ATTITUDE OF NIGERIANS TOWARDS MADE IN NIGERIA PRODUCTS

BY

OLAOYE JUMOKE MARY

1922410074

A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE AWARD OF NATIONAL DIPLOMA IN MARKETING

DEPARTMENT OF MARKETING

FACULTY OF MANAGEMENT SCIENCE

OSUN STATE COLLEGE OF TECHNOLOGY

ESA OKE

SEPTEMBER, 2021

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 TITLE PAGE

ATTITUDE OF NIGERIANS TOWARDS MADE IN NIGERIA PRODUCTS

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 CERTIFICATION

This is to certify that this project titled, “ATTITUDE OF NIGERIANS TOWARDS MADE IN

NIGERIA PRODUCTS.” Written by Olaoye Jumoke Mary

, with registration number 1922410074 is original and has not been submitted in part or full for

any other diploma or degree of this college or any other similar institution.

____________________
Olaoye Jumoke Mary
1922410074
(Researcher)

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 APPROVAL PAGE

This project titled “ATTITUDE OF NIGERIANS TOWARDS MADE IN NIGERIA

PRODUCTS.” Written by Olaoye Jumoke Mary
with Registration Number 1922410074 has been certified and approved as meeting the standard
required in partial fulfillment for the award of National Diploma (ND) in Marketing of Osun
State college of Technology.

______________________ _________________
Mr Raji Ali Tobi DATE
(SUPERVISOR)

______________________ _________________
DR. O. M ASHABI DATE
(HEAD OF DEPARTMENT)

______________________ __________________

EXTERNAL EXAMINER DATE

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 DEDICATION

This project is dedicated to the Almighty God and my parent, Mr. and Mrs. Olaoye for
their parental role and support towards the successful completion of this project and my
programme as a whole. I pray the Almighty God will give you the grace to reap the fruits
of your labour. (Amen).

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 ACKNOWLEDGEMENT

My regards to my parents Mr. and Mrs. Olaoye for supporting me morally and financially right
from the day i was born.
I appreciate my siblings for their brotherly and sisterly love
My gratitude also goes to my able supervisor, Mr. Raji Ali Tobi and all marketing lecturers who
have imparted a great deal of knowledge on me
I appreciate all my friends who have contributed to my success.
Finally and most importantly, my greatest gratitude goes to almighty God for his infinity mercy
on me. I just want to say thank you Baba.

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 ABSRACT
This study investigates the impact of sales promotion on patronage. Primary data, collected
through questionnaire were used for the study. Simple sampling technique consisting of
purposive and random sampling methods was used to select 60 customers of P & G in Lagos.
From the 60 copies of the questionnaire distributed, 50 were retrieved. Data collected were
analyzed using descriptive and inferential statistics including tables, frequencies, percentages,
and chi square. The study finds that majority of the customers sampled believe that winners of
the star prizes announced or advertised in promos are most times pre-determined, and that sales
promotion is a tool for exploiting unsuspecting consumers, which negatively influence their
believability of the promos, their future participation, and patronage of the brand. Results also
show that sales promotion has a positive impact on patronage
Keywords:Advertising, Coupons, Customers, Discount, pack, Patronage.

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 TABLE OF CONTENTS

Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Content vi-viii

CHAPTER ONE
INTRODUCTION
1.1 Background of the study 1
1.2 Statement of problem 2
1.3 Objective of the study 3
1.4 Research Questions 3
1.5 Research Hypothesis 3
1.6 Significance of Study 4
1.7 Scope of the Study 4
1.8 Limitations of the Study 4
1.8 Historical Background of PZ Cussons 5
1-9 Definition of Terms 7
Reference 8
CHAPTER TWO
LITERATURE REVIEW
2.1 Conceptual Framework 9-16
2.2 Theoretical Framework 16-17
2.3 Empirical Framework 18-20

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 Reference 21

CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Introduction 23
3.1 Restatement of Research Questions 23
3.2 Restatement of Research Hypothesis 23
3.3 Research Design and Method 24
3.4 Characteristics of the Study Population 24
3.5 Sampling Design and Procedure 24
3.6 Description of Research Instrument 24
3.7 Validation of Research Instrument 25
3.8 Statistical Analysis Procedure 25
3.9 Limitations of Methodology 25
Reference 26
CHAPTER FOUR
4.0 Data Analysis and Presentation 28
4.1 Analysis of Respondents According to Demographic Analysis 28-32
4.2 Presentation and Analysis of Data According To Structured Part 33-42
4.3 Testing of Hypothesis and Interpretation 42-46
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary of Findings 47
5.2 Conclusion based on Findings 48
5.3 Recommendations 49
5.4 Limitations 49
5.5 Suggestions for Further Studies 49

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Bibliography 51
Appendix I 52
Appendix II 53

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 CHAPTER ONE

1.0 Introduction

The study intends to looks at the attitude of Nigerian towards made in Nigeria products.
This is the introductory aspect of the research work. It address issues such as background
of the study, statement of the problem, objective of the study, research question, research
hypothesis, significance of the study, scope and limitation of the study, definition of
terms as well as historical background of the company.

1.1 Background to the Study

Attitude refers to the general and relatively enduring evaluations people have of other
people, objects, or ideas. These overall evaluations can be positive, negative, or neutral,
and can vary in their extremity. For example, one individual might view exercise in a
mildly positive way, whereas another might be wildly positive, and another might be
somewhat negative. Individuals can hold different attitudes about very broad or abstract
constructs (e.g. freedom) as well as very concrete and specific things (e.g. a particular
brand of chewing gum), that is, people tend to act favourably toward things they like (e.g.
marriage, music) and unfavourably toward things they do not like (Church, 2017; Petty,
2019).

Interestingly, people are not necessarily aware of the basis of their attitudes. For example,
people can believe that their attitudes are based primarily on cognition when they are in
fact based on affect, and both meta-and-structural bases of attitudes influence how people
respond to making choices between locally made and imported goods (Petty 2019).
Consumers, in making choices among goods and services, have to evaluate what it is that
they want. In other words, they have to look at their total complex of wants decide how
far they are going to go in satisfying their wants for shelter and protection, how far they
are going to go in satisfying their wants for food, their want for contact with social
groups, their want to be fashionable and so on, within the limits of their resources.

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The decisions of consumers have at least three aspects: First, they have to make decisions
as to which wants are to be satisfied; secondly, they must decide the degree to which each
want is to be satisfied and third which combination of goods and services is to be
acquired from the whole array available? (Bivens 2015).

This study explores the attitudes of Nigerians towards made in Nigeria production of
goods. The study specifically investigates the perceptual/attitudinal dispositions of
Nigerians towards made in Nigeria goods in the context of their class, sex, age and other
social differentials and whether the attitudes are influenced by the perceived cognition of
the qualities and other traits of locally manufactured goods and imported goods.

