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The Effects of Brand Perception in the Purchase of “Made in Italy” and “Made in China” Fashion Products in Nigeria

Author

Listed:
  • K. Patrick

    (Dept. of Business Administration, University of Lagos, Lagos, Nigeria)

  • A. Ladipo

    (Dept. of Business Administration, University of Lagos, Lagos, Nigeria)

  • Solomon A. Agada

    (Dept. of Economics and Business Studies, Redeemer’s University, Ede, Osun State, Nigeria)

Abstract

Products’ perception is a critical part of the consumer attitude and has significant impact on buying behaviour. Consumer attitude which reflects in buying behaviour is a corollary of the decision making process where consumers interpret information inputs and make meaningful choices among alternative products. These are formulated into marketing strategies intended to enable the seller establish a market either locally or internationally. The present study attempts to examine how the Nigerian consumer perceive branding strategies used by fashion manufacturers of Italian and Chinese country of origin (COO). Convenience sampling was conducted on a sample of 300 consumers in a cross-sectional survey (223 valid responses). Using T-test, the study found that consumers perceive a significant difference (Italy superior to China) in terms of attributes, values and product benefits between the products labelled from these two countries and closely correlated in terms of cultural dimensions of craftmanship and business tradition.

Suggested Citation

  • K. Patrick & A. Ladipo & Solomon A. Agada, 2016. "The Effects of Brand Perception in the Purchase of “Made in Italy” and “Made in China” Fashion Products in Nigeria," Economics and Management Research Projects: An International Journal, Open Access International Journals, vol. 6(1), pages 1-8, December.
    • Handle: RePEc:por:emrpij:v:6:y:2016:i:1:p:1-8
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    References listed on IDEAS

    as
    1. Warren J Bilkey & Erik Nes, 1982. "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 13(1), pages 89-100, March.
    2. Chike Okechuku & Vincent Onyemah, 1999. "Nigerian Consumer Attitudes Toward Foreign and Domestic Products," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 30(3), pages 611-622, September.
    3. Granzin, Kent L. & Olsen, Janeen E., 1998. "Americans' Choice of Domestic over Foreign Products: A Matter of Helping Behavior?," Journal of Business Research, Elsevier, vol. 43(1), pages 39-54, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Branding; Consumers; Country of origin; Fashion; Perception;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment

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