ABSTRACT
The study was on the consumer’s perception and preference on locally made ladies leather bags in Abia State. A multistage random sampling technique was used in selecting 80 consumers/users of leather bags. Questionnaire was use for data collection. Data analysis was done using frequency, distribution, percentage. The study shows that majority of the respondents were female, married and literate. The study shows that majority of the respondents were traders, that preferred foreign leather bags. Age, Education, Income, Quality, Occupation, Price, and Sex were significant variables, Influencing preference for ladies leather bags. The social class of respondents made majority of the rural dwellers preferred local produce leather bags while the durability of foreign leather bags influence the preference of majority of respondents in the urban areas. In recommendation, Government should encourage the use of locally made ladies leather bags, irrespective of the preference and perception on foreign bags through the provision of incentives that would improve on the quality and aesthetic value of locally produced leather bags. Government should emphasis on the quality and durability of foreign leather bags if they are to be used in the country
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CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Marketing strives towards satisfying needs of consumers. The way the producers let the consumers perceive their product goes a long way for determination of the demand for the products. The success and growth of any domestic manufacturing industry small or big in a free market economy is largely reliant on buyer’s acceptance of such domestic products in that society. The multiplication of imported goods, mainly of which have created healthy market positions worldwide, poses a great challenge for domestic manufacturers. This market bombardment of foreign products is a big bane in developing countries like Nigeria where the manufacturing sector is still at an infant stage. The growth of the manufacturing sector in such economics is paralyzed by the fact that consumers in the countries believe that domestic products are interior to the ones from more advanced countries. (Ettenson 1993, Jaff and Martinez 1995, Heslop and Berace 1990,Wang and Lamb 1993).
No wonder the aim of marketing is to satisfy consumers. Recently, experts reviewed after reasoning that this process should be at profit to the entrepreneur. This profit motive to a market can not be realized until the consumer expresses satisfaction in the products offered to him, which is the bed rock of every good business establishment. It is in this view, that consumers are considered kings. Since consumers consume not only the products per say, but the values or need satisfaction, products that do not satisfy these values relate to the judgment of the consumers about the products.
The high esteem Nigerian consumers held foreign made goods has had a detrimental effect on the domestic manufacturing industry. Nigerian consumers have a negative image about the ‘’made in Nigeria’’ label; rating it lower than labels from countries like Britain, Japan etc.
In Nigeria economy, the rate at which Nigerian ladies scramble for foreign leather made goods like bags etc at the expense of the locally made ones is quite alarming. High quality is usually taken to mean obvious superior physical quality as well as quality determination to the consumers in the use of the product. This is a growing believe that Nigerian made ladies leather bags are sub standard and has become a focal point for industrialist and marketers of this brand of good. The scenario has been justified by the decline in the production of leather wears in Nigeria from 32,554,000 pieces in 1990 to 1,783,000, pieces in 2005 (Aba Trade Fair, 2014). The way consumers evaluate home made goods could be, function preference, perception, quality attitudes, and behavioral intention towards domestic and foreign products.
Agbonifon, Ogwo, Nnodim and Ekerelte, (1998), defines perception as the process by which individuals select, organize and interpret stimuli into a meaningful and coherent picture of the world young (1961), corroborated this by saying that perception is to see, hear, touch, taste, smell and sense something, event or relate internally. It is the means by which we come to know. In a bid to encourage favorable perception towards made in Nigeria goods, Nigeria government in 1988 promulgated enterprise promotion decree. The aim of this decree was to reduce foreign influence on the economy and encourage local retention of profit, create employment opportunities as well as other objectives. However, with the democrat ion of the system and the call to citizenry to look inward for sustainable growth through self reliance. It is hoped that Nigerians will develop favorable perception and preference towards made in Nigeria products, although the determinants of consumer preference for foreign made wears especially ladies bags are very high to compare to local made products.
This study is poised to examine the overall determinant, perception and preference of buyers towards foreign made ladies leather bags products with a focus in Aba main market, Abia State.
