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An Evaluation of the Challenges of Marketing Made in Nigeria Goods
Chapter One
Introduction
1.1 Background to the Study
Made in Nigeria goods are goods
manufactured in Nigeria. This means that all or parts of the components of the
goods are sourced directly in Nigeria. The Nigerian government has over the
years encouraged industries in Nigeria to produce goods with the aim of
boosting growth and the rapid industrialization of the nation’s economy.
Industrialist on their own part have been engaged in the production of variety
of goods ranging from non-consumables goods to consumables under the Small and
Medium Scale Enterprises (SMEs). Governments and development experts have
recognized the SME sector as a potential engine of economic growth and a major
factor in promoting sector development and partnership. It is estimated that
the Micro, Small and Medium Enterprises (SMEs) account for most of total
industrial employment, production and value-added. It is the SMEs that generate
the industrial wealth of the nation and hold the key to real economic
development and wealth creation. The SMEs therefore truly represent the vital
component of Nigeria’s industrial system. In this context, the same holds true
for the economies of most nations. SMEs are generally distinguished by the
nature of their production and management arrangement, trading relations,
financial practices, and internal competence. Before the indigenization of
industries in Nigeria, the Nigerian market was flooded with foreign products
and Nigerians have been used to the consumption of these imported goods. But
with the change of events it became paramount for Nigerians to patronize made
in goods if the goals of economic development set by the government are to be
achieved. A discourse on the marketing of made in Nigeria goods and the
challenges associated with it is very significant at the present stage of the
nation’s economic development process especially in view of the unstable
macroeconomic environment and the slow pace development in Nigeria. The Nigeria
government has done so much to ensure the rapid economic development of the
country through the promotion of the sales and marketing of goods manufactured
in Nigeria with the view of increasing the output of goods and services as well
as enhance the society’s well being. Marketing made in Nigerian goods has been
an uphill task especially with the rising cost of operations faced by the
manufacturers coupled with the unhealthy competition that made in Nigeria goods
have to face with imported goods that have been banned by the Nigerian
government.
Manufacturers were facing increased
competitions; a few started to do heavy advertising and sales promotion. They
offered umbrellas, radios and other “come-ons” and attracted new customer
accounts. Manufacturers found a new competitive tool when they began to segment
their markets and innovate new products for each segment. There is a higher
concept of product marketing. The issue is whether the manufacturer has
installed effective systems for marketing analysis, planning, implementation
and control. Even then, the question now arises as to how do the Nigeria
manufacturers perceive marketing? Perception has been defined as “the process
by which an individual selects, organizes, and interpret information inputs to
create a meaningful picture of the world”. Perception depends not only on the
physical stimuli but also on the stimuli’s relation to the surrounding field
and on conditions within the individual. The Nigerian government has done a lot
to stimulate consumer’s interest in Made in Nigerian goods. Various incentives
have been given to the manufacturers and the government has through its
relevant agencies such as the Nigeria Export Promotion Council and the various
Chambers of Commerce and industry facilitate the exposure and marketing of
Nigerian.
made goods. Despite these effort
manufacturers still face a number of challenges and this can be attributed to a
number of factors. Thus, this study shall attempt to evaluate the challenges of
marketing made in Nigeria goods with a view of assessing the various factors
that constitute hindrances to the efforts of the manufacturers and the
government towards the realization of this objective. Also the study will
examine the perceptions of Nigerian towards the marketing of made in Nigeria
goods so as to identify factors that will stimulate acceptability and growth in
this sector. The study shall focus on Kaduna and its environs.
NB: The Complete Thesis is well written and ready to use.
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