Abstract:
Consumerism is a social and economic order that is based on the systematic creation and fostering of a desire to purchase goods and services in greater amount. However, modern consumerism can be said to have strong link with the western world, but it is in fact an international phenomena. People purchasing goods and consuming materials in excess of this basic needs is as old as the first civilization. But in Nigeria, of all the rights in consumer protection, the only that is accorded the Nigerian consumers is the right to choose from an array of products that are dominated by fake substandard and deceitful products. It was therefore in line with the above that this research intends to determine the effects of consumerism in products marketing, to examine government efforts in consumerism and its influence on product marketing, to investigate the roles independent organizations in consumerism movement and its impact on marketing activities, to ascertain whether manufacturers imbibe marketing and business ethics in product marketing and sales. This research adopted the survey research design utilizing primary and secondary data. Questionnaires were distributed to four groups of respondents, consumers, retailers and distributors, management and staff of government consumerism agencies and manufacturers of various products, the sample size of 417 was used. The data was analysed using the t-test ANOVA non parametric statistical model in evaluating the hypotheses. The result of the analyses obtained from the research showed that consumerism movement in Nigerian have an effect on product marketing in Nigeria, government efforts in consumerism have an effect on the way products are marketed in Nigeria, independent consumerism organizations do not have significant impact on product marketing in Nigeria, Nigeria manufacturers do not imbibe marketing business ethics in the production of goods marketed and sold to the general public. Though, consumerism cannot be said to have strong footing in Nigeria, efforts must be made by all stakeholders to ensure that consumerism movement is established as to ensure good product marketing in Nigeria.
