Price: 2000 Naira (BSC, MSC)

ABSTRACT

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The title of this research is the effect of product quality on the buying behavior of a customer. A case study of always and lady care users in owerri metropolis and objective of this study that is consider are: to examine the direct relationship between Performance and Customer Satisfaction; to examine the direct relationship between Reliability and Customer Satisfaction; to investigate the relationship between Conformance and Customer Satisfaction; to analyze the relationship between Perceived quality and Customer Satisfaction; to examine the positive relationship between Customer Satisfaction and Loyalty.And the scope of this research work is centered on always and lady care user in owerri metropolis. With the use of simple random sampling techniques from the population of 260people, the researcher selected 158 sample. Questionnaire is use to collect data from people and the method of analysis use is chi-sqaure.

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study
Ismail Razak(2016) that “Consider product quality and price as the foundation to build upconsumer satisfaction”, while Khan and Ahmed (2012) said that “product quality is a critical determinant ofconsumer satisfaction “. Moreover, Ehsani and Ehsani (2015) concluded that “price can be used as a resource toincrease both profit and customer satisfaction”. Other factors that affect customer satisfaction is customer value,as proposed by Ma and Ding (2010) “customer value delivery can satisfy customer demand, make thecustomer satisfied”. Similarly, Sugiarti et al. (2013) indicated that “better customer value as Compared to whatthe competitors will deliver a make customers feel satisfied and in turn will drive him to be loyal”. Based on several expert opinions above, it can be seen that product quality, price, and customer value can affect customer satisfaction.
In this decade, there have been a lot of studies that explain the causality between product quality and price with customer value, between product quality and price with customer satisfaction, and between customer value with customer satisfaction. This study examines the concepts and models developed by Bei andChiao (2001), as well as Hanzaee and Yazd (2010); Jahanshahi et al. (2011); Malik et al. (2012); Tu et al.(2013); Sugiarti et al. (2013); Munisih and Soliha (2015) that motivates us to do a further and deeperinvestigation on the relationship of product quality, price, customer value and customer satisfaction, especiallyfor the category of convenience product. The research that focuses on a convenience product in metropolitansociety is still not widely found.
The concept model developed by Zeithaml (1988) suggested that there is a causal relationship between price andquality with value customers, while the concept model developed by Bei and Chiao as cited in Ismail Razak(2016) showed no effect onthe product quality and price to customer satisfaction. This is also supported by the research of
Jahanshahi et al. (2011) that explained if product quality is influenced customer satisfaction. Another research that has a similar point with this research is the research conducted by Malik et al. (2012), he found that the price is affected customer satisfaction. Furthermore, the research of Hanzaee and Yazd (2010) resulted that the pricehas an effect on customer value, and Munisih and Soliha (2015) proved that product quality could influencecustomer value. Still, the results of Tu et al., (2013) research showed that customer value is able to influencecustomer satisfaction. By that, a concept of structural equation model is designed in this study to deepen theinfluence of product quality and price towards customer satisfaction with the mediator of customer value.
In today’s competitive and changing business environment that the power of retailers and the customers’ demand level is continuously growing, expanding long-term relationship with customers is vital and necessary for the success and survival of producers. Previous studies have shown that price is an important variable, but other variables such as product and service quality are important in the process of customers’ purchase decision (Giovanis et al., 2013). Customers in this era are targeted by mass media and they change the consumers’ way of thinking through emotions, needs, wants and demands. Market researchers and organizations spent billions of dollars on consumer research to identify important factors that influence on consumer decisions. The analysis of consumer behavior is effective in detecting the orientation of consumers’ behavior. (Thapa, 2011).
According to above discussion, ceramic and tile industry are not an exception and these companies should maintain long-term and profitable relationships with their own customers in order to survive in the competitive environment. When management has a deep and true understanding of the effective factors on the behavioral intentions of customers, banks can strengthen long-term relationships with customers more effectively. Therefore, the first step is to identify the factors affecting on customers purchase intention. Due to the lack of research in this area, there is a necessity to address this issue seriously.
Customers in this era are targeted by mass media and they change the consumers’ way of thinking through emotions, needs, wants and demands. Market researchers and organizations spent billions of dollars on consumer research to identify important factors that influence on consumer decisions. The analysis of consumer behavior is effective in detecting the orientation of consumers’ behavior. (Thapa, 2011).

