The impact of product marketing on consumer perception: A case study of a new tech gadget in Lagos, Nigeria
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Background of the study
Product marketing plays a pivotal role in shaping consumer perceptions, particularly in fast-paced technology markets. In Lagos, the launch of a new tech gadget has been supported by a comprehensive product marketing strategy that includes targeted advertising, social media campaigns, and experiential events. These efforts are designed to highlight the gadget’s innovative features, ease of use, and competitive advantages over existing alternatives (Afolabi, 2023). The dynamic market environment in Lagos, characterized by tech-savvy consumers and rapid digital adoption, makes it an ideal setting for examining the impact of product marketing. Marketers deploy various strategies, such as product demonstrations, influencer endorsements, and interactive online content, to create a positive perception and stimulate consumer interest (Okeke, 2024). Prior research indicates that effective product marketing can lead to enhanced brand recognition and customer engagement, ultimately influencing purchase decisions (Balogun, 2025). Despite the potential benefits, there remains a gap in understanding how these marketing activities translate into specific consumer perceptions for new tech gadgets. This study seeks to explore the direct relationship between product marketing efforts and consumer perception, offering insights into the most effective tactics for technology product launches in emerging markets.
Statement of the problem
Although extensive product marketing is employed during the launch of new tech gadgets, its direct impact on consumer perception in Lagos is not clearly established. Marketers often invest in high-profile campaigns; however, discrepancies between advertised benefits and consumer experiences can result in varied perceptions (Afolabi, 2023). Additionally, rapidly evolving consumer expectations and intense market competition complicate the evaluation of marketing effectiveness (Okeke, 2024). There is a pressing need to understand which product marketing elements resonate most with consumers and drive positive perception. This study addresses these issues by investigating the correlation between specific marketing tactics and consumer perception outcomes, thereby offering actionable recommendations to optimize product marketing strategies for new tech innovations (Balogun, 2025).
Objectives of the study:
To assess the influence of product marketing strategies on consumer perception of a new tech gadget.
To identify key marketing elements that drive positive consumer attitudes.
To provide recommendations for optimizing product marketing tactics in technology launches.
Research questions:
How does product marketing affect consumer perception of a new tech gadget in Lagos?
What marketing elements are most effective in shaping positive consumer attitudes?
How can product marketing strategies be optimized to enhance consumer perception?
Significance of the study
This study is significant as it provides empirical insights into the effectiveness of product marketing in shaping consumer perceptions for new tech gadgets. Its findings will assist marketers in refining their strategies to better resonate with tech-savvy consumers, thus enhancing brand recognition and purchase intent. The research contributes to academic literature on marketing communications and offers practical recommendations for technology companies launching innovative products in competitive markets (Okeke, 2024).
Scope and limitations of the study:
The study is limited to evaluating the impact of product marketing on consumer perception for a new tech gadget in Lagos, Nigeria. Results are specific to this gadget and market context.
Definitions of terms:
Product Marketing: Strategies and tactics used to promote a product to target consumers.
Consumer Perception: The way consumers view and interpret a product based on marketing communications and personal experience.
Tech Gadget: A portable, innovative electronic device designed for consumer use.
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