Effect Of Product Quality On Consumer’s Choice Of Beverage Drinks (A Case Study Of Friesland Camping Wamco Nig)

Project and Seminar Material for Marketing

Effect Of Product Quality On Consumer’s Choice Of Beverage Drinks (A Case Study Of Friesland Camping Wamco Nig)


This topic of this project is effect of product quality on consumer’s choice of beverage drinks, its objective was to determine how product quality command the loyalty of the various consumers of a particular brand in the market also to find out if product influence individuals consumption of Friesland Camping Wamco Nig. Questionnaire and personal interview were used to collect information from staffs and customers of the company another is that the quality of the product alone cannot make consumers behind loyalty if there are not combine with other marketing communication.

Based on the findings and some recommendation was stated out which include that the company should put more efforts in her promotional tools in other to sustain loyalty also that the company should employ other agents of advertising such as the radio, newspaper, television and magazines which reach the customers.

Table of Content

Chapter One:


  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 Research Hypothesis
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of the Study
  • 1.9 Definition of Terms
  • 1.10 Organization of the Study

Chapter Two:

Review of Literature

  • 2.1 Conceptual Framework
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review

Chapter Three:

Research Methodology

  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample Size Determination
  • 3.4 Sample Size Selection Technique and Procedure
  • 3.5 Research Instrument and Administration
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Validity of the Study
  • 3.9 Reliability of the Study
  • 3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

  • 4.1 Data Presentation
  • 4.2 Analysis of Data
  • 4.3 Answering Research Questions
  • 4.4 Test of Hypotheses

Chapter Five:

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendation

Chapter One


1.1 Background of the Study

The success of every business is adherence to the marketing concept, with implies the skilful satisfaction of what buyers believers to their self interest and not what the organization thinks and like to produce buyers self interest are viewed socially as a acceptable relationship between the buyer and the firm. The buyer normally seeks his perceived best combination of time, place and possession and from utility attainable from business organization. In fact application of the marketing concept should at least eventually produce the best perceived utility combination available to a firm target group.

According to Engineer M. Johnson et al (1997: 333) creativity occurs in identifying buyer and determine how to react to him. “Societal marketing concept” is a concept centred on buyers needs and a satisfactory business reaction to these needs. The statement such as; it is a list easier to make profit by producing and selling something which the consumers want, rather than something they do not want or need.

The force, which drives human behaviour is the system of needs within the individual. How he sees fulfilment of needs as function of major of factors but a silent factor in relating to social behaviour the products we but satisfy certain needs we gave and are usually attach specific value to preference of one product to the alternative is worth deciphering. The nexus between needs values attitudes and the marketing concept should be so reconciled as a subtly abstract from a member of alternative characteristics that account for a buyer loyalty for a brand ever alternative similar products possesses a number of appearing feature what when sustains a buyer loyalty? Most of all the features what are likely to direct his attention and interest to alternative product given subsequent development? Reason provided for such behavioural enigma will extensively have change of entrench in the product process to attract affirmative responses from the target market.

The understanding of product quality and the role it plays in attracting consumer loyalty will effectively severe as a paddle to enable as duel more on the subject matter of this work. Notably our discussion so far has been the impact of product quality on consumer brand loyalty “a study of which will expose the underlying reasons why consumers remain loyal to the purchase and consumption of coco-cola” among alternative brands of coke drinks in the market to day.

The various findings of this work will give us an in sight into why we regularly prefer certain product and not others in a variety of circumstance manufactures at the end of this work will be able to spot from marketing activities, the specific activity and the features of a product that lie the loyalty of a target market to a product among other alternatives.

1.2 Statement of the Problems

There are many competitive industries in the market producing similar product or substitute product. For company to gain customers retention and loyalty, companies must continues to place emphasis on product quality in other to retain and maintain customer’s choice on a product.

The study is focused on the relationship between product quality and customer’s choice on a product, because there is a symbiotic relationship between product quality and consumer’s choice on a product. In that light, this study intends to focus attention on improving product quality rather than increasing production and sales volume.

1.3 Objectives of the Study

This study is aimed at achieving the following objectives.

  1. To determine the relationship between product quality and product choice
  2. To ascertain the relationship between product price and product choice
  3. To verify the relationship between product packaging and product choice
  4. To determine the relationship between advertising and product choice
  5. To verify the relationship between assortments and product choice
  6. To determine the relationship between buying intention and product choice.

1.4 Research Questions

In order to achieve the objective of this research work the following research question will be relevant to us in solving the research problem.

  1. What is the effect of product quality on product choice?
  2. What is the relationship between product price and product choice?
  3. What is the effect of product advert on product choice?
  4. What is the effect of packaging on product choice?
  5. What is the effect of assortments on product choice?
  6. What is the relationship between buying intention and product choice?

1.5. Research Hypothesis

Hypothesis one:
  • Ho: There is no significant relationship between product quality and product choice.
  • Hi: There is significant relationship between product quality and product choice.
Hypothesis II
  • Ho: There is no significant relationship between price of a product and product choice
  • H2: There is significant relationship between price of a product and product choice.

