MARKET ACCEPTABILITY OF LOCALLY MADE COSMETICS PRODUCTS (BEAUTY AIDS) IN NIGERIA –
(A CASE STUDY OF FEMALE CONSUMERS IN ENUGU URBAN)
In this study which focuses on the acceptability of Locally Manufactured Cosmetics in Nigeria (Beauty aids). A case study of female consumers in Enugu Urban.
Chapter one, of this research study is the Introduction which contains the background of the study, and also the attitudes of Nigerians towards the locally made cosmetics by giving it a little or no attention and putting more attention on foreign made cosmetics thereby not encouraging the local manufacturers.
Chapter two, the literature review treated the meaning and nature of cosmetics, the origin of the subject area, the school of thought within the subject area, the school of thought relevant to the problem of study.
Chapter three treated the topic in data presentation, data analysis, recommendation and finally conclusion. Some of the reasons for accepting the locally made product are it’s availability, and economical impact. Some reasons for choosing foreign made cosmetics are its reliability and smoothness to the body (skin) etc.
1.1 General Background to the Subject Matter
1.2 Problems Associated with the Subject Matter
1.3 Problems that Research will be Concerned with
1.4 The Importance of Studying the Area
1.5 Definition of Important Terms
1.6 Reference (Using A P A Method)
2.0 LITERATURE REVIEW
2.1 The Origin of the Subject Area
2.2 School of thought within the Subject Area
2.3 School of thought Relevant to the Problem of Study
2.4 Different Methods of Studying the Problem
3.1 Data presentation (High lights of the Study)
3.2 Analysis of the Data
1.1 BACKGROUND OF THE STUDY
During the pre and post-independence period, Nigeria markets wore flooded with foreign goods including cosmetics. There was a great enthusiasm for specialization in importation for sale rather than local production sale.
The scramble for the importation ready-made goods into the country for sale was so great that people gave little attention for local production of even simply goods that was otherwise very difficult to produce.
Nigeria suddenly became a market for all sorts of goods, as a result of this trend that Nonyelum (1981) reported in his book that during this period “Nigeria had become a dumping ground for all manner of foreign goods.
An observation of facts for consumption activity in Nigeria during this period is consumer’s market preference for imported goods. Olusoga (1983) on his part pointed out that Nigeria business attach little importance to the marketing function in top management decision-making and that in Nigeria. The business do no care much about customers’ satisfaction, Agbonjoh (1985) attributed it to “psychological factor”. He said that some individuals search for distinctiveness, exclusiveness and egoism and in the course of buying, seek out those products, which can counter these qualities.
In order to encourage local manufacturing products including cosmetics, import restrictions were introduced under the comprehensive import supervision scheme in 1979. Certain classes of goods were banned from being imported and restrictions were imposed on importation of certain other goods through the requirements of import license or increase in import duties. This was a tremendous opportunity presented to indigenous producers to lunch new Nigeria brands that should vie for consumers acceptance in its product categories affected. In 1986, the Structural Adjustment Programme (SAP) was introduced and now industrial policy as well as export scheme programme was introduced. These introductions improved the manufacturers’ skill in economy. The local manufacturers still in attempting to face the challenges posted by the government introduced a very wider range of cosmetic product into the market. Many brand of body lotions, creams, soaps, hair creams, and face care produce are now produced locally. Some of the products include lipsticks, cortexes, relaxers, creams, lotions, rosy chicks, massacres, activators,