PSYCHO-SOCIOECONOMIC FACTORS AS A DETERMINANT OF CONSUMERS PATRONAGE OF MADE-IN-NIGERIA PRODUCTS AS PERCEIVED BY BUSINESS EDUCATION LECTURERS IN DELTA STATE

This study investigates the perceptions of Business Education lecturers on psycho-socioeconomic factors personal values, social class, and income level as determinants of consumers' patronage of Made-in-Nigeria products. The research adopted a descriptive survey design, utilizing a structured questionnaire to collect data from 38 Business Education lecturers in four tertiary institutions across Delta State. Hypotheses were tested using an independent sample t-test to determine differences in perceptions between male and female lecturers. The findings show that personal values, including patriotism and ethical considerations, significantly influence consumer decisions to support local products. Additionally, social class impacts consumer behaviour, with higher-income individuals preferring foreign goods, while lower-income consumers tend to support local products due to affordability. A significant gender difference was observed in the perception of income level’s influence on consumer choices, indicating that male and female lecturers perceive the economic factors affecting consumer behaviour differently. The study recommends incorporating consumer education in Business Education curricula and suggests policies to promote ethical consumerism and support for locally made products.