CONSUMER BEHAVIOUR TOWARDS MADE IN NIGERIA PRODUCTS (A CASE STUDY OF INNOMA SHOES NIGERIA LIMITED ABA)

Abstract
This project is designed to study the behavior of consumers towards made in Nigeria products with particular attention to Innoma shoes Ltd Aba, Abia state. The purpose of the study is to find out the following; how to reduce influence, to improve on the quality of locally made products proper way of positioning products in the minds of consumers. The major instrument used was questionnaires based on the calculated sample, percentages and Chi-square. The Chi-square was used in testing the hypothesis after which the following findings were made; increase in consumer’s income affects their purchase behavior. Quality of a product influences it demands. Other results were also obtained in addition to the above, for example majority of the respondents agreed that increase in income of consumers influences what they buy. Based on the findings, we made the following recommendations; the company should be identify its target market and what appeals to them. There should be an organized campaign by manufacturers Association of Nigeria (MAN) to convince consumers that locally made products has good quality like those imported ones. Local manufacturers should try to improve on the quality on the quality of their products.

Table of contents
Title                                                 i
Approval                                             ii
Dedication                                            iii
Acknowledgment                                        iv
Table of contents                                        v
Abstract                                            ix

CHAPTER ONE
1.0     Introduction                                     1
1.1    Background of the study                            1
1.2    Statement of the problem                            3
1.3    purpose of the study                                4
1.4    Significance of the study                            5
1.5    Research question                                5
1.6    Hypothesis                                         6
1.7    Scope of the study                                6
1.8    Definition of terms                                6

CHAPTER TWO
2.0    Literature review                                    8
2.1    A brief introduction                                8
2.2    Review of current literature                            9
2.3    Importance of consumer behavior                         11
2.4    Influences of consumer behavior                         15
2.5    Economics/demographic factors                        15
2.6    Socio-cultural forces                                17
2.7    Motives and needs                                21
2.8    Summary of the literature review                        25

CHAPTER THREE
3.0    Methodology                                    26
3.1    Introduction                                    26
3.2    Design of the study                                26
3.3    area of the study (Geographical area)                    26
3.4    Population of the study                                26
3.5    samples of the study                                27
3.6    Instrument of data collection                            27
3.7    Validation of the instrument                            27
3.8    Distribution and retrieval of the instrument                28
3.9    Method of data analysis                             28

CHAPTER FOUR
4.0    Data presentation and analysis                         29
4.1    Presentation and interpretation of data according to research questions and hypothesis                                     29
4.2    Interpretation and discussion                             42
4.3    Discussion of the findings via research question and hypothesis     44

CHAPTER FIVE
5.0    Summary of findings, conclusion, recommendations, limitation of the study and suggestion for further research                     45
5.1    Summary of the findings                            45
5.2    Conclusion                                        46
5.3    Recommendations                                46
5.4    Limitation of the study                                47
5.5    Suggestions for further research                        48
    References                                         49
Appendix A                                        
Appendix B