MARKET ACCEPTABILITY OF LOCALLY MADE COSMETICS PRODUCTS (BEAUTY AIDS) IN NIGERIA

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CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

During the pre and post-independence period, Nigeria markets were flooded with foreign goods including cosmetics. There was a great enthusiasm for specialization in importation for sale rather in local production scale. The scramble for the importation of ready-made goods into the country for sale was so great that people gave little attention for local production or even simple goods that was other wise very difficult to produce. Nigeria suddenly became a market for all sorts of goods, as result of this trend that Nonyelum (1981) reported in his book that during this period “Nigeria had become a dumping ground for all manner of foreign gods”.

An observation of facts for consumption activity in Nigeria during this period is consumer’s market preference for imported good.

Olusoga (1983) on his part pointed out that Nigeria business attach little importance to the marketing function in top marketing decision-making and that in Nigeria. The business do not care much about customers satisfaction, Agbonofoh (1985) attributed it to “psychological factor”. He said that some individuals search for distinctiveness, exclusiveness and egoism and in the course of buying, seek out those products, which can counter these qualities.

In order to encourage local manufacturing products including cosmetics, import restrictions were introduced under the comprehensive import supervision scheme in 1979. Certain classes of goods were banned from being imported and restrictions were 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 Nigeria bands that should vie for consumer acceptance in it product categories affected. 1986, the structural adjustment programme (sap) was introduced and new industrial policy is well as export scheme programmer was promulgated. These introductions improved the manufacturers sectors in the economy. The local manufacturer still in attempting to face the challenges posted by the government, introduced a very wider range of cosmetic products into the market. Many brands of body lotions and creams, soaps, hair creams, foot care product etc are now produced locally. Some of the products include lipsticks, cortexes, relaxers, creams, lotion, rosy clicks, massacres, activators etc. products like relaxer, cudgel activators for jerry curls and other hair treatment, which were exclusive product locally. These products are seen in all markets and manufactured in other parts of Nigeria.

1.2 PROBLEMS ASOCIATED WITH THE SUBJECT MATTER

Many problems are involved in the market acceptability of locally made products, and they include the following:

LOW QUALITY: Consumers believe and accept that all the locally made products are inferior. Average Nigerian if two goods of same quality are presented to him i.e. locally made and foreign made, and ask to pick one, he must pick the one which is foreign made even if quality of the locally made is higher.

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