Brand Switching and Product Disposal as Predictors of Retail Sales Performance of Made-in-Nigeria Cosmetics in Akwa Ibom State

This study examined brand switching and product disposal as predictors of perceived retail sales performance of Made-in-Nigeria cosmetics in Akwa Ibom State. A cross-sectional survey generated 605 complete retailer responses. Two separate simple linear regressions were estimated, and the reported model statistics were algebraically verified from the regression, residual and total sums of squares. Brand switching had a negligible positive association with retail sales performance, r = .010, R² < .001, F(1, 603) = 0.063, p = .802. Product disposal also had a negligible positive association, r = .005, R² < .001, F(1, 603) = 0.013, p = .911. Brand switching accounted for approximately 0.010% of the outcome variance, while product disposal accounted for approximately 0.002%. Neither proposed relationship was supported at the .05 significance level. The findings do not establish that switching or disposal is commercially unimportant. Rather, they show that the questionnaire scores did not predict the broad perceived-sales outcome in these data. Several switching items measured loyalty or customer service instead of actual switching, and the disposal items measured the purchase of defective or adulterated products rather than post-use disposition actions. Future research should use construct-valid scales, objective outlet-level sales records, a consistent unit of analysis and a simultaneous model that controls for product quality, price, availability, promotion and outlet conditions.

Brand switching, consumer disposition, Made-in-Nigeria cosmetics

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