Effects of Perception on Consumer Purchase Intention of Traditional Textiles in Ogun state, Nigeria

Abstract

Aims: To identify perceived product attributes influencing consumer purchase intention; determine the relationship between shopping experience and consumer purchase intention and examine the influence of product understanding on consumption of traditional textiles in Nigeria textiles industry. Study Design:  Descriptive survey research design was used for the study. Place and Duration of Study: Itoku and Asero Adire International market, Abeokuta, Ogun State, Nigeria between September and October, 2018. Methodology: The population of the study comprises all the customers of traditionally made textiles in Itoku and Asero Adire International market from which 158 respondents were selected through purposive sampling technique. Only 127 questionnaires that were correctly filled were used for the study. Data collected were analyzed using descriptive statistics, confirmatory factor analysis and multiple regression model. Results: Findings from the study showed that textile quality, accessibility (shopping convenience), acceptability, price, packaging, texture, availability and designs with Eigen values of .615, .692, .777, .673, .614, .679, .659, and .620 respectively were the product attributes influencing consumer purchase intention. Furthermore, results showed that consumer shopping experience (R2=0.304; P=.001) and product understanding (R2=0.355; P=.000) were positively correlated with consumer purchase intention. Conclusion: The study concluded that made-in-Nigeria traditional textile’s attributes, shopping experience and understanding of the product are major determinants of consumers purchase intentions in the textile industry in Nigeria.