1.2 Statement of Problem

In times of economic crisis, people’s attitudes towards investing and spending money are
changing. While the financially worse off consumers tend to buy cheaper products, such
as private labels, non-branded or even ‘‘fake goods’’, rich consumers on the other hand
invest more in products on the opposite end of the price scale by spending more on
luxury goods (Penz, Schlegemilch and Stottinger, 2016 as cited in KaslKollmannova,
2016).

The lifestyle of Nigerians has changed and are still changing in tandem with globalizing
World. Today, what seem to be in vogue is ability or capability to buy goods especially
imported goods of all kinds and this is a form of measurement of status symbols of the
rich and middle class.

Hence, the Nigerian markets are flooded with foreign made goods of all kinds –
beverages, clothes, fabrics, processed foods, electronic gadgets, shoes, Jewries and a host
of others. Most of these goods are ‘’tokumbo’’ ‘fairly’ used supposedly repacked from
the dumps in charity stores all over metropolitan centres in Europe, Asian nations, the
U.S.A, North and South Africa. The desire and craze for these foreign goods are alarming

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and Nigeria has unarguably become a dumping ground for all kinds of goods. But the
question is why the preference for foreign goods and disdain form locally manufactured
goods?

1.3 Objectives Of The Study

The aim of this study is to examine the attitude of Nigerians towards made in Nigeria
products but the specific objectives include to:
i. To identify the relationship between made in Nigeria goods and attitude of
Nigerians.
ii. To identify compelling factors that influence purchase intention of Nigeria made
goods.
iii. To examine how socio-demographic variables such as age, sex, income,
occupation, etc. affect consumers’ attitude towards made in Nigeria production.
1.4 RESEARCH QUESTIONS

This study was guided with the following questions:

i. What is the relationship between made in Nigeria goods and attitude of Nigerians?

ii. What are the compelling factors that influence purchase intention of Nigeria made
goods?

1.5 RESEARCH HYPOTHESES

The following hypotheses were used to evaluate or test the data collected for the study:

H0. There is no relationship between made in Nigeria goods and Nigerian attitude.

H1. There is a relationship between made in Nigeria goods and Nigerian attitude.

H0. There is no significant difference between quality of goods and attitude towards
made in Nigeria product.

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H2. There is a significant difference between quality of goods and attitude towards
made in Nigeria product.

1.6 SIGNIFICANCE OF THE STUDY

This study is embarked upon to determine the attitude of Nigerian toward made in
Nigeria the stimulation of economic growth in the study area knowing the contribution
and role the manufacturing company plays will make the government, private and
individuals appreciate them more.

The study will also reveal the problems the production businesses facing as well as
proffer solution that will assist the owner of a business organization in getting the best
form its production businesses.

1.7 SCOPE OF THE STUDY

The scope of the study is Wacot Limited with emphasis to the Attitude of Nigerians
Towards made in Nigeria Production, problems, challenges, prospects and way forward.
1.8 LIMITATION OF STUDY
The following will be a limitation to the study;

 Time: the available time to carry out this research is relatively short, this pose a
lot of limitations to the work.
 Material: At present, there are only literature materials available on this topic, this
pose constraint to the work.
 Finance: Lack of adequate funds will also be limitation to the study.

In addition, the pandemic situation of the economy (COVID 19) has also been an
hindrance in getting the full information to the study. However, despite this limitations,
was able to achieve these objectives.

1.9 Historical Background Wacot Limited

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 West African Cotton Co. Ltd. is a subsidiary company of Tropical General
Investments Limited, a reputed group founded by European investors. The group is
well diversified into Agro Allied, manufacturing and trading operations in Nigeria,
Benin Republic and Ghana. The Group has invested in two modern ginneries, one
at Funtua, Katsina state and Gombe state. Both companies have extended generous
support in terms of finance, improved seeds and other natural and logistics to
farmers over the years.

The company also contributes to the development of cotton production zones by the
way of various farmer oriented scheme. The company processes agric produce such
as seed cotton and sesame seeds, which are sold in the local and international
market.

Agriculture in Nigeria contributes more than 30% of GDP, thus it is the largest
contributor to the Nigerian economy. Rapid growth in agriculture is essential for
broad based economic growth thus, requiring sound use of science and technology
embodied in improved seed, fertilizers, crop protection products and other
agronomic practices. However, without an efficient and cost effective supply of
these inputs at the farm gate, science based growth in agricultural productivity
cannot be achieved.

As on today, agriculture input market is fragmented and under developed in

Nigeria. The private sector has the potential to supply agricultural inputs in a cost
effective manner.

To help develop efficient distribution system and supply quality and new agric input
products in the country, West African Cotton Co. Ltd, has embarked on a bold step for
accelerated agricultural growth and development by promoting science based agriculture
among millions of small farmers by supplying quality Agri inputs.

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With a slogan on our lips "OUR ENDEAVOR - A HAPPY AND PROGRESSIVE
FARMER" the company has more than 20 crop protection products [Insecticides,
Herbicides, and Fungicides] on ground, which reach the farmers at the required time
through a well-defined dedicated dealers network throughout the country.
For proper and better use of crop protection products, the company is working closely
with community based farmer group's and various national and international non- govt
organisations.

1.10 Definition Of Terms

 Segmentation: This is a process of splitting a heterogeneous market into
homogenous market.
 Attitude: This is a favourable or unfavourable behaviour of an individual or group
towards an object or class of object inn a given situation
 Barter:.This is a process of exchanging goods for goods .
 Consumer behaviour: This can be referred to as the way in which consumer acts
or behave towards a product.
 Marketing concept: This is a philosophy that advocates consumers’ satisfaction;
it aims at achieving the aim of consumers being satisfied.
 Citizenry: Person who has full right in a state either by birth or by gaining such
right.
Revamp: This is the process of reconstructing something from its old from to a
new form.
 Ban: This is the process of restricting or stopping the importation of a product.
Inferior: This is when something is lower in importance or quality.
Franchise: This is a special right given by public authorities to a person or a
company.

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 REFERENCE

Bivens, G. E. (2015) Attribution Theory Approach Journal of Consumer Research, 4(1),

29–38.

Church, A.T. (2017). Implicit theories and self-perceptions of traitedness across cultures
Journal of Cross- Cultural Psychology 37(6) 694-716.

Gloria, V. & Ernest, O. U (2018). Commons Attribution-Non Commercial-No Derivs

License Mediterranean Journal of Social Sciences.9 (3). 56-78.

KaslKollmannova, D. (2016) ‘‘Fake Products’’ “Fake Products? Why Fake Products?

Why Not? Attitudes toward the Consumption of Counterfeit Goods in CEE as
Shown on the example of Slovakia Central European Business Review Research
Paper Volume 1(2), 23-28.

Penz, E.; Schlegemilch, B.B. & Stottinger, B., (2016) Voluntary purchase of counterfeit
products: Empirical evidence from four countries Journal of International
Consumer Marketing 21(1) 67-84.

Petty, R.E. (2019). Persuasion and Attitude Change in T. Mallon & M.J. Lerner (Eds.)
Comprehensive Handbook of Psychology (2nd Ed) New York, John Wiley &
Sons.

