Millenial Consumer Syndrome in a Developing Nation: Exploring the Attitude of Nigerians to Locally Made Goods

Abstract

Today the Nigerian consumer seems to be undergoing a shift in terms of personality, buying motives, interest, attitudes, beliefs, and values when he or she opts for imported rather than locally made goods. This study empirically explores the attitude of Nigerians towards locally made goods in Benin Metropolis, Edo State, Nigeria. The study adopted the survey research design and both quantitative and qualitative sources of data collection were employed. A total of 420 questionnaires were administered to the research participants using the stratified random sampling method but 400 questionnaires were eventually used for analysis because 20 questionnaires were rejected for mutilations. The data collected were analyzed with aid of inferential statistics and variables were cross-tabulated. The findings revealed that the effects of band wagon, peer influence and the belief that foreign goods are superior in quality to locally manufactured goods because of their high level of durability make Nigerians to crave for foreign goods. This has far reaching socio-economic impact on the quest to bring about sustainable development in Nigeria. Recommendations on how to remedy the situation were made in order to positively influence Nigerians ‘attitude to locally made goods.