Saudi Journal of Business and Management Studies (SJBMS)
Volume-3 | Issue-08 | 934-943
Original Research Article
Product Extrinsic Attributes and Consumers' Attitude towards Made-In-Nigeria Textiles in South Southern Nigeria: Measuring the Outcome
Glory S. Etim, Imoh C. Uford
Published : Aug. 30, 2018
Abstract
This study was conducted to measure the outcome of the influence of
country-of-origin image and product positioning on consumers attitude towards madein-Nigeria textiles in South Southern region 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. Descriptive statistics was used in the
application of percentages and other statistical procedures. Multiple regression analysis
was used to establish and measure the relationship between product extrinsic attributes
and consumers‟ attitude. The results revealed that there is a significant relationship
between country-of-origin image, product positioning and consumers‟ attitude towards
made-in-Nigeria textiles. The study recommended that for good country of originimage to be built about Nigeria textile products, in the minds of millions of Nigerian
customers; attention should be paid towards facilitating consistency in the production
of durable textiles and less corruption within the production process. This will aid in
improving the nation‟s economy. Above all, made-in-Nigeria textiles with unique
features like; originality, outstanding, fulfillment and convincing, should be properly
positioned in the minds of consumers.