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PLEASE READ THE INFORMATION BELOW.THANK YOU!
INFORMATION:
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MARKET ACCEPTABILITY OF
LOCALLY MADE COSMETICS PRODUCTS (BEAUTY AIDS) IN NIGERIA
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
During the pre and post-independence period, Nigeria markets
were flooded with foreign goods including cosmetics. There was a great
enthusiasm for specialization in importation for sale rather in local
production scale. The scramble for the importation of ready-made goods into the
country for sale was so great that people gave little attention for local
production or even simple goods that was other wise very difficult to produce.
Nigeria suddenly became a market for all sorts of goods, as result of this
trend that Nonyelum (1981) reported in his book that during this period “Nigeria
had become a dumping ground for all manner of foreign gods”.
An
observation of facts for consumption activity in Nigeria during this period is
consumer’s market preference for imported good.
Olusoga
(1983) on his part pointed out that Nigeria business attach little importance
to the marketing function in top marketing decision-making and that in Nigeria.
The business do not care much about customers satisfaction, Agbonofoh (1985)
attributed it to “psychological factor”.
He said that some individuals search for distinctiveness, exclusiveness and
egoism and in the course of buying, seek out those products, which can counter
these qualities.
In order to
encourage local manufacturing products including cosmetics, import restrictions
were introduced under the comprehensive import supervision scheme in 1979.
Certain classes of goods were banned from being imported and restrictions were
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 Nigeria bands that should vie
for consumer acceptance in it product categories affected. 1986, the structural
adjustment programme (sap) was introduced and new industrial policy is well as
export scheme programmer was promulgated. These introductions improved the
manufacturers sectors in the economy. The local manufacturer still in
attempting to face the challenges posted by the government, introduced a very
wider range of cosmetic products into the market. Many brands of body lotions
and creams, soaps, hair creams, foot care product etc are now produced locally.
Some of the products include lipsticks, cortexes, relaxers, creams, lotion,
rosy clicks, massacres, activators etc. products like relaxer, cudgel
activators for jerry curls and other hair treatment, which were exclusive
product locally. These products are seen in all markets and manufactured in
other parts of Nigeria.
1.2 PROBLEMS ASOCIATED WITH THE SUBJECT MATTER
Many problems
are involved in the market acceptability of locally made products, and they
include the following:
LOW QUALITY: Consumers believe and accept that all the
locally made products are inferior. Average Nigerian if two goods of same
quality are presented to him i.e. locally made and foreign made, and ask to
pick one, he must pick the one which is foreign made even if quality of the
locally made is higher.
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