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DETERMINANTS OF CONSUMERS CHOICE AND PURCHASERS’ DECISION BETWEEN LOCAL AND FOREIGN FOOTWEARS

Project Topic: Determinants of Consumers Choice and Purchasers’ Decision between Local and Foreign Footwears


All businesses aim at the consumers. The consumers’ attitude and belief towards the product determines its success or failure. It is widely known that most Nigerians prefer foreign made products. This upsurge in the purchasing of foreign products by the consumers against their locally produced ones in Nigeria has a very serious implication on the economy….

Recent developments in Nigeria show that many companies in major commercial cities in Nigeria have been shut down due to dwindling sales as a result of buyers’ preference for foreign made similar products as against local brands…..

…If consumers decide to buy at least reasonable quantity of the locally produced goods, all these will be minimized, the economy will grow and more wealth will be created for capital project, infrastructural facilities, and job creation, etc. As our society undergoes rapid changes and becomes more affluent, newer social forces make consumers spend a greater part of their income in ways remarkably different from what took place in the past. Consumers want the advantage of the affluent and latest services that technology and business can offer (Ogunnaike, 2010 quoting Achumba, 1996).

Also, failure of marketing activities have been caused by ignorance and underestimation of consumer motivation, perception and behavior in the market place. In the past, manufacturers have had a wrong view that consumers accept or buy anything they are being offered in the market particularly in this part of the world. This assumption has led to gross marketing failure of many manufacturing organizations. The consumer is a personality whose behaviour is governed by different and varied influences such as: society, beliefs, attitude, past learning, experience, perception and expectations. These form his taste, choice and product preference. According to Kotler and Armstrong (2007), consumers decision making process involve need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behaviour. Businesses these days research into the buying decisions of consumers in great details to know why they buy a particular product, how much they buy, when and from whom they buy the products.

However, to make local footwears more attractive, the factors influencing the consumers’ choices and decisions for buying foreign footwears need to be investigated. These factors include: product quality, price, distribution channel, advertisement, brand and inferior complex also referred to as “Oyibo mentality”. These factors were confirmed by Kotler and Armstrong (2001) when they maintained that marketing stimuli are associated with the traditional four P’s (i.e. product, price, place and promotion). This attitude is a source of concern to both the economic planners and local manufacturers. This is because inadequate demand for home made products has adverse consequences on the pace of country industrialization efforts and Gross National Product (GNP).

Statement of the Problem

Nigerians have continued to spend huge amount of money on the importation of foot-wears that could be sourced locally if efforts are made to patronize made-in- Nigeria products. This has resulted in the continued low capacity utilization and low production in Nigeria-based shoe manufacturing companies, resulting in high unemployment figures in the country. However, the general notion among some Nigerian consumers is that locally made shoes are inferior to imported and foreign made shoes in terms of quality and performance to the extent that, some local manufacturers have resorted, to claiming a foreign origin for their products in a bid to remain relevant.

There is therefore, need to examine those factors that influence and affect consumers’ choices and buying decisions with a view to uncovering reasons behind Nigerian consumers’ seeming preference for foreign shoes over locally manufactured shoes.

Objectives of the Study

The main objective of this study is to explore the determinants of consumers’ choice and purchase decisions between local and foreign footwears. Specifically, it intends to:

  1. Establish whether there is a significant difference between consumers’ perception and preference of local and foreign footwears in Enugu metropolis.
  2. Find out whether quality is a significant determinant of brand choice between home and foreign footwears.
  3. Prove whether product image is a significant determinant of brand choice between home and foreign footwears.
  4. Ascertain whether price is a significant determinant of brand choice between home and foreign footwears.

Research Questions

The following research questions would be the focus of this project:

  1. Is there a significant difference between consumers’ perception and preference of local and foreign footwears in Enugu metropolis?
  2. Is quality a significant determinant of brand choice between home and foreign footwears?
  3. Is product image a significant determinant of brand choice between home and foreign footwears?
  4. Is price a significant determinant of brand choice between home and foreign footwears?

Research Hypotheses

For the purpose of this study, the following null hypotheses are hereby

formulated:

H0:         There is no significant difference in perception and preference

pattern between home-made and foreign footwears.

H0:        Quality is not a significant determinant of brand choice between home -made and foreign footwears.

H0:   Product image is not a significant determinant of brand choice     between home-made and foreign footwears.

H0: Price is not a significant determinant of brand choice between home-made    and foreign footwears.

Significance of the Study

This study will benefit manufacturers, corporate organizations, individuals and consumers, etc in the following ways:

It will equip competing firms with enough facts as regards factors influencing the consumers’ choice of purchasing footwears.

Through these findings, manufacturers of footwear products may be able to determine better ways of improving their product performance so as to have positive influence on consumer purchase decision.

Scope of the Study

There are many agents and dealers in the marketing of footwears  within  Nigeria. But, the research work is purely restricted to Enugu state from where necessary data is collected and analyzed in order to come up with accurate findings and report. More so, the research scope is limited to Enugu metropolis.

Limitations of the Study

The researcher experienced the following problems:

  • Lack of cooperation: The researcher also faced the problem of lack of cooperation because some respondents were biased and others did not want to provide correct information due to aggressiveness and suspicion, hence, causing lack of adequate information to facilitate secondary data.
  • Others which include delay in response, lack of response to questions by some respondents and provision of incomplete information.
  • Despite all these challenges the researcher was able to overcome these limitations by constant and sustained appeal to the respondents which later yielded a desired result for the study.

—This article is incomplete———–This article is incomplete———— It was extracted from a well articulated quality Project, Research Work/Material

Project Topic: Determinants of Consumers Choice and Purchasers’ Decision between Local and Foreign Footwears.

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