CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

It is quite obvious to note that political and economic history of Nigeria has greeted on their trade relation as well as on the consumption patterns of the people.  The trend cannot be ignored by a meaningful study of consumer attitude patterns in Nigeria constitutes research objectives “Nigerian attitudes towards both Nigeria made goods and the foreign made in obvious.  Back to early 19th century during the Nigeria colonization era by the Britsh, before then, there had not been a specific design of the goods but the Europeans started by giving their black sentence “already used goods as composition and motivation”.

However, due to the fact that Nigerian had a positive respond motion to the use of goods produced in Nigeria.  Our colonial masters (British) fell the need to be importing foreign goods into the country (Nigerian).  This step which was taken at a stage led to the development of industries that were engaged in production of the goods.  Nigerian are working with the colonial masters in the industries.

In the course of working, these masters, great advantage are gained in the production of these goods and with the knowledge that was gained and the manufacture of those goods consumers were still having a greater demand for the foreign made ones than that of the locally made ones, this continued for a long time until the introduction of austerity (SAP) due to the economic recession.  The level of preference for the foreign made goods or set aside for occasional used and less important occasion, the demand for foreign goods was just for the fact that they are manufactured outside the country (Nigeria).

Moreso, we still go for those goods that are locally made but having foreign label as “Made in Japan, made in England, made in France” and the rest of them, irrespective of where they are manufactured.  The demand for foreign made goods was growing geometrically while that of consumers was more or less below arithmetic progression.  The great affirmative to local made goods that are labeled foreign is vivid example of this great demand of the foreign made ones.

It could now be drawn out that the consumers need myopic meaning to what exactly the foreign and locally produced manufacture goods are. These locally made goods are then seen to for the less influence of less important in the society.  Numerous cited instance claims that the average Nigerian consumer has a relative attitude towards locally made goods and prefer imported ones.  However an urgent and positive stage should be taken to ensure that goods made in Nigeria are given a face-life to ensure constant patronage.

STATEMENT OF THE PROBLEM

From the general Introduction of topic of decision it is obvious to see that the reflect of the attitude of consumer result to understand that a well defined should be made so that this particular problem will be well defined in trying to define this for particular those in Enugu metropolis.  As mentioned earlier, it has more often than not been said that most consumers prefer imported products to the consumers made equivalent, the result to such preference on some Nigerian industries can be devastating and variable has negative influence on the Nigerian economy in both the short and long one.  Hence the preference has become a problem that requires immediate and accurate solution.

OBJECTIVE OF THE STUDY

The objective of this particular work “Attitude of Consumers on the Marketing of Made in Nigeria Goods”. (a case study of Enugu Metropolis)

i.                                           To know the attitude of consumers towards Nigeria made goods.

ii.                                         To know if really consumers prefer Nigerian made goods to foreign made one, on the reverse.

iii.                                      To know if the Nigerian made is quality or inferior quality.

iv.                                      To find out if Nigeria made goods are our project.

v.                                         To find out the main factors consider before making purchases.

vi.                                      To determine what Nigerian Manufacturers would do to divert the preference of Nigerians in particular in Enugu Metropolis to locally manufactured goods.

RESEARCH QUESTIONS

Research question are questions the researcher is going to ask in order to know why Nigerian has negative attitude towards their products. The research question are as follows.

i)                   Does Nigerian made goods have inferior quality?

ii)                Are locally made goods prices very high in Enugu Metropolis?

iii)              Does a locally made product really available in Enugu metropolis?

SOURCES OF DATA COLLECTION

The sources of data collection are Primary and Secondary sources.

PRIMARY DATA

These are data collected first hand from original sources, for the users express purpose.  Such data are usually obtained from the field through interviews, questionnaires, survey planned experimental observations or recording official transaction.

SECONDARY DATA

These are data obtained second hand from publishers or recorded sources and use for a named purpose.  This data collected from second hand publisher, journals, books, newspaper, magazine etc.

SCOPE OF THE STUDY

The scope of this work will be limited to the “Attitude of consumers towards Nigerian made goods” in Enugu metropolis.

DEFINITION OF TERMS

ATTITUDE: (FISHBEIN) define it as the probability that an object does or does not have a particular attribute.

Attitude can also be seen as a function of belief.

MARKETING

Marketing by (Kotler 1980:9) define marketing as human activity directed at satisfying needs and wants through exchange processes.

SAP:STRUCTURAL ADJUSTMENT PROGRAMME

PRICE: (TOM CANNON) define price as the amount for which product, service or idea is exchanged for sake, regardless of its worth or value to potential purchases.

QUALITY:Quality by (BEN O. NWEKE COLLINS) can be define as conformity to requirements.