The effect of advertising campaign challenges on consumer purchase decisions and product quality: An evaluation of a tech gadget in Lagos, Nigeria
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Background of the study
In Lagos, tech gadgets are frequently advertised through campaigns that aim to highlight innovation, quality, and value. However, advertising campaign challenges such as ambiguous messages, technological misfires, and inconsistent brand narratives can significantly influence consumer purchase decisions and perceptions of product quality (Adekunle, 2023). When advertising fails to communicate the intended benefits effectively, consumers may doubt the product’s performance and overall quality. Recent research has underscored that effective advertising is closely linked to clear communication and consistent messaging, which are essential for persuading consumers and influencing purchase behavior (Chukwu, 2024). This study investigates the impact of advertising campaign challenges on consumer purchase decisions and product quality evaluation. By analyzing campaign strategies, consumer responses, and sales data, the research aims to identify the key factors that impede successful advertising. The ultimate goal is to develop recommendations that tech companies in Lagos can implement to enhance the clarity and reliability of their advertising, thereby improving consumer purchase decisions and reinforcing perceptions of high product quality (Olusola, 2024).
Statement of the problem
Tech companies in Lagos face significant advertising campaign challenges that undermine consumer confidence and influence purchase decisions. Inconsistent messaging and technical glitches in campaigns lead to consumer skepticism regarding both the effectiveness of the advertisement and the quality of the tech gadget. This miscommunication results in a gap between the promised product attributes and the consumer’s experience, thereby affecting overall sales and brand credibility. Despite the critical importance of effective advertising in the tech industry, there is a lack of comprehensive research on how these challenges impact consumer purchase decisions and product quality perception. This study aims to fill this gap by evaluating the direct effects of advertising campaign challenges on consumer behavior and product evaluation (Babatunde, 2023).
Objectives of the Study
To assess the impact of advertising campaign challenges on consumer purchase decisions.
To evaluate how these challenges affect perceptions of product quality.
To propose strategies to enhance advertising effectiveness for tech gadgets.
Research questions
How do advertising campaign challenges influence consumer purchase decisions in Lagos?
What is the relationship between campaign challenges and perceived product quality?
Which advertising strategies can mitigate these challenges effectively?
Significance of the Study
This study is significant as it evaluates how advertising campaign challenges affect consumer purchase decisions and product quality perceptions for a tech gadget in Lagos. The findings will guide tech companies in refining their advertising strategies to improve message clarity and consistency. By addressing key challenges, the research contributes to enhanced advertising effectiveness, increased consumer confidence, and overall market competitiveness (Femi, 2024).
Scope and Limitations of the Study
The study is limited to examining the effect of advertising campaign challenges on consumer purchase decisions and product quality for a tech gadget in Lagos. It does not extend to other product categories, regions, or external economic factors.
Definitions of Terms
Advertising Campaign Challenges: Obstacles that interfere with the effective communication of advertising messages.
Consumer Purchase Decisions: The process through which consumers decide to buy a product.
Product Quality: The consumer’s perception of the excellence and performance of a product.
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