The partiality among Nigerians for foreign
made merchandise is both disturbing and upsetting particularly when considered
in the light of its impact on local markets. The general thought among a few
Nigerians is that locally made merchandise are mediocre compared to foreign and
imported products as far as quality and execution to the degree that some local
manufacturers have resulted in putting foreign labels on their product.

(Ayoba and Hussain, 2016) stated that the progressions
brought by globalization threaten the viability of locally made items and the
individuals who create them. Globalization, obviously, accomplishes more than
just increment in the accessibility of foreign made items and disrupt local
producers. The exposure to foreign products as often as possible springs forth
changes in local cultures, values, and traditions.

There is subsequently, need to examine
those variables that impact and influence buyer purchasing choice with a view
to revealing explanations for Nigerian consumers appearing inclination for
foreign products over locally manufactured merchandise.

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Research problem/Problem area


The examination endeavors to look at the
compelling elements on customer purchasing pattern with reference to “made
in Nigeria? products. The general aim of the examination is to investigate the
consumers’ view of locally made items. However, the main objectives are:

To decide the part of perception in the
adoption of locally made merchandise;

To examine factors that influence
consumers’ perception towards items made in Nigeria;

To recognize the issues and prospects
required in showcasing privately made products.

To determine if cultural difference affect
how accessible products are. What are the differences?

To investigate how people access their

To examine if local producers must
customize their products to meet foreign standards

To examine if family habits influence consumer to use foreign

To observe if consumer buy foreign products just only when there
are no local substitutes




HO1. Larger part of the populace like to
foreign goods than local ones

HO2. demographic and socio-economic
variables are important determinant of preference in product.

HO3. The average mean for levels of
awareness on the costs of preference of domesticated goods over foreign made
products is higher among the individuals who inclined for imported groducts
than inclinced for domesticated products





Literature Review


have been continually examined and re-redefined in the marketing literature and
there are various definitions for ‘brand’. A meaning of a brand by The American
Marketing Association (AMA) in the 1960s (Keller, 1998:2) is “a name,
term, sign, image, or design, or a blend of them, expected to recognize the
merchandise and enterprises of one dealer or group of merchants and separate
them from those of competitors.” For consumers, when deciding on brands
which are in the commercial center will incorporate brands as a component to
decide the characteristics of the item as opposed to utilizing their
opportunity to improve their insight into the item in information searching
exercises. Subsequently, consumers utilize brands as signals to settle on
choices to buy or try products (Ger et al., 1993).

merchandise that have international origin generally called foreign products
are those that are exchanged at the universal market and sold to those
countries that do not have the information or specialized know-how and the
fundamental resources to produce alternative products.

indicated by Shimp and Sharma, utilization of imported products for this
situation suggests negative aims and hurtful impact for domestic economy. Local
Population sees that consumption of foreign items isn’t right and can prompt
higher unemployment, to a decline in monetary improvement and it is for the
most part viewed as unpatriotic conduct (Shimp and Sharma, 1987).

and Sharma’s research contributed immensely to the improvement of a new model
CETSCALE (Consumer Ethnocentrism Scale), which turned into a tool for
estimating consumer purchasing behaviour and decision-making process of
selecting between foreign and local produced goods. Notwithstanding, their
primary commitment is instituting the idea of ethnocentrism. Utilizing this
idea, it is possible to assess the behaviour of consumers, to examine the
preferential reasoning towards specific products. (Shimp and Sharma, 1987).

comprehension of ethnocentrism accompanies the thought and conviction that a
product or an item from one’s ethnic environment are superior to others.
marketers therefore recognize consumer segments that are probably going to be
keen on foreign items and others which are most certainly not. highly ethnocentric
buyers tend to believe or imagine that purchasing foreign items is unseemly or
wrong since it might have financial effect on the economy of the country. On
the other side non ethnocentric customers are probably going to evaluate
foreign products more unbiasedly for their extrinsic attributes (Schifffman and
Kanuk 2007).

(1994) stated that the way consumers judge items is impacted by the products’
country of origin. in other words, the country in which products originated
from strongly affects ethnocentrism. Consumers’ attitude to foreign items might
be positive or negative depending upon which nation it is originating from.
consumers tend to have cliché thoughts regarding items and individuals of other
countries and genuine product evaluation are quite often affected by country
stereotyping (Bilkey and Nes1982).


Research Methodology


The tables, graphs and statistics used in this report
have been gathered from highly credible publications and case studies. This
data has been used as a foundation for the view followed throughout this
publication. The primary data resourced has been accurately referenced in the
bibliography section of this report.

research will be directed with an explanatory research approach and even more a
qualitative nature. The research findings will be created in view of the
observation and reaction of consumers and would be conducted to distinguish and
analyse the reasons why customers lean toward international brands to local
made brands when acquiring consumer products. Here, blended research with
simultaneous triangulation methodology would be utilized.

The quantitative part
of this exploration will be utilized to give measurable speculation about the
preferences of customers for garments as well as shoes imported or locally
created. This instrument was utilized to evaluate the awareness levels of
individuals towards the expenses of utilizing locally substituted foreign
imported products. Questionnaire survey will likewise be utilized to take in
the impacts of various demographic variables on consumer product preference and
socio-economic, foreign or domestic goods. Questionnaire will be used to gather
those primary data. The questionnaire will include close ended questions and
Likert scale will be utilized as a part of most of the inquiries.  Open ended questions will be utilized to give
an inside and out clarification of consumers’ observations and preferences of
purchasing of either foreign made or locally made product. Prior to the exploration
poll will be utilized for information accumulation, the draft duplicates will
be assessed for content legitimacy by experts in the field


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