CONSUMER'S PERCEPTION OF PRODUCT QUALITY OF MADE IN NIGERIA TEXTILE PRODUCTS

OGBU JAMES OGBU

Abstract


Understanding consumer perceptions of a national Products' quality is essential for marketing of national industries in the global market. Globalization has made different countries products available in almost every market in the world and now Consumers now have wide variety of choices to select from domestic or foreign made products that can best satisfy their needs. The demand for a product depends upon the quality that manufacturers are providing to their consumers. The closure of many textile companies in Nigeria is obviously traceable to low patronage of locally made textile fabrics. Study of quality and consumer perception is not only essential but also necessary and timely in a developing country like Nigeria in order to strive for diversification of National economy. This study is an attempt to assess consumers' perception towards products' quality of made in Nigeria textile products. Primary data was collected for the study and Ordinary least square (OLS) simple regression method of analysis was employed to examine the relationship between product performance, product attractiveness and product durability of made in Nigeria textile products toward consumers' perception. The results from the analysis showed that consumers have negative perception on product performance of made in Nigeria textile product. It was further observed that most of the textile goods produced locally do not last longer like the imported foreign products. Most consumers do not patronize made in Nigeria textile product due to its unattractive finishing quality. Recommendation was made for textile operators in Nigeria to use higher quality of modern technology and higher quality of raw materials in their production. Training to improve skill of workers was recommended. It was also recommended for the operators to be innovative drive and improve packaging of textile materials.

Keywords


Consumer, Perception, Quality, Textile, Products.

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International Journal of Management Science Research ISSN ISSN 2536 – 605X(Print)

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