An evaluation of product promotion challenges on customer satisfaction and loyalty: A study of a beverage brand in Abuja.
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- NGN 5000
Background of the study
Effective product promotion is essential for driving customer satisfaction and loyalty, particularly in the competitive beverage industry. In Abuja, beverage brands face numerous challenges in promoting their products, including inconsistent messaging, limited budgets, and rapidly changing consumer preferences (Okafor, 2023). These challenges can lead to a misalignment between the brand’s promotional promises and the actual consumer experience, thereby impacting customer satisfaction. When customers perceive discrepancies between advertised benefits and real product performance, loyalty is likely to wane. Research has shown that overcoming promotion challenges through clear, consistent, and engaging messaging can significantly enhance customer satisfaction and foster loyalty (Ibrahim, 2024). Beverage brands that manage to effectively address these challenges are better positioned to build a strong and loyal customer base, even in competitive markets. This study examines the impact of product promotion challenges on customer satisfaction and loyalty for a beverage brand in Abuja, aiming to provide actionable insights that can help improve promotional strategies and boost long-term brand performance (Adebayo, 2025).
Statement of the problem
Beverage brands in Abuja struggle with product promotion challenges that negatively affect customer satisfaction and loyalty. Inconsistent promotional messaging and budget constraints contribute to consumer confusion and unmet expectations, leading to decreased satisfaction (Okafor, 2023). This misalignment between promotional claims and actual product performance not only diminishes customer trust but also reduces repeat purchase behavior (Ibrahim, 2024). The problem is further compounded by the competitive nature of the beverage market, where even minor promotional shortcomings can result in significant loss of market share. This study seeks to evaluate the impact of these promotional challenges on customer satisfaction and loyalty and to propose strategies to enhance the effectiveness of promotional campaigns (Adebayo, 2025).
Objectives of the Study
To evaluate the impact of product promotion challenges on customer satisfaction.
To assess the effect on customer loyalty.
To recommend strategies for improving promotional practices.
Research Questions
How do product promotion challenges affect customer satisfaction?
What is the impact of these challenges on customer loyalty?
What strategies can enhance the effectiveness of product promotion?
Significance of the study
This study is significant as it investigates how product promotion challenges influence customer satisfaction and loyalty within the beverage industry. The insights will help beverage brands in Abuja refine their promotional strategies to better meet customer expectations, thereby enhancing loyalty and competitive positioning (Okafor, 2023; Ibrahim, 2024). The recommendations provided will support the development of more effective and consistent promotional campaigns, leading to improved market performance (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a beverage brand in Abuja and focuses on the impact of product promotion challenges on customer satisfaction and loyalty. It does not extend to other industries or regions.
Definitions of terms
Product promotion challenges: Difficulties encountered in effectively communicating product benefits.
Customer satisfaction: The level of fulfillment consumers experience from a product or service.
Customer loyalty: The propensity of customers to continue purchasing from a brand.
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