The impact of ethical advertising on customer perception of product value and quality: A comparative study of a green tech brand in Port Harcourt, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
In Port Harcourt, the green tech industry is rapidly evolving, with brands increasingly adopting ethical advertising as a tool to shape customer perception of product value and quality. Ethical advertising involves the dissemination of accurate, transparent, and socially responsible information that reflects a brand’s commitment to sustainability and innovation (Uche, 2023). For green tech brands, effective ethical advertising can distinguish their products in a competitive market by emphasizing environmental benefits and technological superiority. As consumers in Port Harcourt become more informed and concerned about ecological impacts, their purchasing decisions are increasingly influenced by the ethical integrity of advertising messages (Ike, 2024). Research indicates that ethical advertising can enhance consumer trust and perceived product quality, ultimately leading to a competitive advantage (Nwosu, 2023). However, challenges remain in consistently delivering ethical messages that resonate with diverse consumer segments. This comparative study aims to evaluate the impact of ethical advertising on customer perceptions, comparing the influence on product value and quality across different green tech brands in Port Harcourt. The findings are expected to offer strategic insights for marketers to refine their advertising approaches and reinforce the ethical image of their brands.
Statement of the problem
Despite the recognized importance of ethical advertising, green tech brands in Port Harcourt face challenges in clearly communicating ethical values to influence customer perceptions of product value and quality. Inconsistencies in advertising content and potential consumer skepticism pose significant hurdles. These challenges make it difficult for brands to effectively differentiate themselves based on ethical claims, leading to mixed consumer responses and uncertain market outcomes. The lack of comprehensive studies that directly compare the effects of ethical advertising across different brands further complicates strategic decision-making. Consequently, there is a critical need for empirical evidence to guide the development of more consistent and credible ethical advertising strategies (Amadi, 2023).
Objectives of the Study
To compare the impact of ethical advertising on customer perception of product value among green tech brands.
To evaluate how ethical advertising influences perceived product quality.
To provide recommendations for improving ethical advertising strategies in the green tech sector.
Research questions
How does ethical advertising influence customer perception of product value in Port Harcourt?
What is the effect of ethical advertising on perceived product quality?
What are the best practices for implementing ethical advertising in the green tech industry?
Significance of the Study
This study is significant as it explores the direct effects of ethical advertising on customer perceptions of product value and quality within Port Harcourt’s green tech sector. By comparing different brands, the research provides actionable insights that can help marketers enhance their advertising strategies. The findings will contribute to the broader academic literature on ethical advertising and offer practical guidelines for building consumer trust and market competitiveness in an increasingly eco-conscious market (Eze, 2024).
Scope and Limitations of the Study
The study is limited to the investigation of ethical advertising and its effects on customer perception of product value and quality for green tech brands in Port Harcourt. It does not cover other regions or unrelated industries and excludes broader economic influences.
Definitions of Terms
Ethical Advertising: The practice of delivering transparent, accurate, and responsible advertising messages.
Product Value: The perceived worth of a product based on its features, quality, and ethical attributes.
Perceived Product Quality: The consumer’s evaluation of the overall excellence and performance of a product.
Related Project Materials
An evaluation of the effect of gender on political party affiliation in Eleme Local Government Area, Rivers State
Background of the Study
Political party affiliation often reflects deeper social dynamics, including gender roles and cultu...
Design of a Computer-Based 3D Learning Model for Secondary Schools in Kano Municipal, Kano State
Background of the study
Advances in computer graphics and interactive technology have revolutionized educational methodolo...
An Investigation of the Use of Artificial Intelligence in Emergency Nursing Care at Delta State University Teaching Hospital
Background of the Study
Artificial Intelligence (AI) is rapidly changing the healthcare landscape, with applications ranging from clinica...
The effect of routine HIV screening on early detection in Bauchi State
Background of the Study
Routine HIV screening has emerged as a vital public health strategy aimed at facilitating early detection of HIV...
THE CHALLENGES OF INDIGENOUS BUILDING CONSTRUCTION FIRMS IN NIGERIA: A CASE STUDY OF KADUNA STATE
ABSTRACT
This study was carried out to examine the challenges of indigenous building construction firms in Nigeria:...
An investigation of widowhood rites and their psychological effects on women in Nsukka Local Government Area, Enugu State
Background of the Study
Widowhood rites, as practiced in Nsukka, are deeply embedded in cultural traditions and are design...
The Role of Big Data Analytics in Enhancing Financial Reporting Accuracy: A Case Study of MTN Nigeria
Background of the Study
Big data analytics involves analyzing large and complex datasets to uncover patterns, trends, an...
PROBLEMS AND PROSPECTS OF SMALL-SCALE INDUSTRIES IN NIGERIA
EXCERPT FROM THE STUDY
The underfunding of small-scale enterprises has led government to formulate measures aimed at ass...
THE ROLE OF MANAGEMENT ACCOUNTING IN PRICING DECISIONS AND ITS IMPACT ON PROFITABILITY AND MARKET COMPETITIVENESS
Abstract:
This research explores the role of management accounting in pricing decisions in Lagos State,...
E-NAIRA AND IT’S IMPLICATIONS ON THE FINTECH SECTOR
Background of the study
Financial service delivery is progressively merging with developing technologies in Nigeria, res...
