• Friday, March 29, 2024
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BusinessDay

Expectations of Nigerian consumers from local manufacturers

Ayo Oluwa

Nigerian manufacturers face a number of challenges. The environment is tough, policies are sometimes unstable and infrastructure does not support manufacturing activities. Despite all these, Nigerian consumers have high expectations from local manufacturers and their products. Real Sector Watch asked a few Nigerians to vent their feelings on made-in-Nigeria products and what they expect manufacturers to focus upon.

From their viewpoints, quality tops the list. It is a mixed bag as many want improvement in quality while others want price cuts. A section of consumers, however, think made-in-Nigeria products are better than imported ones.

For Oyedeji Dolapo, a Lagos-based entrepreneur, local producers should improve the quality and durability of their goods.

“Most of the made-in-Nigeria goods I have come across are of inferior quality and lack attractive packaging,” Dolapo said.

Temiloluwa Fakunle, a fashion designer, said manufacturers should let their prices match the quality of their products.
“The idea behind an expensive but inferior product is rampant among local producers, and this discourages the consumption of local goods. Let quality match pricing. If it is expensive, I expect good value for money spent,” Fakunle said.

Like Dolapo and Fakunle, Frank Umeh, an Enugu-based entrepreneur, said local manufacturers must improve the quality of their products.
“The idea of producing low-quality products to compete with Chinese goods is not an innovative way of growing a business. Get something good out there, let people know you for quality and they will buy no matter the difference in price,” Umeh said.

Solape Aina, a teacher, said local manufacturers are trying their best and some of them give value for money. But she advised them to be more innovative and gain a strong stance in the global market with their products.

Okonjo Chidinma, a customer care representative in a Lagos-based firm, said Nigerian manufacturers must make high-quality products that can compete favourably in the local market.

“They suffer high cost of production and difficulty in accessing raw materials, among others. Therefore, I do not really blame them. I would rather request that the government help them in improving the quality of locally-made products by providing the right environment and the infrastructure to work with,” Chidinma said.

Ayooluwa Obasuyi, an architect, explained that Nigerian manufacturers should take a cue from foreign counterparts in terms of designs, innovations, durability, and quality that attract products to the consumers.
“Most Nigerian products have mediocre designs and are of low quality, making them unattractive,” Obasuyi said.

Dami Soyode, a risk analyst, said, “We have abundant resources. Therefore, indigenous goods should be unique and well branded in terms of design, quality, and usage, among others. Furthermore, indigenous goods should be affordable. Affordability should be one of the major motives of home-made products,” he added.

Output of members of the Manufacturers Association of Nigeria (MAN) totalled N9.98 trillion in 2018 as against N9.7 trillion recorded in the 2017. Nigerian manufacturers are competing with Asian products, especially China with cheap but sub-standard products.

Robinson Echefu, a commercial motorcyclist, said he likes made-in-Nigeria products and understands local producers face challenges. He said he is in love with clothes and shoes that are made in Aba, Abia State commercial capital.

“But the only problem is that they fade quickly,” he admitted.
“If Aba people make quality clothes and shoes, I will be willing to buy them at any amount. What I want is quality, not necessarily reduced price. For example, I bought one made-in-Aba shoes.

The leather is good; the quality is good. It looked like foreign, so I did not mind paying more for it. Today, I am still enjoying it. I look good and feel good about it such that my friends want to buy such,” Echefu.

For Moumoudu Didier, a Togolese who works at the Lagos ports, Nigerian products are the best.
“I buy made-in-Nigeria things. Everything I have been using is okay for me. I am cool with Nigerian products. They are really trying their best,” Didier said.

Esther Akinkunmi, a fashion designer, said: “I like made-in-Nigeria products. This weaveon I am putting on is made in Nigeria. I like it. I do not have any complain, which is why I am putting it on. I make clothes. I buy Nigerian clothes and design for people. My customers like them. They do not complain, rather, they keep on coming to buy more. They even introduce me to other people to buy from me.”

Ruth Ndidi, a fabric merchant, explained that she sells ‘wrappers’ made in Kano faster than foreign ones.

“They have quality and their prices are okay. That is why many people can afford it. I usually buy them N1,200 or N1,300 and resell at N1,800 or N2,000. I sell them fast and make returns. I make good money.”

Adunni Folarin, a shoe and bag seller, said she buys made-in-Nigeria shoes and bags but they do not give her any problem.

“The source of your products matters. I buy from trustworthy, good people. I buy from good sources to resell because I can afford to disappoint my customers,” she said.

Irene Abidemi, petroleum marketer, said she buys Nigerian shoes, sandals and bags and even markets them for the producers because they are good.

“I feel our government should encourage manufacturers. The person who sells to me is a University of Lagos (Unilag) graduate. He makes good products.”

For a consumer who identified himself simply as Abdul, Nigeria products are good enough.
“I do not usually have complaints. Nigerian products have been good. For example, I use wire a lot. I usually buy made in Nigerian wire. They are very good and okay, no complain. Toothpastes, beverages, soft drinks, everything is okay. I only want the manufacturers to reduce the prices of things. The quality is okay, but the price is not okay,” he said.

 

Maurice Joseph Ogu & Gbemi Faminu