Warranties and marketing liabilities in Nigeria: a study of the food, beverage and tobacco industry

OKO, A. E. NDU; Ph.D and Eboh, F. E, Ph.D

Senior Lecturer in Marketing, Abia State University, Uturu. Nigeria

(Associate Professor of Management) Dean, Faculty of Business Administration Abia State University, Uturu Nigeria.

*Corresponding author Email: a.e_nduoko@yahoo.com

Accepted 20 May, 2013

Abstract

The consumers’ satisfaction is the measure of corporate profitability. In Nigeria, the desire to earn profit negates the principles and philosophy of marketing concept thus warranty policies are not fully integrated into corporate marketing management programmes. The research examined the consequences of this neglect of warranty on consumer’s satisfaction and loyalty as well as its impact on corporate profitability. To achieve the objectives of this exercise, data were sourced based on descriptive research technique, and were analyzed using analysis of variance statistical tool. The research asserts that neglect of the warranty policy among firms in the food, Beverage, Tobacco and Drug industries in Nigeria is attributed to the naïve nature of consumers, impatience, ignorance, low level of per capita income and general poor attitude to executing consumer protective policies by the government. For solution to these, consumer education among others is recommended.   

Keyword: Warranty, Product Standard, Quality Assurance, Customer Enlightment, Passing off: Consumer Patronage.