Supply Chain Management and Consumer Loyalty of Selected Indigenous Automobile Companies in Nigeria

Abstract

This study examines Supply Chain Management (SCM) and the consumer loyalty of indigenous automobile companies in Nigeria which is the home-grown car industry. The research follows a positivist philosophy that uses a descriptive survey methodology to obtain data from 273 Ministries Departments and Agencies (MDAs) that have been using indigenous automobile products for two years or longer. Data collection utilized regression analysis through SPSS for analysis alongside the sampling techniques which included stratified and purposive methods. Consumer loyalty primarily depends on pricing factors (Beta = .786, p < 0.000) while product design (Beta = .669, p < 0.000) and raw material sourcing (Beta = .547, p < 0.000) come in second and third places. The conclusions match the Resource-Based View (RBV) and Market Orientation theories because these SCM practices establish essential foundations for achieving competitive advantage. This study concluded that successful pricing methods along with creative product creation and productive material acquisition processes hold essential roles in developing loyal customer relations and business market performance success. The study recommended using value-based pricing techniques together with forming connections with local suppliers while allocating funds for research and development to generate innovative ideas. Successful navigation of market challenges depends on these measures for indigenous automobile companies to thrive in Nigeria’s competitive automotive sector.