The aim of this thesis is to encourage manufacturers to implement thorough and well-structured warranty policies and systems, through educating them about the benefits of such an implementation. To achieve this aim the thesis investigates and reports on the issues involved with the relationship between marketing and warranty.
The thesis reviews the topic from a manufacturers point of view and focuses on consumer durable products produced by small to medium manufacturing companies that may at present have deficient warranty management systems.
Background information is presented on both product warranty and marketing generally before a more focused investigation of the relationship between warranty and marketing is carried out. The relationship between warranty and marketing revolves around consumer’s perceptions of, and reactions to warranty. Detailed analysis of these issues is presented through a thorough and in depth study of the relevant literature.
The thesis concludes that there is an undeniable relationship between marketing and warranty and that this relationship markedly effects manufacturers through the marketing of their products.
The thesis recommends a number of specific issues that should be addressed by manufacturers with respect to capitalising on the relationships between warranty and marketing that are presented. The thesis also encourages further study into the field both by academics, and manufacturers to help manufacturers achieve the best possible outcomes.