Full Project - AN ASSESSMENT OF THE CONSUMERS’ BEHAVIOUR ON NIGERIAN

Full Project – AN ASSESSMENT OF THE CONSUMERS’ BEHAVIOUR ON NIGERIAN PRODUCTS

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CHAPTER ONE

1.0 INTRODUCTION

1:1 BACKGROUND TO THE STUDY

Since 1914, when the unification of southern and northern Nigeria took place, Nigerians were taught or made to think that our cultural heritage or standards were not desirable, and as such we should renounce them and adopt to those of our colonial master Britain, The influence of this brainwashing has gone deep into the culture so much so that its impact on our methods of thinking, and form of wearing is immense (Komolafe & Ahiuma Young, 2004):

Before the merger, Nigeria’s many ethnic groups had their unique styles of clothing, employing the indigenous materials, such as calico, Akwete, Sanyan Gwado, skins and Skins, and so on. Though the move from Calico hides and skin, etc to cotton and refined wool fabrics as clothes is a well coming progress.

The bulk of cloth used presently is made from cotton or synthetics woven into fabric in big textile mills. Generally, consumers in Nigeria prefer foreign products over manufactured in Nigeria goods, the case of textile materials follow the same tendency (Kolawole, 1982). (Kolawole, 1982).

The foreign textiles (Swiss-made, china manufactured, Indian made, Korean made and Holland made) has dominated the Nigerian textile market. Imported textiles are of excellent quality and extremely costly. The bulk of the middle and higher class folks utilize foreign materials for their outfits. Nigerian manufactured textiles is patronized by the lower class folks solely owing to its reduced cost and cannot afford the highly expensive international textiles.

Recently the Nigerian Government prohibited importation of all printed textiles in order to safeguard its own faltering sector. The number of domestic textile manufacturers in Nigeria decreased to barely 40, a fourth of the number in the mid 1980s.

The administration stated it adopted the move in order to defend the market from dumping when exported items are offered below their regular worth. It’s an issue of the existence of Nigeria. We, as government employees, shall henceforth wear textiles manufactured in Nigeria,” remarked Jerry Gana, the country’s former communications minister (http:

bbc.co.uk/2/hi/business/news/bbc.co.uk/2/hi/business) (Malhhotra and Birks, 2020). The ban he said will help to develop the Nigerian economy through:

Creating more employment opportunities when the textile industry within the country is revived.
Improving the optimum usage of resources within the country.
Self-reliance and independence.

This study will evaluate the behavior of consumers towards made-in Nigeria – textile materials within the period 2001 – 2005

1.2 STATEMENT OF THE PROBLEM

A major problem that has bedeviled Nigeria in her effort to develop her industrial sector is the apparent preference by Nigerians for foreign made goods. The most immediate manifestation of this problem is the seemingly intractable problem of smuggling in the face of various attempts by governments of Nigeria to curtail the indiscriminate importation of consumer goods. Some of the major attempts to check this discrimination against locally made goods include the ban on certain imports, the concerted promotional appeals to Nigerians to patronize Nigerian made goods in radios and televisions (Nigeria news line, 2001).

In spite of these. And other efforts, the problem has largely remained unsolved. The consequence has been a decline in various local industries, with the most adversely affected being the textile industry. Employment in this industry decreased from 137,000 jobs in 1997 to 57,000 in or by almost 58 percent in a period of seven years. The figure has gone further down between 2003 and 2004. This problem is compounded by the wholesale and uncritical adoption of the word trade organization (WTO) rules by the despotic Abacha military dictatorship in 1997. The situation remained unchanged even during the regime of General ABUBAKAR Abdulsalam. (Vanguard, 08/04/2020) ².

Poor quality of locally manufactured goods and snub appeals contribute to the problem of the textile industry in Nigeria. Some locally manufactured, goods are inferior in quality compared with their foreign counter parts.

No amount of patriotic slogans about made in Nigeria goods has been able to correct this trait in Nigerian consumers. It has persisted to the extent that many retailers in Nigeria use the foreign tags or labels as a selling tool especially in justifying high product prices.

Discrimination by Nigerian consumer is greatest in the textile industry. Nigerians, tend to ignore locally made materials in preference for imported materials. This negative attitude towards home made products contribute to the economic development of advanced countries and relegate cultural

heritage of the country in various fields of arts to the background³.

1.3 RESEARCH HYPOTHESIS

A hypothesis is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. For example it may be a tentative statement about relationship, between two or more variables as stipulated by the theoretical framework or the analytical model ⁴

Hypotheses are guides for the investigator in the entire process of research endeavor and they keep the researcher on the main line of his study. They tend to serve as assume answer to his principal questions, the correctness of which he assess in the course of the study. Hence, for the purpose of this research to be achieved, the following hypothesis will help in verifying the research, statement.

