The Effect of Product Quality on Consumer Brand Loyalty a Study of Kam Industries Limited, Ilorin

This study, titled "The Effect of Product Quality on Consumer Brand Loyalty: A Study of Kam Industries Limited, Ilorin", examined how dimensions of product quality namely product durability, product reliability, product performance, and compliance with industry standards affect consumer brand loyalty. The study was prompted by the observable gap between product quality perceptions and brand retention rates in Nigeria's manufacturing sector. The primary objectives were to determine the influence of each product quality dimension on specific brand loyalty proxies such as repeat purchase behavior, brand preference, brand commitment, and resistance to switching. A structured questionnaire was administered to respondents in Ilorin metropolis, and the data collected were analyzed using both descriptive and inferential statistics via SPSS version 26. Regression results indicated that product durability (β = 0.036, p = 0.492) and product performance (β = 0.029, p = 0.622) had no statistically significant impact on brand loyalty dimensions. However, product reliability (β = 0.112, p = 0.051) showed a borderline effect on brand preference. Compliance with industry standards (β = -0.012, p = 0.839) was not found to be a significant predictor of resistance to brand switching. These findings suggest that while consumers value quality attributes, other external factors may modulate their loyalty behaviors. The study concluded that product quality, although essential, must be reinforced with complementary strategies such as emotional branding and after-sales support. Recommendations include regular quality audits, ISO certifications, and consumer education on product use. The research contributes to academic discourse by contextualizing product quality impacts within the Nigerian industrial landscape and highlights the need for further studies into moderating variables such as price sensitivity and consumer trust.