The Effect of Country-Of-Origin On Consumer Purchase Behaviour Among Nigerian Elites: A Study of Imported Fashion Wears

Abstract

This study was carried out in order to assess the effect of country of origin on consumer purchase behaviour of imported fashion wears among the Nigerian elites. The determinant factors of country-of-origin that consumer considers when purchasing imported fashion wears were used as pre-determined factors in measuring consumer’s purchase behaviour. These pre-determined factors formed the independent variables for the study which were Technology Sophistication, Brand Effects and Country Image while the dependent variable was Consumer Purchase Behaviour. The population was the consumers of imported fashion wears in Uyo, the capital of Akwa Ibom State, Nigeria belonging to the social class. Using Top-man formula, a sample size of 358 employees was considered for the study. A survey research design was adopted for the study. Research questions were answered using frequency, mean and standard deviation. The hypotheses stated were tested using simple linear regression model at a 5% level of significance. From the data analysis, the major findings revealed that Technology Sophistication had a significant effect on consumer purchase behaviour of imported fashion wears in Uyo, (t-statistic = 43.312 > p-value (0.000). The study revealed that Brand Effects had a significant effect on consumer purchase behaviour of imported fashion wears in Uyo, (t-statistic = 48.491> p-value (0.000). The study also revealed that Country Image had a significant effect on consumer purchase behaviour of imported fashion wears in Uyo, (t-statistic = 42.292> p-value (0.000). From the findings, In line with this, it was recommended that international companies should aim at influencing their consumer’ purchase behaviour by making their country-of-origin an important component of international marketing strategy. Foreign marketers need to ascertain the effects of their place of origin on consumers' demand for their products. Armed with this knowledge, marketers can decide whether any relevant action should be indicated.