IMPACT OF PRODUCT QUALITY ON CUSTOMER PATRONAGE OF A CONSUMER PRODUCT (A CASE STUDY OF ORAL B TOOTHPASTE
Abstract
Quality has become an increasingly predominant requirement for most people. Similarly,
customers are constantly looking for quality products and services for their ultimate purchase
decisions. The study is broadly aimed to assess the impact of product quality on customer
patronage of a consumer product using Oral B toothpaste as case study. The specific objectives are
to: determine if product performance has impact on customer patronage, determine if product
feature has impact on customer patronage, determine if product reliability has impact on customer
patronage and determine if product durability has impact on customer patronage of the product.
Primary data was used for the study and it was obtained through personal interview and
administering of fifty (50) questionnaires to the staff of Procter & Gamble Nigeria Limited (P&G).
The data collected was analyzed using descriptive statistics such as frequency distribution and
percentages with the aid of Statistical Package for the Social Sciences (SPSS). The result showed
that 14% of the respondents falls within 20-29yrs, 20% within 30-39yrs, 50% within 40-49yrs, and
16% are above 50yrs. Majority of the respondents (60%) have high academic qualification and
58% have working experience below 10yrs. From the result, 84% agreed that product attributes
have a large influence on buyers’ perception of the product. 92% agreed that product durability
has an impact on customer patronage of Oral B toothpaste while 68% agreed that product reliability
has an impact on customer patronage of the product. Therefore, the research recommended that
every firm should monitor the quality of their product in order to entice customer to patronize
them, they should improve the packaging of their product in order to increase their sales, and
finally, the government should regulate laws and put necessary policies like Standard Organization
of Nigeria (SON) and National Agency for Food and Drug Administration and Control (NAFDAC) To monitor the production of the firm
Full-Text Access Notice
In accordance with the NERD Policy on promoting peer-reviewed publication, public access to the full text of a project, thesis or dissertation is restricted for three years, allowing the author and supervisors sufficient time to pursue peer-reviewed publication.
During this period, researchers with legitimate academic or research purposes may request authorisation directly from the author to enable NERD to release the indexed full texts of the work using the form below.