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ABSTRACT
This study was carried out to examine consumers attitude towards Nigeria made goods using local rice as a case study. The study was carried out to determining the level of local rice consumption amongst Nigerians, finding out whether there is a significant relationship between consumers attitude and the consumption of local rice in Nigeria, finding out the nature of consumers attitude towards local rice in Nigeria and Identifying the factors which influences the attitude of consumers 10 towards Nigerian local rice. The survey design was adopted and the multiple regression techniques was employed in this study. The population size comprised of rice consumers in benin city Edo state of Nigeria.In determining the sample size, the researcher conveniently selected 200 respondents and 152 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables, and mean scores. While the hypotheses was tested Pearson correlation statistical tool SPSS v22. The result of the findings reveals that the level of local rice consumption among in Nigerians is high. Furthermore, the study revealed that the factors which influences the attitude of consumers towards Nigerian local rice includes: product quality, consumer satisfaction, marketing strategy, consumer perception and consumer loyalty.Therefore, it is recommended that the Nigerian manufacturing industries should adopt the best marketing strategy and consumer satisfaction mix to engender maximum satisfaction.
