MARKETING ACCEPTABILITY OF LOCALLY MADE COSMETIC PRODUCTS (BEAUTY AIDS) IN NIGERIA

MARKETING ACCEPTABILITY OF LOCALLY MADE COSMETIC PRODUCTS (BEAUTY AIDS) IN NIGERIA

(A CASE STUDY OF SOME SELECTED HAIR DRESSING SALON IN OBIAGU)

TABLE OF CONTENTS

Title page                                                                                          ii

Approval page                                                                                  iii

Dedication                                                                                         iv

Acknowledgement                                                                                      v

Table of contents                                                                              vi

List of table                                                                                                ix
Abstract                                                                                            x

CHAPTER ONE

Introduction                                                                                                1

1.1     Background of the study                                                                   1

1.2     Statement of the Problem                                                                  6

1.3     Objective of Study                                                                            7

1.4     Scope of the Study                                                                            8

1.5     Research Question                                                                            8

1.6     Significance of the Study                                                                  9

CHAPTER TWO                  

Literature Review                                                                              10

2.1     Concept of Marketing                                                             10

2.2     Historical Development                                                           11

2.3     Nature of Cosmetic Product                                                    12

2.4     Psychological Implications of Product Decision                      17

2.5     Buyers behaviour and the cosmetics market                           26

CHAPTER THREE

3.1            Research Design                                                                      33

3.2            Area of study                                                                          34

3.3            Population of Study                                                                34

3.4            Sample and Sampling procedure                                             34

3.5            Instrument for Data Collection                                                         36

3.6            Validation of Research Instrument                                         37

3.7            Reliability of the Research Instrument                                              37

3.8            Method of Administration of Data Instrument                        38

CHAPTER FOUR

Presentation and Analysis of Data

Summary of Result/Finding                                                              40

CHAPTER FIVE:

Discussion of Results, Conclusion and Recommendations                         54

5.1            Discussion of Results                                                              54

5.2            Conclusion                                                                              56

5.3            Implication of Results                                                             56

5.4            Recommendations                                                                             57

5.5            Suggestion of further Research                                                         59

5.6            Limitations of Study                                                               59

References                                                                               61

Appendix                                                                                63

LIST OF TABLES

To what extent the degree of awareness and sue of made in Nigeria cosmetic among female users in Obiagu effect marketing acceptability.

To what extent the acceptability of made-in-Nigeria cosmetic among female consumers in Obiagu effect marketing acceptability.

What are the source of Cosmetic production effect the consumer.

To what extent made-in-Nigeria cosmetic among female influence price on the consumer brand preference.

To what extent the motive for the purchase and consumption of cosmetic products being determined.

To what extent packaging of consumer product influence brand choice.

ABSTRACT

In this study, an attempt was made to determining the acceptability of locally manufactured cosmetic product by user of cosmetic in Obiagu urban. Attention was focused on only female gender irrespective of their demographic specifications.  The study did not cover the male genders.

From the analysis of data collected, it was obvious that user of cosmetic products preferred foreign manufactured product to locally made ones due to some reasons advanced.  The result of the research showed that female in Obiagu  Urban were fully aware of the locally made cosmetic products (79%) respondents but preferred fore achieve explosiveness, distinctiveness and egotism in their utility. They were attributing the rejection of locally made cosmetic to its price the respondents rented if high and not commensurate with its quality.

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

During the pre-and post-independence period Nigerian market were flooded with foreign goods including cosmetics, There was a greater enthusiasm for specialization in importation for sale rather than in local production sale.  The scramble for the importation of ready- make –goods into the country for sale was so great that people gave little attention to local production of even simple goods that were not otherwise very difficult of produce.   Nigeria suddenly became a market for all sorts of good as a result of the trend that Nwokoye (1981) reported in this books that during this period, “Nigeria had become a dumping ground for all manner of foreign goods”

An observable fact for consumption activity in Nigeria during this periods consumers marked preference for imported goods.  This attitude has been attributed to many factors by various authors. For instance, Oyegunle (1982) attributed it to “poor quality and high price of made-in-Nigeria goods”.

Oluzoga (1982) on his part pointed out that “Nigeria business attach little importance to the marketing function into management decision making and that in Nigeria, the business do not care much about customer satisfaction”.

Abonifo (1985) attributed it to psychological factors.  He said that some individuals searching for distinctiveness, exclusiveness, egotism and in the course of buying seek our those product which can confer these qualities.

A situation that worsened the condition was the issue of Nigeria big market and stores being filled up with foreign made products.  The researcher observed that mot classic shops and market stock more of foreign made cosmetic product (beauty aids) then the locally made ones.

These stones and market display more of foreign made cosmetics (beauty aids) than locally made ones for consumers.  Locally made cosmetic (beauty aids) are sold more by petty traders, because of inadequate capital.  This dependence of foreign goods continued up till the period of oil boom in Nigeria.  Later on, many Nigeria businessmen were courageous enough to set up some manufacturing plants in Nigeria.  These Nigerians could not continue seeing their market being taken a way from them by their foreign counter parts.  Among the manufacturing firms that were set up were the cosmetics firms.

Marketing of cosmetic products (beauty aids) in Nigeria is one of the most developed market sector in the economy.  This is as a result of the stiff competition in the cosmetics market even at the time, of scarcity of manufactured product who ventured into the market during this period were edged out and they then concentrated on the very low income group as their target market.  Big cosmetics companies like the Patterson and Zochonis P.2 Nigeria Limited, Christilieb. (Nig) Ltd, G.B Olivant (Nig) Ltd etc. and the imported cosmetics took advantage of this situation and edged out the small-scale manufacturers our of the market.

In order to encourage local manufacturer of products including cosmetics, import restrictions were introduced under the comprehensive import supervision scheme in 1978.  Certain classes of goods were banned from being imported and restrictions imposed on importation of certain other goods through the requirement of import licenses or increase in import duties.  This was a tremendous opportunity presented to indigenous producers to launch new Nigerians brands that would be for consumer acceptance in the product categories affected.

Also in 1996, the structured Adjustment Programme (SAP) was introduced and a new industrial policy as well as expert scheme programme was promulgated. These introductions improved the manufacturing sectors in the economy.