ASSESSMENT OF MERCHANDISING AND DISTRIBUTION SYSTEM OF RESIST-DYED FABRICS IN SELECTED CITIES OF SOUTH-WESTERN NIGERIA

Abstract

Resist-dyed fabrics as described by are fabrics produced by methods that "resist" or prevent the dye from reaching all the cloth, thereby creating a pattern and background. The fabrics produced in this manner are popularly referred to as Adire in the South Western region of the country. This study assessed the distribution and merchandising system of resist-dyed fabrics in some selected cities of the South-Western Nigeria. The importance of marketing to the success of any product cannot be over emphasized hence the study looked at the issues such as product quality, product innovation and creativity, product availability, market research, marketing, the consumers, consumers’ behaviour, distribution channels, poor promotion, packaging and labelling that affect successful marketing of adire. The study was a descriptive survey using a self-designed questionnaire that elicited responses from the respondents which were drawn from the three cities of Abeokuta, Ibadan and Osogbo. The respondents were made up of adire dealers (the producers, distributors and merchants) and consumers of adire. The data from the respondents were subjected to statistical analysis and testing with the aid of SPSS 16 software. The result showed that; most adire fabric dealers take pride in the production, distribution and merchandising of adire fabrics and see the practice as a historical and cultural heritage. There is no adequate infrastructure for the production, distribution and merchandising of adire fabrics and products in most market locations in the three South-Western cities of Abeokuta, Ibadan and Osogbo. There is no organised distribution network of adire fabrics in Abeokuta, Ibadan and Osogbo; any customer could purchase adire goods without documentation or middleman-ship. Marketing strategies such as advertising, fashion shows, trade exhibition, products packaging and labelling and adequate product spread are not given attention because most of the dealers either are not well enlightened or cannot afford such services. The study recommends that there is the need for transaction activities and other financial details to be documented as a good basis for securing loan facilities from banks and other financial institutions. Fashion/garment designs should be developed to cut across cultural divides in the country so that the adire fabrics can be used for the designs, and sewing of garments that can be worn by many Nigerians irrespective of ethnic origin. Dealers should form cooperative societies so that they can have pool of resources to promote marketing research, products promotion, adequate distribution networks, product research and development instead of forming association of adire dealers with the aim of streamlining or dissuading participation.