The Impact of Product Quality on Brand Loyalty in Nigerian Retail Markets: A Study of Electronics Retailers in Plateau State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the Study
Product quality plays a pivotal role in shaping consumer preferences and loyalty in the competitive retail market. In Nigeria's electronics retail sector, customers often prioritize high-quality products due to the long-term value associated with their durability and performance (Ademola & Omisakin, 2024). Brand loyalty is influenced by a combination of product reliability, customer satisfaction, and perceived value, which contribute to sustained patronage over time. The Nigerian retail landscape, characterized by rapid growth and diversification, faces significant challenges in maintaining consistent product quality due to infrastructural, technological, and supply chain barriers (Chukwuma et al., 2025).
Electronics retailers in Plateau State operate in a dynamic environment influenced by socio-economic factors such as purchasing power, inflation, and technological advancements. Studies have shown that consumers in developing economies place greater emphasis on product quality due to limited disposable income and higher replacement costs (Eze & Nkwocha, 2023). Despite these demands, retailers face difficulties in aligning product offerings with customer expectations, often resulting in reduced brand loyalty and increased customer attrition (Okonkwo & Adebayo, 2024). This study aims to explore the relationship between product quality and brand loyalty, emphasizing the implications for retailers in Plateau State's electronics market.
Statement of the Problem
In recent years, electronics retailers in Plateau State have struggled with declining customer retention rates, attributed largely to inconsistencies in product quality. Many customers have reported dissatisfaction with counterfeit products, limited warranties, and substandard after-sales services (Akinola et al., 2025). This scenario has led to weakened trust in local brands, with customers increasingly opting for foreign alternatives. While several studies have investigated customer satisfaction in Nigeria's retail sector, limited research has focused on the specific impact of product quality on brand loyalty within the electronics niche. This gap in knowledge has hindered the development of effective strategies for improving customer retention and enhancing brand equity in the region.
Objectives of the Study
- To evaluate the relationship between product quality and brand loyalty among electronics consumers in Plateau State.
- To identify the key determinants of customer loyalty in the electronics retail sector.
- To recommend strategies for improving product quality to enhance brand loyalty.
Research Questions
- What is the relationship between product quality and brand loyalty among electronics consumers in Plateau State?
- What are the key determinants of customer loyalty in the electronics retail sector?
- What strategies can electronics retailers adopt to improve product quality and enhance brand loyalty?
Research Hypotheses
- There is a significant relationship between product quality and brand loyalty among electronics consumers in Plateau State.
- Key determinants such as customer satisfaction significantly influence brand loyalty in the electronics retail sector.
- Product quality improvement strategies positively impact brand loyalty in the electronics retail sector.
Scope and Limitations of the Study
The study will focus on electronics retailers in Plateau State, examining the perceptions and experiences of customers regarding product quality and brand loyalty. Limitations may include access to reliable data from retailers and the generalization of findings beyond Plateau State due to regional differences in retail dynamics.
Definitions of Terms
- Product Quality: The overall standard and performance of goods, including functionality, durability, and reliability.
- Brand Loyalty: The tendency of customers to repeatedly purchase products from a specific brand due to trust and satisfaction.
- Electronics Retailers: Businesses specializing in the sale of electronic devices and appliances.
Related Project Materials
An evaluation of underwater archaeology in coastal communities of Bonny Local Government Area, Rivers State
Background of the Study:
Underwater archaeology in Bonny has emerged as a vital field in understanding coa...
An Evaluation of the Tourism Sector’s Resilience to Economic Fluctuations in Sokoto State
Background of the Study
The tourism sector is often susceptible to economic fluctuations, as changes in macroeconomic conditions, such as...
ACCESS AND UTILIZATION OF FAMILY PLANNING INFORMATION BY WOMEN ATTENDING FAMILY PLANNING CLINICS IN NIGERIA
Abstract
This study investigated access and utilization of family planning information by women attending family planning clinics in hosp...
The Impact of Financial Management Practices on Hotel Profitability: A Case Study of Hotels in Victoria Island, Lagos
Background of the Study
In the hospitality industry, financial management practices are critical in determining the profitability and sus...
An appraisal of indigenous environmental management practices in Yewa South Local Government Area, Ogun State
Background of the study
Indigenous environmental management practices have long played a crucial role in p...
A Study of Journalism's Role in Combating Drug Abuse Among Youth in Lafia West LGA, Nasarawa State
Chapter One: Introduction
1.1 Background of the Study
Drug abuse among youth has become a critic...
The Impact of Campaign Promises on Voter Trust: A Case Study of Zaria Local Government, Kaduna State
Chapter One: Introduction
1.1 Background of the Study
Campaign promises are central to the elect...
An assessment of POS system integration on retail transaction speed in banking: a case study of Heritage Bank
Background of the Study
The integration of advanced Point-of-Sale (POS) systems with legacy banking infrastructures is piv...
An Appraisal of Ethical Challenges in Public Sector Governance in Yobe State
Background of the Study
Public sector governance refers to the processes, policies, and institutions th...
The Impact of Artificial Intelligence on Public Relations in Corporate Communication: A Study of Gusau Local Government Area, Zamfara State
Background of the Study
Artificial Intelligence (AI) is revolutionizing the way organizations manage public relations (P...