1.2 Statement of the Study
The has been a lot of problem associated with different product in term of the quality of a product, customer satisfaction, performance, reliability of the product and also the buying behavior of this product. Therefore this research will analyze effect of product quality on the buying behavior of a customer. A case study of always and lady care users in owerri metropolis
1.3 Objectives of the Study
The primary objective of this research is to study the effect of product quality on the buying behaviour of a customer. Other objective are:
1. To examine the direct relationship between Performance and Customer Satisfaction;
2. To examine the direct relationship between Reliability and Customer Satisfaction;
3. To investigate the relationship between Conformance and Customer Satisfaction;
4. To analyze the relationship between Perceived quality and Customer Satisfaction;
5. To examine the positive relationship between Customer Satisfaction and Loyalty.

1.4 Research Questions
1. What is the relationship between product quality and buying behaviour of a customer?
2. What is the direct relationship between Performance and Customer Satisfaction?
3. What is the relationship between Conformance and Customer Satisfaction?
4. What is the relationship between Perceived quality and Customer Satisfaction?
5. What is the positive relationship between Customer Satisfaction and Loyalty?

1.5 Research Hypothesis
Ho1. There is no significance relationship between product quality and buying behaviour of a customer?
H11. There is significance relationship between product quality and buying behaviour of a customer?
Ho2. There is no direct relationship between Conformance and Customer Satisfaction;
H12. There is a direct relationship between Conformance and Customer Satisfaction;

1.6 Significance of the Study
The following are the significance of this study:
1. The findings from this study will educate the managements of companies on the approaches to product quality and its subsequent effect on customer retention and satisfaction.
2. This research will be a contribution to the body of literature in the area of the effect of personality trait on student’s academic performance, thereby constituting the empirical literature for future research in the subject area.

1.7 Scope/Delimitation of the Study
The scope of this study is centered on the effect of product quality on the buying behavior of a customer. A case study of always and lady care users in owerri metropolis.
1.8 Limitation of the Study
Theresearchworkislimitedtomass media in cultural promotion.Themainconstraintoftheresearchisdividedintothefollowing parts.
a) Timeconstraints-duetotheshorttimegivenforthestudy,the researchercouldnotgetalltherequiredinformationneededforthe study.
b) Finance-asaresultofmoneyconstrainttheresearcherhadnot enoughmoneytocarryoutthestudybeyondthelevel.The researchercouldnotvisitplaceswherenecessaryinformation relevantto thestudycouldbeobtained.
c) Attitudeofrespondents–someoftherespondentswereunwillingto cooperatewiththeresearcherbecausetheyfelt,theyhavenothing tobenefitfromthestudybothfinanciallyandotherwise.to theresearcher

1.9 Operational Definition of Terms
Product Quality: The collection of features and characteristics of a product that contribute to its ability to meet given requirements. It’s the ability of the product to fulfil and meet the requirements of the end user.
Customer Satisfaction:Customer satisfaction (often abbreviated as CSAT, more correctly CSat) is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as “the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. (Farris, 2010)”
Customer Loyalty:Customer loyalty is the likelihood that existing and previous customers continue purchasing from a specific company.
Consumer Trust:Wu, Chen, and Chung (2010), trust is one of the central features of buyer-seller relationships. There is trust builds when the customer has confidence in a service provider’s reliability and integrity (Kim, Kim, and Kim, 2009).
Purchase Decision: Purchase decision is the thought process that leads a consumer from identifying a need, generating options, and choosing a specific product and brand.
Brand Image: The impression in the consumers’ mind of a brand’s total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers’ direct experience.

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