Analysis of consumers propensity towards foreign product: A survey of shoe consumers in two states in Nigeria

Abstract

This study is an empirical analysis of consumers’ propensity to buy foreign goods, despite the fact that such goods are equally produced in domestic firms. The product that was taken into consideration was shoe. To elicit data for the study, questions were formulated and administered to 1412 respondents in Cross River and Abia States. The model specification for
the test of hypotheses formulated was Spearman Rank Correlation Coefficient. The result from the study showed that patriotism has no effect on how consumers make their purchase decisions in the two states. Moreover, consumers’ preference and disposition did not favour locally made shoes, hence the high demand for foreign brands. Finally the study made us to understand that the major determinants of consumers’ decision to patronize foreign brand was the quality of the shoes as well as the technology used for its production. It was recommended and concluded that, producers should improve on the quality of the product to attract consumers’ willingness
to buy, while the government as a matter of necessity should create the enabling environment that would generate a favourable business climate.