The impact of ethical considerations in promotional campaigns on customer perception: A case study of an FMCG brand in Lagos, Nigeria
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Background of the study
Ethical considerations in promotional campaigns are critical in shaping customer perception, especially in the fast‑moving consumer goods (FMCG) sector. In Lagos, FMCG brands use promotional campaigns to communicate product benefits, yet ethical lapses—such as exaggeration of claims or lack of transparency—can undermine customer trust. This study investigates how ethical considerations in promotional campaigns affect customer perceptions for an FMCG brand. Ethical promotion involves the honest presentation of product information, adherence to regulatory guidelines, and transparency regarding product benefits and limitations (Chinwe, 2023). Such practices can enhance consumer trust and contribute to long‑term brand loyalty. Conversely, unethical promotional practices may lead to skepticism and reduced customer engagement (Ibrahim, 2023). By analyzing promotional materials, customer feedback, and sales data, the research aims to identify the key ethical factors that influence customer perception. The study will also provide recommendations for FMCG brands to improve ethical standards in their promotional campaigns, thereby strengthening customer relationships and brand reputation (Adeniyi, 2024).
Statement of the problem
FMCG brands in Lagos struggle with maintaining ethical standards in promotional campaigns, leading to mixed customer perceptions. Unethical practices such as overstated claims and lack of transparency can erode trust and negatively influence purchase decisions (Chinwe, 2023). The absence of uniform ethical guidelines complicates efforts to deliver consistent and honest messaging, resulting in consumer skepticism and diminished brand credibility. This study addresses these issues by examining how ethical considerations in promotional campaigns impact customer perception, with the goal of identifying best practices that can mitigate negative perceptions and enhance overall customer trust (Ibrahim, 2023).
Objectives of the Study
To assess the ethical dimensions of promotional campaigns for an FMCG brand.
To evaluate the impact of ethical promotion on customer perception.
To recommend strategies for improving ethical standards in promotional communications.
Research Questions
How do ethical considerations in promotional campaigns affect customer perception?
What unethical practices most negatively impact customer trust?
What improvements can enhance ethical promotional practices?
Significance of the study
This study is significant as it explores the role of ethical considerations in promotional campaigns on customer perception for an FMCG brand in Lagos. The findings will help marketers design more ethical and transparent promotional strategies that build customer trust and improve brand reputation. The research contributes to academic debates on ethical marketing and provides practical recommendations for the FMCG sector (Chinwe, 2023; Adeniyi, 2024).
Scope and limitations of the study
The study is limited to analyzing ethical considerations in promotional campaigns and their impact on customer perception for an FMCG brand in Lagos, Nigeria, excluding other industries.
Definitions of terms
Ethical Considerations: Moral principles that guide honest and transparent promotional practices.
Customer Perception: How consumers view and evaluate a brand’s promotional efforts.
FMCG Brand: A company that produces and markets fast‑moving consumer goods.
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