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 CHAPTER TWO

LITERATURE REVIEW

In this chapter, an attempt shall be made to review current and past works of scholars and
researchers on the relevant research variables.

2.1 CONCEPTUAL FRAMEWORK

According to Lehman (1979) in Igbinovia and Ugiagbe (2016) the determinants of value
are the attributes of a product that create value to the consumers. Those attributes go
beyond the tangible characteristics of the product, involving also the augmented product.
The process of identifying the determinants of values then involves finding which
attributes are the most important to the consumers. Determinants of value can also be
seen as products attributes that might differentiate one brand from another, when a
consumer is choosing between one or more products (Krosnick, 2018). A consumer’s
overall evaluation of a product accounts for the most of his/her attitude and also the
attributes of the products that usually affect the purchase behaviour of people are: Quality
of the products. This is perhaps the most compelling factor that influence people attitude
towards goods in all nations of the world. Goods of high quality always compel
consumers to go for them, and consequently the demand for the good. Secondly, variety
is the spice of life hence the more assorted the goods the higher the demand and positive
attitude for the good by the consumers. A good knowledge of the goods quality will
always endear consumers to go for them. The goods by affinity will always attract people
hence some high quality manufactured goods are always in high demands all over the
world. Another important factor is the price of the product and this is also predicated on
the status of consumers. Cheap goods will attract the attention of the poor and lower class
members of the society while the rich will always go for expensive goods because they

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have taste and class consciousness. Lastly, availability of goods and past experience
about some goods greatly influence the attitude of consumers towards the goods

 Attitudes Towards Made In Nigeria And Foreign Products

The undeveloped countries of the world share many things in common, one of which is
the presence of weak and struggling infant industries. The Nigerian situation and scenario
is no exception. With a defunct agricultural sector, a feeble manufacturing sector, the
country no doubt has very few products bearing the “Made in Nigeria” label: and like
many under developed nations, consumers have a declining purchasing power yet still
maintain apathy for indigenous products and having all other things being equal would
avoid their purchase (Okechukwu & Onyemah, 2015). The resounding assertion and
consensus of extant literature that consumers located in the developing and undeveloped
economies are less approving and approbatory of domestic products than they are of
goods with a foreign Chief Operating Officer (Ettenson, 2013; Okechukwu & Onyemah,
2019). Cordell (2014) also asserts that the preference for domestic products in the
underdeveloped economies falls very short when compared to the huge acceptance of
their imported counterparts. Also, in Nigerian context, the Chief Operating Officer effect
is not only in objective terms but also in perceived terms. In other words, products
generally from Nigeria are viewed with negative impressions even though it may not be
true for some objectively (Okechukwu & Onyemah, 2019). However, general experience
shows an exception in the manufacturing of electric cable brands made in Nigeria, which
are preferred to most imported brands. For example, many Nigerian consumers in Nigeria
believe that imported electric cables from Korea are of lower quality than the cables
made in Nigeria such as Niger chin and CableMetal (Asiegbu, 2014). In spite of the
generally poor perception of Made in Nigeria brands, these locally produced electric
cables have be accepted based on their superior quality as confirmed by their long years
of technical performance by experts.

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While the Nigerian case is dire, indeed very dire, it is noteworthy to highlight that the
emerging economies of the world such as India and China were once greatly plagued by
these consumer prejudice towards domestic products (Okechukwu & Onyemah, 2015),
however through a proper understanding of the factors and the adoption of proper
measures it has been drastically reduced.

 Customer Satisfaction

In order to have a complete understanding of customer loyalty, it is vital to undercover

the notion of customer satisfaction. There has been a growing focus on the understanding
of customer satisfaction in literature and scholarly articles as satisfaction is greatly linked
to customer loyalty. “Satisfaction refers to the utility or feeling of satiety that the
customer derives from the purchase and consumption of a product” (Khan, 2014).
Satisfaction resulting from a service/product has so much to do with customers‟
anticipations. In the circumstances where the stream of supply of a company is in
agreement with the customers‟ anticipation, this equals satisfaction, in this case,
satisfaction will be at maximum and even greater once the stream of supply with the firm
surpasses anticipations. In other words, customer satisfaction is an important evaluation
of the company‟s product based on the dissimilarity that may occur between the
predetermined anticipations and the definite performance of the services/goods provided.
Satisfaction is defined as the confirmatory attitude that consumers display when
consuming a specific service/product (Kumar et al., 2015). Customer satisfaction is also
an imaginative mental process and thoughtful appraisal that the consumer offers to the
present performance of a company‟s services/products. Uninterrupted satisfaction forms
trust in the customer and this in turn leads to customer loyalty.

Satisfaction is usually classified into two broad categories namely: social satisfaction and
economic satisfaction (Geyskens & Steenkamp, 2014). Social satisfaction rises from the
consumers‟ appraisal of the psychological benefits derived from their affiliation with a
company. In variance, the economic satisfaction stems from the appraisal of the
economic dividends that is the value for money derived from the customer‟s affinity with

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a company. Some existing literatures argue very strongly that there is a direct effect that
customer satisfaction brings to bear on customer loyalty (Bodet, 2018; Khan, 2017).

2.2 THEORETICAL FRAMEWORK

 Information Integration and Accessibility Diagnostic Theories

The information integration theory asserts that the consumer decision as regards the
purchasing of a product is arrived at through a total appraisal of the product by allocating
and tagging to each product feature:

(1) a mark based on quality

(2) its impact or significance(Dmitrovic & Vida, 2017).

The accessibility-diagnostic model makes a good attempt at deciphering “why a different

rating even in the same attribute causes different influence (different judgment-weight) in
consumer evaluations” (Jo, Nakamoto & Nelson, 2016).

Accessibility has to do with the ease with which information can be retrieved from
memory whereas diagnosticity pertains to the “ability of an input (i.e. an information cue)
to slave a particular judgment task, such selecting a specific model or brand within a
product category” (Dmitrovic & Vida, 2017). Aboulnasr (2016) asserted that the more
analytical an attribute is, the more of help it is to the customers as they make overall
evaluation on the performance of the product.

Accessible information such as the country stereotype is not utilized the evaluative
procedures so far as the diagnostic information available is more than the accessible
information (Feldman & Lynch, 2018). In other words diagnostic information usually
overshadows accessible information when it is more available than accessible
information.

However, it follows that the converse is the case, in situations where the alternatives i.e.
when the consumer is low on diagnostic information, he/she relies more on the accessible
information which may be prior beliefs in the memory of the consumer and this what

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he/she bases his/her judgment upon. Jo, Nakomoto, and Nelson (2014) opined that the
cues for evaluation that are highly familiar (accessible) carry superior weight than those
which are not familiar and distinct. For example, they assert, that a brand like Sony TV,
which has a strong household brand name is less likely to be affected by its country of
origin than a less popular brand such as Fisher TV. The consumers thinking of
purchasing Fisher TV do not have so much to rely on as the brand name is unfamiliar
hence they most likely will seek country of origin as a signaling cue (Jo, Nakomoto, &
Nelson, 2014).

