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Ethnic Differences in Nigerian Consumer Attitudes Toward Foreign and Domestic Products

Ethnic Differences in Nigerian Consumer Attitudes Toward Foreign and Domestic Products Abstract This paper uses conjoint analysis to investigate ethnic differences in the importance of a product's country-of-manufacture relative to other attributes in the Nigerian consumer choice. It was found that the country-of-manufacture was more important to Yoruba than Hausa respondents, price was more important to Ibo than Yoruba respondents, and reliability was more important to Hausa than Ibo respondents. Additional analyses indicated that prestige was important to Yoruba respondents in the preference for foreign cars while it was important to Ibo and Hausa respondents in the choice of foreign TV sets. Implications for foreign marketers, domestic governments and domestic manufacturers are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal Of African Business Taylor & Francis

Ethnic Differences in Nigerian Consumer Attitudes Toward Foreign and Domestic Products

Okechuku, Chike; Onyemah, Vincent
Journal Of African Business , Volume 1 (2): 29 – Jun 1, 2000
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Ethnic Differences in Nigerian Consumer Attitudes Toward Foreign and Domestic Products

Abstract

Abstract This paper uses conjoint analysis to investigate ethnic differences in the importance of a product's country-of-manufacture relative to other attributes in the Nigerian consumer choice. It was found that the country-of-manufacture was more important to Yoruba than Hausa respondents, price was more important to Ibo than Yoruba respondents, and reliability was more important to Hausa than Ibo respondents. Additional analyses indicated that prestige was important to Yoruba...
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1522-9076
eISSN
1522-8916
DOI
10.1300/J156v01n02_02
Publisher site
See Article on Publisher Site

Abstract

Abstract This paper uses conjoint analysis to investigate ethnic differences in the importance of a product's country-of-manufacture relative to other attributes in the Nigerian consumer choice. It was found that the country-of-manufacture was more important to Yoruba than Hausa respondents, price was more important to Ibo than Yoruba respondents, and reliability was more important to Hausa than Ibo respondents. Additional analyses indicated that prestige was important to Yoruba respondents in the preference for foreign cars while it was important to Ibo and Hausa respondents in the choice of foreign TV sets. Implications for foreign marketers, domestic governments and domestic manufacturers are discussed.

Journal

Journal Of African Business – Taylor & Francis

Published: Jun 1, 2000

Keywords: Nigeria; consumers; country-of-origin; country-of-manufacture; conjoint analysis; attribute importance; foreign products; domestic products

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