SIGNIFICANCE OF PRODUCT QUALITY IN THE MARKETING OF SOFT DRINK
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SIGNIFICANCE OF PRODUCT QUALITY IN THE MARKETING OF SOFT DRINK
ABSTRACT
The primary goal of this study is to critically investigate the importance of product quality in the marketing of soft drinks. To attain this goal, Coca-Cola Bottling Company is picked as a case study.
Among other things to thoroughly analyse are the many activities that have an impact on product quality, allowing the researcher to reach a conclusion and make recommendations.
To properly conclude and recommend, relevant literature reviews were consulted. This was done to guarantee that facts and data were up to date. This fact contributed to the researcher’s broader understanding of the topic under investigation.
Questionnaires were distributed to employees and customers of the company under study in order to provide the researcher with a thorough understanding of the importance of product quality in the soft drink market. The third (3) chapter of this research focuses on data collecting, research design, study population, sampling procedures, and data analysis.
The fourth chapter (4) focuses on data analysis. This was based on the questionnaire analysis, as well as the product quality objectives and procedures.
The conclusions and recommendations in Chapter 5 (5) were based on the discoveries revealed during the literature study and data collection review, while the recommendations were based on generally accepted principles and practices appropriate for the specific circumstance.
Chapter one
INTRODUCTION
1.1 Background of the Study
Product is one of the four components of the marketing mix around which an organisation is founded. The question here is, “What is called a product?” Kotler (1990) defines a product as anything that may be supplied to a market for attention, acquisition, and consumption in order to meet a demand.
It encompasses physical goods, services, individuals, locations, organisations, and ideas. The importance of product quality in soft drink marketing creates rivalry and obstacles, particularly when aggressive selling promotional efforts are no longer viable marketing methods.
Consumers have recognised that most advertising messages are false. On this premise, the study seeks to evaluate the assertion that successful organisations are invariably associated with successful products.
However, a manufacturing company’s success is determined by the quality of its product. The fact is that today’s consumers are so sophisticated that they have moved beyond the period of product idea and selling to the era of consumer-oriented concept, also known as marketing concept.
Fundamentally, the ability of a business to please its customers justifies its existence on a social and economic level. A corporation fulfils its basic societal responsibilities by the quality of its products (or services). A firm should not exist until it fulfils its goal.
The purpose of this study is to assess the importance of product quality in the marketing of soft drinks, utilising Coca Cola Bottling Company Plc Benin City as a case study.
1.2 Statement of the Problem
Product quality is critical to achieving the objectives of a manufacturing organisation.
So, in order to compete with other companies offering similar products, such an organisation must focus its efforts on enhancing quality and meeting client needs.
However, the quality of Coca-Cola’s products should be capable of encouraging customers to enter the sales market. In addition, product quality, user pleasure, and desire are all important considerations.
The study thus wants to investigate the subject of what constitutes product quality and its significance, using Coca-Cola bottling as a case study.
The study’s focus will be explained by the research questions listed below.
1. Does the quality of Coca-Cola products have any effect on their sales?
2. Is Coca-Cola’s quality comparable to other soft drink products in the industry?
3. Does the quality of Coca-Cola products meet the consumer’s expectations?
1.3 PURPOSE OF THE STUDY
The study’s goal is to look into the impact of product quality on soft drink marketing. Previously, the customer of the product did not consider product quality to be vital; this was the era of product concept.
As a result, little or no mention is made about the product’s anticipated quality level. In light of this research, we hope to achieve the following objectives:
1. To instill in manufacturers the belief that product quality is the driving force behind their company’s success or failure.
2. To raise consumer knowledge of the organization’s emphasis on product quality.
1.4 Statement of the Hypothesis
Hypothesis One.
Ho: The quality of Coca-Cola’s products has little effect on product sales.
Hello: The quality of Coca-Cola products affects their sales.
Hypothesis Two
Ho: The quality of Coca-Cola’s product does not compete favourably with other competitors.
Hello: The quality of Coca-Cola’s product competes favourably with other competitors in the soft drink sector.
1.5 Significance of the Study
The research is predicted to have significant implications for the following:
1. The conclusions obtained from this paper will undoubtedly be valuable to numerous industrial firms, particularly Coca-Cola Bottling Company Plc.
2. The following will help to boost and rejuvenate the minds of producers as they strive to improve quality.
3. The data will also alert producers to the potential gain/benefit of product deployment.
1.6 Scope of the Study
This study focuses on both the employees and customers of Coca Cola Bottling Company Plc Benin City.
During the course of this study, questionnaires should be provided to such groups of persons. In addition, the study will include topics such as product classification, product development, and product life cycle.
1.7 Definition of Terms
Product: A product is anything that can be provided to a market for attention, use, or consumption in order to satisfy a want or need. It encompasses physical objects, services, people, places, organisations, and ideas.
Services are any act or activity that is partially supplied to another that is essential intangible and does not result in ownership of something; their production may not be linked to a physical object.
Product Concept: It claims that consumers will prefer things that are widely available and low in cost. Manages production efficiency and broad distribution coverage.
Marketing can be defined as a collection of activities that encourage exchange with the ultimate goal of meeting human wants.
Brand loyalty can be described as customers’ active support for continued consumption of a specific brand in the face of consumption by other branded replacements. Such commitment is typically based on the subconscious.
Branding a product is typically a significant aspect in marketing. It is a method of distinguishing a company’s product from that of its competitors.
The America Marketing Association Committee defines a brand as a name, sign, symbol design, or some mix of these elements used to identify a single company’s product and differentiate it from competitors’ offerings. This is to group all customers more from one hand to the other as a result of intense competition.
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