CUSTOMER BEHAVIOUR AND PERCEPTION TOWARD LOCALLY MADE CREAM IN ESE ODO L.G.A, ONDO STATE

CUSTOMER BEHAVIOUR AND PERCEPTION TOWARD LOCALLY MADE CREAM IN ESE ODO L.G.A, ONDO STATE

​​​​​​​Background of the study

According to Mati and Puh (2016) and Sahota (2019), the emergence of natural cosmetic products is seen not only as a means to satisfy consumers' need for healthy, environmentally friendly, and ethical beliefs but also as a means to promote the overall cosmetics industry to develop in a manner that is sustainable. The majority of locally produced creams are derived from plant-based components, which are obtained via agricultural production (Philippe et al., 2017). In response to the healthy and environmentally conscious lives of customers, businesses throughout the whole industry of cosmetics have been making concerted efforts to develop locally sourced ingredients in order to improve the market circumstances for the growth of locally produced creams (Kerdudo et al., 2016; Philippe, 2017).

Evidently, the use of locally produced cosmetics has developed into an unavoidable trend (Nielsen, 2018). According to the findings of a recent study, the worldwide market for locally created cosmetics will expand by 9.4 percent over the course of the next five years (Future Market Insights, 2019). The market has seen the emergence of a significant quantity of niche locally created creams brands (brands from small enterprises) that symbolize the customers' commitment to healthy and environmentally responsible lives (Sahota, 2019).

But as more and more locally produced cosmetics enter the market, the question arises of whether or not they genuinely contribute to the industry-wide effort toward sustainability. In point of fact, the many different types of claims made by local cosmetics on the market, such as "natural," "organic," "sustainable," "eco-friendly","herbal," "green," "vitamin," etc., cause customers to get confused throughout the process of making a purchase (Herich, 2018; Hsu et al., 2017). According to Nielsen (2018), sales of local cosmetics in the United States, one of the primary countries in terms of local cosmetics consumption, decreased by 1.2 percent in 2017 compared to 2016 due to the fact that an increasing number of consumers have less trust in brands that simply claim they are natural.

These brands that claim to be created in the area need to provide proof that their claims are accurate. It is possible that customers might like companies to disclose which component is absent from the goods (Nielsen, 2018). Worse still, these statements do not effectively express to customers the safety and effects of locally created cosmetics that are available for purchase, so revealing the gaps in the present oversight from the relevant authorities (Klaschka, 2016).

To understand why consumers purchase locally produced cream and why they do not buy locally made cream in Ese-Odo Local Government Area, Ondo State, it is highly relevant to investigate customer behavior and perspective toward locally manufactured cream in Ese-Odo Local Government Area. Therefore, the research purpose of this study is to explore customer behaviour and perception toward locally made cream in Ese Odo L.G.A, Ondo State.

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