IMPACT OF BRAND REPUTATION ON CONSUMER BUYING BEHAVIOUR: A STUDY OF D. LIGHT NIGERIA

Brand reputation has become a decisive intangible asset shaping how consumers evaluate and choose among competing offerings, particularly in markets where product performance is difficult to verify before purchase. This study examines the impact of brand reputation on consumer buying behaviour, using d.light Nigeria, a pay-as-you-go off-grid solar solutions provider, as a case study, focusing specifically on product quality and reliability reputation, and trust and after-sales service reputation. The study determines the relationship between product quality and reliability reputation and consumer buying behaviour, and examines the impact of trust and after-sales service reputation on consumer buying behaviour at d.light Nigeria. Adopting a descriptive survey design complemented by a case study approach, and drawing on secondary literature alongside an illustrative analysis of the case company, the study is anchored on Signaling Theory, the Theory of Reasoned Action, and Brand Equity Theory. The literature reviewed reveals that positively perceived product quality and dependable after-sales support are consistently associated with stronger purchase intention, repeat patronage and favourable word-of-mouth referral, while inconsistent quality perceptions and weak after-sales assurance correlate with hesitant buying behaviour, particularly within Nigeria's off-grid solar market, where counterfeit and substandard products remain widespread. Findings from the contextual analysis suggest that d.light Nigeria's pay-as-you-go financing architecture, warranty backing and community-anchored retail presence have contributed positively to consumer confidence and purchase behaviour, although the consistency of after-sales responsiveness across the company's expanding customer base emerges as an area warranting further strengthening. The study concludes that product quality/reliability reputation and trust/after-sales service reputation are measurable and manageable strategic levers that can be deliberately strengthened to influence consumer buying behaviour. It recommends that management sustain visible quality assurance and certification signalling, strengthen and publicise after-sales and warranty support, and formalize customer feedback mechanisms. The study contributes to knowledge on brand reputation and consumer behaviour in Nigeria's renewable energy sector and offers a framework other pay-as-you-go solar firms may adapt to strengthen reputation-driven consumer patronage.