Abstract:
The general objective of the study is to analyze the effect of Total Quality Management Practices on the customers purchasing behavior in the food processing company industry in Rwanda. Specifically, the present study focuses on the following objectives: assess the effect of consumer focus on consumer purchasing behavior on Skol Brewery Ltd, investigate the effect of continuous improvement on consumer purchasing behavior on Skol Brewery Ltd, assess the effect of employee empowerment on consumer purchasing behavior on Skol Brewery Ltd and investigate the effect of team approach on consumer purchasing behavior on Skol Brewery Ltd. The study population consisted of employees from Skol Brewery Ltd, totaling 162 individuals. These individuals represent various departments and functions within Skol Brewery Ltd. The researcher used questionnaires. The researcher prepared the questionnaire to be responded to by the sampled employees of the organization. The strong positive correlation between consumer focus and consumer purchasing behavior (r = 0.763, p < 0.05) indicates that as consumer focus improves, purchasing behavior is likely to enhance significantly. This finding supports the first objective of assessing the effects of consumer focus. Moreover, the correlation between continuous improvement and consumer purchasing behavior (r = 0.827, p < 0.05) demonstrates an even stronger relationship, emphasizing that ongoing efforts to improve processes directly influence how consumers decide to purchase. The correlation between employee involvement and consumer purchasing behavior (r = 0.683, p < 0.05) suggests that there is a notable impact of engaged employees on purchasing decisions, reinforcing the third objective regarding employee empowerment. Similarly, the association between the team approach and consumer purchasing behavior (r = 0.689, p < 0.05) further validates the importance of collaborative efforts within the organization. Skol Brewery Ltd should regularly evaluate performance metrics related to consumer purchasing behavior, such as customer satisfaction and retention rates. Establishing key performance indicators (KPIs) and monitoring them consistently will provide valuable insights into the effectiveness of current strategies and facilitate timely adjustments to enhance consumer engagement.
