An evaluation of the role of ethical product promotion in mitigating marketing challenges during economic downturns: A case study of an FMCG product in Abuja.
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Background of the study
During economic downturns, FMCG brands face intensified marketing challenges, including increased price sensitivity and consumer skepticism. Ethical product promotion—emphasizing transparency, honest communication, and social responsibility—has emerged as a potential strategy to mitigate these challenges by reinforcing trust and credibility. In Abuja, FMCG companies that adopt ethical promotion practices can differentiate themselves in a crowded market and maintain consumer confidence even when economic conditions are unfavorable (Okafor, 2023). Research indicates that ethical promotion can help bridge the gap between consumer expectations and product performance, leading to enhanced brand loyalty and sustained sales (Ibrahim, 2024). However, implementing ethical product promotion is not without its challenges, as companies must balance ethical standards with competitive pressures and cost constraints. This study evaluates the effectiveness of ethical product promotion in addressing marketing challenges during economic downturns for an FMCG product in Abuja. The findings aim to provide actionable recommendations for integrating ethical practices into marketing strategies to foster consumer trust and resilience in adverse economic conditions (Adebayo, 2025).
Statement of the problem
FMCG brands in Abuja struggle with significant marketing challenges during economic downturns, where consumer trust is fragile and price sensitivity is high. In such conditions, traditional promotional tactics may fall short, leading to decreased sales and brand erosion (Okafor, 2023). The lack of ethical product promotion practices can exacerbate these challenges by creating a disconnect between the brand’s messaging and consumer expectations, ultimately reducing customer loyalty (Ibrahim, 2024). This study aims to evaluate how ethical product promotion can mitigate these issues by enhancing transparency and trust, and to identify the key factors that contribute to successful ethical promotion during economic downturns (Adebayo, 2025).
Objectives of the Study
To evaluate the impact of ethical product promotion on mitigating marketing challenges.
To assess its effect on consumer trust and loyalty during economic downturns.
To propose strategies for effective ethical promotion.
Research Questions
How does ethical product promotion mitigate marketing challenges during economic downturns?
What is the effect on consumer trust and loyalty?
What strategies can enhance ethical promotion practices?
Significance of the study
This study is significant as it investigates the role of ethical product promotion in overcoming marketing challenges during economic downturns in the FMCG sector. The insights will enable FMCG brands in Abuja to develop more resilient and ethical promotional strategies that enhance consumer trust and sustain sales (Okafor, 2023; Ibrahim, 2024). The recommendations will support the creation of robust marketing frameworks that can thrive even under adverse economic conditions (Adebayo, 2025).
Scope and limitations of the study
The study is limited to an FMCG product in Abuja and focuses on the impact of ethical product promotion during economic downturns. It does not extend to other product categories or geographic regions.
Definitions of terms
Ethical product promotion: Marketing efforts that prioritize honesty, transparency, and social responsibility.
Marketing challenges: Obstacles that hinder effective promotional communication.
Economic downturn: A period of financial instability characterized by reduced consumer spending.
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