THE EFFECT OF PRODUCT QUALITY ON CONSUMER BRAND LOYALTY (A CASE STUDY OF 7UP BOTTLING COMPANY ABA). A RESEARCH PROJECT MATERIAL ON MARKETING
This research work empirically examines the effect of product quality on consumer brand loyality with particular reference to seven 7up bottling company Aba. The paper carefully examines the concept of product quality as a tool for consumers brand loyality. Questionnaires were drawn and administered to manufacturing personnel of 7up bottling company consumers of 7up products in Aba. Population of 400 was drawn and a sample size of 50% of the population (200) was employed. Analyzing the answer giving from the research question and testing hypothesis with the chi-square are statistical techniques the researcher work therefore concluded from the summary that quality product have positive effect on consumer’s brand loyality and product quality increase the demand of 7up product by the consumers. The paper made some finding which include product quality insure repeat purchase of a product which leads to consumer’s brand loyality. The conclusion drawn from finding include, the management of 7up bottling company should lay more emphasis on product quality in order to gain consumer’s brand loyality in there organization. Base on the deduction made from the finding recommendation is therefore, company should always remain focused on product quality in order to ensure consumer brand loyality.
1.1 BACKGROUND OF THE STUDY
The changes in the Income of consumers and Improvement in their standard of living with increasing choice of people, have led to the development of marketing opportunities and product quality development in the business s world. In a bid to satisfy the consumers, producers, develop new products to meet the changing needs of the consumes. But a the market grows and expands, especially, due to the presence of numerous competitors, the need for product quality becomes an utmost concern to organizations in order to retain and attract consumes.
Product quality and development is an important function of business enterprises. This is because products that were satisfactory to consumers yesterday might not be satisfactory to them today.
Furthermore, if the product quality is satisfactory to consumer the product is likely to command higher profit margin and consumer brand loyalty. In the past, many company’s took customers for granted because the customer may not have had alternative sources of supply or the market was growing so fast that the company did not worry about satisfying and retaining its customers, neither are they concern on developing product quality. This is not longer the case; things have changed in today’s marketing environment.