IN THIS RESEARCH PAPER
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Research Questions and Hypothesis
- Questionnaires
- References Style: APA
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DOWNLOAD COMPLETE RESEARCH MATERIAL NOW! NGN3,000ABSTRACT
This study explores the relationship between product quality and brand loyalty, focusing on consumers in Ekwulobia, Anambra State, Nigeria. Specifically, it investigates how product quality influences brand loyalty, with a case study of Peak Milk, a leading dairy brand in Nigeria. Using a combination of primary and secondary data sources, the research employs descriptive statistics and the Chi-square test to analyze the data collected from residents of Ekwulobia. The findings suggest a significant relationship between product quality and brand loyalty, revealing that consumers tend to exhibit greater loyalty towards brands that offer high-quality products. Product attributes such as performance, reliability, and durability were identified as key drivers of brand loyalty. Additionally, perceived quality was found to play a crucial role in shaping consumer behavior. The study concludes that product quality directly impacts brand loyalty and recommends that businesses focus on maintaining and enhancing the quality of their products to foster long-term customer loyalty. The research also suggests that further studies should explore other factors influencing brand loyalty, such as price and availability, to provide a more comprehensive understanding of consumer preferences in the Nigerian market.
Keywords: Product Quality, Brand Loyalty, Consumer Behavior, Peak Milk, Marketing, Product Attributes, Perceived Quality, Consumer Satisfaction.
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TABLE OF CONTENT
Title
Approval
Dedication
Acknowledgements
Table of content
Abstract
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
1.2 Statement of the problem
1.3 Purpose of the study
1.4 Significance of the study
1.5 Research questions
1.6 Hypothesis
1.7 Scope of the study
1.8 Definition of terms
CHAPTER TWO
LITERATURE REVIEW
Introduction
2.1 Review of the current literature
2.2 Types of product
2.3 New product development process
2.4 The product life cycle
2.5 Quality product explained
2.6 Overview of product quality and brand loyalty
CHAPTER THREE
METHODOLOGY
3.1 Design of the study
3.2 Area of the study
3.3 Population of the study
3.4 Sample of the study
3.5 Instrument for data collection
3.6 Validation of the study
3.7 Distribution and retrieval of the instrument
3.8 Method of data analysis
CHAPTER FOUR
PRESENTATION AND ANALYSIS OF DATA
4.1 Introduction
4.2 Findings
4.3 Discussion of the findings
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of findings
5.2 Conclusion
5.3 Recommendations
5.4 Limitation of the study
5.5 Suggestions for further studies
References
Appendix A
Appendix B