PRODUCT QUALITY AS A BASIS FOR CONSUMER’S PATRONAGE
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PRODUCT QUALITY AS A BASIS FOR CONSUMER’S PATRONAGE
Chapter one
INTRODUCTION
1.0 GENERAL OVERVIEW.
Every business organisation seeks to maximise profit rather than simply breaking even or claiming to be the market leader. In other words, attempts are undertaken to increase sales and get a competitive edge over others.
Manufacturers are thus concerned in delivering those traits and characteristics to a product that differentiate it from another and contribute to the degree of acceptability of that product by the target user. Akinjayeju (2002).
Quality control is used to ensure that a product is good and consistent when compared to the standard of quality that is appropriate for the price at which it will be sold and the market for which it is created.
Producers no longer relax in the comfort of their offices to dictate shots; instead, they are energised by the necessity of product quality to consumer patronage.
Kotler (2002) defined product quality as the entirety of a product or service’s features and attributes that influence its ability to meet stated or implied needs. Some organisations continually generate successful items for their clients, while others frequently fail. What distinguishes them is “quality/integrity”.
Every product reflects the organisation and development process that produced it. Product quality frequently promotes sales to boost profitability, patronage, and consumer loyalty.
1.1 Statement of Problem
Consumers exhibit a variety of characteristics associated with quality products, which can be linked to either low income or high cost of living caused by the nation’s current downward trend.
As a result, consumers tend to limit their purchases and patronage to low-quality replacements in order to meet their immediate demands. In this case, in order to comprehend the current scenario regarding the importance of product quality on consumer patronage in Nigeria, the following issues must be addressed.
Does a high-quality product encourage more customer loyalty? Is there a relationship between product quality and price? Does the timing of the production control plan effect sales?
Is there a link between production and the quality control programme?
1.2 PURPOSE OF STUDY
The purpose of this study is to determine compliance with quality requirements for produced items, as well as the significance of product quality as a determinant of consumer preference. The study aims to:
Evaluate the types of product quality control exercises used in the production of consumer goods to determine which aspects of quality consumers respond to most positively. Evaluate the impact of product quality on consumer patronage.
In the marketing of fast-moving consumer goods, assess the impact of product quality on consumer loyalty.
1.3 Significance of the Study
It is believed that the outcomes of this study would shed further light on the need for or importance of product quality in attracting consumer patronage in the marketing of fast moving consumer products.
The goal of this research is also to encourage maintenance that ensures product quality, performance, and features that arouse and sustain consumer interest, which is one of the keys to the company’s continuous existence and the future of its employees.
1.4 Definition of Terms
QUALITY: The set of traits and attributes of a product or service that influence its ability to meet expressed implied needs.
PRODUCT: Anything that can be provided to the market to meet a want or demand.
CORE BENEFIT: The essential benefit that the consumer is actually purchasing.
STANDARD: A degree of quality skill ability or achievement that is used to evaluate a product or service that is deemed required or acceptable in a certain scenario.
QUALITY ASSURANCE: The management of the quality of goods or services so that they remain at a satisfactory level.
QUALITY CONTROL: The practice of inspecting things as they are manufactured to ensure that their quality is satisfactory.
LABOUR CONTROL: This is the principle of assigning the right individual to the proper task.
TOTAL QUALITY MANAGEMENT (TQM) is an organization-wide approach to continuously improve the quality of all processes, products, and services.
PRODUCTION CONTROL: Involves the careful use and monitoring of the three major components of production, known as the 3ms: man, machinery, and materials.
MACHINE CONTROL: The reduction or elimination of downtime or idle time by correct sequencing, repair, or replacement of such equipment and/or machines.
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