CONSUMER PERCEPTION OF INDIGENOUS BRANDS IN ENUGU:

Abstract

Consumer perception of indigenous brands has emerged as a critical area of inquiry in marketing scholarship, particularly within the context of developing economies, where the interplay between cultural identity, economic nationalism, and brand loyalty generates distinct consumption dynamics. This study examines the nature, determinants, and marketing implications of consumer perceptions of indigenous brands in Enugu, the commercial and administrative capital of Enugu State, Nigeria. Drawing on survey data, focus group insights, and a comprehensive review of existing literature, this article analyses how Enugu consumers evaluate indigenous brands across dimensions of quality perception, price-value assessment, cultural affinity, trust, and purchase intention relative to foreign and multinational brands. The study finds that while consumers in Enugu exhibit moderate to strong cultural affinity for locally produced brands, particularly in food, beverages, and personal care categories, persistent quality perception gaps driven by historical experiences, packaging deficiencies, and inadequate marketing investment continue to constrain the market performance of indigenous brands. The role of ethnocentrism, social influence, and media exposure in shaping consumer attitudes is analysed, along with the moderating effects of income level, age, and educational attainment. The article concludes with strategic and policy recommendations for indigenous brand managers, marketing practitioners, and government agencies seeking to strengthen the competitive position of Enugu's indigenous brands in an increasingly competitive marketplace.