1.2 Statement of the Problem
It should be borne in mind that the speedup acceptance of foreign ladies leather bags product in Aba, Abia State is as a result of perception of locally made product and determinant such as quality, durability, price of foreign products when compared with their local counterparts. Over the years, producers of these foreign products have undergone research to dig out the strategies to employ to enhance the greater acceptability of their products.
The superior, reliability and technological advancement of foreign products are the most noticeable features that have attracted Nigerian consumers and this triggers the desire for foreign products in Nigeria to assume unprecedented weights. The situation is indeed frightening and has made the Nigeria nation a debtor nation. Some consumers are trying to realize that not all locally made goods are lower in quality to those of their foreign counterparts while some are not, since almost everybody wants foreign made leather bags because of its processing qualities, and we want our local manufacturers to improve in processing qualities, our country should encourage foreigners to come here and invest in bag manufacturing industries, instead of going abroad to buy. We know that many Nigerians are quality conscious, and that is why they prefer to buy foreign bags, but if those fine leather bags are made in Nigeria, it will reduce the rate of importation, the perception of locally made ladies leather bags and at the same time provide employment to our own citizens. It is on this ground that this study is necessary and articulated.
1.3 Objectives of the Study
The main objective of this study is to examine the Perception and preference of consumers’ to foreign made ladies bags in Abia State. The research work equally has some specific objectives which include to:
1) Analyze the socio-economic characteristics of the respondents
2) Compare consumers’ preferences for foreign ladies leather bags
3) Determine factors that affects the perception of buyers towards made in Nigeria ladies leather bags in Abia State.
4) Identify the determinants of buying attitude towards local and foreign made ladies leather bags.
5) Make recommendation based on the finding in this study.
1.4 Research Questions
In the course of this research work, the following research questions were asked to guide the researcher effectively.
1. What are the socio-economic characteristic of the respondents?
2. What factors affect buyers’ perception towards made in Nigeria ladies leather bags products?
3. What are the bases for comparing local and foreign made ladies leather bags in Abia State?
4. What are the determinants of buyer’s attitude towards local and foreign made ladies leather bags?
1.5 Research Hypotheses
The hypotheses are stated in null (Ho) forms as follows:
H01: There is no significant relationship between price of the products and consumers preference.
H02: There is no significant relationship between consumer’s perception of foreign made ladies leather bags and its sale volume.
1.6 Scope and Coverage of the Study
The study focused mainly on the assessment of buyer’s perception towards foreign made ladies leather bags products in Aba main market in Abia state.
The study covers the perception and preference of people in this regards to the products produce in this area. The study is equally meant to cover the interaction but was restricted it to Aba main market in Abia State lead to analysis of unimaginable dimension.
1.7 Limitations of the Study
Several factors tried to constitute Achille’s hill to the actualization of these research work. They are:
Time constraint: The research combined the study with academic work and thus could not have enough time for this study.
Financial constraint: There was no enough money to run round the region collecting data.
Control: There was relative difficulty in the control of information in the hands of respondents.
Logistics: The researcher found it difficult to move around to get adequate data.
The researcher in the face of the constraint tried as much as she could to actualize the research work.
1.8 Significance of the Study
This work when completed and its recommendations accepted would go along way in solving some crucial socio-economic problems which our country is facing today.
To the consumers, this study will expose items to the strategies of reducing their age along negative perception in locally made leather products. It will reduce their cognitive dissonances after purchases as well as deceitful selling practices of the traders and also add in consumerism.
To the local/indigenous producer, the study would provide a needed insight on the perceived loopholes in the products offering as well as the products attributes required by the consumers.
To the advertisers and agencies, this study will unearthen new ideals and create unique products selling points and appeals and ensure strong recognition of their brand,
To the government, the study is important as it would encourage the already democratized producers.
In addition, the study is expected to provide basis for further research as well as referenced in this subject area.
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