NIGERIAN CONSUMERS' PREFERENCES FOR FOREIGN AND DOMESTIC PRODUCTS: EXAMPLES OF FOOTWEAR AND WRISTWATCHES

Abstract

This research paper is concerned with the examination ofNigerian consumers 'attitudes towards foreign and Nigerian-made shoes and wristwatches. Nigeria is one ofthe biggest consumers offoreign goods with a per capita gross national product surpassing many West African countries. The study compares Nigerian consumerpreferencesforforeign and domesticproduced goods. A number ofgeneral product attributes, marketing activities and buying habits were used as preference indicators to explain the general attitudes ofNigerian consumers towards shoes and wristwatches made in Nigeria and in the UK. Thefindings indicate that Nigerian consumers show positive perception of UK manufactured goods. It concludes that Nigerian consumers are willing topay a higherpricefor wholly Nigerian-made products; and are only willing to pay a higher priceforforeign made goods ifthe goods are relatively and of significantly superior quality.