The quality factor in consumers’ preference of textile fabrics: a comparative evaluation of consumer preference for domestic and imported textile fabrics (wrappers) in Abakaliki, Ebonyi state, Nigeria
The objective of the study was to determine if there is any significant difference between domestic and imported textile fabrics (wrappers) with respect to design, colourfastness and durability attributes and in terms of overall quality. Exploratory and descriptive research designs were adopted in the study. Primary data were collected from 312 female respondents in nine zones within Abakaliki Urban, with the use of questionnaire. Data collected were analyzed using frequencies, percentages and means, while Kruskal-Wallis rank test and Z-test were used to test the hypotheses. From data analysis, these findings became evident: Imported wrappers possess higher quality than domestic wrappers; domestic wrappers have attribute weakness in durability, colourfastness, texture, fabric strength and weight. There were brands of domestic wrappers (Nichem Wax and Nigerian Wax) identified as possessing high quality, while other brands (Super Print, Top Wax, Ankara, Veritable Real Wax) were indicated as washing off colour. The implication of the findings is that domestic textile firms must re-engineer their marketing strategies and programmes. Based on the findings the researchers recommended that domestic textile firms should embark on product modification; entrench product innovation in their strategic plans; collect vital customer information through monitoring research and be abreast with current developments in the textile market and industry under study.
Keywords: Quality, Preference, Textile fabrics, Textile fabric attributes.