EFFECT OF PRODUCT QUALITY ON CONSUMER BRAND LOYALTY (A CASE STUDY OF ARMSTRONG PAINT OSOGBO, OSUN STATE)

ABSTRACT: This study investigated the impact of product quality on consumer brand loyalty. The major objective of this research work was to examine the impact of product quality on consumer brand loyalty the case of Armstrong paint in Osogbo, Osun State. Other objectives were to determine the impact of perceived product quality influence on consumer brand loyalty across the industry, to identify the relationship between product quality and consumer brand loyalty vary across different product categories. A population of 1,200, a representative sample of 960 consumers was drawn to provide insights into their responses. Two hypotheses were formulated using the Chi-square method. The Hypothesis one revealed that there is significant relationship between product quality and consumer brand loyalty. The research employed quantitative methods, utilizing questionnaires and statistical analysis to assess the impact of product quality on consumer brand loyalty the case of Armstrong paint in Osogbo, Osun State. The findings indicate that positive customer service experiences play a crucial role in enhancing the influence of product quality on brand loyalty. Moreover, customer loyalty is revealed to be a multifaceted outcome influenced by the interplay of product quality, price, brand reputation, and customer service. Recommendations stemming from the study advocate for the continuous monitoring and enhancement of product quality. The importance of investment in research and development to stay abreast of market trends and technological advancements is underscored to enhance overall product quality. Additionally, tailored strategies for different consumer segments are advised to optimize brand loyalty