PREDICTORS OF CONSUMERS’ ATTITUDE TOWARD MADE-IN NIGERIA CLOTHING IN RIVERS STATE, NIGERIA

Abstract

The inclination of consumers to purchase domestically manufactured goods is vital for the expansion and sustainability of manufacturing in a free market economy such as Nigeria's. Domestic manufacturers have a significant challenge due to the abundance of imported brands of items, particularly clothes, many of which have successfully positioned themselves as dominant players in the worldwide market. This research aims to contribute to the expanding body of literature on customer attitudes by examining consumers' impressions of Nigerian-made clothes. A quantitative research was conducted in Rivers State, Nigeria, where adult customers who purchase clothes made in Nigeria completed a standardized questionnaire that included Likert scale items. The size of the sample was 536. Result of data analysis using structural equation modelling technique show that the extent of availability of made-in Nigeria clothing in the Local market, the extent of brand awareness and familiarity with made-in Nigeria clothing, Country of origin influence and consumer’s sense of pride were significant predictor variables of consumers’ attitude towards made-in Nigeria clothing. The Study recommends among others that the manufacturers association and government is required to set up enlightenment and promotional campaign programme aimed at educating and persuading Nigerians to buy made-in Nigeria goods and clothing in particular.