An appraisal of customer perceptions of product quality in relation to promotional campaign effectiveness: A case study of a beverage company in Lagos, Nigeria.
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Background of the study
Promotional campaigns play a vital role in shaping customer perceptions of product quality, especially in the beverage industry where brand reputation is crucial. In Lagos, beverage companies deploy various promotional strategies to communicate product benefits and quality attributes. The effectiveness of these campaigns significantly influences how consumers perceive the excellence of a beverage product (Afolabi, 2023). However, inconsistencies in promotional messaging or a mismatch between promotional claims and actual product performance can lead to negative perceptions and erode customer trust (Ajayi, 2024). As competition intensifies, beverage companies must ensure that their promotional campaigns accurately reflect the true quality of their products. This study appraises customer perceptions of product quality in relation to the effectiveness of promotional campaigns within a beverage company in Lagos. It examines how well promotional efforts translate into perceived product excellence and explores factors that may strengthen or undermine this relationship. The study aims to provide insights into optimizing promotional strategies to better align consumer expectations with actual product quality, thus supporting sustained market success (Babatunde, 2025).
Statement of the problem
Beverage companies in Lagos face the challenge of ensuring that promotional campaigns effectively convey product quality to consumers. Discrepancies between promotional claims and actual product performance have led to consumer skepticism and diminished perceptions of quality (Afolabi, 2023). This misalignment undermines brand reputation and negatively affects purchase decisions (Ajayi, 2024). In a highly competitive market, even minor promotional missteps can have significant repercussions on consumer trust. The study seeks to investigate how promotional campaign effectiveness influences customer perceptions of product quality and to identify the factors that contribute to any existing gaps between promotional messaging and actual product experience (Babatunde, 2025).
Objectives of the Study
To evaluate the relationship between promotional campaign effectiveness and customer perceptions of product quality.
To identify discrepancies between promotional messages and actual product performance.
To recommend strategies to improve alignment between promotion and product quality.
Research Questions
How do promotional campaigns affect customer perceptions of product quality?
What discrepancies exist between promotional claims and actual product performance?
What strategies can enhance the effectiveness of promotional campaigns?
Significance of the study
This study is significant as it explores the critical link between promotional campaign effectiveness and customer perceptions of product quality in the beverage industry. The findings will help beverage companies in Lagos refine their promotional strategies to ensure accurate communication of product quality, thereby enhancing consumer trust and market competitiveness (Afolabi, 2023; Ajayi, 2024). The insights provided are expected to support more effective marketing practices that drive sustained brand loyalty (Babatunde, 2025).
Scope and limitations of the study
The study is limited to a single beverage company in Lagos and focuses exclusively on the relationship between promotional campaign effectiveness and product quality perception. It does not extend to other product categories or regions.
Definitions of terms
Promotional campaign effectiveness: The degree to which marketing campaigns accurately convey product attributes and drive consumer engagement.
Product quality perception: Consumers’ evaluation of the excellence or superiority of a product.
Beverage company: A firm that produces and markets drinkable products.
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