An evaluation of product quality marketing on customer satisfaction: Evidence from a consumer goods firm in Kano
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Product quality marketing emphasizes the superior attributes of a product to attract and retain customers. In Kano, a prominent consumer goods firm has adopted quality marketing strategies to communicate the excellence and reliability of its products. By highlighting rigorous quality control, premium materials, and exceptional performance, the firm aims to build strong customer satisfaction and loyalty (Babatunde, 2023). Quality marketing is integral in creating a favorable perception of product value and differentiating a brand in a competitive market (Ibrahim, 2024). Research suggests that when consumers perceive high product quality, it directly translates into greater customer satisfaction, repeat purchases, and positive word-of-mouth referrals (Chukwu, 2025). However, empirical data on the impact of quality marketing on customer satisfaction remains limited, particularly in emerging markets. This study investigates how product quality marketing influences customer satisfaction levels, examining factors such as perceived quality, customer service, and overall consumer experience within a consumer goods firm.
Statement of the problem
While product quality marketing is widely used to enhance customer satisfaction, its direct impact in the consumer goods sector in Kano is not clearly established. Consumers may appreciate quality claims; however, if marketing messages are not supported by actual product performance, customer satisfaction may not improve as anticipated (Babatunde, 2023). Additionally, external market factors and competitive pressures can dilute the effect of quality marketing on consumer perceptions (Ibrahim, 2024). This study seeks to address these issues by exploring the relationship between product quality marketing and customer satisfaction, offering insights into the effectiveness of quality-centric marketing practices and their contribution to long-term customer loyalty (Chukwu, 2025).
Objectives of the study:
To evaluate the impact of product quality marketing on customer satisfaction.
To identify key quality attributes that influence consumer satisfaction.
To recommend strategies for enhancing product quality marketing to boost customer satisfaction.
Research questions:
How does product quality marketing affect customer satisfaction in the consumer goods sector in Kano?
Which quality attributes are most influential in driving customer satisfaction?
How can consumer goods firms optimize quality marketing strategies to improve customer satisfaction?
Significance of the study
This study is significant as it provides insights into the impact of product quality marketing on customer satisfaction in the consumer goods industry. Findings will assist firms in Kano to refine their marketing strategies to better communicate quality, thereby enhancing customer loyalty and competitive advantage. The research contributes to academic literature on marketing communications and offers practical recommendations for improving customer satisfaction through effective quality marketing (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to evaluating product quality marketing and its impact on customer satisfaction for a specific consumer goods firm in Kano, Nigeria. Results may not be applicable to other industries or regions.
Definitions of terms:
Product Quality Marketing: Strategies that highlight the superior attributes and reliability of a product.
Customer Satisfaction: The degree to which consumers are pleased with a product’s performance and overall experience.
Consumer Goods Firm: A company that produces and markets products intended for everyday consumer use.
Related Project Materials
AE-FUNAI UNDERGRADUATES STUDENT AWARENESS AND PERCEPTION OF POLICE BRUTALITY IN NIGERIA
BACKGROUND OF THE STUDY
The police are state personnel who are in charge of 'law enforcement and or...
The effect of traditional coronation ceremonies on political leadership in Abeokuta North Local Government Area, Ogun State
Background of the Study
Traditional coronation ceremonies have historically served as a means of legitimizing political le...
The Impact of Whistleblowing Policies on Forensic Accounting Investigations in Nigeria: A Case Study of the Ministry of Education
Background of the Study
Whistleblowing policies have become a fundamental mechanism for promoting transparency, accounta...
The effect of international political rhetoric on public diplomacy: An evaluation of strategic narratives in US–Russia relations
Background of the Study:
International political rhetoric is a powerful tool that shapes public diplomacy and influences global perceptio...
IMPACT OF INTERNET USAGE ON THE ACADEMIC PERFORMANCE OF STUDENTS IN NIGERIA
Abstract The recognized potential of technology to improve education has led to several initiatives to foster effective use and integration in the...
Enhancing Genomic Variant Prioritization Using Deep Learning Approaches: A Case Study of Ahmadu Bello University, Zaria, Kaduna State
Background of the Study :
Genomic variant prioritization is a critical step in identifying clinically significant mutations...
An Assessment of Fraud Prevention Training on Reducing Financial Losses in Banking: A Case Study of Fidelity Bank Nigeria
Background of the Study
Fraud prevention training has emerged as a crucial element in safeguarding banks against financi...
The Impact of Market Penetration Strategies on Profitability: A Case Study of Consumer Goods Companies in Sokoto State
Background of the Study
Market penetration is one of the core strategies that businesses use to expand their market share,...
Analysis of Computational Biology Methods for Identifying New Pathogens: A Case Study of Ibrahim Badamasi Babangida University, Lapai, Niger State
Background of the Study
Emerging pathogens pose a significant threat to public health, and rapid identification is critical...
STABILIZATION OF CLAYEY SOIL USING CEMENT AND VOLCANIC ASH FOR SUSTAINABLE ROAD CONSTRUCTION
ABSTRACT
A residual clay soil was collected at Bako village along Gwagwalada-Garki road in Federal Capital Territory of Nigeria using the...
