Analysis of the Perception of Nigeria Consumers towards Made-In-China Electronics and Mobile Phones

Abstract

This study analyzed the perception of Nigerian consumers towards Made in China electronics and mobile phones. Its aim was to know how products imported into Nigerian market are viewed by the consumers. Five towns from five south-eastern States of Nigerian were used as the area of the study with 100 respondents each drawn from each of the five selected towns giving a total of 500 respondents. Data were obtained with the help of the questionnaire and were complemented by oral interview. Obtained data were analyzed using simple percentages and probit regression model. Results show that Nigerian consumers always look for products, features like availability, affordability, performance, durability and quality. These product features were all found to be significant in influencing their perceptions towards made in China Brands. In addition to the above, consumers' attitudes and perceptions towards Made in China products in general can also depend on previous experiences with such products. To those consumers who were very satisfied with the first Made in China brand they used, they will always buy again, recommend such products to friends and colleagues, and will continue favourably talk about such products. Chinese manufacturers should not make affordability and availability of products their only primary concern. Other attributes of their products like quality and durability should also be effective enough not only to attract customers but to retain them. Product design and perceived quality of the product should not at any time be compromised, as this can affect the adoption of these products.