Analysis of Nigerian Consumers' Perception of Foreign Products

Abstract

This article presents the results of a survey of Nigerian consumers’ perception and attitude towards foreign made products. The focus of the study is the source of information in evaluating a product; the evaluation of specific product dimensions used by Nigerian consumers in their assessment of different product categories. The results show that Nigerian consumers perceive foreign made products as more reliable technologically advanced, stylish and competitively priced than the Nigerian products. More importantly, the most common product information sources are advertising and words of mouth. The managerial implication and limitations of the study are examined.