The Effect of Product Attributes on Consumers' Attitude Towards Made-In-Nigeria Textiles in South-South Zone of Nigeria

Imoh Charles Uford, Glory Sunday Etim

Abstract


ABSTRACT

This research studied product attributes and consumers’ attitude towards made-in-Nigeria textiles in the south-south zone of Nigeria. It examined the effect of product quality and brand value {classified as intrinsic variables of product attributes) on consumers’ attitude towards made-in-Nigeria textiles in the south-south zone of Nigeria. A survey design was used in gathering the needed data for this study. Copies of questionnaire were self administered to a sample of four hundred (400) consumers. Descriptive statistics was used in the application of percentages and other statistical procedures. Multiple regression analysis was used to establish and measure the cause-effect relationship between product attributes and consumers’ attitude.  The results revealed that there is a significant relationship between product quality, brand value and consumers’ attitude towards made-in-Nigeria textiles. The study recommended that good quality textiles should be produced with good texture and neat finishing. It was also recommended that made-in-Nigeria textiles should have good brand names that are easy to pronounce, remember, meaningful and well packaged with the right information. Good name and image should be secured by the production of good textiles to aid in improving the nation’s economy. Finally, made-in-Nigeria textiles should be presented with unique features like durable quality in order to attract high customer-based brand equity and enhance strong consumers’ loyalty. 

 

Keywords: Product quality; brand value; customers’ attitudes; made-in-Nigeria textile; South-South zone of Nigeria.

 


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