Product Quality and Business Growth of Paint Companies in Selected Districts in Eastern Province of Rwanda

ABSTRACT This study set out to establish the relationship between product quality and business growth of paint companies in selected Districts of Eastern Province of Rwanda. It was based on survey design; specifically descriptive correlation and descriptive comparative. The researcher used a self administered questionnaire to collect primary data from 183 dealers, using stratified random sampling to reduce costs, time of doing research and to increase the degree of accuracy of the study. Data analysis was done using SPSS’s relative frequencies & percentages, means, and Pearson’s Linear Correlation Coefficient. The study was based on five objectives: (i) to determine the profile of respondents in terms of age, gender, income level and level of education; (ii) to determine the level of product quality of paint companies in Eastern province of Rwanda.; (iii) to determine the level of business growth in terms of sales; market share; profit; product quality and customer satisfaction; (iv) to establish the relationship between product quality and business growth of paint companies in selected Districts in Eastern Province of Rwanda. The study revealed that there was high level of product quality and the level of business growth of paint companies in selected Districts in Eastern Province of Rwanda was also high, there was a positive and significant relationship between product quality and growth of paint companies in selected Districts in Eastern Province of Rwanda( = 0.0578, sig. =0.000). The researcher recommended that, there should be continuous improvements in the quality of products and services to cater for ever changing consumer tastes, customer preferences and market competition, communicate the benefits of their products and services to their consumers and introduce a system of giving employees fringe benefits.