Although the Nigeria economy has been characterized;
with importation of every thing ranging from machinery to private
consumption commodities, the above idea of consuming imported goods has
led the writer too question the effectiveness of the marketing
of locally made products.
objectives of the study are as follows:-
1. Investigating the marketing activities for
locally made bags
2. consumer preference for these bags and
their important counter part.
3. the government role in making sure that the
growth of these locally made bag is achieved.
Both primary and secondary data were used, however the overall
approach was purely empirical. Personal interviews and observation were used
but played only a supplementary role the information secured from
the producers/ traders/ consumers were helpful in developing a structured
s, oken, ended and multiple choice questions were used to cover a wide
range of relevant areas in the questionnaire.
questionnaire was pre-tested and administered among our respondents numbering
500. this the questionnaire represented our main instrument and yielded primary
data yielded the following findings:-
- that locally made product suffer
from shortages of raw materials.
- What funds are not sufficient for them
- That there is a lot of competition from
goods imported from abroad.
- That the goods protected locally lack the high
quality and durability inherent in those imported.
That the citizens of Nigeria have apathy to locally made
That due to low technological know how
that the cost of production and trans partition is very high.
That locally made products are over price in relation to
In conclusion the weakness of marketing
our locally made products should be strengthened so that the
gains will be noticeable to the country.
1.3 Purpose of
1.5 Objective of the
1.6 Significance of the
1.7 Limitation of the
2.1 MARKETING MIX
2.2 MARKETING STRATEGY FOR LOCALLY MADE
2.3 PROBLEMS OF MARKETING LOCAL MADE HAND BAGS
2.4 GOVERNMENT EFFORTS TOWARDS THE MARKETING OF
LOCALLY MADE HANDS BAGS
2.5 SUMMARY OF THE OVERVIEW OF
3.3 STRUCTURING THE
3.4 POPULATION AND SAMPLE
4.0 ANALYSIS OF DATA ND PRESENTATION OF
4.1 ANALYSIS OF
5.0 SUMMARY OF FINDINGS, RECOMMENDATIONS
5.1 SUMMARY OF
The growing importance to satisfy perceived Nigerian
sophisticated in demand for foreign goods has
necessitated the application of imported restriction principles and policies by
federal government in most of are economic decisions and policies.
This decision among other parts recognises the
importance and supremacy of local industries, indigenous to
the economic independence and growth of the country’s economic
talks about marketing without talking of the consumers whose demand
patterns of has to be looked at before any marketing strategy will
be effective in doing this a philosophy of marketing conceived
with looking at the consumers a king was evolved. This
philosophy is know as marketing concept.
(1982) says that marketing concept is a philosophy of business that the
consumer want satisfaction is the economic and social justification for a firms
existence. Consequently, all company activities must be developed to finding
out what the customer wants and ten satisfying those wants, while
still making a profit over the long run similarly, firmer (1976)
observed that a customer is boss behind our boss. By serving him well, we serve
ourselves as well. This is because when a customer wishes to satisfy his need,
he expects value in what he buys. If he is not give the value in
one place or product he will go elsewhere to find it or
buy another product to have it.
The strategy is in keeping with the fact that a customer’s
patronage cannot be bought or stole but can be freely gives
in response to gifts of value from the between the locally
made goods and tem counter part from the European counters his extended
the requirements of this concepts to embrace the
importance of high quality content of our locally manufactures goods.
If on the
aggregate a country’s products are perceived as being satisfactory whenever
use, it will means a great fortune for that country a demands
for her product will be high resulting in a better economic
position which ultimately leads to a higher standard of living
for thhe citizens of that country is not well placed when the
consumer’s particularly in that country view her product are lacking the basic
presents Nigeria situation where the economy is declaiming and the
consumer becoming more aware, it is vital to make sure he locally
produced goods are of acceptable standards. There, this study will
attempt to highlight the major factors, influencing the marketing of locally
produced products, particularly Aba made bags. The prefer is further designed
to empirically investigate consumer’s preference to importuned vis-
a vis Aba made bags as well as any changes in the preference in response
to the current recessionary period in Nigeria
Te result of the study is expected to help
the consumers and Aba bag products achieve mutual satisfaction by
bridging the communication gap between them.
