MARKETING OF LOCAL MADE PRODUCT: A CASE STUDY OF LOCAL MADE HAND BAGS
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ABSTRACT
Although the Nigeria economy has been characterized; with importation of everything ranging from machinery to private consumption commodities, the above idea of consuming imported goods has led the writer too question the effectiveness of the marketing of locally made products. This study was carried out on locally made hand bags in Aba, Abia state. Brand perception is a special result of a consumer‘s experiences with a brand. It‘s highly pivotal to a marketing strategy as it‘s often what elevates a simple product or company into a brand: the same as putting a face to a name. This study was conducted to know about the consumer preference on the foreign and local goods available in the market. The purpose of this study was to know about the consumer‘s choice of goods and the reason behind their choice. Consumer buying behavior is a key factor that determines this choice. The study also shows that motive is another factor that triggers the consumers to buy a product in order to satisfy their needs. The result of our findings suggests that the consumers are mostly unaware of the country of origin‘ of the brand they use and they have less brand awareness i.e. they are less familiar with the qualities or image of a particular brand of goods or services. It also suggests that most of them are quality conscious and price delicate customer. In order for them to have brand awareness publicity about the product should be given through advertisement, newspaper, internet etc
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