The Role of Consumer Behaviour in Advancing Nigeria’s Industrial Sector: A Focus On Made-In-Nigeria Goods

Abstract

This study explores the role of consumer behaviour in advancing Nigeria’s industrial sector, particularly focusing on Made-in-Nigeria goods. The research identifies key factors that influence consumer preferences, including perceptions of quality, price, and social prestige. It examines how local manufacturers can overcome challenges such as counterfeit goods, weak branding, and inconsistent policies. The study employs theories such as the Theory of Planned Behaviour, Maslow’s Hierarchy of Needs, and the Engel-Kollat-Blackwell Model to provide a comprehensive understanding of consumer decision-making. By analyzing barriers to positive consumer behaviour, the study highlights the need for rebranding, quality improvement, and consumer education. It also emphasizes the importance of government support in fostering local industries. The findings suggest that adopting these strategies will stimulate industrial growth, job creation, and innovation, thus contributing to Nigeria’s economic transformation. Future research should focus on empirical studies to refine strategies based on actual consumer behaviours.