Project Abstract

Abstract
This research project aims to investigate the effects of product quality on student choice of Peak Milk product (sachet). The study will focus on understanding the factors that influence students' decision-making process when selecting Peak Milk sachet over other milk brands available in the market. The research will employ a mixed-methods approach, combining both qualitative and quantitative data collection methods to gather comprehensive insights into the topic. The qualitative aspect of the research will involve conducting in-depth interviews and focus group discussions with students to explore their perceptions, attitudes, and preferences regarding Peak Milk sachet. These qualitative data will provide rich and detailed information on the factors that students consider important when choosing a milk product, with a specific focus on product quality aspects such as taste, freshness, packaging, and nutritional value. In addition to the qualitative data, the research will also utilize quantitative methods to gather data on students' actual purchasing behavior and preferences. A survey questionnaire will be administered to a sample of students to collect information on their frequency of purchase, reasons for choosing Peak Milk sachet, perceived quality attributes, and overall satisfaction with the product. Statistical analysis of the survey data will be conducted to identify any significant correlations between product quality factors and students' choice of Peak Milk sachet. The findings of this research project are expected to contribute valuable insights to both academic research and industry practices. By understanding the effects of product quality on student choice of Peak Milk sachet, milk producers and marketers can develop more effective marketing strategies to target this specific consumer segment. Improving product quality aspects such as taste, freshness, and nutritional value can help enhance students' satisfaction and loyalty towards the brand. Overall, this research project seeks to bridge the gap in existing literature by providing a comprehensive analysis of the effects of product quality on student choice of Peak Milk sachet. By combining qualitative and quantitative research methods, the study aims to offer a holistic understanding of the factors influencing students' preferences and behaviors in the milk market. The findings of this research will have implications for both academia and industry, guiding future research directions and marketing strategies in the dairy product sector.

Project Overview

 There are many competitive industries in the market producing similar product or substitute product. For company to gain customers retention and loyalty, companies must continues to place emphasis on product quality in other to retain and maintain customer’s choice on a product.

        The study is focused on the relationship between product quality and customer’s choice on a product, because there is a symbiotic relationship between product quality and consumer’s choice on a product. In that light, this study intends to focus attention on improving product quality rather than increasing production and sales volume.

1.3   RESEARCH QUESTIONS   

        In order to achieve the objective of this research work the following research question will be relevant to us in solving the research problem.

I       What is the effect of product quality on product choice?

II     What is the relationship between product price and product choice?

III   What is the effect of product advert on product choice?

IV   what is the effect of packaging on product choice?

V     What is the effect of assortments on product choice?

VI   What is the relationship between buying intention and product choice?

1.4. RESEACH HYPOTHESIS

I       Ho:   There is no significant relationship between product quality and product choice.

        Hi:   There is significant relationship between product quality and product choice.

II     Ho:   There is no significant relationship between price of a product and product choice

        H2:   There is significant relationship between price of a product and product choice.

III   Ho:   There is no significant relationship between product packaging and product choice.

        H3:   There is significant relationship between product packaging and product choice.

IV   Ho:   There is no significant relationship between assortment sizes of a product and product choice.

        H4:   There is significant relationship between assortment sizes of a product and product choice.

V     HO:   There is no significant relationship between advertisement and product choice.

        H5:   There is a significant relationship between advertisement and product choice.

VI   Ho:   There is no significant relationship between buying intention and product choice.

        H6:   There is significant relationship between buying intention and product choice.

1.5. OBJECTIVES OF THE STUDY

        This study is aimed at achieving the following objectives.

I       To determine the relationship between product quality and product choice

II     To ascertain the relationship between product price and product choice

III   To verify the relationship between product packaging and product choice

IV   To determine the relationship between advertising and product choice

V     To verify the relationship between assortments and product choice

VI   To determine the relationship between buying intention and product choice.

1.6. SIGNIFICANCE OF THE STUDY

        Past research examining product quality and the effect price have on consumer buying decision [Churchill and Patter [1994] the consumer decides whether and what to buy depends partly on the significant of purchase.

        Consumer purchasing decision specifically refer to the activities consumer take when deciding what to buy and when making actual purchase.   Consumer research about price can show how to communicate price and most effective research indicates that, the ending of the price effect how consumers quality of the product.

        Other research work prior to this opined that more options can generate decision conflict, confusion and frustration, leading to choice deferral or even no choice at tall [e.g. Chennev 2003, D’har 1996, 1997; Greenleaf and Lehmamn 1995, Iyengar and Lepper 2000]

        The present study will correct that assertion and will also builds on preliminary study by examining a wider array of plausible factor’s [variables] that can influence consumers choice of a product such as advertizing, packaging, size assortment, product quality e.t.c.         The study will serve as a source of secondary data to research in field of product quality, product development and consumer behavior.

1.7.   SCOPE OF THE STUDY

         The study will be limited to the effect product quality has on the choices of student’s in Delta State University, Asaba Campus   and as such about fifty (50) or more questionnaire have been designed to achieve the objective of the study. The sampling unit of the study is limited to only the students in the institution and not staff and management of the institution. More so, a time frame has being set aside for this study starting from March 11th to April 30th2015.

1.8   LIMITATIONS OF THE STUDY

         Although the study found several encouraging results, it is important to recognize that the current findings also have several limitations.

        First, the sampling was relatively small since the study focused on the student consuming peak milk product in Asaba campus and not all the student in the institution [Delta State University]. Second. Time constrain on the part of the researcher as well as on the part of student due to academic activities.

        Third, large percentage of students consuming peak milk product in the school campus are not the actual buyers of the product, therefore we cannot say for certain what is responsible for student choice of the product.

      Hence WAMCO Nigeria Plc, producers of peak milk product will not base their marketing decision on this study alone even though this study will go a long way in assisting them.

        Nevertheless, future research should broaden the scope of their study and use other variables different from these use in this study.

        Additionally, future research might improve on this study by varying the sampling unit such that it will include staff of the institution, nursing mother at home and employer’s in other firm or sector in the economy