AN INVESTIGATION OF CONSUMER ATTITUDES AND PERCEPTIONS OF LOCALLY PRODUCED CREAMS IN ESE ODO LOCAL GOVERNMENT AREA, ONDO STATE

CHAPTER ONE INTRODUCTION 1.1 Background of the Study As stated by Mati and Puh (2016) and Sahota (2019), the rising popularity of natural cosmetic products serves not only to fulfill consumers’ demand for healthier, eco-friendly, and ethically-aligned alternatives but also to guide the cosmetics industry towards a more sustainable future. Most locally produced creams are composed of plant-based ingredients that are sourced through agricultural processes (Philippe et al., 2017). In reaction to consumers’ growing emphasis on health and environmental consciousness, many companies within the cosmetics sector are making significant efforts to utilize locally sourced ingredients, thereby enhancing the market environment for the expansion of locally manufactured creams (Kerdudo et al., 2016; Philippe, 2017). Clearly, the trend of using locally produced cosmetic products has become increasingly widespread and inevitable (Nielsen, 2018). Research has indicated that the global market for locally manufactured cosmetics is projected to grow by 9.4 percent over the next five years (Future Market Insights, 2019). A substantial number of niche brands—primarily small-scale enterprises—have emerged, showcasing consumers' dedication to leading health-conscious and environmentally responsible lifestyles (Sahota, 2019). However, with the continued influx of locally produced cosmetic items into the market, concerns are being raised about whether these products truly support the industry's broader sustainability goals. In fact, the numerous labels and marketing claims used by local cosmetic brands—such as “natural,” “organic,” “eco-friendly,” “sustainable,” “green,” “herbal,” and “vitamin-enriched”—often leave customers feeling confused during the decision-making process (Herich, 2018; Hsu et al., 2017). Nielsen (2018) reported that sales of local cosmetics in the United States, one of the top markets for such products, dropped by 1.2 percent in 2017 compared to 2016. This decline was attributed to a growing distrust among consumers toward brands that merely claim to be natural without offering verifiable proof. To maintain credibility, locally branded cosmetic companies are expected to substantiate their claims with concrete evidence. Consumers may prefer greater transparency—such as disclosing what substances are absent in the products (Nielsen, 2018). Even more concerning is the fact that such claims do not adequately communicate the safety and effectiveness of locally produced creams, highlighting the regulatory gaps in oversight by relevant authorities (Klaschka, 2016). To gain insights into why residents in Ese-Odo Local Government Area of Ondo State choose to purchase—or avoid—locally made creams, it becomes essential to explore consumer behavior and perception in this context. As such, the aim of this research is to assess customer behavior and perception toward locally manufactured creams within Ese Odo L.G.A, Ondo State. 1.2 Statement of the Problem A thorough understanding of consumer behavior is essential not only for the success of existing products but also for the successful introduction of new ones. According to Montano and Kasprzyk (2015), each consumer holds unique perspectives and strategies when purchasing a particular product. The untapped potential within the local cosmetic market can be largely attributed to the absence of an efficient distribution network—which restricts product availability to select locations in Ese-Odo Local Government Area—and the psychological biases consumers harbor toward locally made goods. Consumer behavior and perception toward the purchase of locally manufactured creams in Ese-Odo LGA are influenced by numerous factors including culture, social class, age, educational background, reference groups, and gender. These demographic and social variables all contribute to decision-making regarding local cream purchases. Therefore, this study sets out to investigate the behavioral patterns and perceptual attitudes of consumers in Ese-Odo Local Government Area, Ondo State, regarding locally made creams. While similar studies have been performed in various other Nigerian states, there is a notable absence of research specific to Ese-Odo LGA, which this study seeks to address. Furthermore, the outcomes of this research will be compared to prior findings from other related investigations on this subject matter (Montano and Kasprzyk, 2015). It is important to note that previous literature on consumer behavior and perception toward locally made creams primarily relied on qualitative research methodologies to explore related factors (Liobikien et al., 2016; Hsu et al., 2017). However, such studies lacked hypothesis testing, which limited the depth of understanding concerning the most influential factors in consumer behavior (Hsu et al., 2017). In response to this limitation, the present research will incorporate both qualitative and quantitative approaches to identify potential factors that may have been overlooked in earlier qualitative-only studies. 