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Strategic Marketing of Made-in-Nigeria Goods and Consumer's Acceptance in Nigeria. An Empirical Analysis of Textile Products


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  1. Authors:
      • Ph. D. Sunday Abayomi Adebisi, Afiliation: Department of Business Administration, Faculty of Management Sciences, University of Ado-Ekiti, Nigeria

      • 107|122

  2. Keywords:

  3. Abstract:
    This study was conceived with the intention of the author to appraise and assess the viability, acceptability and challenges inherent with the marketability of product Made-in-Nigeria products among the Nigerian populace. Investigations were carried out on Textiles Consumers’ perceptions of the quality of Made-in-Nigeria products; possible motivation behind Nigeria attitudes towards domestically produced textile products and relationship between consumer attitudes and satisfaction with product made-in-Nigeria. Survey study was carried out through questionnaire administration on 120 respondents; using purposive sampling technique to select the three popular markets in Lagos (Yaba, Oshodi and Eko) to gather the required data for empirical analysis. The population of this study were the textile products consumers in Lagos State where Textiles customers were randomly sampled in each of these markets. Ordinary Least Square method (OLS), t-test, f-statistics, coefficient of determination (R2) and Durbin Watson Statistics were used to estimate the data. The results showed: (a) significant relationship between product quality and desire to buy made-in-Nigeria at 0.05 level (r = .984, P<0.05); (b)  a significant, high positive relationship between the perceived cost of  individual purchases and the satisfaction derived from made -in-Nigeria goods ( r = .961) and (c) a correlation coefficient of 0.979, for cultural believes and buying behaviour of Nigerians. The results necessitated the formulation of required strategies for implementation in concluding the study

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