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MOTIVATION AND ATTITUDE TOWARDS THE PURCHASE OF LOCALLY MADE APPARELS: A CASE STUDY OF ADIRE IN AKURE METROPOLIS

Joseph Babatunde AJAYI (Ph.D)

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Abstract

This study aimed to investigate the motivation and attitude of people towards the purchase of locally made apparels in Akure metropolis. Well-structured questionnaire purposively directed at three hundred and eighty four residents who purchased locally made apparel (adire) was used in the study to gather data for analysis. Data was analyzed descriptively through tables, charts and inferentially through Chi Square. Results revealed that durability of the cloth and the price of the cloth were major motivations for the residents to purchase locally made apparel like adire. Also, the respondents purchased locally made clothes and they preferred it to imported clothes. Their perception also showed that locally made clothes are good value for their money. They were also willing to recommend the clothes to other people. Furthermore, hypothesis revealed that there is a significant relationship between the socio-demographic characteristics and attitude of the people towards buying locally made clothes (P<0.05). This indicates that the local textile industry is well appreciated by the local people and this will continue to improve the local economy while creating opportunities for more people who want to delve into the local fabrics business. Therefore, government should invest more in the textile industry so as to create business, employment and empowerment opportunities for the local people.

Keywords: Motivation, Attitude, Perception, Textile, Local