HYPOTHESIS I

^HO1. Consumers do not exhibit favorable or positive behavior towards made-in Nigeria textile materials.

^Ha1: Consumers exhibit favourable or positive behavior towards made-in-Nigeria textile material.

HYPOTHESIS II

^HO2. Consumer’s perceptions of made-in-Nigeria textile materials do not influence their behaviour towards the products.

^Ha2. Consumer’s perception of made-in-Nigeria textile materials influence their behaviour towards the products.

1:4 OBJECTIVES OF THE STUDY

The primary objective of this study is to evaluate the behavior of consumers towards made in Nigeria textiles materials within he period of 2001 to 2005. To achieve this the following secondary objectives will also be considered.

To identify the reasons for preferences of consumers in Nigeria for foreign made textiles to locally made textiles.
To identify the problems being faced by consumers in choosing between foreign and locally made textile materials.
To examine the impact of the preference for foreign textiles on Nigerian economy.

1:5 SCOPE OF THE RESEARCH

This research study is limited to the behavior of consumers towards made- in- Nigeria textile materials, within the period 2001-2005.

Efforts were made to determine the reasons for the preference or otherwise since the ban on importation of textiles in Nigeria. The research will cover a period of five years (5) beginning from 2001 to 2005.

1.6 JUSTIFICATION OF THE STUDY

This research work has become more pressing and highly justified as Nigeria is on the threshold of industrial revolution. It is also note worthy to mention the fact that such study has hitherto been rarely undertaken. The rate of smuggling textile materials, into this country is alarming. Thus, the little foreign reserve the country has are being siphoned to foreign countries thereby providing employment opportunities for countries abroad. Where as, one of the major problems currently facing the country is unemployment. Hence, if the textile industry in Nigeria enjoys good patronage at home, the firms in this industry will operate with full capacity, thereby creating job opportunities for the citizens.

This research is also necessary because it will serve as a good reference material for future scholars and research and even to Nigerian policy makers.

1:7 LIMITATIONS OF THE STUDY

Just like any other human endeavor, this research work entails a lot of constraints. But the two major constraints or limitations the researcher encountered are: –

Time constraint limited the areas covered by the researcher.
The researcher Encountered a lot of difficulties in gathering information, for many consumers took the researcher to be a custom official or secret security intelligence agent.

1:8 PLAN OF THE STUDY

This research work consists of five chapters. The first chapter consists of the Background of the study, the statement of the problem objective of the study, Justification for the study, the research hypothesis, plan, scope, and limitations of the study and definition of relevant key terms.

In. realization of the need for adequate theoretical background, the second chapter deals with the review of existing literature. The literatures consists of information’s gathered from written sources such as textbooks, magazines, journals and websites / Internet.

The third chapter presents the research methodology adopted. Hence it describes methods of data collection and data analysis techniques adopted for the successful completion of the research work.

The fourth chapter’s deals exclusively on the data presentation and analysis. This contains the major work done by the researcher.

Finally, the fifth chapter ends the study by giving a summary and conclusion, and making the necessary recommendations for better performance in the industry.

1:9 DEFINITION OF RELEVANT TERMS

ASSESSMENT: To assess or form an idea of the amount, quality or value off somebody or something.(Hornby,A.S.2001).

CONSUMER BEHAVIOR: this is defined as the dynamic interaction of affect and cognition, behavior, and the environment by which human, beings conduct the exchange aspects of their lives. (Peter.J.P and Olson.J.C, 2005)

MARKETING: This is the process of planning and executing the conceptions, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organizational objectives.(AMA,1985)

TEXTILE: A type of cloth or woven fabric.

ATTITUDE: It is defined as a person’s overall assessment of a concept. In other words, it is a way of thinking or feeling about someone or something.(Peter.J.P and Olson.J.C.2005)

IMPORTATION: Action of bringing goods or services into a country from aboard.

PREFERENCE: opportunity of Prior choice or claim, a greater liking – giving of priority or advantage to one person, object over others.(Hornby,A.S,2001)

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Full Project – AN ASSESSMENT OF THE CONSUMERS’ BEHAVIOUR ON NIGERIAN PRODUCTS

Full Project – AN ASSESSMENT OF THE CONSUMERS’ BEHAVIOUR ON NIGERIAN PRODUCTS

Full Project – AN ASSESSMENT OF THE CONSUMERS’ BEHAVIOUR ON NIGERIAN PRODUCTS

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