Consumers’ Attitude and Entrepreneurship Development in The Textile Industry in Southwestern Nigeria

Agelebe, Ibiwunmi Bosede (2015)



This study examined the reaction of consumers to locally made textiles and the reasons for consumers’ attitude towards the made-in-Nigeria textiles. It also investigated how consumers’ attitudes are being influenced by product quality, income level, social status, educational qualification and production technology in their choice of made-in-Nigeria textiles; and examined how consumers’attitudes affected job creation in the industry. These were with the view to providing information on the factors influencing consumers’ attitude to made-in Nigeria textiles. Primary data were used for this study. All textile firms and textile users in Southwestern Nigeria constituted the study population.A multi-stage sampling technique was used for the study. Ogun, Osun and Ondo States were purposively selected based on the fact that the states enjoyed highest percentage of patronage on clothing compared with the remaining three states in Southwestern Nigeria as provided by the ‘Consumption Pattern in Nigeria’ supplied by the National Bureau of Statistics (2007).Three local government areas were purposively selected from each of the selected states due to the high concentration of textile marketers in the areas. The local government areaswere EdeNorth, Ife Central and Olorunda from Osun state; Abeokuta South, Ijebu-Ode and Ado-Odo/ Ota from Ogun State and AkureNorth, Ondo West and Akoko North East from Ondo State. The selection was based on ‘Design and Production of National Register of Market Outlets’supplied by the National Bureau of Statistics (2007). Fifty respondents each were selected from the selected nine local government areas using simple random sampling technique; comprising 10 marketers of textiles and 40 consumers of textiles (which constitute consumer markets for the textile), totalling 450 respondents. Questionnaire was used to gather information from both the consumers and marketers / entrepreneurs of textiles in the selected areas.Thedata gathered were analysed using both descriptive and inferential statistics. The result showed that 70% of the respondents were negatively disposed to made-in-Nigeria textiles. The result also showed that the negative attitude of the consumers was as a result of low quality (82%), availability of few varieties of the product in the market (12%) and the product not being readily available (4%). More so, it was observed that product quality and income level were statistically significant to consumers’ attitude (χ2 = 38.2152, p < 0.05) and (χ2 = 30.2825, p < 0.05) respectively. Furthermore, the results showed thatconsumers’ attitudes were influenced by social status (χ2 = 49.2464 at p < 0.05); so also was educational qualification (χ2 = 45.9338 at p < 0.05) and the technology used (χ2 = 22.0678 at p < 0.05). More so, buying made-in-Nigeria textiles could facilitate an increase in the country’s wealth (χ2 = 19.4134, p < 0.013). A vibrant industry with high patronage could also propel economic growth and development (χ2 = 14.0094, p < 0.082) though at 0.1 significance level. Moreover, the result revealed that high patronage of made-in-Nigeria textiles led to full employment (χ2 = 13.6690, p < 0.091). The study concluded that consumers’ attitude significantly influenced entrepreneurship development in the textile industry in Southwestern Nigeria.