Study of Consumer Buying Behaviour Toward Nigerian-Made Products in Ibadan, Oyo State

Understanding consumer buying behaviour toward domestically manufactured products is essential for promoting the Buy Nigeria policy and supporting local industrial development, particularly in South West Nigerian markets such as Ibadan, Oyo State. This study examined consumer buying behaviour, attitudes, and preferences toward Nigerian-made products among 300 adult consumers in three markets in Ibadan: Bodija, Dugbe, and Ojoo. A descriptive survey was conducted using structured questionnaires, and data were analysed using frequency distributions, percentages, and chi-square tests. Consumer behaviour was assessed across product categories including food and beverages, clothing, household goods, and electronics. Results showed that 61% of respondents preferred Nigerian-made food and beverages, but only 27% preferred Nigerian electronics. Price competitiveness was the primary purchase driver for Nigerian products (cited by 78%), while quality concerns were the primary barrier to purchasing Nigerian electronics and household goods (cited by 69%). Consumer confidence in Nigerian product quality was higher among older consumers (above 40 years) than among youth. Market availability of trusted Nigerian-branded alternatives increased purchase likelihood by 47 percentage points. Brand reputation was the single strongest predictor of Nigerian product choice in the clothing category. The study concludes that consumer preference for Nigerian products varies significantly by product category and that quality certification and brand building are essential for expanding domestic product market share in Ibadan.

Keywords: consumer buying behaviour, Nigerian-made products, Buy Nigeria policy, Ibadan, Oyo State