Qualitative Perspective of Product Quality and Corporate Branding in Store Based Retail Outlet in Nigeria
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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 were 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 interviews 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 products that would increase customer traffic in the store. The essence of this is that the more customer traffic is recorded by a retail store means more customer patronage.
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