PRODUCT QUALITY POSITIONING AND REFERRAL OF FOOD SPICES DEALERS IN PORT HARCOURT

Abstract

This study examined the relationship between product quality positioning and referral of food spices dealers in Port Harcourt. The correlational survey research design was adopted on a population   consisted of food spices customers in Port Harcourt with a sample size of 374 loyal customers. The sample size was determined mathematically using the Taro Yamen’s formula. A structured questionnaire was used mainly to collect data and the data gathered was analyzed using Mean, Standard Deviation and the Spearman Rank Correlation. The empirical results succinctly demonstrate that with respect to food spices, product quality positioning was found to have a positive and significant relationship with referral. Based on these results, it was concluded that product quality positioning has positive and significant relationship with the food spices should adopt product quality positioning strategies as it would enhance customer referral to their brand.