1.3 Objective of the study The general objective of this study is to investigate consumer attitudes and perceptions of locally produced creams in ese odo local government area, Ondo state. Specifically, the study will be guided under the following: i.To examine customer perception on whether quality influence customer behavior towards locally made cream in Ese Odo L.G.A, Ondo State. ii.To evaluate customer perception on whether price influence customer behaviour toward locally made cream in Ese Odo L.G.A, Ondo State. iii.To investigate customer perception on whether income influences customer behavior towards the purchase of locally made cream in Ese Odo L.G.A, Ondo State. iv.To assess customer perception on whether social class influence customer behavior towards locally made cream in Ese Odo L.G.A, Ondo State. 1.4 Research Questions The following questions have been prepared for the study: i.Does quality influences customer behavior towards locally made cream in Ese Odo L.G.A, Ondo State? ii.Does price influence customer behaviour toward locally made cream in Ese Odo L.G.A, Ondo State? iii.Does income influences customer behavior towards the purchase of locally made cream in Ese Odo L.G.A, Ondo State? iv.Does social class influence customer behavior towards locally made cream in Ese Odo L.G.A, Ondo State? 1.5 Research hypotheses The following hypothesis have been formulated for the study: H01: Quality does not influence customer behavior towards locally made cream in Ese Odo L.G.A, Ondo State. H02: Price does not influence customer behaviour toward locally made cream in Ese Odo L.G.A, Ondo State. H03: Income does not influence customer behavior towards the purchase of locally made cream in Ese Odo L.G.A, Ondo State. H04: Social class does not influence customer behavior towards locally made cream in Ese Odo L.G.A, Ondo State. 1.6 Significance of the study The study is very significant to the Nigerian government because it is an invaluable asset in exposing the usage of foreign cream over locally made ones, hence the findings of this study will expose government to the need of promoting and investing in locally made goods in Nigeria. The study is also be of immense benefit to the empirical understanding of Ese - Odo resident behaviour especially towards the preference for foreign creams and disdain for some local creams in Nigerians. The study will be significant to the academic community as it will contribute to the existing literature.. 1.7 Scope of the study This study will examine consumer attitudes and perceptions of locally produced creams in ese odo local government area, ondo state. The study will also evaluate customer perception on whether price affect customer behaviour toward locally made cream in Ese Odo L.G.A, Ondo State. The study will further investigate customer perception on whether income influences customer behavior towards the purchase of locally made cream in Ese Odo L.G.A, Ondo State. Lastly, the study will assess customer perception on whether social class influence customer behavior towards locally made cream in Ese Odo L.G.A, Ondo State. Hence this study will be delimited to Ese Odo L.G.A, Ondo State. 1.8 Organization of the study The study consisted of five chapters. Chapter one comprised background of the of the study. It included statement of problem of the study, highlighted the objectives of the study, the scope within which the research was conducted is also highlighted. An outline of how the work is organized is also detailed in the chapter one. The chapter two of the study reviewed the conceptual, theoretical and empirical framework. The chapter three evaluate the research methodology. Chapter four discusses the presentation of results (Descriptive and Inferential) and discussion of the findings and the chapter five deals with the summary of the major findings, recommendations, conclusion to the study and Suggested area(s) for further studies. 1.9 Limitation of the study Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection (internet, questionnaire, and interview), which is why the researcher resorted to a moderate choice of sample size. More so, the researcher will simultaneously engage in this study with other academic work. As a result, the amount of time spent on research will be reduced. 1.10 Definition of terms Customer: a person who buys goods or services from a shop or business. Customer behavior: the analysis of how consumers make decisions about what to buy, when to buy it, and how to do so Perception: the ability to see, hear, or become aware of something through the senses. Locally made: done in, made in, or connected with a particular area Cream: a thick liquid or semi-solid cosmetic or medical preparation applied to the skin