Abstract:
The study examined product positioning as a sustainable strategy for the domestic business organizations. Two identified objectives demonstrated the relevance of product positioning to the sustainability of Nigerian domestic business organizations, and showed how product positioning strategies assisted consumers in the purchase of a company’s products. Relevant literatures; and the theories were employed to develop the two hypotheses used. Survey methods were adopted with a well structured questionnaire to elicit information from classified sixty big- time entrepreneurs dealing in fashion designing using stratified sampling technique; and 650 selected consumers of fashion dresses at Oke-Arin Market in Lagos Island using simple random sampling technique. 653 copies of the questionnaire were eventually used for the study. 5-point Likert summated rating scale was adopted. Alternative form validity of the instrument was measured at 0.63 while its reliability was measured at Cronbach’s alpha of 0.70. Pearson’s product-moment correlation coefficient was used in testing the stated hypothesis 1; while standard multiple regressions were used to test the stated hypotheses 2. Findings showed that product positioning is relevant to the sustainability of Nigerian domestic business organizations, and that product positioning strategies assisted consumers in the purchase of a particular company’s products. It was recommended that Nigerian fashion designers and prospective ones should be encouraged to develop as local entrepreneurs using local fabrics all over Nigeria. The government should support the Association of Fashion Designers of Nigeria (AFDN) in terms of training, workshop, and conferences for its members; while the use of locally made materials should be encouraged.
