The study examines the
challenges and prospects of marketing Nigerian made computer softwares. Posed
with the problem of inferiority complex usually associated with Nigerian made
goods, various foreign products have edge over indigenous products. Objectives
for the study were to critically examine attitude of people towards Nigerian
made computer softwares and various ways in which the marketability of Nigerian
made softwares can be enhanced. Concerning methodology, fifty (50) computer
science students and lecturers were used for the study. Findings from the study
revealed that most students face challenges when convincing organizations to
use their indigenously developed softwares. The government should create the
enabling environment to enable Nigerian computer scientist to strive in the
heat of competition from foreign softwares. Quality of computer softwares
should be ensured in terms of security, graphics and user friendliness.
1.1 Background to the Study
Software produced within Nigeria by its
citizens is in other words referred to as Made-in-Nigeria software. There is a
big need for Nigeria to produce its own software being a third world developing
country. This will drive the development, growth and stability in every sector
of her economy and give her a platform for global competition.
In the year 1988 the government of the
day in Nigeria, took a bold step towards encouraging the consumption and
patronage of services or products that were produced in Nigerian. This is to
drive and if possible help actualize the Decree for enterprise promotion at
home. This decree came into being to reduce dominance of imported products in
the economy, to drive local profit retainership thereby and creating more jobs amidst
other reasons. Between Nigerian independence which came in 1960 till now, the
Nigerian economy have experienced so many changes and undergone political and
social changes as well which has resulted in both small and big companies
losing their businesses. This was caused mainly by ineffective government
participation, management, lack of vision or foresight and laid back leadership
exhibited towards indigenous firms. There is low employment of natural
resources and underutilization of manpower which has crumbled the entire economy.
This scenario holds a lot of implication implications which can affect the
image of a country on the global market and impede foreign exchange. This
irregularities can cause short supply of products and in some cases could
encourage the circulation of fake products due to decline in the income of
consumers, shortages caused by fluctuation in household income, bad reputation
of indigenous goods, low no zeal for advertising, poor orientation on marketing
and a general discontentment for products made in Nigeria (Aire,pp.46-62,
1973:Kalegha et al 1983,p.5). However, as the system is becoming democratized
coupled with the awareness for self reliance being raised by government which
will enhance sustainable growth, it has increased the hope that Nigerians will eventually imbibe
the habit of going for our indigenous brands other words called made in Nigeria
Statement of the Problem
Research shows that Nigerians have a
preference for foreign goods more than they do for products made in Nigeria
(Aire, 1973,pp.46-62; Kolegha et al,p.7 1983). This study was embarked upon to
review the acceptability software that came out from the Nigerian market.
This study will further seek to:
-Ascertain the consuming habits of many
Nigerians towards locally manufactured software.
-Evaluate the major variations that exists between
past and current research works on the behavior of consumers towards
- Ascertain what motivates Nigerian consumers
towards the patronage of home produced
Objectives of the Study
The main objective of this study is to
examine the challenges of marketing made in Nigeria software .The study also
has the following specific objectives:
1. To examine the overall attitude of Nigerians
towards made in Nigeria Softwares.
2. To find out significant differences
between the current and past studies on attitude of Nigerians towards made in
Nigeria computer products.
3. To critically examine the challenges of
marketing made in Nigeria softwares.
4. To appraise factors that motivate users
to prefer foreign computer softwares to Nigerian made softwares.
5. To recommend ways of promoting Nigerian
made computer softwares.
The following questions will be
addressed in the course of this study:
1. What attitude do Nigerians have towards
made in Nigeria computer softwares?
2. What current strides have been recorded
in research in computer science?
3. What is marketing and how do Nigerian
manufacturers market their Software?
4. What are the challenges confronting
manufacturers of made in
5. What are the strategies that can be adopted to address these challenges?
The following hypotheses has been
developed and would be tested in the
Course of this study:
Ho: Marketing of Made in Nigerian software does not have any
Hi: Marketing of Made in Nigerian software has very significant
Significance of the Study
significance of this research study was drawn from the aforementioned
objectives, research questions, and hypotheses such that when tested, they
could assist in the following forms:
the challenges of marketing Nigerian made softwares is understood by the
management and line-managers of multinationals and indigenous companies
operating in Nigeria, they will be able to adopt the findings and
recommendations for effective marketing planning, implementation and control of
operators would learn and acquire for adoption, better and more viable types of
organizational structure and strategies that will support their operational
activities and strategies. With these structures and strategies in place
Nigerian populace will be better served with more of
software products in every part of the country.
would be able to use the gaps identified for criticisms, and propound further
concepts and theories in the areas of marketing Nigerian made products.
consultants and researchers would be opportune to understand the challenges
facing the marketing of Nigerian made softwares, and possibly carry out further
studies on it.
Scope/limitations of study
This work is an attempt to research
into the problems and prospects of marketing made in Nigeria products with
particular reference to computer softwares.
Internal and External factors impair
marketing local products. This study is however, limited to marketing mix
elements, product, price, promotion and place. The study focuses on Nigerian
made softwares with the hope that the result of this work can be generalized to
other locally manufactured products.
Definition of Terms
Marketing: A social and managerial process by
which individuals and Groups obtain what they need and want through creating
and exchanging products and value with others.
Perception: The way in which motivated individuals
perceive a given situation that determines how precisely they will behave.
Value: Consumer’s estimate of the products
overall capacity to satisfy his/her needs.
Market: Consists of all the potential customers
sharing a particular need or want who might be willing and able o engage in
exchange to satisfy that need of want.
is any set of machine-readable
instructions that directs a computer's processor to perform specific