An assessment of promotional message clarity on customer perception of product quality: A study of a food product in Kaduna, Nigeria
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Background of the study
Promotional message clarity plays a crucial role in shaping customer perceptions of product quality, particularly in the highly competitive food industry. In Kaduna, food companies use various advertising messages to communicate product benefits, quality standards, and nutritional value. This study assesses how the clarity of promotional messages influences consumer perceptions of a food product’s quality. Clear, concise, and accurate messaging can enhance consumer confidence and drive purchasing decisions (Salihu, 2023). The study examines the design, language, and delivery of promotional content and how these elements affect consumer understanding and evaluation of product quality. It also considers the impact of visual elements and testimonial endorsements. However, unclear or overly complex messages may lead to consumer confusion and negatively affect product perceptions (Afolabi, 2024). By analyzing customer surveys, focus group discussions, and advertising content, the study aims to determine the relationship between message clarity and perceived product quality, offering recommendations for improving promotional communication strategies (Umeh, 2025).
Statement of the problem
Food companies in Kaduna face challenges in ensuring that their promotional messages clearly convey product quality, leading to suboptimal consumer perceptions. Despite extensive advertising efforts, ambiguous or overly technical messaging can result in consumer confusion and diminished product credibility (Salihu, 2023). The lack of clarity in promotional content hinders the ability of companies to effectively communicate quality attributes, potentially affecting consumer purchase decisions. This study addresses the gap by examining how promotional message clarity impacts customer perceptions of product quality and identifying strategies to enhance communication effectiveness. Improving message clarity is essential for building consumer trust and driving sales (Afolabi, 2024).
Objectives of the Study
To assess the clarity of promotional messages for a food product.
To evaluate its impact on consumer perceptions of product quality.
To propose recommendations for improving promotional communication.
Research Questions
How does promotional message clarity affect customer perception of product quality?
What elements of messaging contribute to clarity?
What strategies can enhance message clarity and improve consumer perceptions?
Significance of the study
This study is significant as it examines the influence of promotional message clarity on consumer perceptions of product quality for a food product in Kaduna. The findings will assist marketers in designing clearer, more effective promotional content that enhances brand credibility and customer trust. The research contributes to academic debates on advertising communication and provides practical insights for optimizing promotional strategies (Salihu, 2023; Umeh, 2025).
Scope and limitations of the study
The study is limited to analyzing promotional message clarity and its effect on customer perception for a food product in Kaduna, Nigeria, and does not extend to other product categories.
Definitions of terms
Promotional Message Clarity: The degree to which advertising content is easily understood by the target audience.
Product Quality Perception: Consumers’ evaluation of a product’s excellence based on promotional cues.
Food Product: A consumable item produced for the food industry.
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