ABSTRACT
Price discrimination is the practice of charging different customers different prices for the same product.. This study set out to study effect of price discrimination on consumer preference towards made in Nigeria textile products in Aba, Abia State. The problem envisaged stems from a major problem that has bedeviled Nigeria in her effort to develop her industrial sector is the apparent preference by Nigerians for foreign made goods and the price discrimination that exists among them. The overall objective of this study was to examine theeffect of price discrimination on consumer preference towards made in Nigeria textile products in Aba, Abia State. Specifically, the objectives are to:determine the effect of price discrimination on consumer preference towards made in Nigeria textile products; examine the relationship between changes in price and consumer purchase behavior towards made in Nigeria textile products; ascertain the effect of product discrimination on consumer repurchase intentions; to ascertain overall perception of the consumers towards made in Nigeria textile products..This study adopted a descriptive survey design. The study therefore involved a sample size of 400 respondents. The study collected primary data from the respondents. The data collected quantitative data. Qualitative data is a categorical measurement expressed not in terms of numbers, but rather by means of a natural language description. Analysis was done using (Simple Regression) Statistical Package for Social Sciences 22.0 (SPSS), allowing the researcher to present the information in form of tables and figures. It was found thatthere is a significant relationship between Price discrimination and customer preference. The study concludes thatPrice discrimination was identified as major determining factors for the preference among foreign and local textile materials by Nigerian consumers. It was recommended that for enhanced marketing performance, our local manufactures should try as much as possible to improve on the quality of their products by using high quality raw materials and use of modern techniques and technologies so as to reduce price. Limitation and suggestions of areas for further study were given therein.
TABLE OF CONTENTS
Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Contents vi
CHAPTER ONE
1.0 Introduction 1
1.1 Background of the Study 1
1.2 Statement of Research Problem 3
1.3 Objectives of the Study 5
1.4 Research Questions 5
1.5 Research Hypotheses 6
1.6 Significance of the Study 6
1.7 Scope of the Study 7
1.8 Definition of Terms 7
1.9 Limitation of Study 8
CHAPTER 2
2.0 Review of Related Literature 9
2.1 Conceptual Framework 9
2.1.1 Consumer Behavior 9
2.1.2 Consumer Repurchase Intentions 10
2.1.3 Culture 12
2.1.4 Consumer Ethnocentrism Effects 12
2.2 Price Discrimination 14
2.2.1 Types of Price Discrimination 15
2.3 The Attitude of Consumers towards Made- In Nigeria Textile Materials 16
2.4 The Development and State Of Textile Industry in Nigeria. 17
2.5 Theoretical Framework 20
2.6 Empirical Review 25
CHAPTER 3
3.0Research Methodology 29
3.1 Research Design 29
3.2 Area of Study 29
3.3 Population of the Study 30
3.4Sampling Technique 30
3.4.1 Sample Size Determination 31
3.5 Validity of Instrument 32
3.5.1 Reliability of the Instrument 32
3.6 Sources of Data Collection 32
3.7 Method of Data Analysis 32
3.7.1 Decision Rule 33
CHAPTER 4
4.0Data Presentation and Analysis 34
4.1 Introduction 34
4.2Data Collection and Collation 34
4.3 Summary of Demographic Characteristics 36
4.4 Analysis of Research Questions 38
4.5 Test of Hypotheses 42
4.5.1 Hypothesis 1 42
4.5.2 Hypothesis 2 43
4.5.3 Hypothesis 3 44
4.6 Discussions of Findings 46
CHAPTER 5
5.0Summary, Conclusion and Recommendations 48
5.1 Summary of Findings 48
5.2 Conclusion 49
5.3 Recommendations 50
5.4 Suggested Areas for Further Studies 52
REFERENCES 53
APPENDIX 55
QUESTIONNAIRE 56
ONUOHA, O (2021). Effect Of Price Discrimination On Consumer Preference Towards Made In Nigeria Textile Products In Aba, Abia State. Mouau.afribary.org: Retrieved Dec 25, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-price-discrimination-on-consumer-preference-towards-made-in-nigeria-textile-products-in-aba-abia-state-7-2
OKECHUKWU, ONUOHA. "Effect Of Price Discrimination On Consumer Preference Towards Made In Nigeria Textile Products In Aba, Abia State" Mouau.afribary.org. Mouau.afribary.org, 02 Mar. 2021, https://repository.mouau.edu.ng/work/view/effect-of-price-discrimination-on-consumer-preference-towards-made-in-nigeria-textile-products-in-aba-abia-state-7-2. Accessed 25 Dec. 2024.
OKECHUKWU, ONUOHA. "Effect Of Price Discrimination On Consumer Preference Towards Made In Nigeria Textile Products In Aba, Abia State". Mouau.afribary.org, Mouau.afribary.org, 02 Mar. 2021. Web. 25 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-price-discrimination-on-consumer-preference-towards-made-in-nigeria-textile-products-in-aba-abia-state-7-2 >.
OKECHUKWU, ONUOHA. "Effect Of Price Discrimination On Consumer Preference Towards Made In Nigeria Textile Products In Aba, Abia State" Mouau.afribary.org (2021). Accessed 25 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-price-discrimination-on-consumer-preference-towards-made-in-nigeria-textile-products-in-aba-abia-state-7-2