The purpose of this paper is to examine the effect of product quality on consumers’ preference for household electronic appliances in Calabar, Cross River State, Nigeria. The specific objectives of the study was to determine the relationship between warranty and consumers’ preference for electronic appliances; product performance and consumers’ demand of electronic appliances; durability and customers’ choice of electronic appliances; and to determine the relationship between brand image and consumers’ brand loyalty of household electronic appliances.
This research was based on both qualitative and quantitative paradigms. Four research objectives which was translated into four research questions were formulated to give direction to the study. Literatures relating to the variables under consideration were reviewed accordingly. To give the study an empirical bearing four relevant hypotheses were formulated. Survey research design was adopted and data were collected from 200 respondents in Calabar Metropolis. The sampling technique used was simple random sampling technique. Data analyses were done with Pearson Product Moment Correlation Coefficient and student t-test statistics and the four hypotheses were tested at 0.05 level of significance.
Findings – The findings of the empirical study were as follows: there is a significant relationship between product warranty and consumers’ preference; product performance and consumers’ demand; product durability and customer choice; and there is a significant relationship between product brand image and consumers’ brand loyalty of household electronics appliances in Calabar, Nigeria.
This paper provides several original contributions. First, this paper supplements the extant literature by revealing how product quality affects consumers’ preferences of Electronics products. Second, this paper is the first to investigate the effect of product quality on consumers’ preferences of household electronics appliances in Calabar. Finally, this paper provides are reference for manufacturing industry practitioners to establish adequate strategies that take advantage of product quality.
Table of Contents
1. INTRODUCTION
2. STATEMENT OF THE PROBLEM
3. RESEARCH OBJECTIVES
4. RESEARCH QUESTIONS
5. RESEARCH HYPOTHESES
6. SCOPE OF THE STUDY
7. LITERATURE REVIEW
8. THEORETICAL FRAMEWORK
8.i. Theory of Reasoned Action
8.ii. Theory of Gap Model (SERVQUAL)
9. METHODOLOGY
10. DATA PRESENTATION AND ANALYSIS
11. SUMMARY OF FINDINGS
12. RECOMMENDATIONS
Research Objectives and Focus
The primary objective of this research is to evaluate the influence of product quality attributes—specifically warranty, performance, durability, and brand image—on the preferences and purchasing behaviors of consumers regarding household electronic appliances in Calabar, Nigeria.
- Analysis of the relationship between product warranty and consumer preference.
- Examination of the impact of product performance on consumer demand.
- Investigation into how product durability influences customer choice.
- Evaluation of the correlation between brand image and consumer brand loyalty.
Excerpt from the Book
2. STATEMENT OF THE PROBLEM
Consumers’ tastes are changing rapidly. They want new models with the latest features. It is a very hard fight. The competition is on features differentiation, time to market and promotion, basically on every front. The dealer-push and brand pull, both play a very crucial role. Hence the company concentrating on both fronts equally will have an upper hand over the others.
When wanting to buy a product, the criteria that consumers commonly point out include ‘good features’, ‘excellent function’, ‘high quality’, ‘technology resolution’, ‘reasonable price’, ‘well-known brand’, ‘durability’, ‘after sale service’ and ‘user friendliness’. With global markets growing and rapidly emerging, the existing markets increasingly develop along the globalization processes and move towards a so-called global product standard. For market efficiency and effectiveness, where maximum opportunities exist to both sellers and buyers at minimum cost, information must be collected on the buying behaviour of consumers as they may have different values and use diverse methods for product quality evaluation. This issue has recently attracted the attention of many researchers from various disciplines, and while the concept of product quality has become a well-liked topic among researchers and business practitioners in recent years, few researches have touched on the attribute dimensions of product quality that directly have an effect on customers’ buying decisions (Avery & Zabel, 2007).
Summary of Chapters
1. INTRODUCTION: Discusses the importance of quality in the competitive business environment and sets the context for studying household electronics.
