THE EFFECT OF PRODUCT QUALITY ON CONSUMER BRAND LOYALTY (A CASE STUDY OF 7UP BOTTLING COMPANY ABA)

THE EFFECT OF PRODUCT QUALITY ON CONSUMER BRAND LOYALTY (A CASE STUDY OF 7UP BOTTLING COMPANY ABA)

ABSTRACT

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.

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

1.1        Background of the study

1.1                    profile of the 7up seven company plc ABA

1.2                  Statement of the problem

1.3                  objective of the study

1.4                  Research questions

1.5                  Research hypothesis

1.6                  Significance of the study

1.7                  scope and limitations of the study

1.8                  Definition of terms

CHAPTER TWO

REVIEW OF LETERATURE

2.1                  Introduction

2.1                  The product concept

2.1.1               Meaning of product

2.1.2             types of product

2.1.3             levels of product

2.2                product quality

2.2.1             total quality management (TQM)

2.3                An overview on brand

2.3.1             Benefits of branding

2.3.2           brand strategy

2.4                brand loyality

2.4.1             factors influencing brand loyality

2.5                brand equity

2.6                the effect of product quality on consumer

 brand loyality

CHAPTER THREE

RESEARCH METHODOLOGY

3.1                  Introduction

3.2                Research design

3.3                Population of the study

3.4                Area of the study

3.5                sample and sampling techniques

3.6                Method of data analysis

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.0           Introduction

4.1            Analysis research questions

4.2           Test of hypothesis

4.3           Discussion of findings

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1                  Restatement of the problem

5.2                Summary of the findings

5.3                Conclusion

5.4                Recommendation

5.5                Suggestions for further studies

References

Appendix

Questionnaire

CHAPTER ONE

1.0                 INTRODUCTION

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.

THE EFFECT OF PRODUCT QUALITY ON CONSUMER BRAND LOYALTY (A CASE STUDY OF 7UP BOTTLING COMPANY ABA)