 Categorisation Theory/ Category Learning Theory

The categorization theory is one of the very vital theories as it pertains to country of
origin and it offers vital insights into the inner mechanisms of product nationality as a cue
for the decision making procedures, for customers. The theory asserts that consumers
categorize and classify products into various categories or strata (Aboulnasr, 2016). The
categories are fabricated either centered on objective standards (cues) or on subjective
standard. While objective criteria relate to accurate features of a product category (such
as material, size and weight), the subjective standards are usually exemplified by certain
perceived stereotypes that customers have about the category of the product which may
be “all German automobiles are superior” (Dmitrovic & Vida, 2014). The categorization
theory also asserts that consumes learn explicitly or implicitly about various nationalities
of brands, products and organizations (i.e. firms) and this learning may be unintentional
or intentional but is no doubt substantial (Dmitrovic & Vida, 2014). Implicit learning
relates to the understanding of the product attributes from the country of origin, for
example, associating first-class leather shoes with Italy or classic and exquisite wines
with France. Explicit learning whereas has to do with word-of-mouth, product labeling,
advertisement and consumers experiences with various brands and product
categories/classification (Dmitrovic & Vida, 2014).

However, it is the resounding report and acknowledgement of extant literature that the
majority of consumers‟ learning is actually incidental, unintentional and unstructured

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hence resulting in information bias and imperfect knowledge (Aboulnasr, 2016;
Dmitrovic & Vida, 2014). Samiee, Shimp, and Sharma (2015) argued that the country of
origin of a product carries less weight than most of extant literature has claimed. The
authors developed a measure which they called Brand of Origin Recognition Accuracy
(BORA), they argued that the Chief Operating Officer information is more relevant in
consumers‟ evaluation of some products and less relevant in others. For instance, for
some product categories say expensive wrapped goods, the information may be more
diagnostic and accessible as opposed to the inexpensive or cheap packaged goods for
which the country of origin cue may be non-diagnostic.

Balabanis and Diamtopoulos (2018) made use of the category learning theory and
asserted that most of the extant literature that have made use of this theory have missed
the point as they concentrated on inference (internal knowledge transfer) rather than on
the actual classification and categorization. According to Balabanis and Diamtopoulos
(2018) the difference between inferences and actual classification is that in the course of
making inferences, the consumers knowledge is limited to a particular i.e. single product
category or country category (for example, Germany as a country/ German automobiles)
rather than accounting for the various other product categories and attempting to make
comparisons and differentiations between that product category and others.

2.3 EMPIRICAL FRAMEWORK OF THE STUDY

Omotayo (2014) in is research on the Analysis of Nigerian Consumers’ Perception of

Foreign Products presents the results of a survey of Nigerian consumers’ perception and
attitude towards foreign made products. The focus of the study is the source of
information in evaluating a product; the evaluation of specific product dimensions used
by Nigerian consumers in their assessment of different product categories. The results
show that Nigerian consumers perceive foreign made products as more reliable
technologically advanced, stylish and competitively priced than the Nigerian products.
More importantly, the most common product information sources are advertising and
words of mouth. The managerial implication and limitations of the study are examined.

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Imoh and Glory (2018). The Effect of Product Attributes On Consumers’ Attitude
Towards Made-In-Nigeria Textiles in South-South Zone of Nigeria. This research studied
product attributes and consumers’ attitude towards made-in-Nigeria textiles in the south-
south zone of Nigeria. It examined the effect of product quality and brand value
{classified as intrinsic variables of product attributes) on consumers’ attitude towards
made-in-Nigeria textiles in the south-south zone of Nigeria. A survey design was used in
gathering the needed data for this study. Copies of questionnaire were self-administered
to a sample of four hundred (400) consumers. Descriptive statistics was used in the
application of percentages and other statistical procedures. Multiple regression analysis
was used to establish and measure the cause-effect relationship between product
attributes and consumers’ attitude. The results revealed that there is a significant
relationship between product quality, brand value and consumers’ attitude towards made-
in-Nigeria textiles. The study recommended that good quality textiles should be produced
with good texture and neat finishing. It was also recommended that made-in-Nigeria
textiles should have good brand names that are easy to pronounce, remember, meaningful
and well packaged with the right information. Good name and image should be secured
by the production of good textiles to aid in improving the nation’s economy. Finally,
made-in-Nigeria textiles should be presented with unique features like durable quality in
order to attract high customer-based brand equity and enhance strong consumers’ loyalty.

Iyiola, Borishade, Ogunnaike, Kehinde Falola, Omotoyinbo and Ogazi (2018) Attitude
Of Customers Towards Made In Nigeria. The primary duty of any nation is to seek
secured sustained economic growth in other to be independent and must also put
structures in place to ensure that importation is reduced, and local resources are
effectively utilised in the production process. However, when citizens of a nation do not
consume products produced in their country, it may lead to economic disaster. The
globalization of world trade has led to local markets being flooded with many foreign
made products; hence, widening the range of alternatives of consumers and as well
increasing the competition in local markets while grave threats are posed to the
marketability and sales of locally made products. Over the years, the Nigeria

24
manufacturing sector which includes the textile industry as a subset has been afflicted
with intermittent power supply, huge scale under-use of manufacturing capability and a
poor and unhealthy customer patronage of locally produced products. Based on these
premise, this study seeks to investigate why there are low patronage of made in Nigeria
goods by its citizens. Two hundred and two (202) copies of questionnaire were
distributed to respondents in Lagos. Data were analyzed using regression analysis for the
hypothesis testing. The result reveals that quality of made in Nigeria products is a major
factor for consumers at F = 143.078, β= 1.004 and p=.000. In conclusion, it is
recommended that Nigerian manufacturers must strive for excellence in quality of made
in Nigeria product with respect to their textile products and brands in order to compete
successfully against foreign competitors Millenial Consumer Syndrome in a Developing
Nation: Exploring the Attitude of Nigerians to Locally Made Goods

Gloria and Ernest (2018), today the Nigerian consumer seems to be undergoing a shift in
terms of personality, buying motives, interest, attitudes, beliefs, and values when he or
she opts for imported rather than locally made goods. This study empirically explores the
attitude of Nigerians towards locally made goods in Benin Metropolis,

Edo State, Nigeria. The study adopted the survey research design and both quantitative
and qualitative sources of data collection were employed. A total of 420 questionnaires
were administered to the research participants using the stratified random sampling
method but 400 questionnaires were eventually used for analysis because 20
questionnaires were rejected for mutilations. The data collected were analyzed with aid of
inferential statistics and variables were cross-tabulated. The findings revealed that the
effects of band wagon, peer influence and the belief that foreign goods are superior in
quality to locally manufactured goods because of their high level of durability make
Nigerians to crave for foreign goods. This has far reaching socio-economic impact on the
quest to bring about sustainable development in Nigeria. Recommendations on how to
remedy the situation were made in order to positively influence Nigerians ‘attitude to
locally made goods.

