The effect of ethical advertising on consumer perception of product reliability: A study of a pharmaceutical product in Kaduna, Nigeria.
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Background of the study
Ethical advertising plays a critical role in shaping consumer perceptions of product reliability, particularly in the pharmaceutical sector where safety and efficacy are paramount. In Kaduna, pharmaceutical companies are under constant scrutiny, and ethical advertising is essential to establish credibility and trust. By providing accurate, transparent, and balanced information about product benefits and potential side effects, ethical advertising helps consumers form a positive perception of product reliability (Eze, 2023). Studies have demonstrated that when consumers view advertising as ethical and truthful, they are more likely to believe in the product’s effectiveness and make informed purchase decisions (Ibrahim, 2024). However, challenges such as overly promotional language, exaggerated claims, and lack of regulatory compliance can undermine these efforts. This study examines the effect of ethical advertising on consumer perception of product reliability for a pharmaceutical product in Kaduna, exploring the key factors that contribute to consumer trust and offering recommendations to enhance ethical standards in pharmaceutical advertising (Adebayo, 2025).
Statement of the problem
Pharmaceutical products in Kaduna face the challenge of overcoming consumer skepticism due to unethical advertising practices. When advertising messages are perceived as misleading or exaggerated, consumers doubt the reliability of the product, leading to reduced purchase intentions and compromised brand reputation (Eze, 2023). This issue is particularly critical in the pharmaceutical industry where product reliability directly affects consumer health outcomes (Ibrahim, 2024). The study aims to address these challenges by evaluating how ethical advertising practices influence consumer perceptions of product reliability and by recommending measures to improve advertising credibility, ensuring that consumers receive accurate information that builds trust (Adebayo, 2025).
Objectives of the Study
To evaluate the impact of ethical advertising on consumer perception of product reliability.
To identify the ethical elements that most influence consumer trust.
To recommend strategies for improving ethical advertising practices.
Research Questions
How does ethical advertising affect consumer perception of product reliability?
What ethical elements are critical in shaping consumer trust in pharmaceutical advertising?
What strategies can enhance ethical standards in advertising?
Significance of the study
This study is significant as it explores how ethical advertising influences consumer perception of product reliability in the pharmaceutical sector. The insights will assist pharmaceutical companies in Kaduna to refine their advertising practices, thereby building consumer trust and enhancing product credibility (Eze, 2023; Ibrahim, 2024). The recommendations will support the development of more ethical marketing practices that ultimately contribute to better consumer outcomes and brand success (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a pharmaceutical product in Kaduna and focuses on the impact of ethical advertising on consumer perception of product reliability. It does not extend to other products or regions.
Definitions of terms
Ethical advertising: Marketing practices characterized by honesty, transparency, and regulatory compliance.
Product reliability: The degree to which a product is perceived as safe and effective.
Pharmaceutical product: A drug or medical treatment developed and marketed for health benefits.
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