An evaluation of promotional campaign clarity on customer perception of product value: Evidence from a food product in Kano, Nigeria
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Background of the study
Promotional campaigns play a pivotal role in shaping consumer perceptions, particularly in the competitive food industry. In Kano, Nigeria, where food products are a daily necessity, the clarity of promotional messages significantly influences how consumers perceive product value. Clear and concise promotional campaigns are essential to convey product benefits, quality attributes, and unique selling propositions effectively (Ibrahim, 2023). When consumers are provided with transparent and straightforward information, they are better positioned to evaluate the product’s worth and make informed purchasing decisions. Recent trends indicate that food products with clear promotional messages are more likely to garner consumer trust and loyalty, as they reduce ambiguity and enhance perceived value (Lawal, 2024). In contrast, confusing or misleading campaigns can detract from the perceived quality and value of food products, ultimately impacting sales and brand reputation. This study aims to evaluate the impact of campaign clarity on consumer perception, focusing on a specific food product in Kano. The investigation will provide insights into how clarity in promotional communication can bridge the gap between consumer expectations and product performance, thereby fostering improved consumer trust and sustained market success.
Statement of the problem:
Despite the critical importance of clear promotional messaging, food products in Kano often suffer from ambiguous or misleading campaign communications. Such lack of clarity creates a disconnect between the advertised product value and consumer expectations, leading to diminished trust and reluctance to purchase (Abubakar, 2023). Food brands face the challenge of conveying the true quality and value of their products amidst a backdrop of intense market competition and diverse consumer preferences. This confusion hampers effective communication and may result in negative consumer perceptions of product quality. The absence of robust guidelines for ensuring clarity in promotional campaigns further complicates the situation, necessitating an in-depth investigation into how campaign clarity influences consumer evaluation of product value (Lawal, 2024).
Objectives of the Study
To assess the impact of promotional campaign clarity on consumer perception of product value.
To determine the relationship between clear promotional messaging and consumer trust.
To recommend best practices for developing clear and effective promotional campaigns for food products.
Research questions
How does the clarity of promotional campaigns influence consumer perception of product value in the food industry?
What is the effect of clear messaging on consumer trust in food products?
What guidelines can be recommended for enhancing promotional clarity in the food sector?
Significance of the Study
This study is significant as it examines the crucial role of promotional campaign clarity in shaping consumer perceptions of product value within the food industry in Kano. The findings will offer practical insights for marketers aiming to enhance consumer trust through transparent communication. By demonstrating the positive impact of clear promotional messages, the study provides a framework for improving marketing strategies that can lead to increased consumer satisfaction and brand loyalty. The research also contributes to academic literature by exploring an under-researched aspect of food product marketing (Ibrahim, 2023).
Scope and Limitations of the Study
The study is limited to evaluating the impact of promotional campaign clarity on consumer perception of product value for a selected food product in Kano. It does not cover other product categories or geographic regions, and focuses solely on the clarity aspect of promotional campaigns.
Definitions of Terms
Promotional Campaign Clarity: The degree to which marketing messages are clear, understandable, and free from ambiguity.
Product Value: The perceived worth of a product as determined by its attributes and communicated benefits.
Consumer Trust: The confidence consumers have in the authenticity and reliability of promotional communications.
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