An appraisal of promotional messaging clarity on customer perception of product quality and value: A case study of an FMCG brand in Kano, Nigeria.
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Background of the study
Promotional messaging clarity plays a vital role in shaping customer perception of product quality and value, particularly in the fast-moving consumer goods (FMCG) sector. In Kano, FMCG brands rely on clear and consistent promotional messages to communicate product benefits effectively. Clear messaging helps consumers understand the features and advantages of a product, leading to enhanced perceptions of quality and value (Okafor, 2023). However, challenges such as ambiguous language, inconsistent information, and overloaded messaging can confuse consumers and undermine the intended brand message (Ibrahim, 2024). In a competitive FMCG market, where consumer choices are heavily influenced by perceived quality and value, clarity in promotional communication is essential. This study appraises the effectiveness of promotional messaging clarity in influencing customer perceptions of product quality and value for an FMCG brand in Kano. The research seeks to identify the key elements that contribute to clear messaging and provide recommendations to optimize communication strategies, thereby driving improved consumer understanding and purchase behavior (Adebayo, 2025).
Statement of the problem
FMCG brands in Kano face challenges in ensuring that their promotional messages are clear and effectively convey product quality and value. Ambiguous messaging and inconsistent communication have led to consumer confusion, resulting in diminished perceptions of both quality and value (Okafor, 2023). This miscommunication can negatively affect purchase decisions and overall brand performance (Ibrahim, 2024). As the market becomes increasingly competitive, the inability to deliver clear and concise promotional messages undermines consumer confidence and weakens brand positioning. This study aims to investigate the impact of promotional messaging clarity on customer perceptions of quality and value, with the goal of identifying strategies to enhance communication effectiveness (Adebayo, 2025).
Objectives of the Study
To evaluate the impact of promotional messaging clarity on customer perception of product quality.
To assess how clear messaging influences perceived product value.
To recommend strategies for improving promotional communication.
Research Questions
How does promotional messaging clarity affect perceptions of product quality?
What is the relationship between messaging clarity and perceived value?
What measures can enhance the clarity of promotional messages in FMCG marketing?
Significance of the study
This study is significant as it examines how clear promotional messaging influences customer perceptions of product quality and value in the FMCG sector. The insights will help FMCG brands in Kano refine their communication strategies to build stronger consumer trust and enhance market competitiveness (Okafor, 2023; Ibrahim, 2024). The recommendations provided aim to improve messaging clarity, ultimately supporting more effective marketing and increased consumer satisfaction (Adebayo, 2025).
Scope and limitations of the study
The study is limited to an FMCG brand in Kano and focuses on the impact of promotional messaging clarity on customer perceptions of product quality and value. It does not extend to other industries or communication channels.
Definitions of terms
Promotional messaging clarity: The degree to which marketing messages are clear, concise, and easily understood by consumers.
Product quality perception: The consumer’s evaluation of a product’s overall excellence and performance.
Product value: The consumer’s assessment of the worth of a product relative to its price.
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