defined marketing as the set of human activates directed as facilitating
and consummation exchange based on these definitions, there are
important variables that need to be pointed out.
i) we are made too understand that marketing
is located in the realm of human activities. This means that
marketing requires the degrees of intelligence possessed only by
ii) Marketing aims at facilitating consummation
exchanges. This means that satisfaction is of paramount importance
in the continuation of marketing relationship. Therefore marketing has
no meaning where there is no satisfaction. Since Aba
producers offer services to consumers in order to satisfy their needs, this
write up is based on how the producers in Aba apply their marketing concept in
their satisfaction of their customers needs.
It is quite
importance to note that Nigeria’s political and economic history has
great influence on her marketing activities as well as the consumption
behaviour of her citizenry. This fraud cannot be
ignored I any meaning full study if the marketing of locally
produced goods in Nigeria is to be achieved.
In the 1050
and 60%, Nigeria produced and exports mostly agricultural products as palms
oil, cocoa and groundnut while the country in turn imported
manufactured goods from the advances western countries the volume and
value of these export of agricultural products gradually) increased
in the 60 and 70 but with decaling percentage contrition t o the national
kayoed (1977) observed that the agric sector contributed 67.5%, 53.8% and
41.80% of the national income in 1959, 1967 and 1972 respectively. They
structure was such that private consumer product
expenditures, dominated the import by constituting 84.4%, 85.3% and 72.9%
of’ the total imports in 1959, 1965, and 1972 respectively.
despite the fact the percentage of the amount spent on consumer
goods importation were high the monetary values, uninvolved were
not such that could cause much concern considering the
low level of the national income. Teriba and kayoed (1977) saw that the
national income for Nigeria in 1967 store at N3,231.6 million only besides, the
structure of the economy with many foreigners occupying key
position in the economy went further to justify such spending.
Also, most well placed Nigerians a re of the
opportunity to consume foreign products regularly like, bag,
clothing’s, canned beef, butter etc, while the rest Nigerian enjoyed them only
on festive periods for then on regular basis but
for their income.
Then the oil boom of the idle seventies gave them the
opportunity to consume them on regular basis Ndu (1984) stated that
huge oil money
Resulted in Nigeria recording impressive surpluses in her
balance of payment from 1973 to 1975 and this created avenue for the
importation and consumption of foreign goods.
Consequently, the corresponding result was for businessmen to
rush into importation of foreign goods rather than marketing
them locally in Nigeria. The Nigerian with virtually and
foreign consumer products as bags, key holders, canned foods etc
even imported said and refuse. Nigeria became used to
foreign brand names for all product choosing between
Taliban and chained bland names for bags, Amos and Hera wears, st,
Michael and Gerizionmani wears, uncle bens and uncle Sam packaged rice and so
supported this observation when he contended that
“Nigerians made affluent by the oil boom flooded the country with
imported ready made goods of all classification and description
commerce but frustrated industrialization in effect, the products
of many local industries could not compete with imported good.
The effects of the declining oil revenue by 1978 and
indiscriminate importation became pronounced and culminated in the
balance of payment deficit fir that year. According to uke
(1985) this them head of state, general coliseum the consumers
preference for foreign products which result in
the alarming one of the major social maladies of the Nigeria
society especially in last 7 yrs.
(uke 1985) he therefore, urged Nigerians to “£ tighten their bets”
while introducing the following measures to check the
importation and consumption rates for foreign products
in order to discourage the out flow of foreign
1. pre-shipment inspection for imports
2. form “m”
3. compulsory import despoil scheme (Nigerian
additional, mar /Apr 1980) time was hardly enough to
appraise the performance administration of these measure when on
October 1st 1979. the new
government relaxed the stringent import policy and also liberalised
the importation increase in oil revenue for 1980 and 1981 budget
The new Nigerian foreign trade journal, (1986) recorded that the
shagari government adopted a chain of reactions comprising
penic foreign trade policy measures to deals with the self-fielded crisis
The measures included.
1. economic stabilization
measure of 1982 which imposed wide ranging restrictions on imported goods
and foreign exchange expenditure.
2. removal of open
general lances as residual list of imports.