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SUMMARY OF THE CHAPTER

In conclusion of the above literatures, it is clear that the attitude of Nigerians towards
made-in Nigeria products reviews could nonetheless be limited. First, Attitudes Towards
Made In Nigeria And Foreign Products

The undeveloped countries of the world share many things in common, one of which is
the presence of weak and struggling infant industries. The Nigerian situation and scenario
is no exception. With a defunct agricultural sector, a feeble manufacturing sector, the
country no doubt has very few products bearing the “Made in Nigeria” label: and like
many under developed nations, consumers have a declining purchasing power yet still
maintain apathy for indigenous products and having all other things being equal would
avoid their purchase
The resounding assertion and consensus of extant literature that consumers located in the
developing and undeveloped economies are less approving and approbatory of domestic
products than they are of goods with a foreign Chief Operating Officer.

The categorization theory is one of the very vital theories as it pertains to country of
origin and it offers vital insights into the inner mechanisms of product nationality as a cue
for the decision making procedures, for customers.

The Effect of Product Attributes On Consumers’ Attitude Towards Made-In-Nigeria

Textiles in South-South Zone of Nigeria. This research studied product attributes and
consumers’ attitude towards made-in-Nigeria textiles in the south-south zone of Nigeria.
It examined the effect of product quality and brand value {classified as intrinsic variables
of product attributes) on consumers’ attitude towards made-in-Nigeria textiles in the
south-south zone of Nigeria.

26
 REFERENCES

Abdulnasr, J. K. (2016). The state of Nigerian Textile Industry past and present: A
memorandum by Nigerian Textile Manufacturers’ Association to National
Economic Intelligence Committee (NEIC).

Asiegbu, D. O. (2014). Nigerian textile industry: A tool for actualizing economic stability
and national development. European Journal of Business and Social
Sciences, 4(8), 331-344.

Bodet, O. (2018). Dynamics of female buying behaviour: A study of branded apparels in

India. International of Marketing Studies; 4(4), 121-129.

Dmitrouvic, P. O. & Vida, K. K. (2017). Attitude of university students towards made in-
Nigeria textile products. African Journal of Scientific Research, 5(1),256-
272.

Ettenson, Y. R. (2014). A study on attributes influencing the purchasing behavior of

apparel consumers in organized outlets. African Journals of Business
Management, 6(45), 11294-11303.

Feldman, J. O. & Lynch, M. J. (2018). Marketing management: Strategies and cases.

Enugu: Institute of Development Publishers.

Geyskens, J. U. & Steenkamp M. F. (2014). A study on attributes influencing the

purchasing behavior of apparel consumers in organized outlets. African
Journals of Business Management, 6(45), 11294-11303.

Gloria, J. U. & Earnest, F.J. (2018). Consumer behaviour. Enugu: J.T.C. Publisher

27
Igbinova. C. W. & Ugiagbe, C. (2016) Marketing London: Thomson SouthWestern.

Imoh, R. A. & Clory, P. A. K. (2018). The preference gap: Ghanaian consumers’

attitudes toward local and imported products. African Journal of Business
Management, 3(8), 350-357.

Jo, P. M., Nakomoto, W.D., & Nelson, E.J. (2016). Basic marketing: A marketing
strategy planning approach. Mexico City: McGraw-Hill.

Khan, M. A. (2017). An investigation of hoteliers’ attitudes toward the use of social

media as a branding tool. International Journal of Marketing Studies; 4(4),
93-105.

Krosnick, G. S. (2018). Consumer Behaviour. New York: Prentice Hall.

Okechukwu, D. & Onyemah, M. (2015). Marketing. New York: McGraw-Hill Guangshu,

C. (2009). Total quality management in supply chain. International Business
Research, 2(2), 82-85.

Omotayo, B. C. (2014). Prospects of marketing made-in-Nigeria products in the global

market. European Journal of Social Sciences, 16(2), 175-183.

Samiee, M. V. & Shimp, S. S. & Sharma P.V. (2015). Brand origin: Conceptualisation
and review in Journal of Consumer Marketing, 3(13), 58-64.

28
 CHAPTER THREE
RESEARCH METHOLOGY
3.1 INTRODUCTION

This chapter details the research methodology with emphasis on research questions,
research hypothesis, research design, characteristics of the study population, sampling
design and procedure, description of research instrument, validation of research
instrument, statistical analysis and procedure, limitation of methodology and coding
procedure.

3.2 RESTATEMENT OF RESEARCH QUESTIONS AND HYPOTHESES

3.2.1 RESEARCH QUESTIONS

It is in view of the above problems that the following questions arise:

i. What is the relationship between made in Nigerian goods and attitude of
Nigerians?

ii. What are the compelling factors that influence purchase intention of Nigerian
made goods?

3.2.2 RESEARCH HYPOTHESES

H0. There is no relationship between made in Nigeria goods and Nigerian attitude.

H1. There is a relationship between made in Nigeria goods and Nigerian attitude.
H0. There is no significant difference between quality of goods and attitude towards
made in Nigeria product.
H2. There is a significant difference between quality of goods and attitude towards
made in Nigeria product.

29
3.3 RESEARCH DESIGN

Research design is a systematic plan for collecting data in order to provide answers to
specific questions. It is a plan, structure and strategy of investigation which guides the
collections and analysis of data in a piece of research (Fagbohungbe, 2014). This are
usually in two forms.

3.3.1 PRIMARY DATA

The primary data will be collected by use of a questionnaire whereby one

questionnaire will be given to each of the sampled organisation to generate both
qualitative and quantitative data. A five point Likert rating scale will be used to
measure all variables. The lowest rating of 1 will signify a low opinion by the
respondents while a high rating of 5 will signify a high rating by the respondent.

3.3.2 SECONDARY DATA

These are the data that has been used elsewhere in other studies. The secondary data
includes the review of the organisation’s documents, books of accounts, reports and
manuals. It will also include information collected from Wacot Limited, internet and
other forms of documented data whose source can be verified.

3.4 SAMPLING DESIGN AND PROCEDURE

The target population for this research is the case study Wacot Limited under review
which the study focused on. From the institution, a random sample of 100 respondents
was drawn from various levels of staff, and other subordinates in which the
questionnaires will be administered to gather adequate needed information.

3.5 DATA COLLECTION INSTRUMENT

30
 Well-structured questionnaires will be used for the collection of data in this study. This
will be employed by the researcher in order to minimize the problems associated with
the collection of data.

3.6 METHOD OF DATA ANALYSIS

Data gathered through questionnaire will be analyzed with chi-square for the test of the
hypothesis and relationship between dependent and independent variables. Detailed
formula is below;

2
X =∑ ¿ ¿

With the degree of freedom which is equal to (R-1) (C-1)

31
 CHAPTER FOUR
DATA ANALYSIS AND PRESENTATION
4.1 INTRODUCTION
This chapter deals with the critical analysis of the data gathered during the study of “The
Attitude of Nigerians towards made in Nigeria Products” using WACOT Nig. Ltd. as a
case study.
In accordance with the sample size computed in chapter three, 100 questionnaires were
distributed to staff and workers of WACOT Nig. Ltd. and the 84 questionnaires were
returned.

