ABSTRACT
This research study is on consumer’s acceptance of Nigerian made
packaged food products in Enugu using Cosmetic and Food Product as a
case study. The focus of this study is basically detailed on the statement
of problem in a broad perspective of consumer’s perception of Nigeria
made packaged food product, its effect on production cost and the
strategies for redirection of customers’ choice and preference towards
Nigeria made packaged products.
A literary review of the subject matter is briefly discussed in the study.
A brief history of packaged food and cosmetics product, consumer
behavior, consumer decision is also looked into,
Its major objective is to determine how consumer (1) regards the
promotional claims of a Nigerian made and packaged food products; (2)
judge their quality; (3) assess their pricing (4) view their
availability/distribution (5) compare them with imported/foreign made
and packaged food products with the aforementioned (above) (6)
verify/ascertain the belief of preference of foreign food products
despite the close proximity of local manufacturers of same and make
recommendations for an improvement so as to lure consumers to
accept Nigerian made and packaged food products.
Though the data for this investigation were collected from two main
sources; the primary sources, questionnaire and oral interview and
secondary sources (books, pamphlets, newspapers, journals etc), heavy
reliance was placed on primary data due to its importance and
reliability in research writing.
The instruments for data collection were questionnaire, and oral
interview used to further elicit more responses from the respondents.
The questionnaires were distributed to 400 consumers in three
selected retail outlets in Enugu (total of 381 questionnaires were made
use of). The data obtained from the questionnaires were analyzed using
a descriptive statistical tool of percentage, which were later validated
by the use of Chi square statistical test.
It was discovered that Nigerian Consumers do not readily accept
Nigerian-made and packaged food products. Apart from the prices and
availability (distribution) of Nigerian-made and packaged food products
which they perceived as reasonable and efficient respectively, Nigerian
consumers view their as poor/inferior, the advertisement and sales
promotional claims as false, misleading, deceptive and/or exaggerated.
Some useful recommendations were also made.
They revolve mostly around improvement on product quality;
packaging, honestly in promotions, moderate pricing, total packaging,
