MARKETING ACCEPTABILITY OF LOCALLY MADE COSMETIC PRODUCTS (BEAUTY AIDS)
ABSTRACT
In this study, an effort was undertaken to ascertain whether cosmetic users in Obiagu urban would accept locally produced cosmetic products. No consideration was given to the demographics of any other gender but women. The male genders were not included in the study.
The study of the data revealed that consumers of cosmetic items preferred products made abroad to those developed locally for the reasons mentioned. According to the study’s findings, women in Obiagu Urban were completely aware of locally produced cosmetics (79%) but wanted to use them in a way that was explosive, distinctive, and egotistical. They were blaming the rejection of locally produced cosmetics on the respondents’ perception of its pricing, which was exorbitant and out of line with its quality.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
There was a larger passion for specialization in importation for sale than in local manufacturing sale during the pre- and post-independence period, when the Nigerian market was overrun with foreign goods, including cosmetics. People paid little attention to local manufacture of even simple things that were not otherwise very difficult to produce since there was such a rush to import ready-made goods into the country for sale. Nwokoye (1981) noted in this book that during this time, “Nigeria had become a dumping ground for all kind of foreign commodities,” which led to Nigeria suddenly being a market for all kinds of goods.
Consumers in Nigeria during this time period demonstrated a predilection for imported items, which was apparent. This attitude has been attributed to many factors by various authors. For instance, Oyegunle (1982) attributed it to “poor quality and high price of made-in-Nigeria goods”.
On his part, Oluzoga (1982) noted that “Nigeria business attach minimal weight to the marketing function into management decision making and that in Nigeria, the companies do not care much about customer happiness”.
It was linked to psychological variables by Abonifo (1985). He claimed that certain people look for individuality, exclusivity, and egotism in their purchases and look for goods that might bestow these attributes. The issue of Nigeria’s large market and stores being stocked with goods created in other countries contributed to the condition’s deterioration. The study noticed that traditional stores and markets offer more cosmetic products (beauty aids) created abroad than locally.
These shops and markets offer customers more cosmetics (beauty aids) created abroad than locally. Due to a lack of funding, petty traders sell more locally manufactured cosmetics (beauty aids). This reliance on imported commodities persisted right up to Nigeria’s oil boom. Subsequently, a large number of Nigerian businesspeople had the guts to start a few factories there. These Nigerians could no longer stand by while their market was seized by their foreign competitors. The companies that manufacture cosmetics were established as manufacturing companies.
Marketing of cosmetic products (beauty aids) in Nigeria is one of the most developed market sector in the economy. This is as a result of the stiff competition in the cosmetics market even at the time, of scarcity of manufactured product who ventured into the market during this period were edged out and they then concentrated on the very low income group as their target market. Big cosmetics companies like the Patterson and Zochonis P.2 Nigeria Limited, Christilieb. (Nig) Ltd, G.B Olivant (Nig) Ltd etc. and the imported cosmetics took advantage of this situation and edged out the small-scale manufacturers our of the market.
In order to encourage local manufacturer of products including cosmetics, import restrictions were introduced under the comprehensive import supervision scheme in 1978. Certain classes of goods were banned from being imported and restrictions 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 Nigerians brands that would be for consumer acceptance in the product categories affected.
Also in 1996, the structured Adjustment Programme (SAP) was introduced and a new industrial policy as well as expert scheme programme was promulgated. These introductions improved the manufacturing sectors in the economy.
The local manufactures still in attempting to face to challenge posed by the government, introduced a very wide range of cosmetic product into the market. Many brands of body lotions and creams soaps, hair cream, face care product perfumes etc are now produced locally.
Some of these products include lipstick, cutexes, relaxes, creams, lotions prosy chics, mascaras, curl gel activation. For Jerry curls and other hair treatments which were exclusive products of the foreign producers are now produced locally. These products are found in all markets and shops located at Obiagu. While they are manufactures were called out not only to join the competition in the domestic market but also to explore and take advantage of the opportunities in the foreign market.
SAP brought about trade deregulation. The local manufactures could no longer run to the government for as the Jingle has it.
“Protection of small-scale industries” commercial and development banks that constitute the major financiers of most firms were deregulation period.
According to Anammah, “recent findings of certain commercial banks and their lending policies revealed that most of them shy away from small-scale enterprises due to their tiny size, limited financial involvement, and inherent dangers”.
SAP also caused a high currency rate to import the same essential machinery and raw supplies. This has been a significant barrier to industrialisation because businesses that use both locally produced/fabricated machinery and raw materials were struggling with the high cost of foreign exchange. Their ability to operate was decreased to less than 50% as a result. The government anticipates that local businesses, including the cosmetics sector, will battle and prevail on their own. The local manufacturers entered the markets with high-quality products. are still striving to attain the standard obtained in the foreign products and lasted by Nigerian consumers.
They inculcate some marketing mix variables, which influenced acceptance of their product in their marketing efforts. Some of these mix include product price, place and promotion.
1.2 STATEMENT OF THE PROBLEM
This study aims to investigate the effects of locally produced cosmetics (BEAUTY AIDS) in Nigeria. Government of Nigeria’s structural adjustment program (SAP) on locally produced goods created certain issues for our made in Nigeria goods.
1. Female customers in Obiagu are unaware of the claims made for Nigerian cosmetics.
2. The acceptance of made-in-Nigeria cosmetic items by female consumers in Obiagu presents another issue with our research.
3. Absence of sufficient information regarding the origin of cosmetic products for the consumer, particularly female consumers in Obiagu.
4. The impact of pricing on consumer brand preference is one of the most important economic factors for every product.
5. How can we ascertain the rationale for the use and consumption of cosmetics?
6. Packaging of made-in-Nigeria cosmetic is poor
1.3 OBJECTIVE OF THE STUDY
The following are some of the study’s objectives:
(1) To ascertain how much female cosmetics users in Obiagu are aware of and using products created in Nigeria.
(2) To determine whether female consumers in Obiagu find Nigerian-made cosmetics acceptable.
(3) To identify the source of customers’ information about cosmetics.
(4) To ascertain how consumer brand preference is impacted by price.
(5) To ascertain the reasons behind cosmetic product consumption and purchases.
(6) To ascertain the impact of packaging on consumer preference for/choice of product brand.
1.4 SCOPE OF THE STUDY
The entire Obiagu is covered by the study. It was separated into the urban area and the Obiagu towns. The goal of the coverage was to obtain a very representative sample of female users of cosmetics produced locally (beauty aid).
The study only looked at female genders in Obiagu, regardless of their demographic characteristics.
1.5 RESEARCH QUESTIONS
(1) How much does marketing acceptability depend on how much female users in Obiagu are aware of and use cosmetics developed in Nigeria?
(2) How much does marketing acceptability depend on how well-liked made-in-Niger cosmetics are among female consumers in Obiagu?
(3) How do the sources used to make cosmetics affect the general public?
(4) How much does the price of made-in-Nigeria cosmetics among women affect their selection for a particular brand?
(5) How well is the reason behind cosmetic product consumption and purchase understood?
(6) How much consumer product packaging affects brand preference.
1.6 SIGNIFICANCE OF THE STUDY
This research is important in the following ways:
The discovery will support the cosmetic businesses, in particular, in devising and arranging their marketing initiatives to satisfactorily meet consumer demands.
By firsthand knowledge of consumers’ perceptions, the study will assist companies in the sector in improving their marketing methods when necessary.
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