Relative Importance of the Determinants of Perceived Product Quality Judgments in the Purchase of Cars in Nigeria

Abstract

Consumers purchase decision is guided by the judgment they make about product quality. The judgment is a fimction of the expectation that the product quality has values such as utility, importance and hedonic elements which they belief can give them satisfaction. Consumers"' relative judgment of the quality dimensions of cars was examined in this study through judgmental sampling technique of users and owners of cars in Nigeria. Consequently, a sample of 400 owners and users of cars in LagoS and Osun states in Nigeria were adminis4„ged questionnaire. Multiple regression analysis showed three outstanding Significant quatily dimensions emanating from the results of the study. Features (beta = .61, p<.000), reliability .(beta p<.000): and conformance (beta -.18, p<.05). It is therefore suggested that marketers and manufacturers of cars take cognizance of these attributes for the purpose of customer satisfaction and competitive advantage in the mcirlctplace