres. Yarn is made by spinning raw fibres such as wool, flax, cotton, hemp, and other materials into long strands. Textiles are created through weaving, knitting, crocheting, knotting or tatting, felting, or braiding.
1.8 Organisation of the Study
This research study is organised into five chapters for simple understanding, as follows:
The first chapter is concerned with the introduction, which includes the (overview of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms, and the study’s historical context.
The second chapter focuses on the theoretical framework that underpins the study, as well as a review of relevant literature. Chapter three discusses the research design and technique used in the study.
Chapter four focuses on data gathering, analysis, and presenting of findings. Chapter 5 provides a summary, conclusion, and suggestions from the study.
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