PRODUCT QUALITY AND LOYALTY OF CONSUMERS OF STAR LAGER BEER IN ENUGU METROPOLIS, NIGERIA

ANIUGA, Chukwuma
Department of Marketing
College of Management Sciences
Michael Okpara University of Agriculture, Umudike, Abia State,
aniuga.chukwuma77@gmail.com
ADINDU, Chidimna Peace
Department of Marketing
College of Management Sciences
Michael Okpara University of Agriculture, Umudike, Abia State,
OBASIABARA, Beatrice Orieoma
School of Postgraduate Studies
Ebonyi State University, Abakaliki, Nigeria
ABSTRACT
This study examined the influence of product quality on loyalty of consumers of Star Lager Beer in Enugu
Metropolis, Nigeria. The underpinning theory for this paper is the Expectancy-Disconfirmation Theory.
The study adopted a descriptive research design and used questionnaire to collect primary data from
respondents. Consumers of Star Lager Beer in Enugu Metropolis, constituted the population of the study.
Data gathered from a total of 280 consumers of Star Lager Beer in Enugu Metroplois were used for the
analysis. The Pearson Product Moment Correlation was used to test the hypothesis formulated for the
study, with reliance on the Statistical Package for the Social Sciences (SPSS) version 23.0. The results of
the analyses revealed a Constant β value of 0.048 and standard error of 0.125. The analyses also showed
that product quality has positive co-efficient β value of .014 with standard error .049, t- value of -0.40 and
significant level of 0.012 (10%). This imply that product quality has positive and statistically significant
influence on loyalty of consumers of Star Lager Beer in Enugu Metropolis. The study thus concludes that
quality of a product can lead to customer loyalty; and recommends that Nigerian Breweries, the makers of
Star Lager Beer continually improve the quality Star Lager Beer, if they desire to sustain the loyalty of
consumers of their product.
Keywords: Product quality; customer loyalty; star lager beer; Nigerian breweries