Effect Of Product Quality On Patronage Of Locally Made Rice In Awka South
This study was carried out to examine the effect of product quality on patronage of locally made rice in Awka South. The study was carried out to determine the level of local rice consumption in Awka South; find customers perception towards local rice in Awka South; determine if there is any significant relationship between product quality and the patronage of local goods in Nigeria; and ascertain whether consumers patronage of local rice is influenced by its quality. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprised of rice consumers in Awka South.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. While the hypotheses was tested Pearson correlation statistical tool SPSS v23. The result of the customers perception towards local rice in Awka South is negative. Furthermore, the study revealed that there is a significant relationship between product quality and the patronage of local goods in Nigeria.Therefore, it is recommended that Government intervention strategy should focus on producing and promoting stone freelocal rice. This can be achieved effectively by investment effort which incorporates mechanism to provide incentives to processors so as to upgrade their technologies and thereby enhance quality of the processed rice. To mention but a few.
Table of Content
- Title Page
- Table of Content
- List of Tables
- 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 Organisations of the Study
Review of Literature
- 2.1 Conceptual Framework
- 2.2 Theoretical Framework
- 2.3 Empirical Review
- 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
Data Presentation and Analysis
- 4.1 Data Presentation
- 4.2 Analysis of Data
- 4.3 Answering Research Questions
- 4.4 Test of Hypotheses
Summary, Conclusion and Recommendation
- 5.1 Summary
- 5.2 Conclusion
- 5.3 Recommendation
1.1 Background of the Study
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 Nigerians seem to have a kind of attitudes to these goods ‘’made in Nigeria’’ rather, they cliche 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. It was upon this note the Nigerian Government banned the importation of foreign rice.
Specifically, rice is relatively an Agricultural grain grown and consumed as staple food in Nigeria and other parts of the world (Ajijola, Usman, Egbetokun, Akoun, and Osalusi, 2012). Rice represents 29% of the total output of grain crops worldwide and it is a major crop that grows in the standing water in vast areas of flat, low lying tropical soils. It is usually adopted for growth in tropical and sub tropical regions of most continents. It is cultivated under widely different conditions because of the great cultural diversity.
Rice has become an increasing popular food in Africa because it is easy to store for a large variety of dishes. In Nigeria, rice is a diet of an estimated population of 180 million consumers and it is cultivated widely across the states, extending from the North to the South with most of it grown and consumed in the extreme North at (Kano and Bonu), middle belt at (Benue, Kaduna, Niger and Taraba states and South East at (Ebony and Enugu State) (Emordi and Madukwe, 2008). Significantly, the physical appearance and brand of rice is equally important as they determine what type of menu consumers embrace and use for menu preparation. Interestingly, different local dishes are prepared with different types of rice that are considered suitable for such dish. Importantly, It is argued that taste, neatness, quick cooking, colour and stickiness after cooking are some of the factors that trigger consumers’ preference for certain types of rice where available (Ogundele, 2014; Emodi & Madukwe, 2011) and as such incorporating these variables in production could lead to its choice especially in the South Eastern region. In the light of these however, information as regards to what informed cosumers’ choice of certain types of local rice is still lacking and not available itself. However, the choice of local rice for household and general consumption varies across different geo political zone of Nigeria. This is associated with the different cultural and traditional food consumption pattern of thearea, availability of the local rice, as well as the nutritional and psychological value attached to it (Ogundele, 2014).
When information regarding the variables that can affect local rice choice is available to consumers, it could lead to increased positive behavior of consumers towards its choice. Although rice grows well in all the six geo-political zones of Nigeria, the demand for polished long grain, stone free and odourless rice by the urban dwellers has fueled the demand for imported rice. Total demand for rice in Nigeria is put at about 5million MT a year out of which about 3.2 million MT are produced locally (Osuoha, 2014; Ajijola et al, 2012). The high cost of importation in recent years has highlighted the desire by the government to encourage import substitution by encouraging increased local production.
1.2 Statement of the Problem
The high cost of importation in recent years has highlighted the desire by the government to encourage import substitution by encouraging increased local production. However, locally produced rice at present is uncompetitive in the market because its value chain is fragmented and cannot offer a standard. The uncompetitiveness is caused by poor processing and low marketing interest as well as poor quality as a result of extraneous material such as stones and debris (Ugalahi et al, 2016). Thus, consumers are weary of picking stones from local rice. Secondly because all operations are manual, cost of production is also high Thus, perceived quality, among others could be the variable that if enhanced, could lead to increased choice of rice by consumers.
