Nollywood, is the Nigerian film industries that had evolved without state support, and was ranked... more 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 ...
Nollywood, is the Nigerian film industries that had evolved without state support, and was ranked... more 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 ...
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