2. STATEMENT OF THE PROBLEM: Highlights the challenges companies face with changing consumer tastes and the need for feature differentiation in a globalized market.
3. RESEARCH OBJECTIVES: Outlines the specific goals of the study, focusing on the variables of warranty, performance, durability, and brand image.
4. RESEARCH QUESTIONS: Presents the foundational questions regarding the relationships between quality attributes and consumer purchasing behaviors.
5. RESEARCH HYPOTHESES: Defines the null hypotheses tested to determine the significance of the relationships between the identified variables.
6. SCOPE OF THE STUDY: Defines the content, unit, and geographic limitations of the research conducted in Calabar.
7. LITERATURE REVIEW: Explores existing theories and research regarding product quality, multi-dimensional constructs, and their impact on competitive advantage.
8. THEORETICAL FRAMEWORK: Anchors the study in the Theory of Reasoned Action and the Gap Model (SERVQUAL) to explain customer satisfaction.
9. METHODOLOGY: Details the research design, population, sampling method, and the use of Pearson’s Product Moment Correlation for data analysis.
10. DATA PRESENTATION AND ANALYSIS: Provides empirical results from the survey, including tables ranking product preferences and testing research hypotheses.
11. SUMMARY OF FINDINGS: Synthesizes the results, confirming significant relationships between the studied quality attributes and consumer behavior.
12. RECOMMENDATIONS: Offers strategic advice for electronics manufacturers to improve quality management and maintain competitive advantages.
Keywords
Electronics, product quality, consumers’ preferences, warranty, durability, performance, brand image, consumer behavior, market performance, competitive advantage, SERVQUAL, Calabar, brand loyalty, customer satisfaction, Nigeria.
Frequently Asked Questions
What is the core focus of this research?
The research examines how specific dimensions of product quality, namely warranty, performance, durability, and brand image, influence the preferences and loyalty of consumers toward household electronic appliances in Calabar, Nigeria.
What are the primary themes addressed?
The study focuses on feature differentiation, consumer buying behavior, the role of competitive advantage in the electronics industry, and the impact of quality management on organizational success.
What is the central research question?
The primary goal is to determine if there is a significant statistical relationship between the selected independent variables (warranty, performance, durability, brand image) and the dependent variables representing consumer preference and loyalty.
Which scientific methodology was applied?
The study employs a mixed-method approach using survey research design, collecting primary data from 200 respondents via structured questionnaires and analyzing it with Pearson Product Moment Correlation and t-test statistics.
What topics are covered in the main body of the work?
The main body covers the theoretical foundations of product quality, the review of existing literature, the detailed methodology for hypothesis testing, and an analysis of data gathered from consumers regarding their product preferences.
Which keywords best characterize this work?
The work is characterized by terms such as product quality, electronics, consumer preference, brand loyalty, warranty, and competitive advantage.
How does the Gap Model (SERVQUAL) apply to this study?
The SERVQUAL model is used to measure service quality by analyzing the discrepancy between consumer expectations and their actual perceptions of a service or product, helping to identify weaknesses in business offerings.
Why are warranties considered critical for household electronics?
Warranties serve as a guarantee of product quality; the study finds that when a warranty meets consumer expectations, it significantly boosts customer satisfaction and encourages future purchase intentions.
What role does brand image play in consumer loyalty?
The study concludes that brand image establishes a quality perception in the consumer's mind, acting as a primary motive for choice and fostering long-term brand loyalty within the household electronics market.
What are the implications for electronics manufacturers in Nigeria?
Manufacturers are advised to prioritize product quality, as it is a key driver for market performance and a fundamental strategy for building long-lasting customer relationships in a highly competitive market.
- Arbeit zitieren
- M.Sc. in Marketing Joy Mbotor (Autor:in), 2021, Product Quality and Consumers’ Preference for Electronic Appliances in Calabar, Nigeria, München, GRIN Verlag, https://www.hausarbeiten.de/document/1031246
