CONSUMER PERCEPTION AND PATRONAGE OF MADE IN NIGERIA FABRIC IN AKWA IBOM STATE, NIGERIA

Abstract

The researchers critically examined the interplay of consumer perception on consumer patronage of made in Nigeria fabric in Akwa Ibom State. The main objective of the study was to assess the effect of consumer perception on consumer patronage of made in Nigeria fabric in Akwa Ibom State. The researcher adopted survey research design and employed questionnaire as the instrument of inquiry. The study was conducted in Uyo, Akwa Ibom State, Nigeria. The population of the study comprised of customers who patronizes fabrics shops in Uyo, Akwa Ibom State. The study utilized data collected from three hundred and fifty-four (354) customers. The accidental sampling technique was employed in view of its merits in easing access to test units. Simple linear regression was used to analysed the data from the field. The result revealed a positive significant relationship between the independents variables and the dependent variable. The researcher concluded that perceived risk and perceived quality are the key variables that influence the respondents in the choice of fabrics Akwa Ibom State. The researcher futher recommended that the researcher recommends that fabrics vendors wishing to enhance their customer patronage should pay attention to the dimensions of consumer perception and that vendor should pay attention to the feedbacks from their customers to know their preference in terms of the country of origin of the fabrics.

Keywords: Manufacturing, Production, Consumers, Fabrics, Experience, Nigeria.