MARKETING OF LOCAL MADE PRODUCT
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MARKETING OF LOCAL MADE PRODUCT
ABSTRACT
Although the Nigerian economy has been characterised by the importation of everything from machinery to private consumer commodities, the aforementioned concept of consuming imported goods has caused the writer to question the effectiveness of selling locally manufactured products.
The study’s aims are as follows:
1. Investigating marketing initiatives for locally produced bags.
2. Consumer preference for these bags and their key counterpart.
3. The government’s responsibility in ensuring the growth of locally made bags.
Both primary and secondary data were employed, but the overall method was entirely empirical. Personal interviews and observation were employed, but only as a supplement; information obtained from producers, traders, and consumers was useful in building a formal survey questionnaire.
Dichotomous, open-ended, and multiple-choice questions were utilised to cover a wide range of relevant topics in the questionnaire.
The questionnaire was pre-tested and delivered to 500 respondents. This questionnaire served as our primary instrument, yielding primary data.
The primary data produced the following findings:-
– Raw material shortages affect locally produced products.
– Which funds are insufficient for them.
– That goods imported from other countries pose a significant competitive threat.
– That locally protected items lack the excellent quality and durability associated with imported goods.
That Nigerians are apathetic to locally created things.
Because of a lack of technological knowledge, the cost of manufacture and trans shipment is quite high.
That locally created products are overpriced in comparison to their quality.
Finally, the weakness of marketing our domestically produced products should be reinforced so that the gains are evident throughout the country.Chapter one
The growing importance of meeting perceived Nigerian sophisticated demand for foreign goods has forced the federal government’s use of imported restriction concepts and policies in the majority of its economic decisions and policies.
This resolution, among other things, recognises the relevance and superiority of indigenous industries in achieving economic independence and progress in the country.
Nobody talks about marketing without mentioning the consumers, whose demand patterns must be considered before any marketing strategy can be effective. As a result, a marketing philosophy designed with the consumer in mind emerged. This viewpoint is referred to as marketing concept.
According to Station (1982), the marketing concept is a corporate philosophy based on the belief that consumer satisfaction is the economic and social basis for a company’s existence.
As a result, all firm activities must be designed to find out what the client wants and then satisfy those demands while still making a profit in the long run.
Similarly, Firmer (1976) noted that a customer is the boss behind our boss. By serving him properly, we are also helping ourselves. This is because when a buyer wants to meet a need,
he expects value from what he purchases. If he does not discover value in one location or product, he will look elsewhere or purchase another thing to obtain it.
The strategy is consistent with the fact that a customer’s patronage cannot be bought or stolen, but can be freely given in response to gifts of value from the between the locally made goods and the counter part from the European counters.
He has expanded the requirements of this concepts to embrace the importance of high quality content in our locally manufactured goods.
If a country’s products are perceived as being satisfactory whenever used, it will be a great fortune for that country because demand for her product will be high, resulting in a better economic position,
which eventually leads to a higher standard of living for the citizens of that country. A country is not well placed when the consumers, particularly in that country, perceive her product to be lacking in basic satisfying elements.
In the current Nigerian environment, when the economy is declaiming and consumers are getting more conscious, it is critical to ensure that locally made items meet acceptable standards.
This study will aim to identify the primary elements impacting the marketing of locally manufactured products, namely Aba-made bags. The study is further developed to empirically investigate consumer’s preference for imported bags over Aba-made bags, as well as any changes in the preference in reaction to the current recessionary era in Nigeria.
The study’s findings are likely to help consumers and Aba bag goods attain mutual pleasure by addressing their communication gaps.
Also, kotter described marketing as the set of human activities focused at facilitating and completing exchange. Based on these definitions, there are several key variables to note.
i) We are taught that marketing falls under the category of human activities. This means that marketing necessitates levels of intellect that are unique to humans.
ii) Marketing attempts to facilitate consumption.
exchanges. This indicates that customer happiness is critical to the ongoing marketing connection. As a result, marketing is meaningless without fulfilment.
Because Aba producers provide services to consumers in order to meet their wants, this article will focus on how Aba producers use marketing concepts to meet the needs of their customers.
It is important to note that Nigeria’s political and economic history has a significant impact on her marketing operations as well as the consumption habits of her citizens. This scam must be thoroughly investigated if the marketing of locally made items in Nigeria is to be realised.
Nigeria produced and exported mostly agricultural products such as palm oil, cocoa, and groundnuts between 1050 and 60%, while the country imported manufactured goods from advanced Western countries.
The volume and value of these agricultural product exports gradually increased in the 1960s and 1970s, but with a decreasing percentage contribution to national income.
Teriba and Kayoed (1977) found that the agricultural sector provided 67.5%, 53.8%, and 41.80% of national income in 1959, 1967, and 1972, respectively. The structure was such that private consumer product expenditures dominated imports in 1959, 1965, and 1972, accounting for 84.4%, 85.3%, and 72.9%, respectively.
However, despite the fact that the percentage of the amount spent on consumer goods imports was large, the monetary values involved were not significant enough to raise worry given the low level of national income.
Teriba and Kayoed (1977) estimated Nigeria’s national income in 1967 to be N3,231.6 million; also, the structure of the economy, with many foreigners holding critical positions in the economy, helped to justify such spending.
Also, most well-placed Nigerians have the opportunity to eat foreign things on a regular basis, such as bags, clothing, canned beef, butter, and so on, but the majority of Nigerians only do so during festival seasons, not on a regular basis, but to supplement their income.
Then the oil boom of the idle seventies provided them the opportunity to consume them regularly. According to Ndu (1984), large amounts of money from oil
As a result, Nigeria’s balance of payments showed impressive surpluses from 1973 to 1975, allowing for the import and consumption of foreign commodities.
As a result, company owners rushed to import foreign items rather than market them locally in Nigeria. Nigerians with nearly all foreign consumer products, such as bags, key holders, canned meals, and even imported goods, said and refused.
Nigeria developed accustomed to foreign brand names for all products, selecting between Taliban and chained bland names for bags, Amos and Hera wears, St. Michael and Gerizionmani wears, Uncle Bens and Uncle Sam packaged rice, and so on.
Ndu (1984) supported this observation by claiming that “Nigerians made wealthy by the oil boom flooded the country with imported ready-made goods of all classification and description commerce but frustrated industrialization in effect, the products of many local industries could not compete with imported goods.”
By 1978, the effects of decreased oil revenue and indiscriminate importing had become obvious, resulting in a balance of payment deficit that year.
According to Uke (1985), the consumers’ preference for foreign products has resulted in one of the most serious social ailments in Nigerian society, particularly in the previous seven years.
(In 1985), he asked Nigerians to “£ tighten their bets” while implementing the following actions to control importation and consumption rates for foreign products in order to discourage the outflow of foreign cash.
1. Pre-shipment examination of imports
2. Form “m”
3. Compulsory import despoilation system (from Nigeria to
Furthermore, on March/April 1980, there was insufficient time to assess the performance of these measures when they were implemented on October 1st, 1979.
The new government loosened the strict import policy and liberalised the imports increase in oil earnings during the 1980 and 1981 fiscal years.
According to the new Nigerian foreign trade journal (1986), the Shagari government implemented a series of remedies, including penic international trade policy measures, to deal with the self-induced crisis.
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