IMPACT OF PRODUCT QUALITY ON CONSUMER BRAND LOYALTY
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IMPACT OF PRODUCT QUALITY ON CONSUMER BRAND LOYALTY
ABSTRACT
This study carefully examined the impact of product quality on consumer brand loyalty. The primary goal was to determine the impact of product quality on consumer brand loyalty, which generated a high profit for Intercontinental Distiller Limited products in Ota, Ogun State. Information was gathered using both primary and secondary data collection methods, including books, journals, and previous projects.
Questionnaires were distributed, and personal interviews were done. The main findings were those consumers that are solely concerned with product attributes. It was also shown that product quality has a significant influence on consumer preference, as a promotional message with high precision to promote brand loyalty.
It was consequently recommended that the product’s quality level have a significant influence on the consumer. It must consequently be strictly maintained and improved. They should also understand that every manufacturer of any kind should focus on producing the highest quality possible.
Chapter one
INTRODUCTION
This study examines the impact of product quality on consumer brand loyalty using the case study of Intercontinental Distiller Limited in Ota, Ogun state. The study seeks to determine whether Intercontinental Distiller Limited provides high-quality products and how this affects consumer loyalty and profitability.
The study will also look at how customer service and product quality effect customer happiness and loyalty at Intercontinental Distiller Limited in Ota, Ogun State.
Product quality benefits both customers and manufacturers in the following ways. It serves as a positioning tool, has an impact on product performance, and contributes to consumer value and satisfaction, therefore businesses should select a product quality level that corresponds to target market needs and the quality level of competing products.
1.1 Background for the Study
The consumer of goods usually hints at quality rather than quality as opposed to the company’s goal, which is profit maximisation. Every business’s performance is determined by its adherence to the marketing principle, which entails the skillful satisfying of what the customer perceives to be their self-interest as an acceptable buyer-company connection.
Understanding product quality and its significance in garnering consumer loyalty will successfully serve as a paddle, allowing us to focus on the topics of this task.
Notably, our previous discussions have focused on the impact of product quality on consumer brand loyalty. A case study of Intercontinental Distiller Limited in Ota, Ogun State.
The findings of this paper provide insight into the process by which we frequently choose specific products over others in a variety of situations. By the end of this study, manufacturers will be able to identify marketing activity.
The industry has only conducted limited research to determine the impact of product quality on consumer brand loyalty; the product requirements are to translate this discovery into a product concept and, finally, into goods and services that can satisfy the identified wants.
The corporation has specifications and requirements, therefore it may be viewed as an input/output system.
1.2 Statement of Problem
Many organisations have experienced reduced client patronage, resulting in a decline in their profitability.
1. Customers that patronise these organisations frequently complain about the flavour, colour, packaging, price of their product or poor product quality, and the company’s corporate image.
2. The difficulty of determining which products to sell and to what extent has always resulted in an attempt to increase consumer loyalty to a product.
1.3 Research Questions.
1. Is the product quality of a valuable instrument for accomplishing organisational goals?
2. Do Intercontinental Distiller Limited’s products have an impact on product quality and consumer brand loyalty?
3. Is there any aspect that influences brand loyalty for consumer products?
1.4 Research Hypothesis
Hypothesis I
Hi: There is a positive association between the usefulness of product quality and meeting organisational goals.
Hypothesis II.
Hi: Product quality correlates positively with consumer brand loyalty.
Hypothesis III.
Hi: There is a positive association between the elements influencing brand loyalty and consumer product purchases.
1.5 Study Purpose
i. To determine whether product quality is a useful instrument for accomplishing organisational goals.
ii. Determine the effect of product quality on consumer brand loyalty.
iii. To understand the elements influencing brand loyalty.
1.6 Scope of Study
This study will mostly focus on the youth. This area of the market receives special attention due to the product’s frequent consumption.
Intercontinental Distiller Limited, located in Ota, Ogun State, contributes to this market segment by being comparatively informed in understanding and answering study-related problems. Geographically, this study focuses on Ogun State.
1.7 Significance of the Study
To marketing, this study will help marketing experts focus on the precise component of a marketing mix that attracts the most loyal purchasers to a product.
It will help identify any differences between Intercontinental Distiller Limited products.
This strategy will provide students with secondary data for related study work.
1.8 Limitations of the Study
The researcher experienced numerous challenges while doing the investigation. Among them is the fact that some respondents to Intercontinental Distillers products in Ota, Ogun State, are likely to be hesitant to provide the researcher with certain information.
Second, an intensive study project like this could only be completed in the short amount of time allowed. However, the researcher may be able to find enough time to produce extensive and credible results.
1.9 Operational Definitions of Terms
Product quality is defined as the incorporation of elements capable of meeting consumer needs (wants) and providing customer happiness by improving products (Kotler, 2008).
Product: A complex of tangible and intangible features such as packaging, colour, price, prestige, and services that meet people’s requirements and desires (Stanton, 2009). A product is anything that can be provided to someone to meet a need or desire.
Consumer Buying Behaviour: Consumer buying behaviour is the study of how people, communities, and organisations purchase and dispose of goods, services, ideas, or experiences to meet their needs and desires (Kotler and Keller, 2011).
A consumer is a person (or group of people) who is often classified as an end user or target audience for a product, products, or services.
Beerlie (2009) defined true brand loyalty as the decision to repeat a purchase based on satisfied experiences and a positive attitude towards the favoured brand (Beerli, 2009).
Loyalty has been defined as active loyalty, in which a consumer re-uses the brand and recommends it to others, and passive loyalty, in which a consumer intends not to switch even when the brand presents less favourable conditions (Neriga and Vite, 2009).
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