UNDERSTANDING THE INFLUENCE OF PRODUCT AVAILABILITY AND QUALITY PERCEPTION ON CONSUMERS’ ATTITUDE TOWARD MADE-IN-NIGERIA CLOTHING: EVIDENCE FROM NIGERIA SOUTH-SOUTH ZONE

Abstract

Purpose: This study focused on the assessment of consumers’ attitude toward made-in-Nigeria clothing, evidence from Nigeria South-South zone. It is intended to develop a consumer attitude measurement model and explore the key antecedents (product availability and quality perception) on consumers’ attitude toward the purchase of made-in-Nigeria clothing. Design/methodology/approach: Structured questionnaire based on Likert type scale was used to elicit information from 2184 sampled respondents across the six states of Nigeria South-South zone. In each state, 364 male and female adult consumers, who leave and patronage made-in-Nigeria clothing at south-south region of the country was randomly selected from mall intercept. Findings: Results supports the hypothesized influence of product availability and product quality perception as significant predictors of consumer’s attitude toward made-in-Nigeria clothing. Practical implication: This study provides a useful measurement model that managers can use to understand consumers’attitude. With such understanding, marketing planning and strategy pertaining to their product availability and quality dimension can be prepared objectively to shape
the failure of their organizations.
Social Implication: Both the manufacturing association and government is required by implication to step-up enlightenment and promotional campaign programmes aimed at educating and persuading buy made-in-Nigeria clothing. Originality/Value: The paper addresses significant gap in the current literature by taking a view of consumers attitude on made-in-Nigeria clothing, developing valid measurement model of consumer’s attitude and examining product availability and product quality perception influences on consumer’s attitude disposition toward made-in-Nigeria clothing.