ABSTRACT

This research work is aimed at an analysis of consumers’ attitude towards made in Nigeria furniture. It also delved into importance of country of origin, social class on purchase decision of furniture and assess the role of Nigeria government in promoting furniture business. The study was expected to help indigenous firm in furniture business to know areas in production and marketing activities that need to be reviewed improved upon. Also the work will help the producers to understand the consumers’ attitude towards the purchase of furniture and this is so. Data was collected by the use of structure questionnaire and administered to consumers. Secondary data were collected journals, textbooks, library and internet. Regression analysis was used in the analysis of primary data at 5% level of significance. The major findings of this study are; the attitude of consumers towards made in Nigeria furniture was negative, consumers’ attitude influences the sales volume of locally made furniture; social class influence the consumption of made in Nigeria furniture, social factors influences the consumption of made in Nigeria furniture, government does not play their role well in both patronage and promotion of made in Nigeria furniture. As a result of all this dismissal performance, the researcher recommends a complete re-organization and adoption of appropriate measures that would enhance and improve the quality of made in Nigeria products. Therefore, the researcher recommended that manufacturers should produce with good quality image. Also, expected roles of the government were preferred. The researcher believes that if the recommendations are religiously carried out, there should be a favourable change in the attitude of consumer towards the purchase of made in Nigeria furniture. This in turn, will help to increase employment opportunities, thereby raising the standard of living in the country.

TABLE OF CONTENTS

Title Page - - - - - - - - - - i

Declaration - - - - - - - - - - ii

Certification - - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgement - - - - - - - - v

Table of content - - - - - - - - - vi-vii

List of tables - - - - - - - - - ix

Abstract - - - - - - - - - - - x

CHAPTER ONE 

INTRODUCTION

1.1 Background of the Study- - - - - - - 1

1.2 Statement of the Problem- - - - - - - 2

1.3 Objectives of the Study- - - - - - - - 3

1.4 Research Questions- - - - - - - - 4

1.5 Research Hypotheses- - - - - - - - 4 

1.6 Scope of the Study- - - - - - - - 5

1.7 Significant of the Study - - - - - - - 5

1.8 Limitations of the Study- - - - - - - 6

1.9 Definition of term - - - - - - - - 7

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Consumer Behaviour - - - - - - - 8

2.2 The Consumer Behaviour Theory- - - - - - 10

2.3 Consumer Buying Decision Process- - - - - - 11

2.1 Factors Affecting Search for Information - - - - 13

2.2 Steps in Evaluation of Information - - - - - 14

2.5 buying situation - - - - - - - - 16

2.5.1 Routinized Response Behaviour - - - - 16

2.5.2 Limited Problem Solving- - - - - - 17

2.5.3 Extensive Problem Solving - - - - - 17

2.6 Types of Buying Behaviour- - - - - - - 18

2.6.1 Complex Buying Behaviour- - - - - - 18

2.6.2 Dissonance Buying Behaviour- - - - - 18

2.6.3 Habitual Buying Behaviour- - - - - - 18

2.6.4 Variety Seeking Buying Behaviour- - - - - 19

2.7 Participants in the Buying Process - - - - - 19

2.8 The essence of studying Consumer Behaviour - - - 21

2.9 Consumers Attitude - - - - - - - - 23

2.10 Ethnocentrism - - - - - - - - 25

2.11 Xenocentrism - - - - - - - - 27

2.12 Furniture Industries - - - - - - - 29

2.13 Country of Origin - - - - - - - - 32

2.14 Furniture Purchasing Decision Process - - - - 33

2.15 Factors that influence the decision of consumers in purchasing- 36

2.15.1 Cultural Factors - - - - - - 37

2.15.2 Social Factors - - - - - - - 39

2.15.3 Personal Factor - - - - - 40

2.15.4 Psychological Factor - - - - - 41

CHAPTER THREE

RESEARCH METHODOLOGY 

3.1 Research Design - - - - - - - - 43

3.2 Area of the Study - - - - - - - - 43

3.3 Population of the Study - - - - - - - 44

3.4 Determination of the Sample Size - - - - - 44

3.5 Sampling Technique - - - - - - - 45

3.6 Method of Data Collection - - - - - - 45

3.7 Instrument for Data Collection - - - - - 46

3.8 Administration of the Instrument - - - - - 47

3.9 Method of Data Analysis - - - - - - 47

3.9.1 Model Specification - - - - - - - 47

3.10 Validity of the Research Instrument - - - - - 48

3.11 Reliability of the Research Instrument - - - - 48 

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.1 Questionnaire Distribution - - - - - - 49

4.2 Socioeconomic Data - - - - - - - 50

4.3 Analysis of General Data - - - - - - 54

4.4 Hypotheses Testing - - - - - - - 61

4.4.1 Hypothesis One - - - - - - - 62

4.4.2 Hypothesis Two - - - - - - - 65

4.5 Discussion of Findings - - - - - - - 67

CHAPTER FIVE

SUMMARY CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings - - - - - - - 69

5.2 Conclusion - - - - - - - - - 70

5.3 Recommendations - - - - - - - 71   

REFERENCES

APPENDIX I

QUESTIONNAIRE