Effect of Product Attributes on Consumer Patronage of Textile Materials in Anambra State, Nigeria

Abstract

The textile industry in Nigeria continues to face stiff competition arising from changing customer needs, competing markets, and increased demand for quality textile products. Despite the availability of various types of textile materials in Anambra State, customers' patronage of such products is not consistent because of issues arising from product design, quality of fabric, durability, and aesthetics of the fabrics. In the light of this, the study assesses “The Effect of Product Attributes on Consumers’ Patronage of Textile Materials in Anambra State, Nigeria.”In particular, the study seeks to assess the effects of product design, type of fabric materials, product quality, durability of products, and aesthetic value of the product on patronage of the textile material. This research was anchored on the theories of Consumer Perceived Value (CPV) theory, and the Theory of Reasoned Action (TRA). Survey research design was adopted, and data were collected using structured questionnaires from 400 users of textile materials from Onitsha, Awka, and Nnewi in Anambra State, Nigeria. Statistical techniques used to analyze data include Pearson Product-Moment Correlation which was done using SPSS. The results reveal that product design (r = 0.721, p < 0.05), product quality (β = 0.233, p < 0.05), product durability (β = 0.196, p < 0.05), fabric material type (β = 0.214, p < 0.05), and aesthetic value (β = 0.187, p < 0.05) influence consumers' patronization of textile materials, explaining 65.9% of variability in customer patronization of textile materials (R² = .659). The study concludes that product attributes play a significant role in increasing consumers' patronization of textile materials. However, he study recommends continuous improvement in textile design, product quality, durable fabrics, and aesthetic textile materials for improved customer satisfaction and loyalty.