AN EVALUATION OF THE FACTORS UNDERLYING NIGERIAN CONSUMERS’ PREFERENCE FOR FOREIGN PRODUCTS
AN EVALUATION OF THE FACTORS UNDERLYING NIGERIAN CONSUMERS’ PREFERENCE FOR FOREIGN PRODUCTS
No Thumbnail Available
Date
2006-10
Authors
SIDI, PETER SHZOM
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The development and sustenance of the domestic manufacturing
sector in a free economy is dependent on consumer acceptance of the goods
manufactured in that country. The proliferation of imported brands, many of
which have achieved enviable market positions worldwide, present a
difficult challenge for domestic manufacturers.
This is all the more salient in developing economies where the
manufacturing sector in such economies views domestic products less
favorably than products from more advanced countries (E Henson, 1993).
The importance of foreign trade in the development process has been
of interest to development economist and policy makers alike. Imports are a
key part of international trade and the import of capital goods in particular is
vital to economic growth. This is so because imported capital goods directly
affect investment, which in turn constitutes the motor for economic
expansion.
The study tries to identify factors responsible for Nigerian consumers’
preference for foreign products such as product’s country-of-manufacture,
price, quality, brand name, advertisement, status and acculturation, through
the administration of questionnaires to respondents in the FCT Abuja that
8
have been patronizing foreign products at least in the last one year because
the buying decision process will still be fresh in their memories.
Using the percentage method for data analysis, it was discovered that
Nigerian consumers prefer foreign products to made-in-Nigeria products.
They indicated that while they do not experience post purchase regrets, the
country-of-manufacture, price and quality of made-in-Nigeria products are
responsible for their preference for foreign products.
In order to reverse this trend, the regulatory body charged with the
responsibility of ensuring standards must ensure that manufacturers in
Nigeria adopt third party certification of their products and quality systems
in order to compete favorably with their foreign counterparts.
Description
A THESIS SUBMITTED TO THE POST-GRADUATE
SCHOOL IN THE PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (MBA)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA
OCTOBER 2006
Keywords
EVALUATION,, FACTORS,, UNDERLYING,, NIGERIAN,, CONSUMERS,, PREFERENCE,, FOREIGN,, PRODUCTS.