Design Analysis of Consumer Perception and Response Rate to Locally Made Textile Materials in Major Business Districts in Nigeria.
CHAPTER ONE
OBJECTIVE OF THE STUDY
The objectives of the study are;
- To identify the reasons for preferences of consumers in Nigeria for foreign made textiles to locally made textiles.
- To identify the problems being faced by consumers in choosing between foreign and locally made textile materials.
- To ascertain whether consumer have negative perception about locally made textile
CHAPTER TWO
REVIEW OF RELATED LITERATURECONSUMER BUYING BEHAVIOR
The American Marketing Association defines consumer behavior as “the dynamic interaction of affect and cognition, behaviour, and the environment by which human beings conduct the exchange aspects of their lives” In other words, consumer behavior involves the thoughts and feelings people experience and the actions they perform in consumption processes. It also includes all the things in the environment that influence these thoughts, feelings, and actions. These include comments, from other consumers, advertisements, price information, packaging, product appearance and even government legislation’s such as Ban on importation of textile materials. It is important to recognize from this that consumer behavior is dynamic, involves interactions, and involves exchanges. Consumer behaviour is dynamic because of the thinking, feelings and actions of individual consumers. For example, the Internet has changed the way people search for information about products and services. The fact that consumers and their environments are constantly changing highlights the importance of ongoing consumer research and analysis by marketers to keep abreast of important trends. The dynamic nature of consumer behaviour makes development of marketing strategies an exciting yet, difficult task. Strategies that work at one time, or in one market may fail miserably at other times or in other markets. Consumer behaviour involves interactions among peoples thinking, feelings and actions, and the environment. Thus marketers need to understand what products and brands mean to consumers, what consumer must do to purchase and use them and what influences shopping, purchase and consumption. Further more, consumer behaviour involves exchanges between human beings. In other words, people give up something of value to others and receive something in return. Much of consumer behaviour involves people giving up money and other things to obtain products and services, that is exchanges between buyers (consumers) and sellers (marketers). In fact, the role of marketing in society is to help create exchanges by formulating and implementing marketing strategies.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought design analysis of consumer perception and response rate to locally made textile materials in major business district in Nigeria
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain design analysis of consumer perception and response rate to locally made textile materials in major business district in Nigeria. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of d consumer perception and response rate to locally made textile materials in major business district in Nigeria
Summary
This study was on design analysis of consumer perception and response rate to locally made textile materials in major business district in Nigeria. Three objectives were raised which included: To identify the reasons for preferences of consumers in Nigeria for foreign made textiles to locally made textiles, to identify the problems being faced by consumers in choosing between foreign and locally made textile materials, to ascertain whether consumer have negative perception about locally made textile. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 consumers from Apapa, Lagos state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made civil servants, businessmen, businesswomen and students were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
From this research finding it have been established that three variables proved to have significant relationship with consumer’s attitude of preference for foreign and locally made textiles despite Nigerian government campaigns. These include quality income and price. Quality was identified as major determining factors for the preference among foreign and local textile materials by Nigerian consumers. Foreign textile materials were rated to have high quality and durability. Also, Nigerian consumers believe that there are outdated machineries in the Local textile mills and that is why their textile materials do not normally come out well after production.
Recommendation
The mere appeals to the consumers to patronize locally made textiles on sentimental or patriotic grounds should be supported by more far reaching policy actions. For example, smuggling should be checked through the imposition of stiffer penalties for offenders and more effective armed policing of our borders and international air and sea ports, so as not to turn Nigeria as a dumping ground of foreign textile materials. Nigerian Government should through the tariff structure protect the Local textile companies by ensuring that its import duty favour Local textile mills. The textile mills in Nigeria should make efforts to reduce price and /or improve the quality of their products to win consumers appeals. Prices can be reduced if average costs are reduced through expansion aimed at reaping economies of scale if they exist. The increased output can still find additional markets in other West African countries. Quality improvements should focus particularly on durability and dyeing.
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