ABSTRACT 

The study analyzed the socio-economic determinant of consumer choice on foreign made leather among household in urban areas of Abia state, Nigeria.  Four (4) research questions were formulated to guide the study.  The population of the study consisted of respondent, selected from the three (3) senatorial zone of the state.  One Local Government area was selected from each senatorial zone. From each local government, fifty (50) respondents were selected.  Respondent were of different occupation, educational background, making a total of 150 respondents.  The instrument used to collect relevant data were a structured questionnaire.  Descriptive statistics was used to analyzed data on the first three research questions while probit model was adopted for the fourth.  I was found that age, education, price, marital status, income and gender play critical role in the socio-economic determinant on the consumer choice on foreign made leather.  It was recommended that education of the buyers should be stepped up to enable them make better choice.  Income level however, should be also improved.  Early marriage should also be discouraged. 

TABLE OF CONTENTS

Title page - - - - - - - - - - i

Declaration - - - - - - - - - ii

Certification - - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgement - - - - - - - - v

Table of Contents - - - - - - - vi

List of Tables - - - - - - - - - ix

Abstract - - - - - - - - - - x

CHAPTER ONE

1.0 INTRODUCTION 1

1.1 Background of the Study - - - - - 1

1.2 Statement of the Problem - - - - - 4

1.3 Research Questions - - - - - - 6

1.4 Objectives of the Study - - - - - - 7

1.5 Hypotheses - - - - - - - 7

1.6 Significance of the Study - - - - - 8

1.7 Scope of the Study - - - - - - 8

CHAPTER TWO

2.0   LITERATURE REVIEW 9

2.1 Consumer Choices - - - - - - 9

2.2 Socio Economic Characteristics affecting Consumer Choice 9

2.2.1 Cultural Factors - - - - - - - 9

2.2.2 Social Factors - - - - - - - 10

2.2.3 Personal Factors - - - - - - 11

2.2.4 Psychological Factors - - - - - - 12

2.3 Model of Consumer Choice - - - - - 13

2.4 Marketing Stimuli - - - - - - - 14

2.4.1 Product Attributes - - - - - - 14

2.4.2 Product Style/Design - - - - - - 15

2.5 Product Quality - - - - - - - 18

2.6 Product Price - - - - - - - 23

2.7 Target Group - - - - - - - 26

2.7.1 Age - - - - - - - - 27

2.8 Imported Products - - - - - - 27

2.9 Perceived Quality - - - - - - 28

2.10 Brand Loyalty - - - - - - - 29

2.11 Consumer Brand Association - - - - 32

2.12 Domestic Brands Versus Global Brands - - - 35

2.13 Consumer Perception and Preference for Global Brands          38

2.14 Country of Origin Effect - - - - - 39

CHAPTER THREE

3.0 RESEARCH METHODOLOGY 43

3.1 Study Area - - - - - - - - 43

3.2 Sampling Procedure - - - - - - 44

3.3 Data Collection Procedure - - - - - 44

3.4 Method of Data Analysis - - - - - 44

3.5 Model Specification - - - - - - 45

CHAPTER FOUR

4.0 RESULT AND DISCUSSIONS - - - - 46

4.1 Socio-economic Characteristics of the Respondents - 46

4.2 General Data - - - - - - - 47

4.3 The Relationship between Income and Expenditure

on Foreign Leather among the Respondents - - - 51

4.4 Socio-economic Determinants of Household Choice on 

Foreign Leather Products in the Study Area - - 51

CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS 55

5.1 Summary - - - - - - - - 55

5.2 Conclusion and Recommendations - - - 56

References          - - - - - - - - 58

Questionnaire

LIST OF TABLES

Table 4.1:  Distribution of the socio-economic characteristics 

of the respondents - - - - 41  

Table 4.2.1: Distribution of the types of foreign leather products 

purchased by the respondents - - - 47

Table 4.2.2: Distribution of the respondents on the types of local 

leather products purchased - - - - 47

Table 4.2.3: Distribution of the respondents according to occupation 48

Table 4.2.4: Distribution of students according to purchase price

of foreign leather products - - - 49

Table 4.2.4: Distribution of students according to purchase price 

of local leather products - - - - 50

Table 4.3: Correlation coefficient of the relationship between 

income and the expenditure of foreign leather 

products - - - - - - - 51

Table 4.4:  Estimates of the socio-economic determinants of 

foreign leather products use - - - - 52