An Assessment of Consumer Buying Behaviour: an Issue for “Made in Nigeria Drive

This study tends to assess consumer buying behavior. The closure of many manufacturing companies in Nigeria is obviously traceable to low patronage of locally made goods. As a result of this, the study identified some perceptual variable affecting the buyers behaviour such as product quality, product package and price; and how they influenced the attitude of consumers. Data were collected from 119 respondents in Kaduna State, Nasarawa State, Plateau State and Abuja the Federal Capital Territory of Nigeria. The analysis of the data was conducted through the use of statistical package for the social science (SPSS) version 20.0. Thus, the hypotheses testing showed that there is positive and significant relationship between purchase decision and other variables such as product quality, and product package. It was found out that, the increase in these variables lead to increase in consumer purchase decision. The relationship between the study price and consumer purchase decision was found to be negative. The decrease in this study price leads to increase in consumer purchaser decision. It was recommended that a well organized campaign should be carried out to convince the public about the quality of locally made goods. Efforts should be made to minimize or ban importation of some foreign goods so as to reduce emphasis on consumers' longing for them, and local manufacturers should improve on the quality of their products by using quality raw materials and modern techniques so as to reduce price.