Effect of Brand Product on Customers Satisfaction in South East Zone of Nigeria

Abstract

This study determined the effect of brand product customer satisfaction of textile products in south-east zone Nigeria. To achieve these objectives, a cross-sectional survey was used and a structured questionnaire is administered in collecting data. The population of the study is unknown; hence we used topman’s infinite population sample size formulae and got a sample size of 555. Multiple regression analysis was used to test the hypotheses with the aid of the statistical package for social sciences SPSS version 25 at 5% margin. The result revealed that brand association has a significant positive relationship between brand association and customer satisfaction with locally made wrappers; and that perceived brand quality has a significant positive relationship between perceived brand quality and customer satisfaction with locally made wrappers. Pearson product moment correlation was used to test for discriminate validity, while cronbach alpha and factor analysis was used to test for internal reliability. The study recommends that manufacturers of wrappers should ensure that the strength of their message should increase both the likelihood that information will be accessible and the case with which it can be recalled.