Oluwaseun Ademuyiwa ADESANYA, Agnes Avuokerie ADESANYA, Elizabeth Olusola OLATOMI
Abstract
This study examined product quality and organisational performance with a view of examining the impact of product quality and performance on market share of International Breweries. Two research questions and two hypotheses were formulated. A survey research design was used and data were obtained through the use of questionnaire. The population of this study was 125 staff members of marketing department and census approach was adopted in this study because the target population was low. Descriptive and inferential statistics were utilised to facilitate data analysis and the hypothesis was tested using linear regression analysis at 0.05 level of confidence. From the results of the analysis, the study showed that, market share was a function of product quality and performance. Based on this finding, the study concluded product quality and performance had impact on market share of International Breweries. It therefore recommended among others that management should continuously improve the quality of its product in order to achieve competitive edge. It is very imperative for the management to adopt innovation; creativity in order to enhance product quality and increase the market share of International Breweries. The management should invest in technology development in order to improve the quality of its product.
Published
August, 2024
ISSUE
VOL.4.NO.2
Citation
Oluwaseun Ademuyiwa ADESANYA, Agnes Avuokerie ADESANYA, Elizabeth Olusola OLATOMI (August, 2024). Imapct of Product Quality on Organisational Performance in Nigeria . International Journal of Marketing and Management Sciences,(VOL.4.NO.2), 78 - 93.
APA format
Oluwaseun Ademuyiwa ADESANYA, Agnes Avuokerie ADESANYA, Elizabeth Olusola OLATOMI . "Imapct of Product Quality on Organisational Performance in Nigeria ." International Journal of Marketing and Management Sciences, vol. , no. VOL.4.NO.2, August, 2024, pp. 78 - 93.
MLA format