MGBOMO, C. P.
IBEKWE, F. C.
Department of Marketing
Imo State University
Owerri, Nigeria.
Abstract
This study examined product quality and customer loyalty of cosmetics marketing firms in Delta State, Nigeria. The study was carried out to identify the extent quality enhances performance of firm products. . Survey research design was used and questionnaire served as the instrument of data collection. The data collected were analyzed using simple percentage, mean statistics and IBM SPSS Version 21.0. It was discovered that perceived quality content significantly enhances customer acquisition, there is significant effect of perceived quality content on customer retention, there is significant relationship between quality of packaging and customer acquisition and there is significant relationship between quality of packaging and customer retention. Based on the findings, it was recommended that manufacturing firms make sure that the entire quality ingredients that add value to products are used in product so as to enhance customer loyalty and production firms
should make the design and packaging of their products very to be of quality and attractive to enhance customer preference.
International Journal of Business and Common Market Studies Vol.14 No. 1&2 © 2023 by The Development Universal Consortia. All Rights Reserved