Evaluation of Consumer Attitude towards Nigeria-Made Products: Evidence from Anambra State in Nigeria

Abstract

This study is an empirical evaluation of consumers’ attitude towards made in Nigeria goods in Awka, the Eastern region of Nigeria. Survey research design was used for this investigation. To collect data for the study, a structured questionnaire was used in line with the research design. All consumers of goods in Awka metropolis market made-up the study population.The study covered 5 zones in Awka, which include Amenyi, Umuogbu, Umubele, Umuenechi, and Amikwo. 250 sample size was chosen comprising 50 respondents from each zones using the convenience sampling technique. Two hundred and fifty (250) copies of the questionnaire were administered, out of which 228 copies of the questionnaire were retrieved and adjudged usable for the study, indicating 91.2% response rate (228/250*100= 91.2%). Data collected were analysed using descriptive statistic, while the hypotheses were tested using chi-square ([]2). Data collected were analysed using simple percentage, while the hypotheses were tested using chi-square ([]2) statistics. The result obtained show that an improvement in the quality of made-in-Nigeria goods will create positive consumer attitude; the high price of made-in Nigeria goods affects consumers’ patronage. The study recommended that businesses must look for high-quality machines and materials, and that training and staff development must be a top priority if they want to guarantee the overall quality of products created locally among others.