The Impact of Product Quality on Market Share / Case Study: Apparel Industry in Baghdad, Iraq

This research aims to analyze the impact of product quality on increasing market share in the clothing manufacturing sectorin Baghdad, Iraq. The study explores the factors influencing consumers' evaluation of clothing quality and how thisevaluation affects their purchasing decisions, thereby influencing the market share of local companies. The importance ofthis 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 relationshipbetween quality and market share. The research problem highlights that local companies face significant difficultiesmaintaining their competitive advantage due to the superiority of some imported products in terms of quality or price. Toachieve the research objectives, a sample of 384 consumers was selected, and a questionnaire was used as the primary datacollection tool. This questionnaire was developed based on a set of validated scales, with its reliability and validityconfirmed through established statistical tests. Data were analyzed using SPSS, which facilitated systematic data entry andprocessing. The study yielded several significant findings, most notably that understanding customer needs and meetingtheir expectations are critical to enhancing market share. The results also showed that product quality is a fundamentalfactor contributing to increased sales volume in the local clothing industry in Baghdad.