CONSUMER BUYING BEHAVIOR TOWARD NIGERIAN-MADE GOOD

ABSTRACT

This study is to determine the attitudes of consumers towards local rice in Benin City Edo State. Specifically, the study sought to: investigate the factors that influences consumer buying behaviour towards Nigerian made goods in Benin City, Edo state. determine the effect of cognitive dimension of attitude on consumer buying behavior of Nigerian made goods in Benin City, Edo state; ascertain how affective dimension of attitude influence consumer buying behavior of Nigerian made goods in Benin City, Edo state; and examine the relationship between behavioural dimension of attitude and consumer buying behavior of Nigerian made goods in Benin City, Edo state. Recommendations It is important that Nigerian-made Goods producers continually strengthen their product quality, as this study have proven that quality is a significant determinant for the attitudinal responses from consumers towards the purchase of Nigerian made goods.