ABSTRACT

This study assesses the evaluation of consumer attitudes towards Nigerian and foreign made food supplement in the food supplement market, a case study of Enugu metropolis. Three hundred and six respondents were randomly selected. Primary data was collected with the aid of a well structured questionnaire. The result of the analysis shows that 145 of the respondents were male and 120 for female, those married are 50.6%, also majority of the respondents have B.Sc and HND Degrees (41.9%). Furthermore, the analysis revealed that most consumers use more of foreign made food supplements than Nigerian made ones. The use of marketers to sell and distribute food supplements was also found to be of the relevance to firms as accounted for 49-71% of the group influencing the consumption of food supplements. Quality is a major factor as 59.4% of respondents say that the Nigerian made food supplement has low quality. To enhance consumption of Nigerian made food supplements, the study recommends that local food supplement producers emphasize on quality by enhancing quality control and ban importation of foreign made goods.

TABLE OF CONTENT

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgment v

Table of content vi

List of Tables x

Abstract  xi

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study 1

1.2 Statement of the Problem 3

1.3 Objectives of the Study 4

1.4 Research Questions 5

1.5 Hypotheses Formulation 5

1.6 Significance of the Study 6

1.7 Scope of the Study 7

1.8 Limitations 8

1.9 Definition of Terms 8

CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction 11

2.2 General Overview of the Concept of Consumer Behaviour 11

2.3 Brief History of Firms in the Food Supplement Market 14

2.3.1 Edmark International 14

2.3.2 Tianshi 17

2.3.3 Godlen Neolife Diamite 19

2.3.4 Forever Living Products 21

2.4 The Concept of Attitude 22

2.4.1 Definitions of Attitude 22

2.4.2 Attitude Formation and Change 24

2.4.3 Causes of Attitudinal Change 25

2.4.4 Sources of Attitude 27

2.4.5 Functions of Attitude 28

2.4.6. Components of Attitude 29

2.4.7 Types of Buying Behavioural 30

2.5 Foreign Goods versus Nigerian-made Goods 32

2.6 Summary 34

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction 36

3.2 Research Design 36

3.3 Source of Data 36

3.3.1 Primary Data 37

3.4 Pilot Survey 37

3.5 Population of the Study 37

3.6 Sample Size Determination 38

3.7 Sampling Technique 39

3.8  Data Collection Procedure 39

3.9  Validity of Research Instrument 40

3.10 Reliability of Research Instrument 40

3.11  Data Presentation and Analysis Techniques 41

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Data Presentation 42

4.2 Test of Hypotheses 53

4.3 Discussion of Finding 57

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary 61

5.2 Summary of Finding 61

5.3 Conclusion 64

5.4 Recommendations 65

5.5 Suggestions for Further Studies 66

Bibliography