The effect of quality‑driven product promotion on customer purchase intentions: An investigation of a luxury goods brand in Abuja.
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Background of the study
Quality‑driven product promotion emphasizes the superior attributes of products and is critical in driving customer purchase intentions, particularly for luxury goods. In Abuja, luxury brands leverage high‑quality promotional campaigns that focus on craftsmanship, exclusivity, and performance to attract discerning consumers (Okafor, 2023). Such promotions not only highlight the tangible benefits of the products but also reinforce the brand’s reputation for excellence. Research indicates that when promotions are centered around quality, consumers are more likely to develop a strong purchase intention, as they perceive the product as a worthwhile investment (Ibrahim, 2024). However, challenges arise when the promotional message does not align with the actual quality of the product, leading to consumer disappointment and diminished purchase intent. This study investigates the effect of quality‑driven product promotion on customer purchase intentions for a luxury goods brand in Abuja. It aims to explore the critical elements of quality promotion that most effectively drive purchase behavior and to recommend strategies for optimizing promotional efforts to enhance consumer commitment (Adebayo, 2025).
Statement of the problem
Luxury brands in Abuja face the challenge of ensuring that their quality‑driven promotional campaigns effectively translate into increased purchase intentions. When there is a disconnect between the promoted quality and the actual product performance, consumer trust is compromised, leading to lower purchase rates (Okafor, 2023). This misalignment undermines the brand’s reputation and reduces customer loyalty, particularly in a market where luxury is expected to be synonymous with superior quality (Ibrahim, 2024). The study aims to address these issues by evaluating the impact of quality‑driven promotion on purchase intentions and by proposing strategies that ensure the promotional message is both compelling and accurate (Adebayo, 2025).
Objectives of the Study
To assess the impact of quality‑driven promotion on purchase intentions.
To identify the key elements that drive consumer perception of quality in luxury goods.
To recommend strategies for effective quality‑driven promotion.
Research Questions
How does quality‑driven promotion influence purchase intentions?
What elements of quality promotion most effectively drive consumer behavior?
What strategies can align promotional messages with actual product quality?
Significance of the study
This study is significant as it investigates the role of quality‑driven product promotion in influencing customer purchase intentions within the luxury goods sector. The findings will enable luxury brands in Abuja to refine their promotional strategies, thereby enhancing consumer trust and boosting sales (Okafor, 2023; Ibrahim, 2024). The recommendations will support the development of more accurate and compelling promotional messages that drive long‑term customer commitment (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a luxury goods brand in Abuja and focuses on quality‑driven product promotion and its effect on purchase intentions. It does not cover other product segments or regions.
Definitions of terms
Quality‑driven product promotion: Marketing efforts that emphasize the superior attributes and craftsmanship of a product.
Purchase intentions: The likelihood that consumers will buy a product.
Luxury goods brand: A company that offers high‑end, exclusive products.
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