Identifcation of product quality dimensions and their impact on consumer satisfaction: A study of juice brands of India

The success of a brand mainly depends upon the satisfaction of the consumers, which is derived from the quality of the products offered under it. Thus, it becomes vital for organizations to identify relevant product quality attributes related to the product category produced and marketed under their brand name. Although theoretical constructs of the product quality dimensions are available in the literature, research works related to the empirical validation of these claims are not readily available. Theoretical studies also claim that product quality has a significant relationship with consumer satisfaction, but an attempt to empirically justify the theoretical claims is hardly found. Moreover, it is also claimed that different product quality attributes have different impact on consumer satisfaction, but this claim is not empirically substantiated either. The present study aims to address these gaps. This study is conducted on different juice brands of India, empirically justifies the product quality dimensions associated with these, and empirically validates the interrelationship between consumer satisfaction and product quality dimensions. Moreover, the impact of each product quality dimension on consumer satisfaction is also examined in this study.