4.1.1 ANALYSIS OF QUESTIONNAIRE ADMINISTERED

Table 4.1.1
Distributed Number of response Percentage (%)
Returned 84 84
Unreturned 16 16
Total 100 100
Source: Field survey, 2021

32
4.2 PRESENTATION AND ANALYSIS ACCORDING TO
RESPONDENT’S CHARACTERISTICS

TABLE 4.2.1: SEX

Responden Frequency Percentage (%)

t

Male 32 38.1

Female 52 61.9

Total 84 100

Source: Field Survey, 2021

The above table shows that 32 respondents representing 38.1% of the
sample of 84 were male while 26 respondents representing 61.9% of the
sample were female. The analysis shows that majority of the respondents in
the sample were female.

TABLE 4.2.2: MARITAL STATUS

Responden Frequency Percentage (%)

t

Single 76 90.5

Married 8 9.5

Divorced - -

Total 84 100

Source: Field Survey, 2021.

33
 The above table shows that 76 respondents representing 90.5% of the
sample of 84 were single, 8 respondents representing 9.5% of the sample
were married. The analysis shows that majority of the respondents were
single

TABLE 4.2.3: AGE

Responden Frequency Percentage (%)

t

20-25 54 64.3

25-30 30 35.7

31-40 - -

41-60 - -

61 & above - -

Total 84 100

Source: Field Survey, 2021.

The above table shows that 54 respondents representing 64.3% of the

sample were between the age of 20-25 years, 30 respondents representing
35.7% of the sample were between the ages of 25-30 years. The analysis
shows that majority of the respondents are between the age of 20-25 years.

34
TABLE 4.2.4: EDUCATIONAL QUALIFICATION

Respondent Frequency Percentage(%)

WASCE/GCE 2 2.4

NCE/ND 38 45.2

HND/BSC 44 52.4

OTHERS - -

Total 84 100

Source: Field Survey, 2021.

The above table shows that 2 respondents representing 2.4% of the sample
were WASCE/GCE holder, 38 respondents representing 45.2% of the
sample were NCE/ND holder, 44 respondents representing 52.4 of the
sample were HND/BSC holder. The analysis shows that majority of the
respondents were HND/BSC holders.

35
TABLE 4.2.5: YEARS IN WORKING EXPERIENCE

Responden Frequency Percentage (%)

t

1-5 66 78.6

6-10 18 21.4

11-15 - -

16-20 - -

21 & Above - -

Total 84 100

Source: Field Survey, 2021.

The above table shows that 66 respondents representing 78.6% in the

sample of 84 has been in service for 1-5 years, 18 respondents representing
21.4% of the sample has been in service between 5-10 years. The analysis
shows that the majority of the respondents has been in service between 1-5
years

36
4.3 PRESENTATION AND ANALYSIS OF DATA ACCORDING TO
RESEARCH QUESTION

TABLE 4.3.1: Price influence customer choice in purchase of our

products

Respondent Frequency Percentage(%)

Strongly 48 57.1
Agree
Agree 28 33.3

Undecide 4 4.8

Disagree 4 4.8

Strongly - -
Disagree
Total 84 100

Source: Field Survey, 2021.

The above table shows that 48 respondents representing 57.1% strongly

agreed, 28 respondents representing 33.3% agreed 4 respondents
representing 4.8% undecided, and 4 respondents representing 4.8% on the
above statement.

37
TABLE 4.3.2: Quality influence customer choice in purchase of our products.

Respondent Frequency Percentage(%)

Strongly 22 26.1
Agreed

Agree 30 35.7

Undecided 16 19.1

Disagree 16 19.1

Strongly - -
disagree

Total 84 100

Source: Field Survey, 2021.

The above table shows that 22 respondents representing 26.1% strongly

agreed, 30 respondents representing 35.7% agreed, 16 respondents
representing 19.1% undecided, 16 respondents representing 19.1%
disagreed on the above statement.

38
TABLE 4.3.3: The conditions and terms of the packages are attractive

Respondent Frequency Percentage(%)

Strongly 32 38.1
Agree

`Agree 30 35.7

Undecided 10 12.0

Disagree 6 7.1

Strongly 6 7.1
disagree

Total 84 100

Source: Field Survey, 2021.

The above table shows that 32 respondents representing 38.1% strongly

agreed, 30 respondents representing 35.7% agreed, 10 respondents
representing 12.0% was undecided, 6 respondents representing 7.1%
disagreed, and 6 respondents representing 7.1% disagreed on the above
statement.

39
TABLE 4.3.4: Income of customers influence their choice in purchase of our
products.

Respondent Frequency Percentage (%)

Strongly Agree 26 31.1
`Agree 40 47.6

Undecided 6 7.1

Disagree 6 7.1

Strongly disagree 6 7.1

Total 84 100

Source: Field Survey, 2021.

The above table shows that 26 respondents representing 31.1% strongly

agreed, 40 respondents representing 47.6%, 6 respondents representing
7.1% undecided, 6 respondents representing 7.1% disagreed, while 6
respondents representing 7.1% strongly disagreed, Thus, majority of the
respondent (47.6%) agreed on the above statement.

40
TABLE 4.3.5: The quality of our products is same as that of imported ones

Respondent Frequency Percentage(%)

Strongly Agree 12 14.3

`Agree 28 33.3

Undecided 28 33.3

Disagree 12 14.3

Strongly disagree 4 4.8

Total 84 100

Source: Field Survey, 2021.

The above shows that 12 respondent representing 14.3% strongly agreed,

28 respondents representing 33.3% agreed, 28 people representing 33.3%
disagreed, 12 people representing 14.3% disagreed while, 4 respondents
representing 4.8% of the sample strongly disagree Thus, majority of the
respondent (33.3%) agree and were undecided on the above statement.

TABLE 4.3.6: Customers normally make their choice at the time of purchase
of our products.

41
 Respondent Frequency Percentage
(%)

Strongly Agree 28 33.3

`Agree 44 52.5

Undecided 6 7.1

Disagree 6 7.1

Strongly disagree - -

Total 84 100

Source: Field Survey, 2021.

The above table shows that 28 respondents representing 33.3% strongly

agreed, 44 respondents representing 52.5% agreed that, 6 respondents
representing 7.1% were unable to decide, while 6 respondents representing
7.1% of the sample disagreed (52.5%).

TABLE 4.3.7: The price rate of our products are moderate

Respondent Frequency Percentage

(%)

42
 Strongly 36 84.9
Agree

`Agree 42 50

Undecided 6 7.1

Disagree - -

Strongly - -
disagree

Total 84 100

Source: Field Survey, 2021.

The above table shows that 36 respondents representing 84.9% strongly

agreed, 42 respondents representing 50% of the sample agree, and 6
respondents representing 7.1% of the sample were. Thus, majority of the
respondent (50%) agreed on the above statement.

