CONSUMER ACCEPTANCE OF MADE IN NIGERIA PACKAGED FOOD PRODUCTS IN ENUGU (A STUDY OF PACKAGED COSMETICS AND FOOD PRODUCTS)

CONSUMER ACCEPTANCE OF MADE IN NIGERIA PACKAGED FOOD PRODUCTS IN ENUGU (A STUDY OF PACKAGED COSMETICS AND FOOD PRODUCTS)

ABSTRACT

This research study is on consumer’s acceptance of Nigerian made packaged food products in Enugu using Cosmetic and Food Product as a case study. The focus of this study is basically detailed on the statement of problem in a broad perspective of consumer’s perception of Nigeria made packaged food product, its effect on production cost and the strategies for redirection of customers’ choice and preference towards Nigeria made packaged products. A literary review of the subject matter is briefly discussed in the study. A brief history of packaged food and cosmetics product, consumer behavior, consumer decision is also looked into, Its major objective is to determine how consumer (1) regards the promotional claims of a Nigerian made and packaged food products; (2) judge their quality; (3) assess their pricing (4) view their availability/distribution (5) compare them with imported/foreign made and packaged food products with the aforementioned (above) (6) verify/ascertain the belief of preference of foreign food products despite the close proximity of local manufacturers of same and make recommendations for an improvement so as to lure consumers to accept Nigerian made and packaged food products. Though the data for this investigation were collected from two main sources; the primary sources, questionnaire and oral interview and secondary sources (books, pamphlets, newspapers, journals etc), heavy reliance was placed on primary data due to its importance and reliability in research writing. The instruments for data collection were questionnaire, and oral interview used to further elicit more responses from the respondents. The questionnaires were distributed to 400 consumers in three selected retail outlets in Enugu (total of 381 questionnaires were made use of). The data obtained from the questionnaires were analyzed using a descriptive statistical tool of percentage, which were later validated by the use of Chi square statistical test. It was discovered that Nigerian Consumers do not readily accept Nigerian-made and packaged food products. Apart from the prices and availability (distribution) of Nigerian-made and packaged food products which they perceived as reasonable and efficient respectively, Nigerian consumers view their as poor/inferior, the advertisement and sales promotional claims as false, misleading, deceptive and/or exaggerated. Some useful recommendations were also made. They revolve mostly around improvement on product quality; packaging, honestly in promotions, moderate pricing, total packaging, honestly in promotions, moderate pricing, total customer/consumer satisfaction, and for the government to enforce absolute adherence on quality standard. It is believed that if put into practice, will go cosmetics processors, food marketers, the Nigerian government will be of invaluable importance to consumers/buyers of Nigerian-made and packaged food products and at the large.