Consumer Verdict on Nigeria-Made Products Sparks National Momentum

By Korede Omololu-David

A groundbreaking new study has reignited the debate over consumer confidence in Nigerian-made products, revealing why foreign brands continue to dominate the market and what it will take for local goods to reclaim their place. Published in the Wayamba Journal of Management and titled “Evaluation of Consumer Attitude towards Nigeria-Made Products: Evidence from Anambra State in Nigeria,” the research offers one of the most detailed portraits yet of what drives shoppers’ choices. Conducted in Awka, the bustling commercial hub of Anambra State, the study found that Nigerian consumers consistently prioritize three decisive factors when comparing local goods with imports which includes quality, price, and availability.

The study was led by Dr. Samuel C. Ilodigwe, a university lecturer and researcher in the department of Marketing and Consumer Studies at the University of Ibadan, the premier University in Nigeria. The study surveyed 250 consumers and dealers across five market zones. Of these, 228 questionnaires were completed, producing an impressive 91.2% response rate. The data were analyzed using appropriate statistical tests, ensuring that the conclusions reflect measurable and significant patterns not just opinion.

The results were emphatic, Nigerian shoppers remain deeply skeptical of local goods. Quality emerged as the single most influential factor. Roughly 76% of respondents agreed and strongly agreed that Nigerian-made products often suffer from weak finishing, poor durability, and inconsistent standards. A statistical value of 104.342 at p = .001 confirmed that this perception is widespread and statistically significant.

Shoppers in Awka echoed these findings. “Imported shoes last longer, and the packaging looks better,” explained one trader. “Our own products are good sometimes, but you can’t rely on them.” Imported goods are consistently viewed as more reliable, while Nigerian alternatives struggle to inspire confidence.

Price was another major factor driving consumer reluctance. The research revealed that 70.5% of respondents consider Nigerian-made products too expensive for what they deliver. The analysis shows 113.142 at p = .001 reinforced the strong link between pricing and consumer hesitation. Many consumers voiced frustration at “paying more for less,” and while manufacturers cite rising input costs, inflation, and currency volatility, these explanations do little to change public perception.

Availability and promotion emerged as the third key factor. Nearly 80% of participants noted that consistent market presence and strong promotional campaigns could influence their purchasing choices. Currently, Nigerian products suffer from patchy distribution, while foreign brands enjoy widespread availability and marketing support. The analysis result shows 95.713 at p < .001 which confirmed that improving availability could significantly boost consumer confidence in local brands.

The study situates these findings within Nigeria’s broader economic context. Despite Anambra’s manufacturing sector contributing an estimated 20% to the state’s GDP producing everything from food and apparel to motor vehicles and pharmaceuticals local markets remain saturated with imports. Nationally, more than 60% of Nigerian consumers instinctively reach for foreign products. Researchers point to a combination of historical legacy and cultural psychology, a so-called “colonial mentality” has long fostered the belief that imported goods signal prestige and superior quality. Among younger and lower-income consumers, a “bandwagon effect” reinforces this preference, even when it includes second-hand imports.

The study goes beyond diagnosing the problem, offering a roadmap for change. Recommendations include investment in modern machinery, quality raw materials, and workforce training to raise production standards. “Improved product quality combined with strategic promotion and pricing reform is the surest way to restore consumer confidence,” explained co-author, Associate Professor Chinwuba Moguluwa.

Researchers also urge the Standards Organization of Nigeria to enforce production standards, ensuring that goods meet global benchmarks. Stronger government policies such as targeted support for small manufacturers, incentives for innovation, and campaigns highlighting the economic and social benefits of buying Nigerian made products are equally critical.

The stakes extend far beyond profit margins. Supporting local manufacturers addresses youth unemployment, strengthens economic resilience, and fosters cultural pride. “The implications extend beyond commerce,” said Dr. Ilodigwe. “They touch on economic sovereignty, employment, and the future of our manufacturing sector. If we cannot win over Nigerian consumers, our growth will always be fragile.”

The study offers hope, negative attitudes are not fixed. Nigerians are pragmatic shoppers. If quality improves, prices become fairer, and local goods are reliably available, consumers will respond positively. For decades, “Made in Nigeria” has been met with skepticism. But with the right reforms and collective effort from policymakers, producers, and consumers, it can become a symbol of trust and competitiveness.

For now, the verdict in Awka remains that Nigerian consumers still prefer imports. Yet, as this study shows, the path to reversing that preference and reshaping Nigeria’s economic destiny is within reach.