TABLE 4.3.8: Price is one of the reasons for the visible acceptability of our
products

Respondent Frequency Percentage

43
 (%)

Strongly 28 33.3
Agree

`Agree 32 38.1

Undecided 16 19.1

Disagree 6 7.1

Strongly 2 2.4
disagree

Total 84 100

Source: Field Survey, 2021.

The above table shows that 28 respondents representing 33.3% in the

sample of 84 strongly agree, 32 respondents representing 38.1% of the
sample agree, 16 respondents representing 7.1% of the sample were unable
to decide, 6 respondents representing 7.1% of the sample disagree, while 2
respondents representing 2.4% of the sample strongly disagree. Thus,
majority of the respondent (38.1%) agreed on the above statement.

TABLE 4.3.9: The level of customer patronage is high

Respondent Frequency Percentage

(%)

Strongly 28 33.3

44
 Agree

`Agree 40 47.6

Undecided 16 19.1

Disagree - -

Strongly - -
disagree

Total 84 100

Source: Field Survey, 2021.

The above table shows that 28 respondents representing 33.3% of the

sample of 84 strongly agree, 40 respondents representing 47.6% of the
sample agree and 16 respondents representing 19.1% of the sample were
unable to decide. Thus, majority of the respondent (47.6%) agreed on the
above statement.

TABLE 4.3.10: Our company products cannot be differentiated from

imported products.

Respondent Frequency Percentage

45
 (%)

Strongly 30 35.7
Agree

`Agree 38 45.2

Undecided 12 14.3

Disagree 2 2.4

Strongly 2 2.4
disagree

Total 84 100

Source: Field Survey, 2021.

The above table shows that 30 respondents representing 35.7% in the

sample of 84 strongly agree, 38 respondents representing 45.2% of the
sample agree, 12 respondents representing 14.3% of the sample were
unable to decide, 2 respondent representing 2.4% of the sample disagree 2
respondent representing 2.4% of the sample strongly disagree Thus,
majority of the respondent (45.2%) agreed on the statement.

4.4 PRESENTATION AND ANALYSIS OF DATA ACCORDING TO

RESEARCH HYPOTHESIS

46
In testing the hypothesis, the researcher adopted chi-square method of test
statistics analysis to test for the two stated hypothesis.

However, in statistical analysis, it is mandatory to state the decision rule before

carrying out the analysis so as to remove the tendency of researchers’ biasness.
The decision rule is: If the calculated test statistics value is greater than the
tabulated value of a certain projected level of significance with its corresponding
degree of freedom. Then the null hypothesis will be rejected, while the alternative
hypothesis will be accepted.

On the other hand, if the calculated test statistics value is less than the tabulated
value, then the null hypothesis will be accepted and the alternative hypothesis will
be rejected and the conclusion will be reached accordingly.

For this study, chi-square test statistics is shown below.

Chi-square X 2 = ∑ ¿ ¿

Degree of freedom= 5-1=4

2
X = 9.49

= 9.49 (The tabulated test statistics)

HYPOTHESIS 1

H0. There is no relationship between made in Nigeria goods and Nigerians attitude.

47
H1. There is a relationship between made in Nigeria goods and Nigerians attitude.
TABLE 4.3.10: Our company products cannot be differentiated from
imported products.

Respondent Frequency Percentage (%)

Strongly Agree 30 35.7

`Agree 38 45.2

Undecided 12 14.3

Disagree 2 2.4

Strongly disagree 2 2.4

Total 84 100

Source: Field Survey, 2021.

2 2
Respondent O E O-E (O−E) (O−E)
E

SA 3 16.8 13.2 174.24 10.37

48
 0

A 3 16.8 21.2 449.44 26.75

8

U 1 16.8 -4.8 23.04 1.37

2

D 2 16.8 - 219.04 13.04

14.8

SD 2 16.8 - 219.04 13.04

14.8

Total 8 64.57
4

EXPLANATION OF RESULT

The above table represents the chi-square analysis of respondents’ response

at 0.05 level of significance and 5-1 degree of freedom so as to either reject
or accept the stated null hypothesis.

Based on the decision rule stated earlier the researcher rejected the null
hypothesis and accepted the alternative hypothesis because the calculated
value of 64.57 is greater than the tabulated value of 9.49.

49
HYPOTHESIS 2

H0. There is no significant difference between quality of goods and attitude towards
made in Nigeria product.
H2. There is a significant difference between quality of goods and attitude towards
made in Nigeria product.

TABLE 4.3.1: Price influence customer choice in purchase of our products.

Respondent Frequency Percentage (%)

Strongly Agree 48 57.1

`Agree 28 33.3

Undecided 4 4.8

Disagree 4 4.8

Strongly - -
disagree

Total 84 100

50
 2 2
Respondent O E O-E (O−E) (O−E)
E

SA 48 16.8 31.2 973.44 57.94

A 28 16.8 11.2 125.44 7.47

U 4 16.8 - 163.84 9.75

12.8

D 4 16.8 - 163.84 9.75

12.8

SD - - - - -

Total 84 84.91

EXPLANATION OF RESULT

The above table represent the chi-square analysis of respondents’ response

at 0.05 level of significance and 5-1 degree of freedom so as to either reject
or accept the stated null hypothesis.

Based on the decision rule stated earlier the researcher rejected the null
hypothesis and accepted the alternative hypothesis because the calculated
value of 84.91 is greater than the tabulated value of 9.49.

CHAPTER FIVE

51
 SUMMARY OF FINDING, CONCLUSIONS AND RECOMMENDATIONS

5.1 SUMMARY OF FINDINGS

This study on the “The Attitude of Nigerians towards Made in Nigeria Products ” has been able
to give an in depth analysis usefulness of E-marketing so as to increase their satisfaction in service
delivery.

From the research it was clear that both imported and made in goods are different in quality. The
objectives of the research study and the stated research questions were tested against the findings
and this was demonstrated by 100% response to questionnaire in chapter four. The data was then
analyzed and presented in form of tables.

The researcher concluded that from the analysis results done at the earlier part of this chapter,
demographic factors were examined and their effects on attitude of Nigerians on made in goods
were analyzed critically. Gender and marital status were not included into this demographic
factors analysis because there is no much significant difference between gender and marital
status in internet marketing in computer related products purchaser. Age, and education showed
the difference and attitude towards made in goods and showed that they are more satisfied and
find the imported goods and their behavior is good and will increase in future by adding some
good effective resources in made In goods .

5.2 CONCLUSION DRAWN FROM THE FINDINGS

Attitude of customers is the greatest thing a manufacturer should seek, it offers services at low
cost efficient, speedy alternative for reaching the target market, it promises offerings through
personalized communication and provides tailored product/services to specific customer tastes. It
assists in focusing on customer retention. It offers superior service quality is the concern for all
as well as pursue long-term vision.

5.3 RECOMMENDATIONS BASED ON THE CONCLUSIONS.

52
To fully enjoy the benefits accruing from the made in goods, the following recommendations are
put forward by the researcher for the purpose of the completion of this work.

