THE INFLUENCE OF PRODUCT QUALITY ON BRAND LOYALTY IN NIGERIA (A CASE STUDY OF EKWULOBIA RESIDENCE)
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- Recommended for : Student Researchers
- NGN 3000
STATEMENT OF THE PROBLEMS
Product quality is the collection of features and characteristics of a product that contributes to its ability to meet given requirement. Early work is contributing product quality was on creating standards for producing acceptable product. Dr. Carvin identified 8 dimension as a frame work for thinking about the basic elements of product quality. Each dimension is self contained and distinct, a product can be ranked high on one dimension while being low on another. Eight dimensions of product quality includes performance, features, reliability, conformance, durability, serviceability, aesthetics and perceived quality.
Actually, any product that has good quality which can satisfy its customers, suppose to attract brand loyalty. But, at times it seems that some products that have quality seems not to attract brand loyalty. This could be as a result of customers finding it difficult to identify attributes of quality product or they don’t appreciate the quality product of a product.
Thus, this research set out to look at what a quality product is and also to identify influence of product quality on brand loyalty using Peak Milk as a case study.
PURPOSE OF THE STUDY
The main purpose is to investigate the influence of product quality on brand loyalty. The specific purpose are ascertain if product quality has influence on brand loyalty ascertain if customers of Peak identify product quality. To identify other factors that affect brand loyalty.
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