CHAPTER ONEINTRODUCTIONBackground to the StudyAll business enterprises strive to be successful. They want to make profit as well gain a large market share of the market they operate through proper satisfaction of their consumers. This scenario is not only peculiar to service rendering firms such as banks, transport firms, schools, insurance firms etc. but equally overlap to include manufacturing firms. Thus, satisfaction of the consumer underscores the basic marketing philosophy why enterprises exist. According to Chartered Institute of Marketing of America (CIA, 2001), marketing is the management process responsible for identifying and satisfying customer requirements profitably.In recent time, proper satisfaction of the consumer by various enterprises especially local business establishments have been a thing of challenge given the consumer’s preference for foreign products over locally made ones (Mohammad and Shah, 2011; Watson and Wright, 2000). This is often facilitated by globalization which has made the entire business world a global village through the use of Information and Communication Technology (ICT). This has opened new business opportunities in terms of product availability as well as shrinks national boundaries thus making it almost unrestrictive (Temesgen, 2014). More so, it has generated a popular parlance known as ‘global village’- where a product that is produced in one part of the world is seen and also immediately in other part of the world. As a result, there has been influx of foreign products in different countries including Nigeria thus, providing consumers with opportunities to access as well as compare different products or services which significantly influence their buying behaviours.Achumba (1996) defined consumer behaviour as the activities people engage in actual or potential in their use of market items whether products, services, information or ideas. Elsewhere, William (1982) defined consumer behaviour as all purchases related activities, thoughts and influences that occur before, during and after the purchase itself as performed by buyers and consumers of products and services and those who influence the purchase. These definitions are in tandem with the prepositions of Watson (1975) and James and Engel (1978). Nevertheless, these submissions pointed out three important facts of consumer behaviour. First, consumer behaviour is dynamic. Second, it involves series of interactions and influences and third, it involves change. Thus, these conceptual frameworks underscore the point that consumers are rational beings; they are individuals who make choices so as to satisfy their wants. As such, their purchase behaviour is often influenced by factors such as perception, expectations, experience, and reflection of social status, among others (Leon and Kanuk, 2007; Zhou and Buk, 2004; De-Whitte, 2001). This highlights the reason for their comparison between foreign products and local ones.

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