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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
DOI : 10.21276/sjbms.2018.3.8.13
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.
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