ABSTRACT
The way Nigeria consumers evaluate home made
goods could have an input on their attitude and behavioural intension towards
domestic and foreign manufactured products, particularly textile product. Yet,
this decision-making process has been examined from marketing-mix elements, the
consumer ethnocentrism and country of origin study areas, this study investigated
the problems and prospect of marketing made-in-Nigeria goods in Nigeria, using textile
products as a case study. The project employed the use of questionnaire which
was administered to students, manufacturers, markets and consumers of locally manufactured
textiles, and dress designers, which was personal administered. Using
statistical method – chi-square method was used, the result showed that, the
desire to buy made-in-Nigeria textile depend greatly on the quality of the
product.
TABLE OF CONTENTS
Title page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of content
vi
CHAPTER ONE
1.0 Introduction 1
1.1 Background of the study 1 – 2
1.2 Justification of the study 2
1.3 Statement of the problem 2
– 3
1.4 Research Question 3
1.5 Hypothesis formation
1.6 Objective of the study
1.7 Methodology of the study
1.8 Limitation of the study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature review 9
2.1 Marketing concept
2.2 Markets orientation
2.3 Element of market orientation
2.4 Consequences of market orientation
2.5 Concept of made in Nigeria goods
2.6 Standards of made in Nigeria prospect
2.7 Export market problems and prospect
2.8 The state and size of the Nigeria
textile clothing industry
2.9 The Nigeria textile industry in a nutshell
CHAPTER THREE
3.0 Methodology 13
3.1 Research design 13
3.2 Population of the study
3.3 Sample and sampling method
3.4 Data collection instruments
3.5 Administration of data collection
3.6 Techniques for data analysis
3.7 Techniques for testing hypothesis
3.8 Restatement of research question and hypothesis
CHAPTER FOUR
4.0 Presentation and analysis of data
4.1 Testing of hypothesis
4.2 Decision
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendations 21
5.1 Summary of findings 21
5.2 Implications for marketing management,
public and private
buy domestic campaign 21
-22
5.3 Recommendations 22
References 24
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE
STUDY
Made-in-Nigeria goods are those goods that are produced within Nigeria.
Nigeria
as a third world country needs to produce its own goods so that it will help develop
its economy in terms of growth and stability.
The Nigerian government in 1988 took another bold step to encourage
favourable attitudes towards made-in-Nigeria goods in a bid to actualize the enterprise
promotion decree. The basis of the decree was to reduce foreign dominance on the
economy, encourage local retention of profit, and create employment opportunities
amidst other objectives. Since independence in 1960, a lot of changes have taken
place in the country economically, politically, and socially which as a result,
firms, small and large have gone down the drain. The cause of this was mainly due
to lack of good management and leadership in the country as well as lack of
vision and foresight. The country is plagued with large scale under capacity resources
utilization, power supply that cannot be used for any meaningful planning purpose
and a whole economy that cannot be forecasted.
Marketing Implication of the above scenario will be: irregular supply of product,
supply of lower quality product due to dividing income of consumer, fluctuating
prices due to product shortage, low reputation of manufactured goods, low motivation
towards advertising, low marketing orientation and a general consumer discontent
with income made goods.
However, with the democratization of the system and the call to the citizenry
to look inward for a sustainable growth through self-reliance, it is therefore,
hoped that Nigerians will develop favourable attitude towards made in Nigeria
goods.
As our society undergoes rapid changes and becomes more affluent nearer social
force make consumers spend a greater part of their income or salaries in ways remarkably
different from what took place in the past. Consumers want the advantage of affluent
and the latest services that technology and business can offer.
The force of this study is the Nigeria textile market. This industry
was chosen firstly because most textile product have clearly displayed “made
in” label, and secondly it is an industry where imported product had long dominated,
even causing local ones to carry foreign labels.
1.2 JUSTIFICATION
OF THE STUDY
Nigerian economy has been characterized by declining capacity utilization
in the real sector, poor performance of major infrastructural facilities; large
budget deflects, rising level of unemployment and inflation.
