Abstract
This project is designed to study the behavior of consumers towards made in Nigeria products with particular attention to Innoma shoes Ltd Aba, Abia state. The purpose of the study is to find out the following; how to reduce influence, to improve on the quality of locally made products proper way of positioning products in the minds of consumers. The major instrument used was questionnaires based on the calculated sample, percentages and Chi-square. The Chi-square was used in testing the hypothesis after which the following findings were made; increase in consumer’s income affects their purchase behavior. Quality of a product influences it demands. Other results were also obtained in addition to the above, for example majority of the respondents agreed that increase in income of consumers influences what they buy. Based on the findings, we made the following recommendations; the company should be identify its target market and what appeals to them. There should be an organized campaign by manufacturers Association of Nigeria (MAN) to convince consumers that locally made products has good quality like those imported ones. Local manufacturers should try to improve on the quality on the quality of their products.
Table of contents
Title i
Approval ii
Dedication iii
Acknowledgment iv
Table of contents v
Abstract ix
CHAPTER ONE
1.0 Introduction 1
1.1 Background of the study 1
1.2 Statement of the problem 3
1.3 purpose of the study 4
1.4 Significance of the study 5
1.5 Research question 5
1.6 Hypothesis 6
1.7 Scope of the study 6
1.8 Definition of terms 6
CHAPTER TWO
2.0 Literature review 8
2.1 A brief introduction 8
2.2 Review of current literature 9
2.3 Importance of consumer behavior 11
2.4 Influences of consumer behavior 15
2.5 Economics/demographic factors 15
2.6 Socio-cultural forces 17
2.7 Motives and needs 21
2.8 Summary of the literature review 25
CHAPTER THREE
3.0 Methodology 26
3.1 Introduction 26
3.2 Design of the study 26
3.3 area of the study (Geographical area) 26
3.4 Population of the study 26
3.5 samples of the study 27
3.6 Instrument of data collection 27
3.7 Validation of the instrument 27
3.8 Distribution and retrieval of the instrument 28
3.9 Method of data analysis 28
CHAPTER FOUR
4.0 Data presentation and analysis 29
4.1 Presentation and interpretation of data according to research questions and hypothesis 29
4.2 Interpretation and discussion 42
4.3 Discussion of the findings via research question and hypothesis 44
CHAPTER FIVE
5.0 Summary of findings, conclusion, recommendations, limitation of the study and suggestion for further research 45
5.1 Summary of the findings 45
5.2 Conclusion 46
5.3 Recommendations 46
5.4 Limitation of the study 47
5.5 Suggestions for further research 48
References 49
Appendix A
Appendix B
