ABSTRACT
This study is on consumer’s acceptance of Nigerian made packaged food in Enugu using and Food Product as a case study.
The focus of this study is basically detailed on the of problem in a broad perspective of consumer’s perception of Nigeria made packaged food product, its effect on production cost and the strategies for of customers’ choice and preference towards Nigeria made packaged products.
A literary review of the subject matter is briefly discussed in the study. A brief history of packaged food and cosmetics product, consumer behavior, consumer decision is also looked into,
Its major objective is to determine how consumer (1) regards the promotional claims of a Nigerian made and packaged food products; (2) judge their quality; (3) assess their pricing (4) view their availability/distribution (5) compare them with imported/foreign made and packaged food products with the aforementioned (above) (6)
verify/ascertain the belief of preference of foreign food products despite the close proximity of local manufacturers of same and make recommendations for an improvement so as to lure consumers to accept Nigerian made and packaged food products.
Though the data for this investigation were collected from two main sources; the primary sources, questionnaire and oral interview and secondary sources (books, pamphlets, newspapers, journals etc), heavy reliance was placed on primary data due to its importance and reliability in research writing.
The instruments for data collection were questionnaire, and oral interview used to further elicit more responses from the respondents. The questionnaires were distributed to 400 consumers in three selected retail outlets in Enugu (total of 381 questionnaires were made use of).
The data obtained from the questionnaires were analyzed using a descriptive statistical tool of percentage, which were later validated by the use of Chi square statistical test.
It was discovered that Nigerian Consumers do not readily accept Nigerian-made and packaged food products.
Apart from the prices and availability (distribution) of Nigerian-made and packaged food products which they perceived as reasonable and efficient respectively, Nigerian consumers view their as poor/inferior, the advertisement and sales promotional claims as false, misleading, deceptive and/or exaggerated.
Some useful recommendations were also made. They revolve mostly around improvement on product quality; packaging, honestly in promotions, moderate pricing, total packaging, honestly in promotions, moderate pricing, total customer/consumer satisfaction, and for the government to enforce absolute adherence on quality standard.
It is believed that if put into practice, will go cosmetics processors, food marketers, the Nigerian government will be of invaluable importance to consumers/buyers of Nigerian-made and packaged food products and at the large.
TABLE OF CONTENTS
Title ………………………i
Certification ………………ii
Dedication ……………………..iii
Acknowledge ……….iv
Abstract …………………….v
Table of contents ……………vii
List of Tables…………………xii
CHAPTER ONE: INTRODUCTION
1.1 Background of the study……………..1
1.2 Statement of the problem…………..2
1.3 Objectives of the Study..4
1.4 Research Questions…………..5
1.5 Research Hypothesis………….6
1.6 Significance of the study………….7
1.7 Scope of the study…………………..8
1.8 Definition of Special terms………9
References…………..11
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 The concept of consumer behaviour…..12
2.2 Definition of consumer behaviour…….15
2.3 Benefits of consumer behaviour………..21
2.4 The consumer in the market place………23
2.5 Manufactured food products………26
2.6 The nature of food preference of consumer…….26
2.7 Nigerian food way…………….28
2.8 Profits in the food industry………….28
2.9 Consumer decision process……..40
References………44
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY…..49
3.1 Sources of research data…………………49
3.2 Design of research instrument………49
3.3 Sample size determination……………..49
3.4 Sampling method…………50
3.5 Questionnaire distribution analysis………51
3.6 Instrument for data analysis and validity/reliability…………..53
CHAPTER FOUR: PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
4.1 Presentation of data…….55
4.2 Test for Hypothesis……….68
CHAPTER FIVE: SUMMARY OF FINDING, RECOMMENDATION AND CONCLUSION
5.1 Summary of findings………82
5.2 Recommendations……………83
5.3 Conclusion……..85
Bibliography…………87
Journals……..91
INTRODUCTION
1.1 Background of the study
In Nigeria, people are extremely careful of what they consume in terms of food intakes or applied products. Most packaged food products made in Nigeria are highly rejected by the consumers due to poor quality production and lack of good technical equipment used for the production of goods by local industries.
Few organizations of firms have succeeded in putting required efforts in planning, execution and production of acceptable packaged food products in Nigeria, firms like Indomie, Dangote Group, Hadis and Dromedas, (Isol, Royalux, Akacha, Ekko etc.)
Nigeria Breweries, Juhel Pharmaceuticals, Eva water, Intercile (body creams, Vaseline etc.), Cusson PZ (Baby oil, cream, lotion etc.), UAC, Unilever (Close Up, toilet soap, cream etc).
The success of any product or service in the market place depends so much on its degree of acceptance by consumers or customers.
The mission and objectives of an organization should be focused on the effective use of marketing mix and the marketing management philosophies which have remained the focal point of firms that wish to compete favourably in the ever competitive business environment
.
BIBLIOGRAPHY
Adirika, E.O., Ebue, B.C., and Nnolim D.A., (1997). Principles and Practice of Marketing I, Enugu. John Jacobs Classic Publishers Ltd.
Adirika, E.O., Ebue, B.C., and Nnolim D.A., (1997). Principles and Practice of Marketing Enugu. Joe Enterprises Publishers.
Anyanwu, A., (1993). Dimensions of Marketing, Okigwe. Avan Global Publications.
Anyanwuocha, R.A.I, (1993) Fundamentals of Economics, 1st edition, Onitsha Africana First Publishers Limited.
Awan, J.A.A., (1983) Elements of food Borne Diseases, Enugu, Institute of Management and Technology, Enugu.
Berkowitz, E.N., Kerin R.A. and Rudelus W. (1992) Marketing, Illinois: Richard D. Irwin Inc.
StudentsandScholarship Team
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