Nigerians’ Perception of Locally Made Products : A Study on Textile Fabrics Consumers in Kaduna State

The closure of many textile companies in Nigeria is obviously traceable to low patronage of locally made textile fabrics. As a result of this, the study identified some perceptual variables affecting the buyers buying behaviour. It also explored the influence of marketing strategies on the consumers' perception over locally made textile fabrics. Random sampling method was used for the study. A sample size of 98 respondents was used. The study was limited to the respondents within the age range of 50 to 60 years old at Kakuri, Kaduna state (Nigeria). The statistical tools employed for analysis were chi-square, multiple regression and ANOVA. The study reveals that consumers prefer foreign made textiles to locally made ones. In line with the findings of the study, the summary, conclusion and recommendations were put forward by the researcher for the interested consumer, manufacturer and marketing participant in the area of persuasive communication