The effect of product quality management on organizational market performance

Abstract

The study sought to determine the effect of quality management on organizational market performance, on case Kampala. It was guided by the following objectives; to assess the relationship between product aesthetics and organizational market performance of JESA products limited, to establish the relationship between perceived quality and organizational market performance of JESA products limited, to examine the relationship between product performance and organizational market performance of JESA products limited. The researcher adopted a case study study of Jesa Dairy Farm Limited located in Wakiso District approximately 50km northwest of research design based on Jesa Dairy Farm Limited and both qualitative and quantitative methods of research were used for data collection. The population of the study was 150 and sample size of 108 based on Krejcie and Morgan’s table, though the actual participants were 95 respondents. The study used self-determined questionnaires as an instrument for data collection. Data was collected from both primary and secondary sources with the help of questionnaires designed using Likert scales got from journals, both internet and magazines. The findings of the study revealed that; product aesthetics attracts man customers because of the beauty, nature and the design; perceived quality attracts customers to the dairy products basing on performance and quality; product performance will improve the organizational market performance basing on product features and price. The study recommended that, Jesa Dairy farm should put more effort on widening the product variety, buy more advanced equipment, training of staffs on quality measures and getting milk supplies from quality suppliers, and highly improved hygiene for better performance in the market and better profitability of the organization.