ABSTRACT

  The way Nigerian consumers evaluate home made goods could have an impact on their attitudes and behavioural intension towards domestic and foreign manufactured products, particularly textile products. Yet, this decision-making process has been examined only with respect to comparative evaluations. Therefore, based on an adapted framework from Marketing-Mix elements, the consumer ethnocentrism and country of origin study areas, this study investigated the problem and prospect of marketing made-in-Nigeria goods in Nigeria, using textiles products as a case study.



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