This include;

i. Due to the widespread use of fake made in products it’s necessary for companies
to create content that’s satisfy consumers wants. Otherwise, it’s easy to lose
customers to competitors who have already adapted this trend. According to recent
reports, 40% of the consumers import their goods. As the majority of the
consumer’s value comfort and convenience.
ii. Importation of quality raw materials should be conducted by the companies to
know about the preferences of the consumers. Brand preference can be created by
giving discounts &free gifts will enhance the sale of the product.
Availability of electronic media is necessary so that companies can get accurate
data regarding their consumers.

5.4 SUGGESTIONS FOR FURTHER STUDIES

The study covered only the attitude of Nigerians towards Made in Nigeria Goods. The
study was limited in scope due to limited time, resources as well as insufficient idea.

As a result of this, further research should be focused on the attitude of Nigerians towards
Made in Nigeria Goods using Wacot Nig. Ltd.as a case study.

BIBLIOGRAPHY

53
Abdulnasr, J. K. (2016). The state of Nigerian Textile Industry past and present: A
memorandum by Nigerian Textile Manufacturers’ Association to National
Economic Intelligence Committee (NEIC).

Asiegbu, D. O. (2014). Nigerian textile industry: A tool for actualizing economic stability
and national development. European Journal of Business and Social
Sciences, 4(8), 331-344.

Bivens, G. E. (2015) Attribution Theory Approach Journal of Consumer Research, 4(1),

29–38.

Bodet, O. (2018). Dynamics of female buying behaviour: A study of branded apparels in

India. International of Marketing Studies; 4(4), 121-129.

Church, A.T. (2017). Implicit theories and self-perceptions of traitedness across cultures
Journal of Cross- Cultural Psychology 37(6) 694-716.

Dmitrouvic, P. O. & Vida, K. K. (2017). Attitude of university students towards made in-
Nigeria textile products. African Journal of Scientific Research, 5(1),256-
272.

Ettenson, Y. R. (2014). A study on attributes influencing the purchasing behavior of

apparel consumers in organized outlets. African Journals of Business
Management, 6(45), 11294-11303.

Feldman, J. O. & Lynch, M. J. (2018). Marketing management: Strategies and cases.

Enugu: Institute of Development Publishers.

Geyskens, J. U. & Steenkamp M. F. (2014). A study on attributes influencing the

purchasing behavior of apparel consumers in organized outlets. African
Journals of Business Management, 6(45), 11294-11303.

Gloria, J. U. & Earnest, F.J. (2018). Consumer behaviour. Enugu: J.T.C. Publisher

Gloria, V. & Ernest, O. U (2018). Commons Attribution-Non Commercial-No Derivs

License Mediterranean Journal of Social Sciences.9 (3). 56-78.

54
Igbinova. C. W. & Ugiagbe, C. (2016) Marketing London: Thomson SouthWestern.

Imoh, R. A. & Clory, P. A. K. (2018). The preference gap: Ghanaian consumers’

attitudes toward local and imported products. African Journal of Business
Management, 3(8), 350-357.

Jo, P. M., Nakomoto, W.D., & Nelson, E.J. (2016). Basic marketing: A marketing
strategy planning approach. Mexico City: McGraw-Hill.

KaslKollmannova, D. (2016) ‘‘Fake Products’’ “Fake Products? Why Fake Products?

Why Not? Attitudes toward the Consumption of Counterfeit Goods in CEE as
Shown on the example of Slovakia Central European Business Review Research
Paper Volume 1(2), 23-28.

Khan, M. A. (2017). An investigation of hoteliers’ attitudes toward the use of social

media as a branding tool. International Journal of Marketing Studies; 4(4),
93-105.

Krosnick, G. S. (2018). Consumer Behaviour. New York: Prentice Hall.

Penz, E.; Schlegemilch, B.B. & Stottinger, B., (2016) Voluntary purchase of counterfeit
products: Empirical evidence from four countries Journal of International
Consumer Marketing 21(1) 67-84.

Petty, R.E. (2019). Persuasion and Attitude Change in T. Mallon & M.J. Lerner (Eds.)
Comprehensive Handbook of Psychology (2nd Ed) New York, John Wiley &
Sons.

Okechukwu, D. & Onyemah, M. (2015). Marketing. New York: McGraw-Hill Guangshu,

C. (2009). Total quality management in supply chain. International Business
Research, 2(2), 82-85.

Omotayo, B. C. (2014). Prospects of marketing made-in-Nigeria products in the global

market. European Journal of Social Sciences, 16(2), 175-183.

55
Samiee, M. V. & Shimp, S. S. & Sharma P.V. (2015). Brand origin: Conceptualisation
and review in Journal of Consumer Marketing, 3(13), 58-64.

56
 APPENDIX I

Department of Marketing,
Faculty of Management, Osun State college of
Technology, Esa Oke

Dear Respondents,

REQUEST TO COMPLETE QUESTIONNAIRE

I am a final year NATIONAL DIPLOMA student of the above-mentioned institution. In partial

fulfillment of the requirement for the award of National Diploma in Marketing, I am conducting
a research on “THE ATTITUDE OF NIGERIANS TOWARDS MADE IN NIGERIA
PRODUCTS” A STUDY OF WACOT NIG. LTD.

I will be very grateful if you could spare me a bit of your time to complete the questionnaire.

I hereby solicit for your cooperation in carrying out this exercise. Your responses shall be kept
confidential and used only for the research.

Thanks for your anticipated cooperation.

Yours Faithfully,

OLAOYE J.M.
1922410074

Researcher

57
 SECTION A
Please tick where applicable in the box/space provided below:
1. SEX: Male [ ] Female [ ]
2. AGE: 20- 30 years [ ] 31 - 40 years [ ] 41 - 50 years
[ ] 51 & above [ ]
3. MARITAL STATUS: Single [ ] Married [ ] Divorce [ ]
Widowed [ ]
4. ACADEMIC QUALIFICATION: WASSCE [ ] NCE/OND [ ]
HND/BSC [ ] MBA/MSC [ ]
5. WORKING EXPERIENCE; Less than 10 years [ ] 11 - 19 years [ ]
20 - 29 years [ ] Over 40 years [ ]
SECTION B
Instructions: kindly mark the box [√] with one of this alternative to indicate your degree in level
of response
Kindly respond to the questions raised by ticking [√] the boxes that best reflects correct answers
SA = Strongly Agree, A = Agree, U= Undecided, D= Disagree, SD = Strongly Disagree.

S/N Statement SA A U D SD
1 Price influence customer choice in purchase of our products
2 Quality influence customer choice in purchase of our
products
3 The conditions and terms of the packages are attractive
4 Income of customers influence their choice in purchase of
our products
5 The quality of our products is same as that of imported ones
6 Customers normally make their choice at the time of
purchase of our products.
7 The price rate of our products are moderate.
8. Price is one of the reasons for the visible acceptability of our
products
9. The level of customer patronage is high
10. Our company products cannot be differentiated from
imported products.

58