PRODUCTS INNOVATIVE STRATEGIES AND CONSUMER PATRONAGE OF MADE IN NIGERIA HANDBAGS AND SHOES.

Abstract

Our study examined products innovative strategies and consumer patronage of made in Nigeria handbags and shoes. The study adopted the correlation survey research design. Data were collected from customers and marketers of made in Nigeria handbags and shoes, in Port- Harcourt, Rivers State. A sample size of 261 respondents was used for the study. The sample size was determined using the Taro Yamene formula. A structured questionnaire was used to elicit data from the respondents. The data collected were analyzed statistically while the hypotheses were tested using Spearman Rank Order Correlation Coefficient (rho). The SPSS 22.0 version was used to aid correlate the data of the study variables. At the end of the study, it was established that a significant relationship exist between packaging innovation and consumer patronage intention of made in Nigeria handbags and shoes. The study equally found a significant relationship between product quality innovation and repeat purchase of made in Nigeria handbags. Based on these findings, it was concluded that innovative products quality and packaging strategies significantly enhance consumer patronage of made in Nigeria handbags and shoes.  The study therefore recommended among others that manufacturers and dealers of made in in Nigeria handbags should embrace innovative products quality and packaging strategies in a bit to enhance consumer patronage of their products.