The effect of product promotion challenges on consumer purchase behavior: An investigation of a retail chain in Port Harcourt, Nigeria.
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Background of the study
Retail chains in Port Harcourt operate in a dynamic environment where product promotion plays a crucial role in driving consumer purchase behavior. However, these organizations face multiple challenges that hinder the effectiveness of promotional activities. In particular, issues such as inconsistent messaging, budget constraints, and rapidly evolving digital platforms can disrupt the intended impact of promotional campaigns (Okafor, 2023). Such challenges lead to mixed signals among consumers, making it difficult for them to accurately evaluate product benefits. Moreover, external market pressures and competitive activities further complicate promotional efforts, ultimately affecting customer engagement and purchase decisions (Ibrahim, 2024). Retailers must therefore navigate these obstacles by adopting more strategic, transparent, and innovative promotional tactics. This study investigates how these product promotion challenges influence consumer behavior and explores the underlying mechanisms that either drive or inhibit purchasing decisions. By examining a retail chain in Port Harcourt, the research aims to provide insights into the relationship between promotional effectiveness and consumer response, thereby offering recommendations to optimize marketing strategies in challenging economic and competitive contexts (Adebayo, 2025).
Statement of the problem
Retail chains in Port Harcourt are confronted with significant challenges in executing effective product promotions. The inconsistencies in promotional messaging, coupled with limited resources and the influence of rapidly changing digital trends, have led to reduced clarity in communicating product benefits. Consequently, consumer purchase behavior is adversely affected, as potential buyers are left with ambiguous impressions about product value (Okafor, 2023). This disconnect results in diminished sales and weaker brand loyalty. Furthermore, the competitive market environment exacerbates these challenges, making it imperative for retailers to identify and overcome the key obstacles in their promotional strategies (Ibrahim, 2024). This study seeks to address these challenges by investigating the extent to which product promotion obstacles impact consumer purchase decisions and by providing actionable recommendations for improving promotional effectiveness in the retail sector (Adebayo, 2025).
Objectives of the Study
To identify the main product promotion challenges faced by the retail chain.
To assess the impact of these challenges on consumer purchase behavior.
To recommend strategies for enhancing promotional effectiveness.
Research Questions
What are the primary challenges in product promotion for the retail chain in Port Harcourt?
How do these challenges affect consumer purchase decisions?
What strategies can mitigate these challenges to improve promotional outcomes?
Significance of the study
This study is significant as it offers insights into the critical relationship between product promotion challenges and consumer purchase behavior. The findings will enable retail managers in Port Harcourt to develop more effective promotional strategies that resonate with consumers, thus enhancing brand performance and loyalty (Okafor, 2023; Ibrahim, 2024). The recommendations provided are expected to support sustainable marketing practices, helping retail chains overcome existing obstacles and adapt to a competitive marketplace (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a retail chain in Port Harcourt and focuses solely on product promotion challenges affecting consumer purchase behavior. It does not cover other marketing aspects or regions.
Definitions of terms
Product promotion challenges: Difficulties encountered in effectively communicating product benefits to consumers.
Consumer purchase behavior: The decision-making process and actions involved in buying products.
Retail chain: A series of retail outlets operating under a unified brand.
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