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.
Inhaltsverzeichnis (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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The main objective of this study is to examine the effect of product quality on consumer preference for household electronic appliances in Calabar, Nigeria. The research investigates the relationships between various aspects of product quality (warranty, performance, durability, and brand image) and consumer behavior (demand, choice, and brand loyalty).
- The impact of product quality on consumer preference for electronic appliances.
- The relationship between various dimensions of product quality (warranty, performance, durability) and consumer decisions.
- The role of brand image in shaping consumer brand loyalty towards electronic appliances.
- Consumer behavior in the context of a competitive market for electronic goods in Nigeria.
- The challenges faced by manufacturers of high-quality electronics in a market with cheaper, potentially lower-quality alternatives.
Zusammenfassung der Kapitel (Chapter Summaries)
1. INTRODUCTION: This chapter sets the stage for the research by highlighting the increasing importance of product quality in today's competitive business environment. It emphasizes the growing consumer demand for higher quality at lower prices, particularly within the electronics market. The chapter introduces the concept of product quality as a multi-faceted construct encompassing durability, performance, warranty, and brand image, and links it to the competitive advantage of firms. The chapter concludes by stating the study's aim: to examine the effect of product quality on consumer preference for electronic appliances in Calabar, Nigeria, considering the challenging competitive environment.
2. STATEMENT OF THE PROBLEM: This chapter addresses the challenges faced by businesses in the electronics market in Nigeria, characterized by rapid changes in consumer tastes and intense competition. It highlights the conflicting consumer desire for both high-quality and inexpensive products. The chapter discusses the prevalence of cheaper, often lower-quality, products (such as “china phones”) flooding the market and posing a significant challenge to manufacturers of higher-quality goods. The chapter emphasizes the importance of understanding consumer buying behavior and product quality evaluation methods in this dynamic market.
3. RESEARCH OBJECTIVES: This chapter clearly outlines the study's main objective and four specific objectives. The main objective is to examine the effect of product quality on consumer preference for household electronic appliances. The specific objectives detail the investigation of the relationship between warranty, product performance, durability, and brand image with consumer preference aspects such as demand, choice, and brand loyalty. This section provides a concise and focused statement of the research goals.
4. RESEARCH QUESTIONS: This chapter translates the research objectives into specific research questions. Each question directly addresses one of the specific objectives outlined in the previous chapter. The questions guide the investigation of the relationships between various aspects of product quality and consumer preferences for electronic appliances in Calabar. This section provides a clear structure for the data collection and analysis phase.
5. RESEARCH HYPOTHESES: This chapter presents the null hypotheses that will be tested in the study. Each hypothesis proposes a lack of significant relationship between a specific aspect of product quality (warranty, performance, durability, or brand image) and a corresponding element of consumer preference. These hypotheses guide the statistical testing and the interpretation of the findings.
6. SCOPE OF THE STUDY: This chapter defines the boundaries of the research, encompassing content, unit, and geographic scopes. The content scope specifies the independent and dependent variables (product quality and consumer preference, respectively). The unit scope clarifies that the study will focus on selected electronic appliance retailers in Calabar. The geographic scope limits the research to Calabar, Cross River State, acknowledging the limitations due to time and financial constraints. This clear explanation of the scope helps to understand the generalizability of the research findings.
7. LITERATURE REVIEW: This chapter provides a comprehensive review of existing literature on product quality, exploring different definitions and dimensions. It examines how product quality is perceived by consumers and its impact on their purchasing decisions. The chapter highlights the importance of meeting consumer expectations and the role of product quality in creating value. This review lays the groundwork for the empirical study by presenting a theoretical framework for understanding the relationship between product quality and consumer preference.
Schlüsselwörter (Keywords)
Electronics, product quality, consumers' preferences, warranty, durability, performance, brand image, consumer behavior, Nigeria, Calabar.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main objective of this research study?
The primary objective is to examine how product quality influences consumer preference for household electronic appliances in Calabar, Nigeria. This involves exploring the relationships between various aspects of product quality (warranty, performance, durability, brand image) and consumer behavior (demand, choice, and brand loyalty).
What are the key themes explored in this study?
Key themes include the impact of product quality on consumer preference, the relationship between different dimensions of product quality and consumer decisions, the role of brand image in shaping consumer loyalty, consumer behavior in a competitive market, and the challenges faced by manufacturers of high-quality electronics in a market with cheaper alternatives.
What topics are covered in each chapter of this research preview?
The preview includes summaries of seven chapters. Chapter 1 introduces the study and its context. Chapter 2 states the problem of competing high-quality and low-cost products. Chapter 3 outlines the research objectives. Chapter 4 details the research questions. Chapter 5 presents the research hypotheses. Chapter 6 defines the scope of the study. Finally, Chapter 7 summarizes the literature review.
What specific aspects of product quality are examined?
The study examines warranty, performance, durability, and brand image as key dimensions of product quality.
How are consumer preferences defined in this research?
Consumer preferences are explored through their demand, choice of product, and brand loyalty towards electronic appliances.
What is the geographical scope of this research?
The research is geographically limited to Calabar, Cross River State, Nigeria.
What are the key words associated with this research?
Key words include: Electronics, product quality, consumers' preferences, warranty, durability, performance, brand image, consumer behavior, Nigeria, Calabar.
What is the overall purpose of this language preview?
This preview provides a comprehensive overview of the research, including its objectives, key themes, chapter summaries, and keywords. It serves as a concise introduction to the study for academic purposes.
What types of consumers are included in the study?
The study focuses on consumers of household electronic appliances in Calabar, Nigeria.
What challenges are addressed in the research?
The research addresses the challenges faced by manufacturers of high-quality electronics competing against cheaper, potentially lower-quality alternatives in the Nigerian market.
- Quote paper
- M.Sc. in Marketing Joy Mbotor (Author), 2021, Product Quality and Consumers’ Preference for Electronic Appliances in Calabar, Nigeria, Munich, GRIN Verlag, https://www.grin.com/document/1031246
