Consumers Attitude Towards Nigeria Made Goods (Considering Local Rice As A Case Study)

Project and Seminar Material for Marketing

Consumers Attitude Towards Nigeria Made Goods (Considering Local Rice As A Case Study)


Abstract


This study was carried out to examine consumers attitude towards Nigeria made goods using local rice as a case study. The study was carried out to determining the level of local rice consumption among in Nigerians, finding out whether there is a significant relationship between consumers attitude and the consumption of local rice in Nigeria, finding out the nature of consumers attitude towards local rice in Nigeria and Identifying the factors which influences the attitude of consumers towards Nigerian local rice. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprised of rice consumers in Dawaki, Abuja FCT of Nigeria. In determining the sample size, the researcher conveniently selected 147 respondents and 141 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables, and mean scores. While the hypotheses was tested Pearson correlation statistical tool SPSS v23. The result of the findings reveals that the level of local rice consumption among in Nigerians is high. Furthermore, the study revealed that the factors which influences the attitude of consumers towards Nigerian local rice includes: product quality, product price, product safety and availability of alternatives. Therefore, it is recommended that the Nigerian manufacturing industries should adopt cost reduction strategy in production so as to provide reasonable and affordable prices for customers as this will go a long way in satisfying their customers. To mention but a few.


Table of Content


Chapter One:

Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 Research Hypothesis
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of the Study
  • 1.9 Definition of Terms
  • 1.10 Organization of the Study

Chapter Two:

Review of Literature

  • 2.1 Conceptual Framework
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review

Chapter Three:

Research Methodology

  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample Size Determination
  • 3.4 Sample Size Selection Technique and Procedure
  • 3.5 Research Instrument and Administration
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Validity of the Study
  • 3.9 Reliability of the Study
  • 3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

  • 4.1 Data Presentation
  • 4.2 Answering Research Questions
  • 4.3 Test of Hypotheses

Chapter Five:

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendation
  • REFERENCES
  • APPENDIX

Chapter One


Introduction

1.1 Background of the Study

For several years, the Nigeria market was a mere extension of the market of Europe, the Americans and Japan. It was in these developed nations that the real marketing activities – product conceptualization, development and testing were carried out. Various government policies in the past such as ‘SAP’ and recent changes in the economic fortunes of the country has forced a policy for greater self-reliance and inward looking. The new policies constitute a greater challenge to produce goods that is finished goods within the country otherwise known as made in Nigeria goods. New products, conceived and developed in Nigeria using Nigerian raw materials completely are emerging to replace the international brands whose continued production may be threatened by the inability to import the raw materials (inputs). But Nigerian seem to have a kind of attitudes to these goods ‘’made in Nigeria’’ rather, they cliché to similar imported goods wherever there alternatives.

Any developing country seeking to achieve economic growth should endeavour to reduce importation to the barest minimum and utilize local resources, even if not having the required production capacity for export purposes. In Nigeria for instance, those products that are manufactured locallyare referred to as ‘’made-in-Nigeria products’’. However, no matter how cheap a product is, a population that has majority of her inhabitants living below poverty level has to evolve stringent strategies to ensure that the products it intends to offer meets the consumers’ need and that it has the required financial ability to initiate purchase (Alego, 1992).

As society undergoes rapid changes and becomes more affluent, never social forces make consumers spend a greater part of their income in ways marked different from what took place in the past. Consumers want the advantages of affluence and the latest services that technology and business can offer (Achumba, 1998). Also, manufacturers of locally made who peradventure have to compete with imported ones in the market might have to device strategies to maintain a competitive advantage in order to remain in the market.

The important role of marketing in determining the success or otherwise of any organization cannot be overemphasized, notwithstanding the size of such an organization. Research into the secret of the development of some modern day corporations which could be regarded as industrial giants, showed that aggressive marketing made them what they are today (Mbagwu, 1993). The increasing competition from a lot of new entrants into the market, dwindling consumer purchasing power, increasing awareness on the part of the consumers and a renewed emphasis by the consumers on the need to have values for their money have made new initiative imperative in the Nigerian market that is saturated with all sorts of imported products (Kotler, 1984).

Manufacturers of locally made goods are therefore faced with a situation where product differentiation in terms of price and quality, customer needs and company capabilities, interest in a competitive context since these factors converge to form the customers’ definition of value (Akingbola, 1999). Opportunities equally abound to compare the locally made goods with some imported ones available in the market (smuggle or otherwise) which are meant to satisfy similar purposes (Oladele, 2006).


1.2 Statement of the Problem

Increasing globalization of world trade and Nigerian’s continuous trade liberalization has encouraged dumping of foreign goods in the country thereby making marketing of home-made-products not only difficult but in some cases almost impossible. Over the last decade, Nigerian manufacturers has been enmeshed in a dilemma, borne out of ensuring long-term survival in an atmosphere of ever increasing product cost, and ever-decreasing consumer purchasing power (Akomolede and Oladele, 2008).

