An investigation of customer perception of advertising campaign effectiveness on product purchase: Evidence from a food brand in Abuja.
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Background of the study
Advertising campaigns play a crucial role in shaping customer perceptions and influencing product purchase behavior, particularly in the highly competitive food industry. In Abuja, food brands deploy diverse advertising strategies to capture consumer interest and drive sales. The effectiveness of these campaigns is largely determined by how customers perceive the authenticity, creativity, and relevance of the advertising message (Afolabi, 2023). Recent studies highlight that advertising not only informs but also emotionally engages consumers, thus impacting their purchase decisions (Babatunde, 2024). For food brands, the challenge lies in crafting campaigns that resonate with a diverse customer base while conveying trustworthiness and quality. The dynamic nature of consumer preferences, influenced by socio-economic factors and evolving digital media trends, requires food brands to continually adapt their advertising approaches (Afolabi, 2023). Furthermore, consumers in Abuja increasingly rely on digital platforms to gather information, making the assessment of campaign effectiveness both complex and multidimensional (Babatunde, 2024). This investigation seeks to explore how customer perceptions of advertising campaigns influence their product purchase decisions, ultimately providing insights that can help food brands refine their strategies to enhance market competitiveness and customer loyalty (Chukwu, 2025).
Statement of the problem
Food brands in Abuja are confronted with the challenge of ensuring that their advertising campaigns effectively translate into product purchase behavior. Despite significant investments in advertising, there remains a disconnect between campaign messaging and actual consumer buying patterns (Afolabi, 2023). Misalignment between customer expectations and the portrayed brand image can lead to reduced campaign effectiveness and lower sales (Babatunde, 2024). In addition, the rapid evolution of digital media often leaves brands struggling to maintain message consistency and authenticity, further undermining customer trust (Chukwu, 2025). This study is designed to investigate these challenges by analyzing customer perceptions of campaign effectiveness and the subsequent impact on their purchase decisions, thereby identifying key areas for improvement.
Objectives of the Study
To assess customer perceptions of advertising campaign effectiveness for a food brand.
To examine the relationship between advertising effectiveness and product purchase behavior.
To suggest strategies for improving campaign impact on consumer buying decisions.
Research Questions
How do customers perceive the effectiveness of food brand advertising campaigns in Abuja?
What is the relationship between advertising campaign effectiveness and product purchase behavior?
What strategies can enhance the impact of advertising on consumer purchases?
Significance of the study
This study is significant as it addresses the link between advertising campaign effectiveness and consumer purchase behavior in the food industry. Its findings will offer valuable insights to marketing professionals and brand managers in Abuja, enabling them to refine advertising strategies for improved customer engagement and sales performance (Afolabi, 2023; Babatunde, 2024). The study also contributes to the academic literature on advertising effectiveness in emerging markets (Chukwu, 2025).
Scope and limitations of the study
The study is limited to the analysis of customer perceptions regarding advertising campaigns of a single food brand in Abuja. It does not extend to other brands or regions.
Definitions of terms
Advertising campaign effectiveness: The measure of how well an advertising campaign influences customer behavior and attitudes.
Customer perception: The interpretation and understanding of advertising messages by consumers.
Product purchase behavior: The actions and decisions involved in buying products.
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