CONSUMERS ATTITUDE TOWARDS MADE IN NIGERIA GOODS

ABSTRACT

This study examined attitudes of consumers towards made in Nigerian goods. The data was collected through the administration of questionnaires to respondents who were consumers of Nigerian made goods in Benin City, Edo state. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis. Specifically, the analysis revealed the following: that price significantly affects consumer attitudes towards made in Nigerian goods, that perceived quality does not significantly influence consumer attitudes towards made in Nigerian goods. the regression analysis revealed that promotional strategies do not significantly affect consumer attitudes towards made in Nigerian goods, also, the regression analysis revealed that product availability has a significant influence on consumer attitudes towards made in Nigerian goods and that after-sales services significantly affect consumer attitudes towards made in Nigerian goods. Based on these findings, it was recommended that: manufacturers and marketers should adopt strategic pricing mechanisms that reflect the economic realities of the target market, manufacturers should invest in quality control measures and certifications that reassure consumers of the reliability and standards of their products, Emphasis should be placed on storytelling and the creation of emotional connections, highlighting the uniqueness, heritage, and socio-economic benefits of supporting Nigerian made goods, Implementing comprehensive after-sales services, including warranties, return policies, customer service, and maintenance services, can enhance consumer satisfaction and loyalty.