While other business functional areas are busy with immediate responsibilities, cost reduction, increased productivity and financial discipline. The marketing manager must formulate and implement effective marketing strategies that will improve competitiveness regardless of the turbulent and unpredictable nature of our business environment. Previous studies have also shown that Nigerians have unfavourable attitudes towards home-made products (Aire, 2019; Kalegha, Okechukwu and Soyeye, 2014). This is why the researcher undertakes this research to investigate consumers attitude towards Nigeria made goods using local rice as a case study.


1.3 Objectives of the Study

The main objective of this study is to examine consumers attitude towards Nigeria made goods (considering local rice as a case study). Specifically, this study focuses on:

  1. Determining the level of local rice consumption among in Nigerians.
  2. Finding out whether there is a significant relationship between consumers attitude and the consumption of local rice in Nigeria.
  3. Finding out the nature of consumers attitude towards local rice in Nigeria.
  4. Identifying the factors which influences the attitude of consumers towards Nigerian local rice.

1.4 Research Questions

The following research questions will be answered:

  1. What is the level of local rice consumption among in Nigerians?
  2. Is there a significant relationship between consumers attitude and the consumption of local rice in Nigeria?
  3. What is the nature of consumers attitude towards local rice in Nigeria?
  4. What are the factors which influences the attitude of consumers towards Nigerian local rice?

1.5 Research Hypotheses

The following hypotheses will validate this study:

Ho: There is no significant relationship between consumers attitude and the consumption of local rice in Nigeria.

Ha: There is a significant relationship between consumers attitude and the consumption of local rice in Nigeria.


1.6 Significance of the Study

It is hoped that, the result of this study will contribute to knowledge and to policy formulation and implementation. Specifically, the study will contribute to knowledge by reviewing existing literature on marketing and economic development issues, and come up with additional up-to-date information on the problems and prospects associated with marketing locally made products in developing countries.

More so, the result could serve as a veritable source of information on the potential problems and prospects associated with establishment of a local manufacturing firm in developing nations for local business manufacturers, government and financial institutions. This of course could aid policy development or review.


1.7 Scope of the Study

This study focuses on consumers attitude towards Nigeria made goods (considering local rice as a case study). Specifically, this study focuses on determining the level of local rice consumption among in Nigerians, finding out whether there is a significant relationship between consumers attitude and the consumption of local rice in Nigeria, finding out the nature of consumers attitude towards local rice in Nigeria, and identifying the factors which influences the attitude of consumers towards Nigerian local rice. The respondents for this study will be delimited from rice consumers in Dawaki, Abuja FCT of Nigeria.


1.8 Limitation of Study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. However, the researcher were able to manage these just to ensure the success of this study.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.


1.9 Definition of Terms

The following terms are associated with the title of the research project and are defined below:

Attitude:

A person’s enduring favourable or unfavourable evaluations, emotional feelings, and action tendencies towards some objects or idea. Attitude can also be defined as the predisposition of response to another object rather than the behaviour towards such an object.

Imported Good:

Is a good brought into a jurisdiction, especially across a national border from an external source.

Developed Nation:

This refers to sovereign state that has a highly developed economy and advanced technological infrastructure relative to other less developed nations.


1.10 Organization of the Studies

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms. The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, and selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.


Chapter Five


Summary, Conclusions and Recommendations:

5.1 Introduction

This chapter summarizes the findings on consumers attitude towards Nigeria made goods using local rice as a case study. The chapter consists of summary of the study, conclusions, and recommendations.


5.2 Summary of the Study

In this study, our focus was to examine consumers attitude towards Nigeria made goods using local rice as a case study. The study specifically was aimed at in determining the level of local rice consumption among in Nigerians, finding out whether there is a significant relationship between consumers attitude and the consumption of local rice in Nigeria, finding out the nature of consumers attitude towards local rice in Nigeria and Identifying the factors which influences the attitude of consumers towards Nigerian local rice.

The study adopted the survey research design and randomly enrolled participants in the study. A total of 141 responses were validated from the enrolled participants where all respondents arerice consumers in Dawaki, Abuja FCT of Nigeria.


5.3 Conclusions

Based on the findings of this study, the researcher made the following conclusion.

  1. The level of local rice consumption among in Nigerians is high.
  2. There is a significant relationship between consumers attitude and the consumption of local rice in Nigeria.
  3. The nature of consumers attitude towards local rice in Nigeria is negative.
  4. The factors which influences the attitude of consumers towards Nigerian local rice includes: product quality, product price, product safety and availability of alternatives.

5.4 Recommendations

Based on the findings of the study, the following recommendations are proffered.

  1. The Nigerian manufacturing industries should adopt cost reduction strategy in production so as to provide reasonable and affordable prices for customers as this will go a long way in satisfying their customers.
  2. Nigerian manufacturers must strive for excellence in quality of made in Nigeria product with respect to their rices and other related products and brands in order to compete successfully against foreign competitors. They should link product performance to customer expectations in order to engender customer loyalty; they should expand on their product categories in order to give customers a wide variety of rich brands to choose from and finally, they should ensure that their brands and products are not prone to have complications, so as to enhance the trust of their customers.
  3. The Nigerian manufacturing industry must engage in wide spread distribution of their products so as to ensure that the required quantities are supplied to the market at all times as this will influence the retention of customers.

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