1.6. Significance of the Study

Past research examining product quality and the effect price have on consumer buying decision [Churchill and Patter [1994] the consumer decides whether and what to buy depends partly on the significant of purchase.
Consumer purchasing decision specifically refer to the activities consumer take when deciding what to buy and when making actual purchase.Consumer research about price can show how to communicate price and most effective research indicates that, the ending of the price effect how consumers quality of the product.

Other research work prior to this opined that more options can generate decision conflict, confusion and frustration, leading to choice deferral or even no choice at tall [e.g. Chennev 2003, D’har 1996, 1997; Greenleaf and Lehmamn 1995, Iyengar and Lepper 2000]

The present study will correct that assertion and will also builds on preliminary study by examining a wider array of plausible factor’s [variables] that can influence consumers choice of a product such as advertizing, packaging, size assortment, product quality e.t.c.The study will serve as a source of secondary data to research in field of product quality, product development and consumer behavior.

1.7. Scope of the Study

The study will be limited to the effect product quality has on the choices of student’s in Delta State University, Asaba Campus and as such about fifty (50) or more questionnaire have been designed to achieve the objective of the study. The sampling unit of the study is limited to only the students in the institution and not staff and management of the institution.

1.8 Limitations of the Study

Although the study found several encouraging results, it is important to recognize that the current findings also have several limitations.

First, the sampling was relatively small since the study focused on the student consuming Friesland Camping Wamco Nig in Asaba campus and not all the student in the institution [Delta State University]. Second. Time constrain on the part of the researcher as well as on the part of student due to academic activities.

Third, large percentage of students consuming Friesland Camping Wamco Nig in the school campus are not the actual buyers of the product, therefore we cannot say for certain what is responsible for student choice of the product.

Hence WAMCO Nigeria Plc, producers of Friesland Camping Wamco Nig will not base their marketing decision on this study alone even though this study will go a long way in assisting them.

Nevertheless, future research should broaden the scope of their study and use other variables different from these use in this study.

Additionally, future research might improve on this study by varying the sampling unit such that it will include staff of the institution, nursing mother at home and employer’s in other firm or sector in the economy.

1.9 Definition of Terms

Marketing is defined as the co-operate activity associated with trots the identification of current and potential nation international industrial and specific customers ata manner acceptable to the customer at a realistic price and which will produce a profit with provided through cost effective consistent and reliable methods of sales and serving advised and approved by the market function.

1.10 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows.

  • Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study.
  • Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature.
  • Chapter three deals on the research design and methodology adopted in the study.
  • Chapter four concentrate on the data collection and analysis and presentation of finding.
  • Chapter five gives summary, conclusion, and recommendations made of the study.

Chapter Five

Summary, Conclusion and Recommendations

5.1 Introduction

The present study was undertaken to know the impact of product quality its objective was to determine how product quality commands the loyalty of the various consumers of a particular brand in the market.

5.2 Summary of Findings

This study was conducted to find out the effect of product quality on consumer’s choice. The opinion of the expert is that product is the major determinate on consumer buying decision for consumer product especially Beverage Drinks. The company should closely and regally monitor its business environment is very turbulent in order to determines current trends (opportunities and threats) and competitively position itself now and in the future to come.

Based on the summary of findings of the studies, this research was designed to provide answer to the various research questions that would help in the establishment of the relationship between products.

The data collected an analyzed in this work has inference could be drawn from the respondents to the research question. The research found out that the company and other business organization is lacking marketing profession and also that the consumer is strictly concerned about product failures.

Above all, the quality of a product attracts the alternative and concern of consumers most other features, the tasked of a product and the flavour are the important feature. It was found out that although quality was great influence on consumer preference.

The research also found out the company is lacking other variables as promotional message with great pension to advertising play a major role in establish and sustaining board loyalty.

It was found our that the quality of a product added to modest pricing and affective promotional message goes along way to sustain loyalty impact on the part of the consumer.

The researcher also discovered that there is poor product in the production unit.

5.3 Conclusion

Based on the conclusions drawn from the findings of the studies, the following points were drawn.

  1. That the research project successfully investigated into the contribution of product quality level to the entire marketing process.
  2. The researcher did this by using simple questionnaires that facilited the ability of the consumer to make the various analysis by themselves based on their individual experience.
  3. The analysis of the answer given to the question was given clearly and easy comprehension.
  4. Again, the quality of the product alone can not make the consumers be brand loyalty of there are no combination with other marketing communication variable which will make the consumers have full knowledge about the product.
  5. Finally, it is based on the findings that some recommendations were made as to how the Nigeria bottling company could handle product marketing mix to improve in the marketing of its product

5.4 Recommendations

Based on the above conclusion the following recommendation “the following recommendations were on the research study.

  1. That the company and other business organization should endeavour to employ enough marketing professionals in their business.
  2. They should also improved on the poor quality of her product packaging contributes to move demand a particular product.
  3. That the company should employed other agents of advertising such as the radio, newspaper, television and magazine which will reach the customers.
  4. That the colour of the product has great negative effect on the product, the company should consider it more important and improve on it for more and positive consumption rate.

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