By Sunmola Olowookere
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Locally made products abound in Nigeria and more Nigerians are still coming up with several inspired ideas for creating products that would meet daily needs of consumers.
Following enlightenment of the youth to be self employed, the manufacturing sector has failed to grow in leaps and bounds. It continue to experience some challenges which would undermine its growth.
Economists believe that the production and patronage of locally made goods are crucial factors that would increase our GDP and also drive the economy of the country if it is properly harnessed.
Nigerian manufacturers have been able to produce many sophisticated products such as vehicles, generating sets, electronics and home appliances. Locally made clothes, shoes and bags also abounds in our markets.
However, it is saddening that these products are not generating the necessary attention as Nigerian engineers and the manufacturers of the appliances lack sponsors and support while the locally made goods witness low patronage.
Following this worrisome trend, there have been recent calls by spirited individuals and government at various levels on Nigerians to buy products made locally so as to make the naira stronger.
Findings by The Hope revealed that many people patronize foreign products even if they are costlier than locally made goods. While only a handful of Nigerians buy locally made products. Consumer purchasing habits, therefore, vary owing to some deciding factors.
Most female consumers value foreign brands and regard them as items that confer some level of status on them. They seem unbothered by the fact that their actions are inimical to the growth of the local industries, thereby leading to loss of cultural identity.
An economist, Dapo Olaleye while reacting advocated that purchasing local goods is a sign of patriotism and accused foreign brands of being a threat to the country’s economy and employment level. He however noted that a good item should have some unique proposition to satisfy consumer’s needs.
The attitudes and perceptions of consumers towards choice of goods sometimes depend on categories. For example; in Nigeria today, electronic goods from Italy may be perceived as of poor quality, but Italian clothing would be perceived as fashionable and of high quality. Japanese electronics would be perceived with positive attitude while their clothing would be negatively perceived.
“However, patriotic consumers believe that our local companies have competitive edge over their foreign competitors because they are closer to consumers here and have a better understanding of what people want. Buying foreign products may hinder the growth of local companies in the country.
Several reasons have been postulated by Nigerians and bitter experiences shared for the huge preference given to foreign products over made in Nigeria products.
This preferential treatment for foreign goods ranges from shoes, bags, belts, among others, to vehicles.
Mr. Anayo Chukwuemeka, a manufacturers of wears for security personnel, disclosed that individuals who secured contracts from government for the supply of these wears often ask them to lower the quality in order for the contractors to make some profit.
He hinted that this was not restricted to his field alone as many Nigerian contractors love cutting corners.
Mrs. Folakemi Omole, a fashion designer who sells some of the clothes she sew narrated how many women will price her wares ridiculously low simply because she sew them herself.
She spoke widely on why Nigerians preferred foreign products. “Sometimes we are our own problems. Most people see goods made in Nigeria as inferior and not up to standard to goods made in other countries and as a result decide not to buy Made in Nigeria products. Also, the desire to sell off old stock most times compels most local manufacturers to label their products “Made in Italy”. Those who are willing to purchase made in Nigeria goods get discriminated against with statements like, “Na Aba made the guy dey wear.” As a result of this some people stop buying made in Nigeria goods to avoid such embarrassing remarks.
Also, Mr. Anthony Ishola, a teacher, said government was only paying lip service to encourage patronage of locally made goods, “We have refineries, textile industry, but government policies are not just favourable.”
He said, “No one will ever want to buy a product that is of low quality. Most made in Nigeria products are of low quality either as a result of the producers trying to make bigger profit or over management of resources. For instance, you cannot expect a Nigerian to buy a bag of rice laced with stones and other dirt, rather, he will prefer to purchase a bag of rice that is produced elsewhere and is stone-free.”
“Advertisement is important. Most Nigerian producers and manufacturers fail to recognise the importance of advertising. How would a Nigerian know there are products produced in Nigeria that satisfy his needs when proper advertisement is not done to bring the existence of such products to his notice? Since there is no awareness concerning such products, they will buy goods made outside Nigeria which proper advertisement and awareness is available.” Seun Ojo, a banker explained.
He expressed that if the president, vice president or state governors can be seen wearing made in Nigeria shoes and they take time to canvass for their patronage, Nigerians will feel obliged to do same.
“On the issue of price, many Nigerians say price is considered one of the most important factors affecting consumers’ perception of products. Once consumers perceive that local items are more expensive than foreign ones, they go for the foreign ones.
“Nigerian producers and manufactures are to blame for this. Sometimes they want to make quick money or super normal profit and in the process increase the prices of their goods to the level of the ones produced in other countries. Why will a Nigerian want to buy a good produced in Nigeria which price is more than that which is produced outside Nigeria? Goods produced in the country should be cheaper.
“A high-priced item may be perceived of being high in quality because of the image created by manufacturers through advertising. Similarly, a global product may be perceived to be of superior quality as quality is believed to be a prerequisite for international acceptance.
“To some, their purchasing pattern depicts their social status. It is believed that people, especially young ones, consider current fashion and trends while buying products. Through social media, consumers are becoming increasingly aware of fashion and trends in other parts of the world. Hence, the fashion and trends dictate preference.” He concluded.
Dr. Olaoluwa Stephen said poor after-sales service was responsible for his refusal to patronize made in Nigeria products. He said, “If you purchase a Toyota car today, rest assured that there are many authorized outlets such as Elizade Motors, where you can service or maintain the car in most parts of Nigeria. On the other hand, if you purchase an Innoson vehicle which is produced in Nigeria but doesn’t have authorised servicing outlets, you will definitely be discouraged.”
They say all the talk of patronage of locally produced goods is not matched with action and that everything consumed at key government offices, apart from water, are all imported. Interestingly, each time any senior government official’s child is getting married or burying their parents, privileged Nigerians at such occasions can attest to items such as wine, dresses, shoes and other items from such events as being imported from either Europe or the United States of America.
Therefore, patronage of made in Nigeria products still seems to be a dream in the pipeline which may not be realized in the nearest future.
In a recent news report, Standards Organisation of Nigeria (SON) urged Nigerian manufacturers to standardize their products in order to promote economic growth in the country.
Its Director General, Mallam Farouk Salim, while making the call said Nigeria must move away from being an import dependence and embrace export promotion.
The DG stressed that for products from manufacturers in the country to be accepted in international markets manufacturers must ensure that the quality and standard of the products meet global standards.
“The major problem we are having is depending on imported goods. If you ask people why they are not buying Nigerian products, they will say it is not of standard. So, if our manufacturers do not gear up to do their products using the required standard and also carrying out necessary quality assurance procedures the quality of our products will not improve.
“That is why we are carrying out this sensitisation to enlighten our manufacturers and educate them on an important factor, which is standardisation. There is no magic on earth you will do to improve the value of your currency if you do not improve your export drive. That is why we are carrying out this sensitisation to educate the general public,” Salim said.
