EFFECT OF CONSUMER VALUE ON CONSUMER BUYING BEHAVIOR TOWARD MADE-IN-NIGERIA PRODUCTS; A SURVEY OF VANDEIKYA LOCAL GOVERNMENT AREA OF BENUE STATE

This study explores the Effect of Consumer value on consumer buying behavior with a specific focus on Made-in-Nigeria products in Vandeikya Local Government Area Benue State. The research delves into the dynamic relationship between consumer perceptions of value and their purchasing decisions in the context of domestically produced goods. Drawing from extensive literature review and empirical analysis, this study aims to shed light on how various dimensions of consumer value, such as quality, price, brand loyalty, and social responsibility, influence the preferences and choices of Nigerian consumers. By employing a mixed-methods approach, including surveys and in-depth interviews, the research uncovers valuable insights into the intricate interplay of factors shaping the buying behavior of consumers in Nigeria. The findings of this study are expected to be of significant importance to businesses, policymakers, and marketers, providing them with actionable strategies to better align their products and marketing efforts with the evolving preferences and values of Nigerian consumers. Ultimately, this research contributes to a deeper understanding of the intricate dynamics underlying consumer behavior in emerging markets, particularly in the context of promoting locally made products.