PRODUCT QUALITY AND BUYING BEHAVIOUR AMONG STUDENTS IN THE UNIVERSITY OF BENIN, BENIN CITY, EDO STATE,NIGERIA.

ABSTRACT

Product quality plays a crucial role in shaping consumer buying behaviour, particularly among university students, who represent a dynamic and tech-savvy demographic. This study examines the influence of product quality attributes—performance, flexibility, durability, and aesthetics—on the purchasing decisions of university students at the University of Benin. Given that university students often operate within limited budgets while prioritizing high-quality products, understanding how these quality dimensions impact their buying behaviour is essential for businesses seeking to attract and retain this consumer segment.The study adopts a quantitative research approach, utilizing structured questionnaires to collect data from a representative sample of university students. Statistical analysis was employed to assess the relationship between product quality attributes and consumer buying behaviour. Findings reveal that product performance and durability significantly influence students' purchasing decisions, as they prioritize value for money and long-term usability. Additionally, product aesthetics play a key role in brand preference, while flexibility enhances user experience, particularly in categories such as electronics, personal care products, and fashion.The results have significant implications for businesses, marketers, policymakers, and consumer advocacy groups. Companies can leverage these insights to refine their product development and marketing strategies, ensuring that quality attributes align with students' preferences. Moreover, the study highlights the need for consumer education programs that enable students to make informed purchasing decisions.By providing empirical evidence on the relationship between product quality and buying behaviour among university students, this research contributes to the broader discourse on consumer behaviour. It offers practical recommendations for businesses aiming to enhance customer satisfaction and loyalty in an increasingly competitivemarket place