Product Attractiveness and Consumers' Attitude Towards Made-In-Nigeria Textiles in South-South Zone of Nigeria.

Abstract

This research studied Product Attractiveness and Consumers Attitude towards Made-in-Nigeria textiles in South-South Zone of Nigeria. This was motivated by consumers complaints in the course of my transaction in locally made fabrics. The study examined the effect of product attractiveness in terms of design and packaging on consumers’ attitude towards made-in-Nigeria textiles. The specific objectives were to; examine the effect of packaging on consumers' Attitude towards Made-in Nigeria Textiles in South-South Zone of Nigeria; determine the effect of design on consumers' Attitude towards Made-in Nigeria Textiles in South-South Zone of Nigeria. A survey design was used in gathering data needed for the research. Copies of questionnaire were self-administered to a sample of four hundred (400) consumers, at the end 358 was retrieved and analysis was done based on the 358. Descriptive statistics was used in the application of percentages and other statistical procedures. Linear regression analysis was used to establish and measure the cause-effect relationship between product design, product packaging and consumers’ attitude towards Made in Nigeria Textiles in South-South Zone of Nigeria.  The result revealed that there is a significant effect between product packaging and consumers’ attitude towards made-in-Nigeria textiles, but the analysis on product design was insignificant. The study therefore recommends that good informative packaging should be done with beautiful and meaningful design to make the products attractive in order to properly position it in the minds of the consumers, this will make them buy made- in- Nigeria textiles thereby boosting the growth/ development of the economy.

Keywords: Product Attractiveness, design, packaging, Consumers' Attitude, and Made-In-Nigeria Textiles

DOI: 10.7176/JMCR/54-08

Publication date:March 31^st 2019