The impact of product promotion challenges on customer loyalty and ethical marketing perception: A case study of a beauty retailer in Kano, Nigeria
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Background of the study
Beauty retailers in Kano operate in an environment where product promotion is key to building customer loyalty and maintaining an ethical brand image. However, challenges such as inconsistent promotional messaging, inadequate customer engagement, and overemphasis on superficial attributes can adversely affect customer loyalty and ethical marketing perception (Adebisi, 2023). When promotional efforts do not align with the brand’s ethical standards, customers may question the authenticity of the brand’s commitment to ethical practices. Recent studies have indicated that ethical marketing is critical for customer retention, particularly in the beauty sector where consumer trust is paramount (Chukwu, 2024). This research examines how product promotion challenges influence customer loyalty and the perception of ethical marketing among beauty retailers in Kano. By evaluating both promotional strategies and customer feedback, the study aims to identify the critical factors that hinder effective promotion and propose recommendations to overcome these obstacles, ultimately enhancing customer loyalty and reinforcing ethical brand perception (Olaoye, 2024).
Statement of the problem
Beauty retailers in Kano face significant challenges in product promotion that negatively impact customer loyalty and ethical marketing perception. Inconsistent messaging and ambiguous promotional practices lead to consumer distrust and diminished loyalty. The misalignment between ethical claims and promotional execution further exacerbates this problem, resulting in a disconnect between brand promise and consumer experience. Despite the importance of ethical marketing in maintaining customer loyalty, there is limited research on how promotion challenges specifically influence these outcomes. This study addresses this gap by investigating the relationship between product promotion challenges and customer loyalty, while also evaluating how these challenges affect the perception of ethical marketing (Eze, 2023).
Objectives of the Study
To evaluate the impact of product promotion challenges on customer loyalty in the beauty retail sector.
To assess the effect of these challenges on ethical marketing perception.
To propose strategies to improve promotional practices and enhance customer loyalty.
Research questions
How do product promotion challenges affect customer loyalty in beauty retail?
What is the relationship between promotional challenges and ethical marketing perception?
Which strategies can improve promotion effectiveness and bolster loyalty?
Significance of the Study
This study is significant as it provides valuable insights into how product promotion challenges affect customer loyalty and ethical marketing perception in a beauty retail context in Kano. The findings will assist beauty retailers in refining their promotional strategies to ensure that ethical commitments are clearly communicated, thereby enhancing customer trust and loyalty. This research contributes to academic literature and offers practical recommendations for overcoming promotional obstacles in the beauty industry (Nwankwo, 2024).
Scope and Limitations of the Study
The study is limited to examining product promotion challenges and their impact on customer loyalty and ethical marketing perception for a beauty retailer in Kano. It does not extend to other sectors, regions, or external influences.
Definitions of Terms
Product Promotion Challenges: Difficulties in effectively marketing products that affect consumer engagement.
Customer Loyalty: The degree to which customers consistently choose a particular brand.
Ethical Marketing Perception: How consumers view a brand’s commitment to ethical practices in its promotional activities.
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