The Impact of Product Quality on Market Share / Case Study: Apparel Industry in Baghdad, Iraq
DOI:
https://doi.org/10.51173/tjms.v3i1.63Keywords:
Product quality; Market share; customer needs understanding; Customer satisfaction; ResponsivenessAbstract
This research aims to analyze the impact of product quality on increasing market share in the clothing manufacturing sector
in Baghdad, Iraq. The study explores the factors influencing consumers' evaluation of clothing quality and how this
evaluation affects their purchasing decisions, thereby influencing the market share of local companies. The importance of
this study arises in light of increasing competition from imported products, which often offer higher quality or lower prices,
as well as the economic challenges facing the local market. This makes it critically important to examine the relationship
between quality and market share. The research problem highlights that local companies face significant difficulties
maintaining their competitive advantage due to the superiority of some imported products in terms of quality or price. To
achieve the research objectives, a sample of 384 consumers was selected, and a questionnaire was used as the primary data
collection tool. This questionnaire was developed based on a set of validated scales, with its reliability and validity
confirmed through established statistical tests. Data were analyzed using SPSS, which facilitated systematic data entry and
processing. The study yielded several significant findings, most notably that understanding customer needs and meeting
their expectations are critical to enhancing market share. The results also showed that product quality is a fundamental
factor contributing to increased sales volume in the local clothing industry in Baghdad.
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