Abstract:
This study examines one of the most controversial issues in marketing in the developing countries. “Attitude of purchasers to locally made products”. This paper attempts to review arguments and empirical evidence on both sides of the issue, as well as offers the results of test findings. The study emphasizes the perspective of three diverse groups, the economists, the business persons, and the ultimate purchasers. The present study is an attempt to assess the attitude of purchasers to made in Nigeria products, an analysis of footwear products in the Asaba metropolis. The tools used in this study were the questionnaire method and the interview method. The study has revealed that most made in Nigeria products are considered inferior in quality and are expensive despite their poor quality and unless these are improved upon the trend will not change. Generally, it can be seen that factors such as quality, price, availability and awareness of made in Nigeria products contribute to negative attitude to home made products by purchasers. The study also revealed the need for government to create a conducive environment for business to achieve their corporate goals of producing products to satisfy the purchaser’s expectations by removing barriers to access of high quality raw materials.
