ANALYSIS OF CONSUMERS ATTITUDE TOWARDS MADE IN NIGERIA FURNITURE AMONG HOUSEHOLD IN EHIMIRI HOUSING ESTATE

ABSTRACT

This research work is aimed at an analysis of consumers’ attitude towards made in Nigeria furniture. It also delved into importance of country of origin, social class on purchase decision of furniture and assess the role of Nigeria government in promoting furniture business. The study was expected to help indigenous firm in furniture business to know areas in production and marketing activities that need to be reviewed improved upon. Also the work will help the producers to understand the consumers’ attitude towards the purchase of furniture and this is so. Data was collected by the use of structure questionnaire and administered to consumers. Secondary data were collected journals, textbooks, library and internet. Regression analysis was used in the analysis of primary data at 5% level of significance. The major findings of this study are; the attitude of consumers towards made in Nigeria furniture was negative, consumers’ attitude influences the sales volume of locally made furniture; social class influence the consumption of made in Nigeria furniture, social factors influences the consumption of made in Nigeria furniture, government does not play their role well in both patronage and promotion of made in Nigeria furniture. As a result of all this dismissal performance, the researcher recommends a complete re-organization and adoption of appropriate measures that would enhance and improve the quality of made in Nigeria products. Therefore, the researcher recommended that manufacturers should produce with good quality image. Also, expected roles of the government were preferred. The researcher believes that if the recommendations are religiously carried out, there should be a favourable change in the attitude of consumer towards the purchase of made in Nigeria furniture. This in turn, will help to increase employment opportunities, thereby raising the standard of living in the country.

TABLE OF CONTENTS

Title Page - - - - - - - - - - i

Declaration - - - - - - - - - - ii

Certification - - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgement - - - - - - - - v

Table of content - - - - - - - - - vi-vii

List of tables - - - - - - - - - ix

Abstract - - - - - - - - - - - x

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study- - - - - - - 1

1.2 Statement of the Problem- - - - - - - 2

1.3 Objectives of the Study- - - - - - - - 3

1.4 Research Questions- - - - - - - - 4

1.5 Research Hypotheses- - - - - - - - 4

1.6 Scope of the Study- - - - - - - - 5

1.7 Significant of the Study - - - - - - - 5

1.8 Limitations of the Study- - - - - - - 6

1.9 Definition of term - - - - - - - - 7

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Consumer Behaviour - - - - - - - 8

2.2 The Consumer Behaviour Theory- - - - - - 10

2.3 Consumer Buying Decision Process- - - - - - 11

2.1 Factors Affecting Search for Information - - - - 13

2.2 Steps in Evaluation of Information - - - - - 14

2.5 buying situation - - - - - - - - 16

2.5.1 Routinized Response Behaviour - - - - 16

2.5.2 Limited Problem Solving- - - - - - 17

2.5.3 Extensive Problem Solving - - - - - 17

2.6 Types of Buying Behaviour- - - - - - - 18

2.6.1 Complex Buying Behaviour- - - - - - 18

2.6.2 Dissonance Buying Behaviour- - - - - 18

2.6.3 Habitual Buying Behaviour- - - - - - 18

2.6.4 Variety Seeking Buying Behaviour- - - - - 19

2.7 Participants in the Buying Process - - - - - 19

2.8 The essence of studying Consumer Behaviour - - - 21

2.9 Consumers Attitude - - - - - - - - 23

2.10 Ethnocentrism - - - - - - - - 25

2.11 Xenocentrism - - - - - - - - 27

2.12 Furniture Industries - - - - - - - 29

2.13 Country of Origin - - - - - - - - 32

2.14 Furniture Purchasing Decision Process - - - - 33

2.15 Factors that influence the decision of consumers in purchasing- 36

2.15.1 Cultural Factors - - - - - - 37

2.15.2 Social Factors - - - - - - - 39

2.15.3 Personal Factor - - - - - 40

2.15.4 Psychological Factor - - - - - 41

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design - - - - - - - - 43

3.2 Area of the Study - - - - - - - - 43

3.3 Population of the Study - - - - - - - 44

3.4 Determination of the Sample Size - - - - - 44

3.5 Sampling Technique - - - - - - - 45

3.6 Method of Data Collection - - - - - - 45

3.7 Instrument for Data Collection - - - - - 46

3.8 Administration of the Instrument - - - - - 47

3.9 Method of Data Analysis - - - - - - 47

3.9.1 Model Specification - - - - - - - 47

3.10 Validity of the Research Instrument - - - - - 48

3.11 Reliability of the Research Instrument - - - - 48

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.1 Questionnaire Distribution - - - - - - 49

