Quality as Determinant for Long Shelf Life and Consumer Loyalty in Nollywood Productions

Rasaki Ojo Bakare, Oluwatayo B. Isijola, Lillian Eguriase Bakare

Abstract


Nollywood, is the Nigerian film industries that had evolved without state support, and was ranked as as the world’s second largest producers of movies by UNESCO Institute of Statistics. However, the industry has continued to incur the negative consequences of poor quality production on consumers’ patronage and shelf life of produce, in spite of abiding growth propensity. It is against this backdrop that this research was conducted to examine production quality as determinant for long shelf life and consumers’ loyalty in Nollywood movies. The study, which focuses on grassroots, employs the mixed methods research, combining interview, survey, and content analysis as methods for data collection. It argues that the abiding problem of quality in the industry, which is grounded on colonial cinematic legacies, was perpetuated by the failure of Government to align the industry as a viable sub-sector for economic growth. Thus, the study establishes that there is a direct correlation between the poor production quality, diminishing consumer loyalty and a trifling shelf life of Nigerian movies amidst the increasingly high volume of movie produce. The study concludes that piracy is the fundamental problem that militates against quality investment, which engenders compromise in production quality, and grounds poor consumer patronage and low shelf life. Therefore, the study recommends the need for Government to harness the viability of the industry by engaging needful interventions for the structuring and the development of a bankable movie industry, through legislation and implementation of policies that can stimulate, protect and sustain quality productions of the Nigerian video films.

Keywords


Consumer loyalty, Grassroots, Nollywood, Piracy, Quality and Shelf life

Full Text:

PDF

References


Asigbo, Alex C and Ihentuge, Udoka Chisimdi (2012). “Between Art and commerce: Seeking Behavioural Change in Nigeria Through Nollywood.” Paper Presented at the 26th Annual Convention of the Society of Theatre Arts (SONTA) at the Department of Theatre Arts, University of Calabar, September 12-15, 2012.

Ayakoroma, Barclays Foubiri (2014). Trends in Nollywood: A Study of Selected Genres. Ibadan: Kraft Books limited.

Bakare, Rasaki Ojo and Isijola Oluwatayo B (2017). “Performing Arts or Performance Arts: A Critique of Yibo Koko’s Seki.” International Journal of Educational Research. 5.8: 47-56. 04 April, 2020. www.ijern.com/August-2017.phb

Cook, David A (2015)."Motion Picture." Encyclopædia Britannica. 2015 ed.

Giannetti, Louis (1996). Understanding Movies. 7th ed. New Jersey: Prentice-Hall, Inc.

Haynes, Jonathan. “Ola Balogun’s Lost Classics: Aiye and Orun Mooru.” 22 March, 2020. http://www/jonathanhaynes.wordpress.com/pdfs

Ishola, Olajire. Breaking News: Alade Aromire is Dead.” Modern Ghana 13 January, 2020. http://www/modernghana.com/mollywood/2524/breaking-news-alade-aromires-is-deal.html.

Jedlowski, Alessandro (2011). “When the Nigerian Video Film Industry Became “Nollywood”: Naming, Branding and the Videos’ Transnational Mobility.” Estudos Afro-Asiaticos. 3(2011): 225-251. 06 January, 2020. https://www.semanticscholar.org/paper/When-the-Nigerian-video-film-industry-became-and-Jedlowski/53ebaa11eb3d3f251271a98593703c9957546fa6

Juran, Joseph M. & Feo, Joseph (2010). A. Jurans’s Quality Handbook: The Complete Guide to Performance Excellence. 6th Edition. New York: McGraw Hill,

Justia. “Nollywood – Trademark Details.” 01 April, 2020. http://trademarks.justia.com/858/91/nollywood-85891237.html.

Moudio, Rebecca (2013). “Nigeria’s Film Industry: a Potential Gold Mine?” United Nations Africa Renewal. 02 February, 2020. http://www.un.org/africarenewal/magazine/may-2013/nigeria%E2%80%99s-film-industry-potential-gold-mine .

“Nigeria Population” (2020). World Population Review. 23 March, 2020 https://worldpopulationreview.com/countries/nigeria-population

‘The Nigerians Diaspora” 22 April, 2020 https://www.nigeriandiaspora.com

Okome, Onookome and Haynes, Jonathan (1997). Cinema and Social Change in West Africa. Jos: Nigerian Film Institute.

Onishi, Norimitsu (2016). “How The Times Named ‘Nollywood.” The New York Times. 14 March, 2020.https://www.nytimes.com/2016/02/11/insider/how-the-times-named-nollywood.amp.html

Ossai, Edward Sani (2018). Nigerian Home Videos and Ethnic Identities. Jos: Jos University Press.

Pavis, Patrice (2003). Analyzing Performance: Theatre Dance and Film. Trans. David Williams. Michigan: University of Michigan.

PWC Nigeria (2017). “Spotlight- The Nigerian film Industry.”. 15 March, 2020. http://www.pwc.com/ng/en/publications/spotlight-the-nigerian-film-industry.html July 2017

Ryan, Connor (2015). “New Nollywood: A Sketch of Nollywood’s Metropolitan New Style.” African Studies Review. 58.3 (2015): 55– 76. 15 March, 2020 https://doi.org/10.1017/asr.2015.75

Shaka, Femi (2002). “History, Genres and Text of the Emergent Video Film Industry in Nigeria.” Kiabara: Journal of Humanities 8.1 (2002): 11-30.

Shaka, Femi and Ihentuge, Chisimdi (2018). “Marketing Beyond Economic Depression: An Expose of Nollywood’s 5ps Marketing Framework.” Nigerian Theatre Journal 18.1(2018): 47-52.

Shimsenge, Ephriam Aga and Agav, El-Ngugar (2014). “Improving Film studies in Nollywood Through the Introduction of Filmmaking Studies in Theatre Arts Departments.” Nigerian Theatre Journal 13. 2(2014): 105-120.

Udomisor, I. W. and Anayo, O. S (2014). “The Artistic Display, Performance and Management Qualities of Nollywood Actors and Actresses: Implication for Professionalism in the Performing Arts Industry.” Advances in Journalism and Communication. 2 (2014): 8-19. 28 January, 2020. http://dx.doi.org/10.4236/ajc.2014.21002

UNESCO Press (2009). “Nollywood Rivals Bollywood in film/video production.” UNESCO Media Service. 06 February, 2020. http://www.unesco.org/new/en/media-services/single-view/news/nollywood_rivals-bollywood_in_filmvideo_production/

Uwah, Ebere Innocent (2013). The Rhetoric of Culture in Nollywood. Owerri: Edu-Edy Publications.




DOI: https://doi.org/10.7575/aiac.alls.v.11n.5p.37

Refbacks

  • There are currently no refbacks.




Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

2010-2023 (CC-BY) Australian International Academic Centre PTY.LTD.

Advances in Language and Literary Studies

You may require to add the 'aiac.org.au' domain to your e-mail 'safe list’ If you do not receive e-mail in your 'inbox'. Otherwise, you may check your 'Spam mail' or 'junk mail' folders.