ANALYSIS ON CUSTOMER BEHAVIOUR AND PERCEPTION TOWARD LOCALLY MANUFACTURED CREAMS IN ESE ODO LOCAL GOVERNMENT AREA, ONDO STATE

1.1 Background of the Study According to Mati and Puh (2016) and Sahota (2019), the rising popularity of natural cosmetic products is not just driven by consumers' interest in health, environmental concerns, and ethical values—it is also a strategic opportunity for the cosmetics industry to embrace sustainable development. Most of the locally produced creams in the market today are made from plant-derived ingredients sourced through agricultural activities (Philippe et al., 2017). In response to growing consumer preferences for healthy and eco-conscious living, many cosmetic companies have intensified their efforts to develop products with locally sourced raw materials, thereby improving the competitive edge and growth of homegrown cream brands (Kerdudo et al., 2016; Philippe, 2017). Clearly, the use of locally manufactured cosmetics has become an increasingly dominant trend (Nielsen, 2018). A recent market projection revealed that the global demand for locally made cosmetics is expected to grow by 9.4% over the next five years (Future Market Insights, 2019). This growth has led to the emergence of numerous small-scale, niche cosmetic brands that reflect consumers' dedication to healthy lifestyles and environmental sustainability (Sahota, 2019). However, with more locally made products flooding the market, concerns have been raised about their true contributions to sustainability within the industry. A key issue lies in the inconsistent and often misleading claims made by these local products, using labels such as “natural,” “organic,” “eco-friendly,” “herbal,” “green,” “sustainable,” “vitamin-enriched,” among others. These terms can often confuse buyers during the decision-making process (Herich, 2018; Hsu et al., 2017). Nielsen (2018) observed that in the United States—a leading consumer market for local cosmetics—sales of such products declined by 1.2% in 2017 compared to the previous year. This drop was linked to diminishing consumer trust in brands that merely label their products as “natural” without offering substantial evidence. Consumers are increasingly demanding transparency from brands that claim to be locally made. Many would prefer clear disclosure on what specific ingredients are not included in the product (Nielsen, 2018). Even more concerning is that these claims often fail to properly communicate the safety and effectiveness of the local creams on sale, thereby exposing lapses in regulatory oversight (Klaschka, 2016). Understanding why consumers choose to buy—or not buy—locally produced creams in places like Ese-Odo Local Government Area in Ondo State is vital. For this reason, it becomes important to examine consumer attitudes and purchasing behaviors toward these products in this region. Hence, the aim of this research is to investigate consumer behavior and perception toward locally made creams in Ese-Odo Local Government Area, Ondo State. 1.2 Statement of the Problem For any business to succeed—whether in marketing an existing product or introducing a new one—it is essential to have a clear understanding of how consumers behave. Each consumer has unique attitudes and motivations that influence their buying decisions (Montano & Kasprzyk, 2015). Within Ese-Odo Local Government Area (LGA) of Ondo State, two major issues hinder the full potential of the local cosmetic industry: the limited availability of products due to an underdeveloped distribution network, and consumer attitudes shaped by perceptions about locally made products. A range of demographic and social factors—such as culture, social class, peer influence, age, education, and gender—can affect how consumers view and choose locally manufactured creams in Ese-Odo LGA. These variables shape individual decision-making processes in complex ways. As a result, this research sets out to explore how these elements influence consumer behavior and perception in relation to locally made cosmetic products in the area. While similar research has been undertaken in other parts of Nigeria, there is currently no known study focused specifically on Ese-Odo LGA, making this investigation particularly timely and relevant. Moreover, this study will compare its findings with those from past studies to better understand consumer behavior regarding locally produced creams (Montano & Kasprzyk, 2015). Additionally, while previous research in this field has relied mainly on qualitative approaches to uncover factors influencing consumer choices (Liobikien et al., 2016; Hsu et al., 2017), these studies often lacked the testing of hypotheses. This has limited the ability to identify the most significant variables shaping behavior. To address this gap, the present study complements qualitative methods with quantitative research, offering a more comprehensive exploration of potential influences that may have been overlooked in earlier studies. 1.3 Objective of the study The general objective of this study is to analyze Customer Behaviour and Perception Toward Locally Manufactured 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 customer perception on whether quality have an effect on customer behavior towards locally made cream in Ese Odo L.G.A, 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