Qualitative Perspective of Product Quality and Corporate Branding in Store Based Retail Outlet in Nigeria
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Date
2023-07-11
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African Journal of Management and Business Research
Abstract
This study examined the influence of product quality on corporate branding in selected retail
businesses in Lagos state, Nigeria using thematic analysis. Qualitative method was used as a
research design; the population was infinite as the study focused on customers of the 3 selected
retail outlets in Lagos state, the study adopts multi-stage sampling technique. Face-to-face
interview was used to collect the primary data; four respondents were interviewed for the study.
The data was analyzed with Nvivo software version 12. Consequently, from the outcome of the
qualitative analysis, there was significant relationship between the independent variables and
dependent variables through the semi-structured interviewed held with the 4 participants. The
study concluded with the observation that a well designed quality product that satisfies customer
needs, serves its purpose and meet industrial standards will work creditably in building trust that
would sustain corporate brand in retail business. The study recommends that the retail service
providers should also create a sustainable corporate brand through quality product that would
increase the customer traffic in the store. The essence of this is that, the more the customer
traffic are recorded by a retail store means more customer patronage.