In this study, an attempt was made to determining the acceptability of locally
manufactured cosmetic product by user of cosmetic in Obiagu urban.
Attention was focused on only female gender irrespective of their demographic
specifications. The study did not cover the male genders.
From the analysis of data collected, it was obvious that user of cosmetic
products preferred foreign manufactured product to locally made ones due to
some reasons advanced. The result of the research showed that female in
Obiagu Urban were fully aware of the locally made cosmetic products (79%)
respondents but preferred fore achieve explosiveness, distinctiveness and
egotism in their utility. They were attributing the rejection of locally made
cosmetic to its price the respondents rented if high and not commensurate with
TABLE OF CONTENTS
Background of the
Statement of the Problem
Scope of the
Significance of the
Concept of Marketing
Nature of Cosmetic
Psychological Implications of Product
Buyers behaviour and the cosmetics market
Area of study
Sample and Sampling
Instrument for Data Collection
Validation of Research Instrument
Reliability of the Research
Method of Administration of Data
Presentation and Analysis of
Discussion of Results,
Conclusion and Recommendations
Suggestion of further
LIST OF TABLES
To what extent the degree of
awareness and sue of made in Nigeria cosmetic among female users in Obiagu
effect marketing acceptability.
To what extent the
acceptability of made-in-Nigeria cosmetic among female consumers in Obiagu
effect marketing acceptability.
What are the source of Cosmetic
production effect the consumer.
To what extent made-in-Nigeria
cosmetic among female influence price on the consumer brand preference.
To what extent the motive for
the purchase and consumption of cosmetic products being determined.
To what extent packaging of
consumer product influence brand choice.
1.1 BACKGROUND OF THE STUDY
During the pre-and post-independence
period Nigerian market were flooded with foreign goods including cosmetics,
There was a greater enthusiasm for specialization in importation for sale
rather than in local production sale. The scramble for the importation of
ready- make –goods into the country for sale was so great that people gave
little attention to local production of even simple goods that were not
otherwise very difficult of produce. Nigeria suddenly became a
market for all sorts of good as a result of the trend that Nwokoye (1981)
reported in this books that during this period, “Nigeria had become a dumping
ground for all manner of foreign goods”
An observable fact for consumption activity in Nigeria during this periods
consumers marked preference for imported goods. This attitude has been
attributed to many factors by various authors. For instance, Oyegunle (1982)
attributed it to “poor quality and high price of made-in-Nigeria goods”.
Oluzoga (1982) on his part pointed out that “Nigeria business attach little
importance to the marketing function into management decision making and that
in Nigeria, the business do not care much about customer satisfaction”.
Abonifo (1985) attributed it to psychological factors. He said that some
individuals searching for distinctiveness, exclusiveness, egotism and in the
course of buying seek our those product which can confer these qualities.
A situation that worsened the condition was the issue of Nigeria big market and
stores being filled up with foreign made products. The researcher
observed that mot classic shops and market stock more of foreign made cosmetic
product (beauty aids) then the locally made ones.
These stones and market display more of foreign made cosmetics (beauty aids)
than locally made ones for consumers. Locally made cosmetic (beauty aids)
are sold more by petty traders, because of inadequate capital. This
dependence of foreign goods continued up till the period of oil boom in
Nigeria. Later on, many Nigeria businessmen were courageous enough to set
up some manufacturing plants in Nigeria. These Nigerians could not
continue seeing their market being taken a way from them by their foreign
counter parts. Among the manufacturing firms that were set up were the
Marketing of cosmetic products (beauty aids) in Nigeria is one of the most
developed market sector in the economy. This is as a result of the stiff
competition in the cosmetics market even at the time, of scarcity of
manufactured product who ventured into the market during this period were edged
out and they then concentrated on the very low income group as their target
market. Big cosmetics companies like the Patterson and Zochonis P.2
Nigeria Limited, Christilieb. (Nig) Ltd, G.B Olivant (Nig) Ltd etc. and the
imported cosmetics took advantage of this situation and edged out the
small-scale manufacturers our of the market.
In order to encourage local manufacturer of products including cosmetics,
import restrictions were introduced under the comprehensive import supervision
scheme in 1978. Certain classes of goods were banned from being imported
and restrictions imposed on importation of certain other goods through the
requirement of import licenses or increase in import duties. This was a
tremendous opportunity presented to indigenous producers to launch new
Nigerians brands that would be for consumer acceptance in the product
Also in 1996, the structured Adjustment Programme (SAP) was introduced and a
new industrial policy as well as expert scheme programme was promulgated.