Given the poor state of the economy, it is the desire of all Nigerians to
have in place and functioning too, an economic policy which will:
-
Revive and grow Nigeria’s comatose economy
-
Significantly raise the standard of living of the
people
-
Put Nigeria
back to gain- full work and create new employment opportunities and to ,
-
Reposition the economy to participate beneficially in the
global economy
1.3 STATEMENT
OF THE PROBLEM
Marketability of made in Nigeria
textile material or product as a tool for economic growth in Nigeria depends largely on the attractiveness
and attitude of Nigerians towards made in Nigeria textile product. This study
is conducted to determine those variables that affect the Nigerians textile industry,
the made in Nigeria
textile itself in terms of quality and to determine the preference and taste
and attitude of citizen towards these textile products. In view of this, the following
highlighted problems are intended to be solved by this research works;
-
What are the problems inherent in marketing locally
made textile products.
-
What is the degree of correlation between product
quality and the desire to buy locally manufactured textiles?
-
Is there any prospect of marketing made-in-Nigeria textile?
1.4 RESEARCH
QUESTION
Based on the problem enumerated above, and acknowledgement of the existing
socio-economic characteristic of the country, this research attempts to address
the following research questions: -
-
How do consumers in Nigeria evaluate the various attributes
of domestic textile products in relation to similar product of foreign origin?
-
What is the extent of consumer familiarity with made-in-Nigeria
textile brands?
1.5 HYPOTHESIS
FORMATION
Hypothesis is a declarative statement subject to inferential testing. It
is a proposition or conduction which states what we are looking for or it is a conjectural
statement of relationship between variable. Hypothesis will be stated in two
ways:
a. The Alternative Hypothesis (Positive Hypothesis)
which will be represented by Hi, and
b. The Null Hypothesis (Negative
Hypothesis) which will be represented by Ho.
Ho: There is no positive and significant relationship
between product quality and the desire to buy made in Nigeria textile.
Hi: There is positive and significant
relationship between product quality and the desire to buy made in Nigeria
textile.
1.6 OBJECTIVE
OF THE STUDY
The objective of this study is to investigate the marketability of made
in Nigeria
textiles.
1.7 METHODOLOGY
OF THE STUDY
The research will be conducted to examine the attitude of Nigerians
towards made in Nigeria
textile materials as economic growth indicator in Nigeria. The source used for the study
is based on the data collected through the two available sources which are primary
and secondary data.
Forty (40) questionnaires would be administered to respondents. The research
will be conducted at selected areas in Osun State.
The data collection would be: (a) Osun State Polytechnic (b) Selected textile
and dressing salon around Osogbo, Ikirun and Iree area. The participant would
be (i) undergraduate students (ii) Traders dealing in textile (iii) textile and
dressing salon operators / customers (iv) textile manufacturers. There participant
were chosen because I felt that they are in the best position to evaluate the
product since they use, sell and also promote the product.
Chi-square will be used to test the relevant hypothesis. Chi-square is a non-parameters
measure that does not depend on population but deal with frequency count.
Chi-square is defined by the formulae.
X2 = ∑ (0 – e)2
e
At 5% level of
significance = 0.5
Degree of
freedom is give by the formulae = (r - 1) (c – 1)
1.8 LIMITATION
OF THE STUDY
In the course of justifying the research work, some constraints were encountered
that further limit and slow down the research work. i.e. Time constraints, Transportation,
Data collection procedure, scarcity of relevant text books, articles in relation
to the study, financial constraints and also, lack of co-operation on the part of
the respondents towards the questionnaires. Despite these limitations, the research
is still valid and capable of adding to knowledge.
1.9 DEFINITION
OF TERMS
Marketing: -
According to American Marketing Association (1960) defines marketing as the
performance of business activities that direct the flow of gods and services
from producers to consumers or users.
Marketing: - This cannot the ability of
a product to meet the taste preference of the consumer.
Market Orientation: - According to Mc
Namara (1972) defines it as a philosophy of business management, based upon a
company wide acceptance of the need for consumer orientation, profit orientation,
and recognition of the important role of marketing in communication the needs
of the market to all.
Made- in- Nigerian goods: - This are those
goods that are produced within Nigeria.
Consumer Ethnocentrism: - This means when
consume evaluate others cultures according to preconceptions originating in
one’s own culture.
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