The effect of product promotion challenges on consumer purchase behavior: An investigation of a retail brand in Abuja
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- NGN 5000
Background of the study
Retail brands in Abuja are increasingly challenged by the complexities of product promotion in a highly competitive market environment. Product promotion challenges such as ambiguous messaging, inadequate customer engagement, and inconsistent promotional strategies can significantly impact consumer purchase behavior (Ijeoma, 2023). In the retail sector, effective promotion is essential for differentiating products and influencing purchase decisions. However, when promotional strategies fall short due to operational or strategic issues, consumer trust and interest may wane, leading to decreased sales performance. This study examines the nature of these promotion challenges and their effects on consumer purchase behavior in a retail context in Abuja. Emphasis is placed on understanding how specific promotional shortcomings, such as a lack of clear value propositions or misaligned marketing communications, affect consumer decision-making processes (Olumide, 2024). By analyzing consumer responses and promotional practices, the research aims to offer insights that can help retail brands refine their promotional strategies to better align with consumer expectations and boost purchase behavior (Balogun, 2023).
Statement of the problem
Retail brands in Abuja often experience significant challenges in product promotion that adversely affect consumer purchase behavior. Inadequate communication of product benefits, coupled with inconsistent promotional strategies, creates confusion among consumers, leading to reduced trust and lower sales. These challenges hinder brands from effectively differentiating themselves in a competitive retail market, resulting in a gap between promotional intentions and actual consumer responses. The absence of focused research on how these product promotion challenges impact consumer decision-making further complicates efforts to optimize marketing strategies. This study seeks to address this gap by examining the direct relationship between promotion challenges and consumer purchase behavior in a retail brand context (Ogunleye, 2023).
Objectives of the Study
To assess the impact of product promotion challenges on consumer purchase behavior.
To identify key factors in promotional strategies that influence purchase decisions.
To recommend improvements for retail promotional practices.
Research questions
How do product promotion challenges affect consumer purchase behavior in Abuja?
What factors in promotional messaging most influence consumer decisions?
What strategies can enhance the effectiveness of retail product promotions?
Significance of the Study
This study is significant as it investigates the impact of product promotion challenges on consumer purchase behavior in the retail sector in Abuja. The findings will provide actionable recommendations for retail brands to improve their promotional strategies and better align with consumer expectations. By addressing the core issues that hinder effective product promotion, the research contributes to enhanced consumer engagement and increased sales performance, benefiting both academic inquiry and practical marketing applications (Olatunji, 2024).
Scope and Limitations of the Study
The study is limited to examining the effect of product promotion challenges on consumer purchase behavior for a retail brand in Abuja. It does not extend to other industries, geographic regions, or broader economic factors.
Definitions of Terms
Product Promotion Challenges: Difficulties encountered in effectively communicating product benefits and engaging consumers.
Consumer Purchase Behavior: The decision-making process and actions undertaken by consumers in purchasing products.
Retail Brand: A company that sells products directly to consumers through physical or online stores.
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