An investigation of product lifecycle extension techniques on consumer appeal: A study of an automotive brand in Kano, Nigeria
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Background of the study
Product lifecycle extension techniques aim to prolong the market presence of a product by introducing modifications, updates, or new features during its maturity stage. In Kano, an automotive brand has implemented lifecycle extension strategies such as model updates, special editions, and after-sales services to sustain consumer appeal and drive continued interest. These techniques not only reinvigorate consumer perception but also enhance the product’s competitiveness in the face of emerging alternatives (Adeniyi, 2023). Research indicates that extending the lifecycle of automotive products can lead to increased customer loyalty and improved profitability (Ogunleye, 2024). The automotive brand’s strategies include technological upgrades, design refreshes, and enhanced warranties aimed at maintaining relevance and consumer trust (Chukwu, 2025). However, empirical evidence on the effectiveness of these lifecycle extension techniques in enhancing consumer appeal remains limited. This study examines how product lifecycle extension techniques influence consumer appeal and purchase intention in the automotive sector.
Statement of the problem
Although product lifecycle extension techniques are designed to maintain consumer interest, their impact on consumer appeal for automotive products in Kano is not well documented. There is uncertainty about whether modifications and updates can effectively counteract market saturation and evolving consumer expectations (Adeniyi, 2023). Inconsistent execution of extension strategies and competitive pressures may further undermine their effectiveness (Ogunleye, 2024). This study seeks to address these gaps by evaluating the relationship between lifecycle extension techniques and consumer appeal, thereby identifying the key factors that drive sustained interest and purchase decisions (Chukwu, 2025).
Objectives of the study:
To investigate the impact of lifecycle extension techniques on consumer appeal.
To identify key extension strategies that enhance consumer interest.
To recommend best practices for extending product lifecycles in the automotive sector.
Research questions:
How do product lifecycle extension techniques affect consumer appeal for an automotive brand?
Which extension strategies are most effective in maintaining consumer interest?
How can automotive brands optimize lifecycle extension to boost purchase intention?
Significance of the study
This study is significant as it provides insights into the role of lifecycle extension techniques in sustaining consumer appeal within the automotive sector. Findings will help automotive brands in Kano develop strategies to prolong product relevance and enhance customer loyalty. The research contributes to academic literature on product lifecycle management and offers practical recommendations for boosting consumer engagement and market performance (Ogunleye, 2024).
Scope and limitations of the study:
The study is limited to evaluating lifecycle extension techniques for an automotive brand in Kano, Nigeria, and may not be generalizable to other industries or regions.
Definitions of terms:
Product Lifecycle Extension Techniques: Strategies aimed at prolonging the market life of a product.
Consumer Appeal: The attractiveness of a product to consumers.
Automotive Brand: A company that designs, manufactures, and markets vehicles.
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