ABSTRACT

The broad objective of this study was an examination of consumers’ attitude towards Nigeria made textile products in Abia State, Nigeria. The specific objectives were to: examine the effect of consumer affective attitude on consumers’ patronage of made in Nigeria textile products; ascertain the effect of consumer affective attitude on consumers’ satisfaction of made in Nigeria textile products; determine the effect of consumers behavioural attitude on consumers’ patronage of made in Nigeria textile products; examine the effect of consumers behavioural attitude on consumers’ satisfaction of made in Nigeria textile products; examine the effect of consumers cognitive attitude on consumers’ patronage of made in Nigeria textile products; and evaluate the effect of consumers cognitive attitude on consumers’ satisfaction of made in Nigeria textile products. The study adopted survey research design method. The population of this study consisted of all locally-made textile users in Abia State. With purposive sampling, copies of the questionnaire were given to 300 locally-made textile users/consumers across the six (6) selected local government areas in Abia State. Findings revealed that affective attitude was statistically significant and positive, implying that an increase in affective attitude will result to an increase in consumers’ patronage of made in Nigeria textile products. Similarly, affective consumer attitude was found to be positively and significantly influencing consumers’ satisfaction for made in Nigeria textile products. This indicates that customer satisfaction increases with an increase in affective attitude. The study also revealed that consumer behavioural attitude exerts statistically significant effect on consumers’ patronage of made in Nigeria textile products. This signifies that the more there is consumer behavioural attitude, the more the patronage for made in Nigeria textile products. In the same vein, behavioural attitude was found to be statistically significant and positively related to consumers’ satisfaction for made in Nigeria textile products. This implies that an increase in behavioural attitude will result to a corresponding increase in consumers’ satisfaction for made in Nigeria textile products. To ensure effective marketing operations of domestic textile fabrics (wrappers) firms, we recommended that textile firms in Nigeria should include product innovation in their strategic plans and should adopt the correct sequence in new product development and management.  They should develop and test new textile fabric concepts as a way of ensuring effectiveness and success in product innovation.