CHAPTER ONE

INTRODUCTION

This research is on the impact of product quality on consumer brand loyalty case study of Intercontinental Distiller Limited, Ota, Ogun State. The researcher intends to find out if Intercontinental Distiller Limited produces quality products and how this impacts on the customer patronage and boost profitability.

The study is also aimed at assessing the relationship between customer service and product quality with customer satisfaction and loyalty as it affect Intercontinental Distiller Limited Ota, Ogun State.

Product quality is beneficial to both consumers and manufacturers in the following ways: It serves as positioning tools, it has impacts on product performance, it helps to create customers value and satisfaction and companies should therefore choose a product quality level that matches target market needs and quality level of competing products.

1.1      Background to the Study

The consumer of goods normally hints on quality rather than quality as different from the company objective which is profit maximization. The success of every business adherence to the marketing concept, which implies the skillful satisfaction of what buyer believe to be their self-interest as an acceptable relationship between the buyer and the company.

The understanding of product quality and the role it plays in attracting consumer loyalty will effectively serve as a paddle to enable us dwell on the subjections of this work.

Notably, our discussion so far has been the impact of product quality on consumer brand loyalty. A case study of Intercontinental Distiller Limited Ota, Ogun State.

The finding of this work give an insight which every among at procession into which we regularly prefer certain product and not other in a variety of circumstances. Manufacturers at the end of this work will be able to spot from marketing activities.

The industry having only carry out some research and find out the impact of product quality on consumer brand loyalty, the product requirement are to convene this finding in to product concept and lastly into goods and services that can satisfy the identifiable wants.

The company has specification and requirement that the firm can be seen as an input/output system.

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