Dynamics of Purchase Decisions Between Home and Foreign Made Wears in Nigeria

Abstract:

This study investigated the Dynamics of Purchase Decisions between Home and Foreign Made Wears in Nigeria. It aimed at four objectives which included to (1) examine Nigerian consumer usage and preferences for local and foreign wrapper wears, (2) examine Nigerian consumer perceptions for 'Made in Nigeria' label textile (3) examine the factors that influence consumer choice for home or foreign made brands of textiles (4) examine whether country image affects Nigerian consumer choice for home brands of wrapper wears. The scope of the study is limited to the sellers and users of wrapper wears in Onitsha metropolis. The study is an analytical survey research. The population of the study will comprise dealers and users of wrapper wears (popularly known as Abada) in Onitsha metropolis in Anambra State of Nigeria. According to the NPC data 2006, the population of residents in Onitsha is 293,240 (Onitsha North = 153,200; Onitsha South = 140,010). 395 samples were selected for the study. The sources of data for the study were predominantly primary. The instrument for data collection in this study will be a structured questionnaire. Frequencies and percentage were used for the analysis of sample characteristics and to answer the research questions, while Z-test was used to analyse the hypotheses. Results show that Nigerians prefer foreign made wrappers to Nigerian ones. They have negative perception about Nigerian made wrappers, thus they feel that Nigerian made wrappers are of cheap, low-profile materials that cannot boost user’s reputation. Equally, country image affect country product. Thus, that Nigerian made wrappers are not preferred implies low esteem and poor perception o Nigeria by its citizenry.