Assessing Consumer Perception of Made-in-Nigeria Products in the Context of Buy-Nigerian Policy

This study assesses consumer perceptions of Made-in-Nigeria products in the context of the federal government's Buy-Nigerian campaign, which aims to stimulate demand for domestically produced goods and reduce import dependency. Consumer ethnocentrism and product quality perception are central to the campaign's success, yet empirical research on how Nigerians evaluate locally manufactured goods relative to imports remains limited. The study focuses on consumer goods categories including food products, clothing and textiles, electronics, and personal care items. A survey design is employed, with data collected from 200 consumers across Ibadan, Oyo State, through structured questionnaires distributed in supermarkets, open markets, and online via social media platforms. Likert-scale items measure perceptions of quality, value, and patriotic purchasing motivations. Data are analysed using descriptive statistics, factor analysis, and independent samples t-tests. The theoretical framework draws on consumer ethnocentrism theory, the CETSCALE instrument, and the country of origin effect literature. Findings are anticipated to indicate that while many consumers express verbal support for Made-in-Nigeria products, actual purchasing decisions are frequently driven by price comparisons and quality concerns. The study recommends that the government's Buy-Nigerian initiative be complemented by quality standardisation enforcement, product innovation support for local manufacturers, and targeted marketing communication campaigns. The research contributes to the literature on consumer behaviour, economic nationalism, and domestic market development in Nigeria. Keywords: Made-in-Nigeria, consumer perception, Buy-Nigerian, ethnocentrism, product quality