An investigation of integrated marketing innovation on consumer behavior: A study of an FMCG company in Kaduna, Nigeria.
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Background of the study
Integrated marketing innovation involves the use of creative and technological advancements to enhance marketing efforts and influence consumer behavior. This study investigates how an FMCG company in Kaduna utilizes innovative marketing strategies—combining digital tools, interactive content, and experiential promotions—to capture consumer interest and drive purchasing decisions. By integrating traditional marketing approaches with cutting-edge digital innovations, the company aims to create engaging campaigns that resonate with a diverse consumer base (Oladipo, 2023). Such innovation not only differentiates the brand in a crowded market but also facilitates real-time feedback and rapid campaign adjustments. Recent research indicates that innovative marketing practices can lead to significant improvements in consumer behavior, including increased brand loyalty and higher conversion rates (Eze, 2024). However, challenges such as technological barriers and resource constraints may impede the effective implementation of these innovations. This study explores the impact of integrated marketing innovation on consumer behavior and offers recommendations for optimizing innovative strategies within the FMCG sector in Kaduna (Balogun, 2025).
Statement of the problem
FMCG companies in Kaduna often face difficulties in influencing consumer behavior due to conventional marketing approaches that fail to incorporate innovative techniques. The lack of integrated marketing innovation can result in stagnant consumer engagement and reduced brand competitiveness. Despite significant investments in traditional marketing channels, companies struggle to capture the dynamic preferences of modern consumers. This study seeks to identify the barriers to adopting innovative marketing strategies and evaluate their impact on consumer behavior (Oladipo, 2023; Eze, 2024).
Objectives of the study:
To assess the impact of integrated marketing innovation on consumer behavior.
To identify challenges in implementing innovative marketing strategies.
To recommend methods for enhancing consumer engagement through innovation.
Research questions:
How does marketing innovation influence consumer behavior in FMCG?
What challenges hinder the integration of innovative strategies?
What approaches can improve consumer engagement through innovation?
Significance of the study
This study is significant as it provides insights into how integrated marketing innovation can transform consumer behavior in the FMCG sector in Kaduna. The findings will help marketers adopt creative strategies that drive engagement and competitive advantage (Balogun, 2025).
Scope and limitations of the study:
The study is limited to a single FMCG company in Kaduna and focuses on the impact of innovative marketing strategies on consumer behavior, without considering external market factors.
Definitions of terms:
Marketing Innovation: The application of new ideas and technologies to enhance marketing practices.
Consumer Behavior: The decision-making processes and actions of consumers in response to marketing stimuli.
FMCG Company: A business that produces and distributes fast-moving consumer goods.
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