Psychological Factors Influencing Consumer's Attitude to Foreign and Indigenous Products

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PSYCHOLOGICAL FACTORS INFLUENCING CONSUMER’S ATTITUDE TO FOREIGN AND INDEGENOUS PRODUCTS BY: AYANGBESAN, TOLUWALOPE OLUWAGBENGA
MANAGERIAL PSYCHOLOGY STUDENT - (MMP), UNIVERSITY OF IBADAN, NIGERIA, AFRICA.

INTRODUCTION Katz (1960) defines the attitude aspect of consumer behavior as a well established mental set that predisposes a person to evaluate something as favourable or unfavourable. The formation of attitude is generally influenced by factors such as social, cultural and psychological factors. The importances of the cognitive component are evaluative beliefs. This involves the attribution of good qualities to products that are costly and produced in developed countries and bad or low quality to products with relatively cheap prices and products in a developing country (Ehigie & Ramom 1994). Consumers in Nigeria show this characteristic of preferring foreign products to home made products. This is as a result of the consumers’ cognitive beliefs which become evident in the evaluation of the products which they purchase. Consumer choice is a complex and sophisticated process which could be triggered by active or subtle influence of several factors; factors like price of product, quality, brand name and the country of manufacture (Ehigie & Babalola, 1995) Also, Popoola (1985) observed that the issue of quality of product and brand name could easily be equated with the country’s origin because some countries have an established reputation of quality for specific products. In the process of making a decision to purchase a product and the eventual purchse of the products, consumers have expectations concerning the particular products. Consumer’s expectations could be in terms of quality of the product, the impression which the product creates by its use and the satisfaction derived from using the product which is the total utility of

the product. Once the expectations of the consumers are met, the consumer is satisfied and will consider the product to be...
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