CONSUMER ATTITUDES TOWARDS MADE IN NIGERIA GOODS IN BENIN CITY, EDO STATE

ABSTRACT

This study examined consumer attitudes towards Nigerian made goods in Benin City, Edo State. The study explored the cognitive, affective, and behavioral dimensions of these attitudes, with consumer buying behavior as the dependent variable. Data was collected through the online administration of 385 questionnaires, and all 385 responses were suitable for empirical analysis. Descriptive statistics (frequency, mean, and percentage) and inferential statistics (regression analysis, independent sample t-test, and Analysis of Variance) were employed for the study’s analysis. It was revealed that: the cognitive and behavioural dimension of attitude significantly affects consumer buying behavior of Nigerian-made goods; whereas the affective dimension of attitude does not significantly impact consumer buying behavior of Nigerian made goods; and the relationship between demographic variables and consumer attitudes towards these products unveiled that gender, age, educational level, and income level have a substantial relationship with consumer attitudes, whereas marital status exhibited a non-significant relationship. Based on these findings, it was recommended that: it is imperative for businesses and policymakers to focus on enhancing cognitive awareness regarding the quality, benefits, and uniqueness of locally-produced goods; businesses should invest in improving the overall shopping experience for Nigerian-made goods; businesses should customize their marketing strategies and product offerings for different demographic segments; it is essential for businesses to continuously monitor changes in consumer attitudes and adapt their strategies accordingly