Several studies that exist in Nigerian context, tried to provide information on the factors that influence consumers’ choice towards local rice by looking at the whole consumers’ in the nation. While taking a holistic look at the nation, some studies focused on the north while others focused on the middle belt (Ogundele 2014, Okeke, Iheanacho and Obasi, 2015). There is relatively no study that systematically investigated the phenomenon in the Awka South.Hence, little is known about consumers’ choice and behaviour towards local rice in this region. To address this gap the study is undertaken in the concerned region to empirically investigate the effect of product quality on patronage of locally made rice in Awka South.
1.3 Objective of the Study
The main purpose of this study is to examine the effect of product quality on patronage of locally made rice in Awka South.
The study will be guided by the following specific research objectives;
- Determine the level of local rice consumption in Awka South.
- Find customers perception towards local rice in Awka South.
- Determine if there is any significant relationship between product quality and the patronage of local goods in Nigeria.
- Ascertain whether consumers patronage of local rice is influenced by its quality.
1.4 Research Question
- What is the level of local rice consumption in Awka South?
- What is the nature of customers perception towards local rice in Awka South?
- Is there a significant relationship between product quality and the patronage of local goods in Nigeria.
- Is consumers patronage of local rice influenced by its quality?
1.5 Research Hypothesis
- Ho: There is no significant relationship between product quality and the patronage of local goods in Nigeria.
- Ha: There is a significant relationship between product quality and the patronage of local goods in Nigeria.
1.6 Significance of the Study
Because information regarding the variables that explain consumers’ preference for locally produced rice is limited in Nigeria as highlighted and such information provided in this study will be a valuable one to all and sundry. The findings of this study will be useful to various stakeholders: the federal, state and local governments; the consumers as well as marketers and dealers. Conclusively therefore this study is significant in the sense that through the findings of this study the government both federal and state, even private sector will have an informed platform to formulate policy framework that will further encourage the production and marketing of locally produced rice and as well bring about the need to accept it better than the imported one. Academics will also benefit as it will serve as valuable resources materials to various scholars in the field of agricultural marketing, sociology, management as well as postgraduate students undertaking courses in the areas of communication strategies and model building. Consumers will use the re-directed local rice strategy to make informed choice, make the chain buyer-driven and enhance sustainable agro business.
1.7 Scope of the Study
Thus, for the purpose of this research, the scope of this study is to examine the effect of product quality on patronage of locally made rice in Awka South. The respondents of this study will comprise of residents of the study area.
1.8 Limitations of the 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 the Terms
Product quality refers to how well a product satisfies customer needs, serves its purpose and meets industry standards. When evaluating product quality, businesses consider several key factors, including whether a product solves a problem, works efficiently or suits customers’ purposes.
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.
Summary, Conclusions and Recommendations:
This chapter summarizes the findings on the effect of product quality on patronage of locally made rice in Awka South.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 the effect of product quality on patronage of locally made rice in Awka South. The study was specifically set to determine the level of local rice consumption in Awka South; find customers perception towards local rice in Awka South; determine if there is any significant relationship between product quality and the patronage of local goods in Nigeria; and ascertain whether consumers patronage of local rice is influenced by its quality.
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 Awka South.
Based on the findings of this study, the researcher made the following conclusion.
- The local rice produced in Nigeria is not highly consumed in Awka South.
- The customers perception towards local rice in Awka South is negative.
- There is a significant relationship between product quality and the patronage of local goods in Nigeria.
- Consumers patronage of local rice is influenced by its quality.
Based on the findings of the study, the following recommendations are proffered.
Government intervention strategy should focus on producing and promoting stone freelocal rice. This can be achieved effectively by investment effort which incorporates mechanism to provide incentives to processors so as to upgrade their technologies and thereby enhance quality of the processed rice.
There is the need for increased productivity of farmers through improved technology which will help to make it affordable like other rice. It is also imperative that the technology involved in the processing of rice (removal of foreign material in particular) should be made affordable to local farmers so that they can benefit more in the value chain of local rice. This implies that the present government effort to boost local rice production through Growth Enhancement Scheme as enshrined in ATA has not made a tangible impact on rice production.
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