Consumers’ Buying Decisions of Foreign and Domestic Products in Nigeria: An Analysis

Rachael O. Folorunso


This study investigates the relationship between buying decisions of foreign products and Domestic products in Nigeria. It specifically studied buyers in six (6) cities; one each from the six geopolitical zones in Nigeria. Factor analysis scales was used to examine perceived predicators of consumers’ buying decisions between the two product types, such as personality scales, attitude measurements, ability scales green marketing and innovative drives as well as market orientations. Two separate markets comprising super / departmental stores and open markets were carefully delineated to include all manners of buyers in the analysis. Again, two sets of structured questionnaires were designed to elicit relevant data from the target population. Hence, fifteen (15) copies of structured questionnaire were administered in each segment of the six (6) cities using multi-stage sampling technique. In all, a total of 180 reporters supply relevant data for this analysis. The resultant data was analysed using simple percentage statistics, bar chart and logistic regression model. The study reveals that the major predicators of consumers’ buying decisions between foreign and domestic products in Nigeria, as arranged in the order priority are: ‘Green Marketing drive’, ‘Innovative drive’, ‘Ability scales’, ‘Attitude measurements’ and ‘Personality scales’. The general market performance for the products under review is high, foreign products show higher market performance domestic products in the general market. It shows that at least 6 out of every 10 products sold in Nigerian markets are foreign products. This result reveals a scenario that Nigeria is either a consumption economy or the consumers’ taste for foreign products is high. The study recommends that marketers trading on domestic products must pay attention to consumers’ ‘Green Marketing drive’, ‘Innovative drive’ and ‘Ability scales in order to boast the consumptions of domestic products in Nigeria. It also recommends a combination of ‘responsive’ and ‘proactive’ market-oriented strategies to diversify market opportunities portfolio in Nigerian markets. Furthermore, future research is necessary to tell apart the production and consumption strengths of the Nigerian economy. Indeed, lack of availability of domestic products could predicate consumers’ high demand for foreign products, not withstanding the high prices and governmental restrictions (embargo).

Keywords: foreign/domestic products, factors, consumers, buying decisions, market, performance

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