FACTORS THAT AFFECT ATTITUDE OF STUDENTS TOWARDS NIGERIAN MADE GOODS

ABSTRACT

The purpose of this study was to determine the attitudes of students towards Nigerian made goods in Benin City. To achieve the four specific objectives of this study, regression and descriptive analysis were utilised. Based on the analysis conducted it was discovered that: there is a significant difference between Nigerian-made goods and foreign-made goods in Benin City; there is no relationship between cognitive dimension of attitude and consumer buying behaviour of Nigerian-made goods in Benin City; there is a relationship between affective dimension of attitude and consumer buying behaviour of Nigerian-made goods in Benin City; and there is a relationship between behavioural dimension of attitude and consumer buying behaviour of Nigerian-made goods in Benin City. Based on these findings, it was recommended that: it is crucial to improve the quality of Nigerian products by encouraging local manufacturers to invest in research, development, and quality control processes to meet or exceed international standards; there is a need for educational campaigns through organizing awareness programs in schools and colleges to inform students about the benefits of supporting local industries, such as job creation, economic growth, and cultural preservation; focus should be made on creating positive emotional associations with Nigerian-made goods; and consideration should be given to the implementation of incentives or rewards for students and consumers who consistently support Nigerian-made products.