3. introduction of new
tariff structure simplify, streamline and rationalize the use of high tariff
adoption of the above measures, the consumers, preference for
imported goods persisted as the then heads of state major Gen-Mohammad Buhari,
noted in his 1984 budget speech.
seriousness of the country’s propensity of import is reflected in the
fact that out of every N1 of the new naira crated;
about 68k is spent on import . at N12 505 5m in 1982, imports of consumer goods
were N5,471.8m an N3,489.9m higher than the levels in 1977 and 1980 .
Every increase in oil export receipts I a particular years
was followed by liberalization leading to sudden jump in imports in
subsequent years ( business time Monday, January, 1984) page 9 and
15. the buhari and idiagbon regime in pursuit of its admin. Goals took move stringent
measures to check the patriotic attitude of the Nigerian consumer” by
curtailing the importation availability consumption of foreign
goods as stockfish, ay old chicks, ready made wears including bads.
following sit by adopting the much talked a bout structural adjustment program
which be lives in import substitution of almost all imported goods
and placing ban on such products as barley, wheat, bags, shoes,
cloths both fairly used and new ones most raw material etc.
measure aimed at controlling consumers preference s gradually being
effective and successful; anyway, the above cite instance claims that the
average Nigeria has a negative preference towards locally made bags and
prefer imported alternative to those made in Nigeria.
Little wonder hen that the situation has continued to puzzle well meaning
Nigerians when realize the effect of such preference if
allowed to purist on the socio-economic independence of the
country in the long run in the light of the above
placement of he consumers the researcher was moved to investigate and e
valuate the major factors influencing e marketing of
locally made goods with emphasis on Aba made bags.
1.2 PROBLEM DEFINITION
As stated earlier, it has often been
said that Nigerians prefer imported products to the locally
made acquirement. The out come of such preference on
some Nigerian; industries, technology, goods and services can be
very devastating and will invariably have negative effects on
Nigeria’s economy in both the short and long
runs. Hence the preference has become a problem that require
study therefore deems to identify the causes of
such preference and to suggest some possible marketing
solutions to them the specific problem to address
include the following Question.
1. what are the preference of Nigerians
towards imported and local made bags when price and quality for both
types of bags are help constant?
2. can the locally made bags compete favourably
with imported bags especially in quality?
3. is the locally made bags
over-priced for the quality?
4. are he marketing strategies of the
locally made bags encouraging?
5. how is he government helping the locally
made bags industries?
1.3 PURPOSE OF STUDY
1. To empirically identify and examine the
main Factors Influencing Nigeria preference for bags.
2. to compare preference towards locally made
bags against imported ones.
3. to find out whether the locally made bags can
compete favourably with the imported bags in the marketing.
4. to find out if the locally made bags are
over-priced in relation to their quality.
5. to evaluated the adequacy and effect likeness of
the meeting activities of the locally bags manufactures the locally
made bags manufactures.
6. to know how the government is
encouraging the bags manufactures in Nigeria.
Nigerians Do Not prefer imported bags to
locally made ones when he quality and price for
both the classes of bags are perceived to be the same.
2. preference for locally made bag does no increase as rte
price or the quality increases.
3. the locally made bags is not over-priced in
relation to its quality
4. the marketing activities of the locally made
bags manufactures are not adequate and effective.
5. the government is encouraging the locally made
OF THE STUDY
content the researcher aimed at investigating the
marketing activities for Aba locally made bags, consumer
preference for their bags and their comported
counterpart . the study tries to make inference as to hoe
imported bags are being marketed and compare with the
marketing activities of locally made bags on the sales volume,
consumer preference, quality of the bags, market share and
the economic and physical condition of bag industry in Abia state
in particular and Nigeria in general.
OF THE STUDY
This study use a contribution to the
recovery of the Nigeria economy.
expected to provide the basis upon which
conclusive statement could be made in the purpose of study . such
conclusions will invariable give some insight into the
marketing of bags n Aba and helps the consumer and manufacturer of
bags in Nigeria to achieve the much desired mutual satisfaction objective,
which will further stimulate demand and supply of bags
as well as other relevant resources thereby
resulting in increased economic activities and ultimate paid
TERMS AND CONDITIONS APPLY
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