4.2 Socioeconomic Data - - - - - - - 50

4.3 Analysis of General Data - - - - - - 54

4.4 Hypotheses Testing - - - - - - - 61

4.4.1 Hypothesis One - - - - - - - 62

4.4.2 Hypothesis Two - - - - - - - 65

4.5 Discussion of Findings - - - - - - - 67

CHAPTER FIVE

SUMMARY CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings - - - - - - - 69

5.2 Conclusion - - - - - - - - - 70

5.3 Recommendations - - - - - - - 71   

REFERENCES

APPENDIX I

QUESTIONNAIRE

LIST OF TABLES

Table 4.2.1 Gender of the respondents - - - - 50

Table 4.2.2:   Age of the respondents - - - - - 50

Table 4.2.3: Marital status of the respondents - - - 51

Table 4.2.4: Occupation of the respondents - - - 52

Table 4.2.5: Respondent’s level of education - - - 53

Table 4.2.6: What is your income per annum? - - - 54

Table 4.3.1: Do you own furniture? - - - - - 54

Table 4.3.2: If yes, which do you prefer? - - - - 55

Table 4.3.3: If foreign, why do you prefer it to local furniture?- 55

Table 4.3.4: Does advertising have any effect on consumers buying behavior? - - - - - - 56

Table 4.3.5: Do you think that government plays its role well in both the patronage and promotion of Nigeria made furniture? - - - - - - 57

Table 4.3.6: What is the major fault you observed in the marketing practice of Nigeria made furniture? - 58

Table 4.3.7: Consumers’ attitude influences the sales volume of locally made furniture - - - 59

Table 4.3.8: Does social class influence the purchase/consumption of furniture in Umuahia?   - - - - 59

Table 4.3.9: What do you think will ensure increase in production and patronage of Nigeria made furniture? - - 60

Table 4.3.10:   What do you consider as factors that influence consumer’s attitudes towards made in Nigeria Furniture? - 61

Table 4.4.1: Does country of origin influence the purchase/ consumption of furniture in Umuahia? - - 62

Table 4.3.8: Does social class influence the purchase/consumption of furniture in Umuahia? - - - 65

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Made in Nigeria products are those produced within the country by our local manufacturers. For some decades now, Nigeria has engaged in production of product that will develop its economy in terms of growth and stability.

However, Nigerian government in 1988 took a bold step to encourage favourable attitude towards locally made products in a bid to actualize the Enterprise Promotion Decree of 1980. The basis of this decree was to reduce foreign dominance on the economy, encourage local retention of profit, and create opportunities amidst other objectives.

Achumba (1998), posit that as our society undergoes rapid changes and become more affluent, newer social forces make consumers spend a greater part of their income in ways that are different from what took place in the past. Consumers want to take advantage of the affluent and latest services that technology and business offer.

However, Sobowale (1997) pointed that Nigeria manufacturing sector is assailed by powerful forces, which have been threatening its existence. He further expressed that it is not exaggeration that many of the Nigeria manufacturing capacity may cease to exist within the decade unless, as a matter of urgency, quick steps are taken to reverse the visible progressive decline in absolute and relative term of the manufacturing mix.

1.2 Statement of the Problem

The consumer’s attitude towards locally made goods is affecting the consumption of made in Nigeria furniture’s. Most Nigerians view our locally made products as inferior or below standard. This negative perception affects the sale of our locally made furniture. Manufacturers of furniture in Nigeria are forced to place the price of their products at a very low rate with the intention of attracting patronage. As a result, their profit margin and production capacity are drastically reduced, making it difficult for them to survive in a competitive market environment.  The negative perception of Nigerians towards locally made furniture affects the zeal at which its producers would have promoted their products. Even when some manufacturers are propelled to promote their locally made furniture, their target markets view it as strategy aimed at convincing them into making a purchase they will be dissatisfied with at the long run. The earnest problem facing the Nigeria market today in terms of shoddy or low consumption rate of their locally made product is as a result of too much preference for foreign made-product by reasonable number of consumers in the society. The cause of this is mainly due to lack of good management and leadership on the side of the manufacturers and the government, and on the consumers’ side, for prestige reasons and again to show ones level of affluence.

