Consumer Perception of Made-in-Nigeria Products Versus Imported Goods: A Survey in Ibadan

This study investigates consumer perceptions of made-in-Nigeria products relative to imported goods among residents of Ibadan, Oyo State, South West Nigeria. Government-led campaigns promoting local manufacturing, including the Central Bank of Nigeria's import substitution directives, have renewed interest in understanding how Nigerian consumers evaluate domestically produced goods. Despite policy support, many consumers continue to express preference for imported products, citing quality concerns and status signalling motivations. The research employs a descriptive survey design and targets adult consumers in selected residential and commercial districts of Ibadan, with a sample of 320 respondents. The questionnaire measures consumer ethnocentrism, product quality perceptions, price sensitivity, and overall preference for local versus imported products. Analysis uses descriptive statistics, chi-square tests, and regression analysis. The study also explores whether educational level and income moderate country-of-origin effects on perception. Preliminary findings suggest that while price consciousness predisposes some consumers toward local products, perceived quality inferiority remains the dominant barrier to preference for made-in-Nigeria goods. Ethnocentrism positively influences perception but is insufficient on its own to overcome quality-related concerns. Recommendations target manufacturers, brand managers, and policy makers seeking to reposition locally made products in the minds of Nigerian consumers. This research contributes to country-of-origin and consumer ethnocentrism literature within the West African context. Keywords: country-of-origin, consumer perception, made-in-Nigeria, ethnocentrism, Ibadan