An investigation of integrated marketing communications on enhancing consumer trust and product quality: Evidence from an FMCG product in Kaduna, Nigeria
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Background of the study
Integrated marketing communications (IMC) have emerged as a vital strategy for consolidating diverse promotional efforts to deliver a consistent brand message. In Kaduna, the FMCG sector is intensely competitive, and brands must employ IMC strategies to build and sustain consumer trust while reinforcing perceptions of product quality (Olayinka, 2023). IMC involves the coordination of various marketing channels—such as digital media, traditional advertising, and public relations—to create a unified communication framework. This unified approach is essential in enhancing consumer trust, as inconsistent messages across channels can lead to confusion and dilute the brand’s quality image (Akinola, 2024). Effective IMC not only streamlines communication but also reinforces the value proposition of FMCG products, which is critical in markets where consumers are highly influenced by brand reputation. Recent studies highlight that when FMCG brands in Kaduna adopt integrated approaches, they experience improved customer retention and positive quality evaluations (Bello, 2023). This research aims to investigate how IMC strategies can be leveraged to enhance consumer trust and elevate product quality perceptions within the FMCG industry.
Statement of the problem:
Despite significant investments in integrated marketing communications, many FMCG brands in Kaduna struggle to achieve the desired impact on consumer trust and product quality perception. Inconsistent messaging across multiple channels often results in fragmented brand images that confuse consumers (Olayinka, 2023). This lack of integration undermines the potential benefits of coordinated communication efforts, leading to diminished trust and lower evaluations of product quality. The absence of a unified marketing strategy creates a gap between consumer expectations and the brand’s communicated promise, adversely affecting market performance. Addressing these challenges is critical for FMCG brands to ensure that all promotional activities contribute effectively to building consumer confidence and reinforcing product quality (Akinola, 2024).
Objectives of the Study
To assess the effectiveness of integrated marketing communications in building consumer trust.
To examine the impact of IMC on consumer perceptions of product quality.
To recommend strategies for optimizing integrated marketing efforts in the FMCG sector.
Research questions
How does integrated marketing communications influence consumer trust in FMCG products?
What is the relationship between IMC and perceived product quality?
Which aspects of IMC contribute most significantly to enhancing consumer trust?
Significance of the Study
This study is significant as it explores the role of integrated marketing communications in enhancing consumer trust and product quality in the FMCG sector of Kaduna. The insights provided will help FMCG brands streamline their communication strategies, ensuring consistent messaging that resonates with consumers. The findings contribute to academic literature on IMC and offer practical guidelines for improving brand reputation and customer satisfaction in a competitive market (Bello, 2023).
Scope and Limitations of the Study
The study is limited to analyzing integrated marketing communications and their effect on consumer trust and product quality for an FMCG product in Kaduna. It does not cover other industries or regions, and external communication channels are considered only in relation to the selected FMCG product.
Definitions of Terms
Integrated Marketing Communications (IMC): A strategic approach that combines various marketing channels to deliver a unified brand message.
Consumer Trust: The confidence that consumers have in the reliability and authenticity of a brand’s communications.
Product Quality: The overall standard and performance of a product as perceived by consumers.
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