Lack of proper branding and attractive packaging increases the negative perception Nigerians have towards made in Nigeria furniture. Lack of good distribution network reduces the publicity or awareness that would have been created by local manufacturers. As such the sale of their product is limited to those within their area of operation. Thus, the problem this study is to ascertain the perception of Nigerians toward our locally made furniture.   

1.3 Objectives of the Study

The main objective of the study is to analyze consumer’s attitude towards made in Nigeria furniture. The specific objectives of this work are as follows, to:

1. Determine factors that influence consumers’ attitude towards made in Nigeria furniture;

2. Ascertain the impact of consumers’ attitude on the sales volume of locally made furniture;

3. Determine whether social class influences their purchase of furniture;

4. Determine measures that will improve made in Nigeria furniture in Umuahia.

1.4 Research Questions

In order to achieve the specific objectives stated above, the below listed research questions have been formulated. They are:

i. What are the factors that influence consumer’s attitudes towards made in Nigeria Furniture?

ii. What impact does consumers’ attitude have on the sales volume of locally made furniture?

iii. To what extent does consumers’ social class influence the purchase of furniture?

iv. What measures can be put in place to improve the consumption of made in Nigeria furniture?

1.5 Research Hypotheses

The term hypotheses is defined by Olise and Eze (2010) as a conjectural statement formulated to guide the researcher and which stands to be accepted or rejected as the case maybe. However, it may also be described as a suggested answer to a problem. Hypotheses can be a proposition stated in a testable form to predict a particular relationship between two to more variables and which maybe confirmed or refuted through empirical collection and analysis of data.

Here, the following hypotheses stated in null (H0) form are formulated to guide this study;

H0₁: There is no significant relationship between consumers’ attitude and the sales volume of locally made furniture;

H0₂:  Social class does not influence consumption of made in Nigeria furniture.

1.6 Scope of the Study

This research is limited, or revolves within Umuahia, Abia State Nigeria. The furniture consumers are very broad so the research focused on only furniture consumers in Umuahia. This study is an attempt to research and ascertain the reasons behind Umuahia consumers’ attitude towards made in Nigeria furniture.

1.7 Significant of the Study

This study would make an important contribution to the literature in the areas of consumers attitude, xenocentrism, ethnocentrism, country of origin, attitudes of Nigerians towards locally made furniture and factors influencing such attitudes. This research work also hopes to impact positively to firms in the furniture industry. It will reveal better measures and strategies to improve consumption of made in Nigeria furniture, particularly in Umuahia, Abia State. The project when completed, will add to the knowledge in the area of furniture production and consumption. Building in Nigeria will be seen as a profitable enterprise, and many will be encouraged to go into it.

1.8 Limitations of the Study

This study is not without limitation. There is problem of finance: The Financial problem encountered on this research work is enormous, especially this period of rising cost. Here repeated, rewriting of grafts, printing of some needed materials from internet, photocopying of some materials too, and field work claims much money.

Again, the researcher may found it difficult to convince some of the respondents to complete the questionnaires. There may be a problem of not being at home or on seat at the visit, while some maybe afraid of the whole exercise hence keep away information. Meanwhile, some of them who may be willing to participate may give false or half truth answer.

1.9 Definition of term

1. Consumers: These are the final user of products who usually buy for personal consumption or to collective need to the family or household unit.

2. Attitude:  This means a favourable feeling or attitude of about somebody or something.

3. Ethnocentrism: This means a favourable feeling or attitude of consumers towards their home made product.

4. Xenocentrism: This means an unfavourable feeling or attitude of consumers towards their home made country.

5. Furniture:  This means movable article that are used to make a room or building suitable for living or working in, such as chairs or desk.

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