KAJANG Joshua L. PhD,
EZEKIEL Maurice Sunday PhD,
BASSEY Agnes E. PhD*
&
MUZE John Iwara
Department of Marketing,
Faculty of Management Sciences,
University of Calabar.
*For Correspondence, email: agnesbassey@unical.edu.ng
Abstract
The study examined ‘’effect of country of origin on the purchase of fabric Products amongst women in Calabar”. It was conducted to examine the effect of social class perception, country’s brand image, and perceived innovation on women purchase of fabric products in Calabar. Cross sectional design was adopted for the study. Primary data was employed using the convenience sampling technique to survey 138 women who purchase and uses fabrics in Calabar Municipality. 134 correctly filled questionnaire were retrieved and the multiple regression analytical tool was used to test the effect of the variables using the Statistical Package for Social Sciences (SPSS) version 23. The study revealed that social class, country’s brand image, and perceived innovation have significant positive effect on customers’ patronage of fabrics in Calabar. Base on this, it was recommended that Nigeria fabrics manufacturers should step up the quality of locally manufactured fabrics to compete favorably with foreign brand Manufacturers, Locally made fabrics need to stop the colonizing of foreign fabric that will give Nigeria brand an image that is unique such as the production of adire, among others. Again, Local manufacturers should introduce innovative design that are peculiar to the Nigeria culture, especially for Nigerians in the diaspora.
Keywords: Country of origin, fabric products, social class, brand image and Perceived innovation.
