ABSTRACT
This study examines one of the most controversial issues in marketing in the
developing countries. “Attitude of purchasers to locally made products”.
This paper attempts to review arguments and empirical evidence on both
sides of the issue, as well as offers the results of test findings. The study
emphasizes the perspective of three diverse groups, the economists, the
business persons, and the ultimate purchasers.
The present study is an
attempt to assess the attitude of purchasers to made in Nigeria products, an
analysis of footwear products in the Asaba metropolis. The tools used in this
study were the questionnaire method and the interview method. The study
has revealed that most made in Nigeria products are considered inferior in
quality and are expensive despite their poor quality and unless these are
improved upon the trend will not change. Generally, it can be seen that
factors such as quality, price, availability and awareness of made in Nigeria
products contribute to negative attitude to home made products by
purchasers. The study also revealed the need for government to create a
conducive environment for business to achieve their corporate goals of
producing products to satisfy the purchaser’s expectations by removing
barriers to access of high quality raw materials.
