Analysing the uptake of Ugandan-made products a case study of Nytil Textile Industries Limited, Uganda

Abstract

This research explored the factors influencing the uptake of Ugandan-made products, with a focus on Nytil Textile Industries as a case study. The study aimed to understand the determinants of consumer behavior toward locally manufactured textiles, identify the challenges that impeded their adoption, and propose effective strategies to enhance their market penetration. A mixed-methods approach was employed, integrating both qualitative and quantitative data collection and analysis. Purposive sampling was used to select officials, suppliers, and distributors who possessed relevant insights into Nytil Textile Industry's operations and consumer behavior. To ensure a representative sample, stratified random sampling was applied for survey questionnaires, which were distributed to a diverse demographic of consumers, textile sellers, and distributors. A total of 384 questionnaires were administered, with 249 completed and returned, resulting in a 65% response rate. Additionally, semi-structured interview guides facilitated in-depth interviews with 15 key respondents, including officials, suppliers, and distributors, achieving a 100% response rate. The study's findings revealed that consumer willingness to support local economic growth was a significant driver of the uptake of Ugandan-made textiles. Many consumers expressed a preference for unique and innovative products that align with their tastes and market trends. However, several barriers were identified that hindered broader adoption. These included the relatively high prices of local products compared to cheaper imports, concerns about the quality of Ugandan textiles, and a limited variety of offerings. Insufficient marketing efforts and inadequate infrastructure further exacerbated these challenges. The study highlighted the need for a multifaceted strategy to improve the uptake of locally made textiles. Key recommendations included strengthening distribution channels and making locally-made products more accessible to consumers were also emphasized as crucial steps. Building partnerships among local manufacturers, suppliers, and distributors was identified as a highly effective strategy for enhancing the competitiveness of Ugandan textiles. Policymakers were encouraged to design supportive policies, such as financial incentives and trade protections, to bolster local industries. Business owners were advised to align their strategies with consumer preferences, while future research was recommended to involve larger, more diverse samples and longitudinal studies to better understand the evolving consumer behavior over time.