A STUDY INTO THE CHALLENGES AND PROSPECTS OF MARKETING NIGERIAN MADE COMPUTER SOFTWARES
Background to the Study
Made-in-Nigeria softwares are those that are produced within Nigeria. Nigeria as a third world country needs to produce its own software so that it will help develop its economy in terms of growth and stability. The Nigerian government in 1988 took another bold step to encourage favorable attitudes towards made-in-Nigerian goods in a bid to actualize the Enterprises promotion Decree. The basis of this decree was to reduce foreign dominance on the economy, encourage local retention of profit, and create employment opportunities amidst other objectives. Since independence in 1960, a lot of changes have taken place in the country economically, politically and socially which as a result, firms, small and large have gone down the drain. The cause of this was mainly due to lack of good management and leadership in the country as well as lack of vision and foresight. The country is plagued with large scale under capacity resource utilization, power supply that cannot be used for any meaningful planning purpose and a whole economy that cannot be forecasted. Marketing implications of the above scenario will be: irregular supply of products, supply of lower quality product due to dwindling income of consumers, fluctuating prices due to product shortages, low reputation of manufactured goods, low motivation towards advertising, low marketing orientation and a general consumer discontent with home made goods (Aire,pp.46-62, 1973:Kalegha et al 1983,p.5). However, with the democratization of the system and the call to the citizenry to look inward for a sustainable growth through self-reliance, it is therefore, hoped that Nigerians will develop favourable attitudes towards made in Nigeria goods.
1.2 Statement of the Problem Previous studies have shown that Nigerians have unfavourable attitudes toward home made products (Aire, 1973,pp.46-62; Kolegha et al,p.7 1983). The purpose of the Present study is to investigate the marketability of made in Nigeria software and the Current attitude of Nigerian consumers towards made in Nigerian software. This study aims to;
To examine the overall attitude of Nigerians towards made-in-Nigerian softwares. To find out significant differences between the current and past studies on purchasers attitude towards made-in-Nigerian products. To examine the possible motivations behind Nigeria attitudes towards domestically produced softwares.
1.3 Objectives of the Study The main objective of this study is to examine the challenges of marketing made in Nigeria software .The study also has the following specific objectives:
To examine the components of made in Nigeria software’s. To evaluate the perceptions of Nigerians towards made in Nigeria software. To highlight the various strategies put in place for marketing made in Nigeria software’s To examine the challenges in marketing made in Nigeria software. To suggest appropriate strategies for addressing these challenges To evaluate efforts made by Nigerian manufacturers and Government towards effective marketing of made in Nigeria software.
1.4 Research Questions The following questions will be addressed in the course of this study:
What is marketing and how do Nigerian manufacturers market their
What is the importance of marketing to the manufacturers of made
in Nigeria software? 3. What are the major components of made in Nigeria software? 4. What are the challenges confronting manufacturers of made in Nigeria software? 5. What are the strategies that can be adopted to address these challenges? 6. How do people in Nigeria evaluate the various attributes of domestic software products relative to similar products of foreign origin?
1.5 Research Hypothesis The following hypotheses has been developed and would be tested in the Course of this study:Ho: Marketing of Made in Nigerian software does not have any significant challengeHi: Marketing of Made in Nigerian software has very significant challenges
1.6 Significance of the Study The significance of this research study was drawn from the aforementioned objectives, research questions, and hypotheses such that when tested, they could assist in the following forms:
Once the challenges of marketing Nigerian made softwares is understood by the management and line-managers of multinationals and indigenous companies operating in Nigeria, they will be able to adopt the findings and recommendations for effective marketing planning, implementation and control of their operations. The operators would learn and acquire for adoption, better and more viable types of organizational structure and strategies that will support their operational activities and strategies. With these structures and strategies in place Nigerian populace will be better served with more of the software products in every part of the country. Academics would be able to use the gaps identified for criticisms, and propound further concepts and theories in the areas of marketing Nigerian made products. Marketing consultants and researchers would be opportune to understand the challenges facing the marketing of Nigerian made softwares, and possibly carry out further studies on it.
1.7 Scope/limitations of study This work is an attempt to research into the problems and prospects of marketing made in Nigeria products with particular reference to computer softwares. Internal and External factors impair marketing local products. This study is however, limited to marketing mix elements, product, price, promotion and place. The study focuses on Nigerian made softwares with the hope that the result of this work can be generalized to other locally manufactured products.
1.8 Definition of Terms
Marketing: A social and managerial process by which individuals and Groups obtain what they need and want through creating and exchanging products and value with others.Perception: The way in which motivated individuals perceive a given situation that determines how precisely they will behave.
Value: Consumer’s estimate of the products overall capacity to satisfy his/her needs.
Market: Consists of all the potential customers sharing a particular need or want who might be willing and able o engage in exchange to satisfy that need of want.Software: is any set of machine-readable instructions that directs a computer's processor to perform specific operations.