An assessment of product promotion challenges during economic hardship on consumer purchase behavior: A study of a retail brand in Kaduna, Nigeria.
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Background of the study
Economic hardship often forces retail brands to re-evaluate their product promotion strategies in order to maintain customer engagement and stimulate purchase behavior. In Kaduna, Nigeria, where economic challenges have impacted consumer spending, retail brands are compelled to adopt innovative approaches that counteract negative market sentiments (Adeyemi, 2023). Recent research shows that product promotion during such periods requires a delicate balance between cost-effective advertising and maintaining brand integrity (Ogunleye, 2024). Retail brands in Kaduna are challenged by fluctuating consumer confidence, reduced disposable income, and a competitive marketplace where promotional messages must be both persuasive and sensitive to economic realities (Ibrahim, 2025). Consequently, these brands are under pressure to deliver value-driven promotions that resonate with consumers’ current financial constraints while avoiding perceptions of exploitation. The interplay between economic conditions and promotional strategies is critical, as failure to adapt may lead to diminished brand loyalty and market share (Adeyemi, 2023). This study seeks to assess the specific product promotion challenges encountered during economic hardship and to evaluate their impact on consumer purchase behavior, thereby contributing to a broader understanding of effective marketing tactics under constrained economic conditions (Ogunleye, 2024).
Statement of the problem
Retail brands in Kaduna face significant challenges in product promotion during periods of economic hardship. The core problem lies in designing promotional campaigns that effectively stimulate consumer purchase behavior without appearing insensitive to the financial struggles of the target audience (Adeyemi, 2023). Economic instability has resulted in cautious consumer spending, where promotional offers are scrutinized for authenticity and value (Ogunleye, 2024). Additionally, inconsistent messaging and budget constraints limit the ability of brands to deploy expansive campaigns, thereby reducing overall market penetration (Ibrahim, 2025). This scenario creates a challenging environment for retail brands, necessitating a deeper investigation into how product promotion strategies can be optimized to maintain relevance and drive sales despite economic adversities.
Objectives of the Study
To identify the product promotion challenges faced by retail brands during economic hardship.
To examine the influence of these challenges on consumer purchase behavior in Kaduna.
To recommend effective promotional strategies that align with consumer financial constraints.
Research Questions
What product promotion challenges are most prevalent during economic hardship?
How do these challenges affect consumer purchase behavior in Kaduna?
What strategies can retail brands adopt to overcome these challenges?
Significance of the study
This study provides critical insights into the dynamics between economic hardship and product promotion strategies in the retail sector. By understanding consumer behavior under financial stress, brands can design campaigns that are both effective and sensitive to current economic realities (Adeyemi, 2023; Ogunleye, 2024). The findings will assist retail managers in Kaduna in adapting their promotional approaches to better meet consumer needs, ultimately enhancing market performance and brand loyalty (Ibrahim, 2025).
Scope and limitations of the study
The study is confined to product promotion challenges within a retail brand operating in Kaduna. It does not consider other regions or sectors, and its findings are based on the specific economic context of the selected retail brand.
Definitions of terms
Product promotion challenges: Difficulties encountered in marketing products effectively, particularly under adverse economic conditions.
Consumer purchase behavior: The decision-making process and actions of consumers regarding product buying.
Economic hardship: A period characterized by reduced consumer spending and financial constraints.
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