Thesis Abstract

Abstract
The relationship between product quality and consumer patronage is a critical area of study in marketing and consumer behavior research. This research project aims to investigate how product quality influences consumer behavior and their decision to repurchase or remain loyal to a particular brand or product. The study will utilize a mixed-methods approach, combining both qualitative and quantitative research methods to gather comprehensive data. The qualitative aspect of the research will involve in-depth interviews with consumers to explore their perceptions of product quality, their understanding of quality indicators, and how these factors influence their purchasing decisions. Through these interviews, the researchers aim to uncover the underlying motivations and thought processes that drive consumers to choose one product over another based on quality considerations. On the other hand, the quantitative component of the study will involve surveying a larger sample of consumers to gather data on their preferences, attitudes, and behaviors related to product quality. By analyzing the survey responses, the researchers will be able to identify patterns and trends in consumer behavior regarding product quality and patronage. The findings of this research project are expected to provide valuable insights for marketers and businesses looking to enhance consumer loyalty and patronage through product quality improvements. By understanding the factors that influence consumer perceptions of quality and their purchasing decisions, companies can tailor their marketing strategies and product development efforts to better meet consumer expectations and preferences. Ultimately, this research project seeks to contribute to the existing body of knowledge on the role of product quality in consumer patronage. By shedding light on the complex interplay between product quality, consumer behavior, and brand loyalty, this study aims to offer practical recommendations for businesses seeking to build stronger relationships with their customers and gain a competitive edge in the marketplace.

Thesis Overview

INTRODUCTION

1.0    GENERAL OVERVIEW

It is the aim of every business organisation to maximize profit and not only to break even or claim a market leader. In other words, efforts are made to boost sales and have a competitive advantage over others. Manufacturers therefore get involved in giving those features and characteristics to a product which differentiate it from another one and which contribute to the degree of acceptability of that product by the potential user, Akinjayeju (2002).

Quality control is being adopted to obtain a product, which is good and consistent when compared to the standard of quality that is compatible with the price at which it will be offered for sale and the market for which it is produced.

Gone are those days where producers sit in the comfort of their offices to dictate shots, but these days, they are stirred-up knowing fully the importance of product quality on consumer’s patronage.

Kotler (2002) referred to product quality as the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. Some companies consistently develop products that succeed with customers, other companies often fall short. What differentiates them is ‘Quality/Integrity”.

Every product reflects the organisation and the development process that created it. Product quality often stimulates sales for profitability, increased patronage and loyalty of consumers.

1.1    STATEMENT OF PROBLEM                                         

Consumers exhibit various attributes to quality product and this can be attributed to either low-income level or high cost of living occasioned by the present downward trend of the nations economy.

Therefore the problems is that consumer tend to restrict their buying and patronage to close substitutes which are of lesser quality to meet their immediate needs. In this case inorder to understand the current situation in the importance of product quality on consumer’s patronage in Nigeria, answers to the following problems must be sought.

Does quality product enhance greater patronage on the part of the consumer? Is there any correlation between product quality and price of goods? Does the timing of production control programme affect the level of sales?

Is there any relationship between production and quality control programme?

1.2    PURPOSE OF STUDY                         

This study is meant to find out compliance in quality standards of manufactured goods and the importance of product quality as a determinant of consumer patronage. The study is to:

Evaluate the forms of product quality control exercise implemented in the production of consumer goods find out which aspect of quality consumer react to more favourably. Assess the influence of product quality on consumer’s patronage.

Measure the importance of product quality on consumer’s patronage in the marketing of fast moving consumer goods.

1.3    SIGNIFICANCE OF STUDY                 

It is hoped that the findings of this study will help to throw more light into the need for or importance of product quality on consumer’s patronage in the marketing of fast-moving consumer goods.

The aim of this study is also to stimulate maintenance  ensuring quality in product, performance and features that will arouse and retain the interest of the consumer, which is one of the keys to its continued existence and the future of the company itself and that of its employees.

1.4    DEFINITION OF TERMS              

QUALITY: Means the totality of features and characteristics of a product or service that bear on its ability to satisfy stated implied needs.

PRODUCT: Is anything that can be offered to a market to satisfy a want or need.

CORE BENEFIT: Means the fundamental benefit that the customer is really buying.

STANDARD: Is a level of quality skill ability or achievement by which a product or service is judged, that is considered to be necessary or acceptable in particular situation.

QUALITY ASSURANCE: Management of the quality of goods or services  so that they stay at a good standard.

QUALITY CONTROL: The practise of checking goods as they are produced to make sure that their quality is good enough.

LABOUR CONTROL: This is the principle of putting the right man on the right job.

TOTAL QUALITY MANAGEMENT (TQM): Is an organisation wide approach to continuously improving the quality of all the organization’s processes, products and services.

PRODUCTION CONTROL:  Involves the judicious use and monitoring of the three major factors of production, commonly referred to as the 3ms, namely man, machinery and materials.

MACHINE CONTROL: Means reduction or complete elimination of downtime or idle time through proper sequence, repairing or replacement of such equipment and or machine.

REFERENCES

Kotler P. (2002) Marketing Management Analysis, Planning, Implementation and control edition New Jesey, USA Prentice Hall, Inc.

Akinjayeju O. (2002) Statistical Quality control: A food Technology, Approach Lagos Concept.