AN EVALUATION OF CONSUMER ATTITUDES TOWARDS NIGERIAN AND FOREIGN MADE GOODS IN THE FOOD SUPPLEMENT MARKET. (A CASE STUDY OF ENUGU METROPOLIS)

ABSTRACT

This study assesses the evaluation of consumer attitudes towards Nigerian and foreign made food supplement in the food supplement market, a case study of Enugu metropolis. Three hundred and six respondents were randomly selected. Primary data was collected with the aid of a well structured questionnaire. The result of the analysis shows that 145 of the respondents were male and 120 for female, those married are 50.6%, also majority of the respondents have B.Sc and HND Degrees (41.9%). Furthermore, the analysis revealed that most consumers use more of foreign made food supplements than Nigerian made ones. The use of marketers to sell and distribute food supplements was also found to be of the relevance to firms as accounted for 49-71% of the group influencing the consumption of food supplements. Quality is a major factor as 59.4% of respondents say that the Nigerian made food supplement has low quality. To enhance consumption of Nigerian made food supplements, the study recommends that local food supplement producers emphasize on quality by enhancing quality control and ban importation of foreign made goods.

TABLE OF CONTENT

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgment ﾿ v

Table of content ﾿ vi

List of Tables ﾿ x

Abstract  ﾿ xi

CHAPTER ONE

INTRODUCTION

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 3

1.3 ﾿ Objectives of the Study ﾿ 4

1.4 ﾿ Research Questions ﾿ 5

1.5 ﾿ Hypotheses Formulation ﾿ 5

1.6 ﾿ Significance of the Study ﾿ 6

1.7 ﾿ Scope of the Study ﾿ 7

1.8 ﾿ Limitations ﾿ 8

1.9 ﾿ Definition of Terms ﾿ 8

CHAPTER TWO

LITERATURE REVIEW

2.1 ﾿ Introduction ﾿ 11

2.2 ﾿ General Overview of the Concept of Consumer Behaviour ﾿ 11

2.3 ﾿ Brief History of Firms in the Food Supplement Market ﾿ 14

2.3.1 ﾿ Edmark International ﾿ 14

2.3.2 ﾿ Tianshi ﾿ 17

2.3.3 Godlen Neolife Diamite ﾿ 19

2.3.4 ﾿ Forever Living Products ﾿ 21

2.4 ﾿ The Concept of Attitude ﾿ 22

2.4.1 ﾿ Definitions of Attitude ﾿ 22

2.4.2 ﾿ Attitude Formation and Change ﾿ 24

2.4.3 ﾿ Causes of Attitudinal Change ﾿ 25

2.4.4 ﾿ Sources of Attitude ﾿ 27

2.4.5 ﾿ Functions of Attitude ﾿ 28

2.4.6. ﾿ Components of Attitude ﾿ 29

2.4.7 ﾿ Types of Buying Behavioural ﾿ 30

2.5 ﾿ Foreign Goods versus Nigerian-made Goods ﾿ 32

2.6 ﾿ Summary ﾿ 34

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 ﾿ Introduction ﾿ 36

3.2 ﾿ Research Design ﾿ 36

3.3 ﾿ Source of Data ﾿ 36

3.3.1 ﾿ Primary Data ﾿ 37

3.4 ﾿ Pilot Survey ﾿ 37

3.5 ﾿ Population of the Study ﾿ 37

3.6 ﾿ Sample Size Determination ﾿ 38

3.7 ﾿ Sampling Technique ﾿ 39

3.8  ﾿ Data Collection Procedure ﾿ 39

3.9  ﾿ Validity of Research Instrument ﾿ 40

3.10 ﾿ Reliability of Research Instrument ﾿ 40

3.11  ﾿ Data Presentation and Analysis Techniques ﾿ 41

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 ﾿ Data Presentation ﾿ 42

4.2 ﾿ Test of Hypotheses ﾿ 53

4.3 ﾿ Discussion of Finding ﾿ 57

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 ﾿ Summary ﾿ 61

5.2 ﾿ Summary of Finding ﾿ 61

5.3 ﾿ Conclusion ﾿ 64

5.4 ﾿ Recommendations ﾿ 65

5.5 ﾿ Suggestions for Further Studies ﾿ 66

Bibliography