An appraisal of ethical marketing practices in advertisement campaigns on customer perception: A case study of a pharmaceutical company in Kaduna, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Ethical marketing practices have become crucial in industries where consumer trust is paramount, especially in the pharmaceutical sector. In Kaduna, pharmaceutical companies are increasingly scrutinized for their advertising claims due to the sensitive nature of health-related products. This study appraises the ethical marketing practices employed in advertisement campaigns by a leading pharmaceutical company. It explores how transparency, honesty in claims, and adherence to regulatory standards impact customer perceptions of product efficacy and safety (Chinwe, 2023). Ethical advertising in pharmaceuticals involves clear disclosure of side effects, balanced presentation of benefits, and avoidance of exaggerated claims. Such practices are intended to foster trust and ensure that consumers are well‑informed. However, aggressive marketing tactics and unethical promotional practices can lead to skepticism and diminished trust (Afolabi, 2024). By analyzing advertisement content, regulatory compliance, and consumer feedback, the research aims to assess the overall impact of ethical marketing on customer perception. The study seeks to provide recommendations that pharmaceutical companies can adopt to enhance the credibility and ethicality of their campaigns (Ibrahim, 2025).
Statement of the problem
Pharmaceutical companies in Kaduna face significant challenges in maintaining ethical standards in their advertisement campaigns, which directly affect customer perceptions. Unethical practices, such as overstated benefits or undisclosed risks, have the potential to undermine consumer trust and lead to adverse health outcomes (Chinwe, 2023). The lack of consistent ethical guidelines in advertising creates confusion and skepticism among customers regarding product quality and safety. This study addresses these concerns by examining the ethical dimensions of pharmaceutical advertising and their influence on consumer perception. The findings are expected to help companies refine their advertising practices to ensure that they are both compliant and perceived as trustworthy by the target audience (Afolabi, 2024).
Objectives of the Study
To appraise ethical marketing practices in pharmaceutical advertisement campaigns.
To evaluate the impact of these practices on customer perception of product efficacy and safety.
To recommend strategies for improving ethical standards in pharmaceutical advertising.
Research Questions
How do ethical marketing practices affect customer perception in pharmaceutical advertising?
What unethical practices contribute to negative customer perceptions?
What improvements can enhance ethical standards in pharmaceutical advertising?
Significance of the study
This study is significant as it evaluates the role of ethical marketing practices in shaping customer perceptions in the pharmaceutical industry in Kaduna. The insights will guide pharmaceutical companies in refining their advertising strategies, thereby improving consumer trust and brand credibility. The research contributes to the academic literature on ethical marketing and offers practical recommendations for promoting transparency and responsibility in pharmaceutical advertisements (Chinwe, 2023; Ibrahim, 2025).
Scope and limitations of the study
The study is limited to assessing ethical marketing practices and their impact on customer perception for a pharmaceutical company in Kaduna, Nigeria, and does not extend to other industries.
Definitions of terms
Ethical Marketing Practices: Advertising strategies that prioritize honesty, transparency, and compliance with regulatory standards.
Customer Perception: The interpretation and evaluation of product claims by consumers.
Pharmaceutical Company: An organization that researches, develops, and markets medicinal products.
Related Project Materials
NEWSPAPER REPORTAGE OF CHILD ABUSE CASES IN NIGERIA
EXCERPT FROM THE STUDY
Child abuse can be seen as any act of omission or commission, physical or psychological maltreatm...
The Role of Packaging in Consumer Buying Decisions
Background of the study
Packaging plays a critical role in consumer buying decisions by serving as both a protective fun...
The influence of cultural practices on breastfeeding patterns in Awka South Local Government, Anambra State
Background of the study
Breastfeeding patterns in Awka South Local Government are deeply embedded within...
An assessment of nurses' preparedness for responding to cardiac emergencies at National Hospital, Abuja
Background of the Study
Cardiac emergencies, such as acute myocardial infarction (heart attack), cardiac arrest, and arr...
The effect of digital narrative techniques on consumer behavior: A study of a content marketing agency in Kano.
Background of the study
Digital narrative techniques involve the use of compelling digital stories to engage consumer...
An Evaluation of Phonetic Trends in Nigerian Traditional Music: A Study of Yoruba Drumming Patterns
Background of the Study
Yoruba traditional music is renowned for its intricate drumming patterns, which are deeply embedde...
The Effect of Visual Storytelling on Nigerian Morphology: A Case Study of Instagram Captions
Background of the Study
Visual storytelling on Instagram has revolutionized how language and imagery interact, influencing...
The Impact of ICT Innovations on Rural Agricultural Lending Efficiency: A Case Study of First Bank of Nigeria
Background of the Study
Information and Communication Technology (ICT) innovations have dramatically trans...
An Assessment of Rural Banking Policies on Financial Inclusion in Jalingo Local Government, Taraba State
Background of the Study
Financial inclusion is a key driver of economic development, especially in rural areas where acc...
An Evaluation of Nurses’ Involvement in Sanitation and Hygiene Campaigns in Rural Communities of Yobe State
Background of the Study
Sanitation and hygiene are fundamental to preventing infectious diseases, particularly in rural...
