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

Main Article Content

Adetayo, Hezekiah Olufemi
Kareem, Alidu Olatunji


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.

Perception, shopping experience, consumer behaviour, embroidery work, traditional textile.

Article Details

How to Cite
Olufemi, A. H., & Olatunji, K. A. (2019). Effects of Perception on Consumer Purchase Intention of Traditional Textiles in Ogun state, Nigeria. Journal of Economics, Management and Trade, 25(1), 1-11. https://doi.org/10.9734/jemt/2019/v25i130186
Original Research Article


Balabanis G, Diamantopoulos A. Domestic country bias, country-of-origin effects and consumer ethnocentrism: A multidimensional unfolding approach. Journal of the Academy of Marketing Science. 2004;32(1):80-95.

Ahmed ZU, d ’Astous A. South East Asian consumers perceptions of country of origin: The case of automobiles and videocassette recorders. Journal of Asia Pacific Marketing. 2002;1(1):19-41.

Ahmed ZU, Johnson JP, Yang X. Does Country of Origin Matter for Low-involvement Products. International Marketing Review. 2003;22(2):45-53.

Mohd YN, Nasser NM, Mohamad O. Does image of country-of-origin matter to brand equity?. Journal of Product and Brand Management. 2007;16(1):38-48.

Roth KP, Diamantopoulos A. Advancing the country image construct. Journal of Business Research. 2009;62(7):726-740.

Jaffe ED, Nebenzahl ID. National image & competitive advantage: The theory and practice of place branding. Copenhagen Business School Press; 2006.

Häubl G, Trifts V. Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing science. 2000;19(1):4-21.

Venkatesh V, Thong JY, Xu X. Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS quarterly. 2012;36(1):157-178.

Oyeniyi O. Analysis of Nigerian Consumers’ Perception of Foreign Products, Buletinul Universitatii Petro-Gaze din Ploiesti. 2009;LXI(3):18-26.

Sankar SM. Consumer perception of global vs. local brands: The Indian car industry. Unpublished Master’s Thesis, The University of Nottingham. 2006.
Accessed 18 July 2019.

Gladwin TE, Chester JRK, Krishna G. A study of consumers’ perception on Nokia phones in Kanyakumari District. International Journal of Research in Finance and Marketing. 2012;2(4):1-9

Emma A. Customer perception of service, store image and product assortment-from an interior store perspective. Business Economic and Tourism. 2010;1-71.

Wilson JA, Liu J. Shaping the halal into a brand?. Journal of Islamic Marketing. 2010;1(2):107-123.

Pappu R, Quester PG, Cooksey RW. Country image and consumer-based brand equity: relationships and implications for international marketing. Journal of International Business Studies. 2007;38(5):726-745.

Cooil B, Keiningham TL, Aksoy L, Hsu M. A longitudinal analysis of customer satisfaction and share of wallet: investigating the moderating effect of customer characteristics. Journal of Marketing. 2007; 71(1):67-83.

Goldsmith RE, Bridges E, Freiden J. Characterizing online buyers: Who goes with the flow? Quarterly Journal of Electronic Commerce. 2001;2(3):189-197.

Chang MK, Cheung W, Lai VS. Literature derived reference models for the adoption of online shopping. Information and Management. 2005;42(4):543-559.

Dillon TW, Reif HL. Factors influencing consumers’ e-commerce commodity purchases, Journal of Information Technology, Learning, and Performance. 2004;22(2):1-12.

Sum CV, Ngai LW. The youth market for internet banking services: Perceptions, attitude and behaviour. Journal of Services Marketing. 2010;24(1):42-60.

Gallarza MG, Saura IG. Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism management. 2006;27(3):437-452.

Vargo SL, Lusch RF. Evolving to a new dominant logic for marketing. The Service-Dominant Logic of Marketing, NY: Routledge; 2014.

Goldsmith RE. How innovativeness differentiates online buyers. Quarterly Journal of Electronic Commerce. 2000;1(4):223-233.

Heung VC, Cheng E. Assessing tourists’ satisfaction with shopping in the Hong Kong special administrative region of China. Journal of Travel Research. 2000;38(4): 396-404.

Arnold MJ, Reynolds KE, Ponder N, Lueg JE. Customer delight in a retail context: investigating delightful and terrible shopping experiences. Journal of Business Research. 2005;58(8):1132-1145.

Kim Y, Jikeyong K, Minsung K. The relationship among family and social interaction, loneli¬ness, mall shopping motivation and mall spending of older consumers. Psychology and Marketing. 2005;22(12):47-53.

El-Adly MI. Shopping malls attractiveness: A segmentation approach. International Journal of Retail and Distribution Management. 2007;35(11):936- 950.

Venkateswarulu A, Uniyal DP. Concept of a mall: Measuring attitude and perception of shoppers towards malls of Mumbai. Indian Retail Review. 2007;1(1):7-16.

Kesharwani A, Singh BS. The impact of trust and perceived risk on internet banking adoption in India: An extension of technology acceptance model. International Journal of Bank Marketing. 2012;30(4):303-322.

Cunningham LF, Gerlach JH, Harper MD. Young CE. Perceived risk and the consumer buying process: Internet airline reservations. International Journal of Service Industry Management. 2005;16(4):357-372.

Esch FR, Langner T, Schmitt BH, Geus P. Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of product and brand management. 2006;15(2):98-105.

Aggarwal P, Mazumdar T. Decision delegation: A conceptualization and empirical investigation. Psychology and Marketing. 2008;25(1):71-93.

Degeratu AM, Rangaswamy A, Wu J. Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes. International Journal of Research in Marketing. 2000;17(1):55-78.

Maiwada S, Dutsenwai SA, Waziri MY. Cultural Industries and Wealth Creation: The case of traditional textile industry in Nigeria. American International Journal of Contemporary Research. 2012;2(5):159-65.

Bem DJ. Self-perception theory. In advances in experimental social psychology. Academic Press. 1972;6:1-62.

Daniel CN, Berinyuy LP. Using the SERVQUAL model to assess service quality and customer satisfaction. An Empirical Study of Grocery Stores in Umea. Umea School of Business; 2010. (Accessed 12 November 2018.)

Li M, Dong ZY, Chen X. Factors influencing consumption experience of mobile commerce: A study from experiential view. Internet Research. 2012 ;30:22(2):120-41.

Singh S, Sirohi NJ, Chaudhary K. A Study of customer perception towards service quality of life insurance companies in Delhi NCR Region. Global Journal of Management and Business Research. E-Marketing. 2014;14(7):19-33.

Ogunnaike O. Nigerian perception of locally made products: A study on textile fabric consumers in Kaduna State, Petroleum-Gas University of Ploiesti Bulleting. 2010;62(1):30-36.

Mmutle T, Shonhe L. Customers’ perception of Service Quality and its impact on reputation in the Hospitality Industry. African Journal of Hospitality, Tourism and Leisure. 2017;6(3):1-25.