An examination of the challenges of marketing during economic hardship on customer perception of product quality: A case study of a retail chain in Kano, Nigeria.
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Background of the study
Economic hardship poses significant challenges for marketing, particularly in sectors where consumer spending is highly sensitive to price and quality cues. In Kano, retail chains experience considerable pressure as economic downturns lead to reduced disposable income and increased price sensitivity. Under these conditions, marketing campaigns must work harder to convince consumers of product quality and value (Okafor, 2023). However, challenges such as budget cuts, inconsistent messaging, and heightened competition can result in ineffective promotional strategies that fail to communicate product excellence effectively. Research shows that during economic hardship, consumers are more cautious, and any perceived discrepancy between advertised quality and actual product performance can severely damage brand reputation (Ibrahim, 2024). This study examines the specific challenges that retail chains in Kano face in marketing during economic hardship and investigates how these challenges affect customer perceptions of product quality. The goal is to identify critical areas for improvement in promotional strategies that can help maintain consumer confidence even in adverse economic conditions (Adebayo, 2025).
Statement of the problem
Retail chains in Kano face major marketing challenges during economic hardship, resulting in diminished consumer perception of product quality. When promotional messages are weakened due to budget constraints or inconsistent communication, consumers tend to question the reliability of the product, leading to lower purchase intent (Okafor, 2023). This problem is exacerbated by the economic climate, where consumers’ heightened sensitivity to price and quality further undermines trust. Consequently, the effectiveness of marketing campaigns is significantly compromised, affecting overall sales and brand loyalty (Ibrahim, 2024). The study aims to address these challenges by examining their impact on consumer perception of product quality and proposing strategies to overcome them (Adebayo, 2025).
Objectives of the Study
To identify the marketing challenges during economic hardship.
To assess the impact of these challenges on consumer perception of product quality.
To propose strategies to improve marketing effectiveness.
Research Questions
What marketing challenges arise during economic hardship?
How do these challenges affect consumer perceptions of product quality?
What strategies can mitigate these challenges?
Significance of the study
This study is significant as it investigates the challenges of marketing during economic hardship and their impact on customer perception of product quality. The findings will help retail chains in Kano develop more resilient marketing strategies that maintain consumer trust and drive sales despite economic adversity (Okafor, 2023; Ibrahim, 2024). The recommendations will contribute to more effective promotional practices and improved brand reputation (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a retail chain in Kano and focuses on marketing challenges during economic hardship and their impact on product quality perception. It does not extend to other sectors or regions.
Definitions of terms
Marketing challenges: Obstacles that hinder effective promotional communications.
Product quality perception: Consumers’ assessment of the excellence of a product.
Economic hardship: A period characterized by financial instability and reduced consumer spending.
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