2.3 School of
thought relevant to the problem of study
methods of studying the problem
3.1 Data presentation
3.2 Analysis of the Data
1.1 BACKGROUND OF THE STUDY
During the pre and
post-independence period, Nigeria markets were flooded with foreign goods
including cosmetics. There was a great enthusiasm for specialization in
importation for sale rather in local production scale. The scramble for the
importation of ready-made goods into the country for sale was so great that
people gave little attention for local production or even simple goods that was
other wise very difficult to produce. Nigeria suddenly became a market for all
sorts of goods, as result of this trend that Nonyelum (1981) reported in his
book that during this period “Nigeria had become a dumping ground for all
manner of foreign gods”.
An observation of facts for consumption activity in Nigeria during this period
is consumer’s market preference for imported good.
Olusoga (1983) on his part pointed out that Nigeria business attach little
importance to the marketing function in top marketing decision-making and that
in Nigeria. The business do not care much about customers satisfaction,
Agbonofoh (1985) attributed it to
“psychological factor”. He said that some individuals search for
distinctiveness, exclusiveness and egoism and in the course of buying, seek out
those products, which can counter these qualities.
In order to encourage local manufacturing products including cosmetics, import
restrictions were introduced under the comprehensive import supervision scheme
in 1979. Certain classes of goods were banned from being imported and
restrictions were 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 Nigeria
bands that should vie for consumer acceptance in it product categories
affected. 1986, the structural adjustment programme (sap) was introduced and
new industrial policy is well as export scheme programmer was promulgated.
These introductions improved the manufacturers sectors in the economy. The
local manufacturer still in attempting to face the challenges posted by the
government, introduced a very wider range of cosmetic products into the market.
Many brands of body lotions and creams, soaps, hair creams, foot care product
etc are now produced locally. Some of the products include lipsticks, cortexes,
relaxers, creams, lotion, rosy clicks, massacres, activators etc. products like
relaxer, cudgel activators for jerry curls and other hair treatment, which were
exclusive product locally. These products are seen in all markets and
manufactured in other parts of Nigeria.
1.2 PROBLEMS ASOCIATED WITH THE SUBJECT MATTER
Many problems are involved in the market acceptability of locally made
products, and they include the following:
LOW QUALITY: Consumers believe
and accept that all the locally made products are inferior. Average Nigerian if
two goods of same quality are presented to him i.e. locally made and foreign
made, and ask to pick one, he must pick the one which is foreign made even if
quality of the locally made is higher.
It does not give the desired satisfaction. When a consumer buys a product, he
expects a satisfaction from such product that made him to buy it. But if the
satisfaction is not there, he will not try to but it again. That is the case of
locally made products. Locally made cosmetic are not reliable. Most of our
locally made cosmetics are not reliable. You cannot rely on that you will buy
the same quality and quantity tomorrow. Some of them will be god at the
beginning when the product is produced but during the long run, the qualities
It does not smooth the skin: consumers said that the locally made cosmetic does
not smooth the body like the foreign ones. It is not manufactured with care.
Locally made cosmetic are not manufactured with care. It is the problem with
Nigeria manufacturers. If you go to their factories and see the environment you
will never like to use the product again. Their process of production and the
environment where they produce the goods are unhygienic and many people do not
but locally made goods because of that reason.
Using inferior raw material has mastered Nigeria manufacturers. They don’t
normally use the ready raw material for the manufacturing of cosmetic but
inferior ones. They believe that is cheaper than using real one. And it has side
effect. So it makes many people not to buy the locally made cosmetic.
Locally made cosmetic are not well packaged but foreign ones are properly
decorated with packaging. And well-decorated cosmetic attract women too much.
So it makes them to prefer foreign cosmetic than local ones.
These are some of the problems associated with the subject matter.
1.3 PROBLEM (S) THAT THE STUDY WILL BE CONCERNED WITH
A situation that worsened the condition was the issue of Nigeria big market and
products. The research observed that most classic shops and market stocks are
more of foreign made cosmetic products (beauty aids) than locally made ones.
This stores and market display more of foreign made cosmetic (beauty aids) than
locally made ones for consumer by petty traders because of inadequate capital.
This dependence on foreign goods continued up to the period of oil boom in
Nigeria. Later on, many Nigerian business men were courageous enough to set up
some manufacturing plant in unsaturated oils such as stearate and palmeite
esters. Other active ingredients include urea, ammonia, igarson,
hydroxguinoline, saligaylate and other patented compounds. Lotions are more
liquidized form of creams. They contain less oil creams. Oil can be pure
extract such as olive oil or mixture with efficacious nutentrem such as
Powder can be plain or pure substances which others may contain substance such
as menthol and bipivarcaize an anesthetic substance that soothes the skin.
Soaps are ester of steate, palmiate orglyceate of sodium. They may be perfumed,
medicated by addition of medical substances such as hydroxyuinoline inganser or
mercuric oxide. They are used according to need or want. Lipsticks are made of
waxes fats and oils and pigments mounded into smooth cream stacks. They are
made strong enough to resist breaking when handled.
Mascara is a mixure of pigments wax and syntheic resin in volatile solvent. It
is water resistant and is applied to the eye lashes with a wet borough.
Eye shadows in a creamy preparation of mixed pigment with lanolin and
are liquid on jelly like soap containing of
coconut oil Sodium hydroxide, patented substance, which prevents brittleness of
the hairs. The concentration of these active ingratiate is a function of its
strength made to a given hair texture.
Hairs conditioners contain a lot of lubricant often patented, used to nourish
the hair, some of the active ingredients include egg extract, albumen, and cod
Hair lotion contains dilute gum solution, which make hair easier to set and
ensure a bouncy texture. It is used in hair setting.
Nail polish removers are made of active and small quantity of vegetable oil or
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