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ABSTRACT
This study is to access the attitude of consumer towards Nigerian made goods. It also examine the factors that contribute to customer patronage, determine the factors of customer loyalty, ascertain the relationship between consumer attitude and consumer satisfaction towards Nigerian made goods.
Both Consumers and non-consumers of made in Nigerian goods in Benin City, were selected. 385 questionnaires will be administered to the final consumers within the Benin City. Frequency distribution, mean will be used to calculate the consumer attitude, loyalty and satisfaction and also Inferential statistics will be used to carry out ANOVA table with the use of regression analysis for determining the relationship between Attitude and satisfaction of the consumers.
The finding showed that there are various factors that contribute to customer patronage of Nigerian made goods, The loyalty of consumer towards Nigerian made goods and also the level of satisfactions of the consumers of Nigeria made goods, there is no significant relationship between consumer attitude and attitude Towards Nigerian made goods. The study recommend that there should be a significant positive improvement in Nigeria brand product, and also the reduction in price of various Nigerian made products.
