An investigation of location-based advertising on consumer behavior: A study of a restaurant chain in Kaduna.
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Background of the study
Location-based advertising utilizes geolocation data to deliver targeted marketing messages to consumers when they are in proximity to a business. This study examines how a restaurant chain in Kaduna employs location-based advertising—via mobile apps, geofencing, and proximity marketing—to influence consumer behavior. By sending personalized offers and real-time promotions when potential customers are nearby, the restaurant chain aims to drive immediate visits and increase overall sales. Research indicates that location-based advertising can significantly alter consumer decision-making by providing timely incentives and enhancing the dining experience (Adeniran, 2023). However, the effectiveness of these strategies depends on factors such as message relevance, frequency, and consumer privacy concerns. This study will analyze consumer response data, promotional redemption rates, and feedback to assess how location-based advertising impacts dining choices and loyalty among consumers in Kaduna (Okoro, 2024; Chinwe, 2025).
Statement of the problem
Restaurant chains in Kaduna encounter challenges in converting location-based advertising efforts into increased customer visits and sales. Ineffective targeting, poor timing, and privacy concerns can lead to low engagement and suboptimal campaign results. Despite significant investments in location-based technologies, inconsistent messaging and technological limitations often reduce the potential benefits of these campaigns. This study seeks to identify the key barriers to successful location-based advertising and evaluate their impact on consumer behavior (Adeniran, 2023; Okoro, 2024).
Objectives of the study:
To assess the impact of location-based advertising on consumer behavior.
To identify challenges in implementing effective location-based strategies.
To propose recommendations for optimizing location-based advertising.
Research questions:
How does location-based advertising influence consumer dining behavior?
What challenges limit its effectiveness?
What strategies can improve consumer response to location-based campaigns?
Significance of the study
This study is significant as it provides insights into optimizing location-based advertising to enhance consumer behavior for restaurant chains in Kaduna. The findings will help marketers design more effective geolocation campaigns, ultimately increasing customer visits and sales. (Chinwe, 2025)
Scope and limitations of the study:
The study is limited to a single restaurant chain in Kaduna and focuses solely on the impact of location-based advertising, excluding other digital marketing strategies.
Definitions of terms:
Location-Based Advertising: Marketing that targets consumers based on their geographical location.
Consumer Behavior: The actions and decision-making processes of consumers.
Restaurant Chain: A group of restaurants operating under a common brand.
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