Product Quality and Consumers' Preference for Electronic Appliances in Calabar, Nigeria

Academic Paper from the year 2021 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: B, , course: Marketing, language: English, abstract: 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.