These introductions improved the manufacturing sectors in the economy.
The local manufactures still in attempting to face to challenge posed by the
government, introduced a very wide range of cosmetic product into the
market. Many brands of body lotions and creams soaps, hair cream, face care
product perfumes etc are now produced locally.
Some of these products include lipstick, cutexes, relaxes, creams, lotions
prosy chics, mascaras, curl gel activation. For Jerry curls and other
hair treatments which were exclusive products of the foreign producers are now
produced locally. These products are found in all markets and shops
located at Obiagu. While they are manufactures were called out not only
to join the competition in the domestic market but also to explore and take
advantage of the opportunities in the foreign market.
SAP brought about trade deregulation. The local manufactures could no
longer run to the government for as the Jingle has it.
“Protection of small-scale industries” commercial and development banks that
constitute the major financiers of most firms were deregulation period.
Anammah reported that: “a recent result of some commercial bank and their
lending polices revealed that most of them shy away from small-scale industries
duce to their small size, low financial involvement and inherent risks”.
SAP also brought about high exchange rate to import same vital raw materials
and machinery. This has been a major deterrent factor to
industrialization firms that use both fabricated/locally product equipment and
machinery as well as local raw material were facing the problem of high cost of
foreign exchange. This reduced their operating capacity to less than
fifty percent (50%). The government expects local manufactures even the
cosmetic industries to fight on their own and survive the situation. The
local manufactures, launched themselves into the markets with products whose
quality are still striving to attain the standard obtained in the foreign
products and lasted by Nigerian consumers.
They inculcate some marketing mix variables, which influenced acceptance of
their product in their marketing efforts. Some of these mix include
product price, place and promotion.
1.2 STATEMENT OF THE PROBLEM
This research intends to examine the
impact, of locally made cosmetic products (BEAUTY AIDS) in Nigeria.
Government of Nigeria on locally manufacture product through structural
Adjustment Programme (SAP) constituted some problem on our made-in-Nigeria products.
There is no awareness on the sue of made-Nigeria cosmetic among female
consumers in Obiagu.
Another problem encountered on this research is how does the female consumer in
Obiagu accept made-in-Nigeria cosmetic products.
Lack of adequate information on the source of cosmetic product for the consumer
especially the female ones in Obiagu.
One of the most economic determinant of any product is price on consumer brand
How do we determine the motive for the purchase and consumption of cosmetic
Packaging of made-in-Nigeria cosmetic is poor.
1.3 OBJECTIVE OF THE STUDY
The objectives of the study include the following:-
To determine the degree of awareness and use of made-in-Nigeria cosmetics among
female cosmetics user in Obiagu.
To assess the acceptability of made-in Nigeria cosmetic among female consumers
To determine the source of cosmetic products information for the consumers.
To determine the influence of price on consumer brand of preference.
To determine motives for the purchase and consumption of cosmetic product.
To determine the influence of packaging on consumers product brand
1.4 SCOPE OF STUDY
The study cover Obiagu as a whole. It was divided into Obiagu towns and
urban area. The national behind the coverage was to get a very good
representative sample of female consumers of locally made cosmetic product
The study did not cover male gender in Obiagu but female genders irrespective
of their demographic specification.
1.5 RESEARCH QUESTIONS
To what extent the degree of awareness and use of made in-Nigeria cosmetic
among female users in Obiagu effect marketing acceptability?
To what extent the acceptability of made-in-Niger cosmetic among female
consumers in Obiagu effect marketing acceptability?
What are the source of cosmetic production effect the consumers?
To what extent made-in-Nigeria cosmetic among female influence price on the
consumer brand preference?
To what extent the motive for the purchase and consumption of cosmetic products
To what extent packaging of consumers product influence brand choice.
1.6 SIGNIFICANCE OF THE STUDY
This study is significant in following ways:
The finding will help the cosmetic industries in particular, in planning and
formulating their marketing activities to suit the desires of consuming public
The study will help firms in the industry to improve their marketing strategies
where necessarily through the first hand information about the consumers
TERMS AND CONDITIONS APPLY
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