MARKETING ACCEPTABILITY OF LOCALLY MADE COSMETIC PRODUCTS IN NIGERIA
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MARKETING ACCEPTABILITY OF LOCALLY MADE COSMETIC PRODUCTS IN NIGERIA
MARKETING ACCEPTABILITY OF LOCALLY MADE COSMETIC PRODUCTS (BEAUTY AID) IN NIGERIA
This study attempted to determine the acceptance of locally created cosmetic products among cosmetic users in Obiagu urban. Only females were given special attention, regardless of their demographics. The male genders were not included in the study.
Based on the data analysis, it was clear that users of cosmetic items preferred foreign created products over domestically manufactured ones for a variety of reasons.
According to the findings of the study, females in Obiagu City were completely aware of locally created cosmetic items (79%) but chose to achieve explosiveness, distinctiveness, and egotism in their utility. They attributed the rejection of locally created cosmetics to its high and unjustifiable price in relation to its quality.
MARKETING ACCEPTABILITY OF LOCALLY MADE COSMETIC PRODUCTS (BEAUTY AIDS) IN NIGERIA,
CHAPITRE ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
During the pre- and post-independence periods, the Nigerian market was swamped with foreign goods, including cosmetics. There was a larger desire to specialise in importation for sale rather than in local manufacture sale.
The rush to import ready-made goods into the country for sale was so intense that individuals paid little attention to local manufacture of even simple goods that were not particularly difficult to produce.
Nigeria suddenly became a market for all kinds of commodities as a result of the tendency documented in this book by Nwokoye (1981) that during this period, “Nigeria had become a dumping ground for all manner of foreign goods.”
Consumption activity in Nigeria during this period was notable for consumers’ predilection for imported items. Various authors have attributed this mindset to a variety of circumstances. Oyegunle (1982), for example, ascribed it to “poor quality and high price of made-in-Nigeria goods.”
According to Oluzoga (1982), “Nigeria business attach little importance to the marketing function in management decision making and that in Nigeria, business do not care much about customer satisfaction.”
It was linked to psychological variables by Abonifo (1985). He stated that some people crave individuality, exclusivity, and egotism in their purchases and look for products that can provide these attributes.
The issue of Nigeria’s large market and retailers being overrun with foreign-made goods exacerbated the situation. The researcher discovered that many traditional shops and markets stock more foreign-made cosmetic products (beauty aids) than locally-made ones.
For consumers, these stones and markets display more foreign-produced cosmetics (beauty aids) than locally made ones. Because of a lack of finance, tiny traders sell more locally created cosmetics (beauty aids). This reliance on imported goods persisted until Nigeria experienced an oil boom.
Later, several Nigerian businesspeople were bold enough to establish manufacturing plants in Nigeria. These Nigerians could not continue to watch as their international counterparts took their market away from them. Cosmetics firms were among the manufacturing firms established.
Cosmetic product marketing (beauty aids) is one of the most established commercial sectors in Nigeria. As a result of the fierce competition in the cosmetics business, even during a period of scarcity of manufactured products, those who entered into the market during this period were edged out,
and they subsequently focused on the very low income group as their target market. Big cosmetics companies like Patterson and Zochonis P.2 Nigeria Limited, Christilieb. (Nig) Ltd, G.B Olivant (Nig) Ltd, and others, as well as foreign cosmetics, took advantage of the situation and drove small-scale manufacturers out of the market.
Import limitations were imposed under the comprehensive import supervision plan in 1978 to encourage local manufacturers of products such as cosmetics.
Certain groups of commodities were prohibited from being imported, while limits on the importation of other goods were placed,
such as the provision of import licences or an increase in import charges. This was a fantastic chance for indigenous producers to introduce new Nigerian brands for market approval in the product categories concerned.
In 1996, the Structured Adjustment project (SAP) was implemented, as well as a new industrial policy and expert scheme project. These innovations benefited the economy’s manufacturing sectors.
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