Assessment of Effect of Consumer Taste for Foreign Products on Made-in-Nigeria Products (a Case Study of Flour Mills of Nigeria Plc)

Any developing nation like Nigeria that aims to have sustained economic growth and some level of independence must put structures in place in order to ensure that importation is reduced and local resources are effectively and efficiently utilized. This study examine attitude of consumers toward made-in-Nigeria products using Nigeria Bottling Company as a case study. The objectives of the study are to: find out the factors that are contributing to lack of patronage of the made-in-Nigerian goods by the consumers; investigate the extent of consumers' loyalty on preference for foreign products over made-in-Nigeria goods and understand the relationship between consumer satisfaction and lack of preference for made-in-Nigeria goods. The study was conducted using exploratory research design to generate relevant information for both primary and secondary sources of data and questionnaire was used as research instrument to elicit data from respondents. A sample size of 400 respondents was selected from staff and customers of Flour Mills of Nigeria Pic. The data was scrutinized using regression and correlation analysis and hypotheses were tested at 0.05 level of significance. The study found that the prices of locally made goods are higher than foreign made goods; most made-in-Nigeria products does not have proper branding, so they are considered not safe. The study concluded that there is a negative attitude of consumer towards made-in-Nigeria products due to quality, price and poor branding. The study recommended that The government should be actively involved by putting in place policies that will emphasise zero tolerance for poor quality and also assist the infant industries to grow and be competitive. Keywords: Consumer, Taste, Foreign, Products, Made-in-Nigeria.