The impact of product promotion and marketing challenges on customer perception of value: A case study of a retail chain in Kaduna, Nigeria
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Background of the study
Retail chains in Kaduna are increasingly challenged by the need to communicate product value effectively amid numerous marketing and promotion hurdles. Product promotion challenges such as inconsistent messaging, poorly targeted campaigns, and unclear value propositions can significantly distort customer perception of product value (Olawale, 2023). In the competitive retail environment, consumers rely heavily on promotional communications to evaluate the worth of products, making clarity and consistency paramount. Marketing challenges—ranging from inadequate digital presence to ineffective in-store promotions—further compound the difficulty of conveying true product value (Afolabi, 2024). When promotional efforts are misaligned with consumer expectations, perceived value diminishes, leading to lower sales and reduced brand loyalty. This study investigates how these combined challenges affect customer perception of value within a retail chain in Kaduna. Data will be collected through consumer surveys, promotional material analysis, and sales performance reviews to provide comprehensive insights. The goal is to offer strategic recommendations that will enable retailers to overcome these challenges, ensuring that marketing communications effectively convey product value and enhance customer satisfaction (Ibrahim, 2025).
Statement of the problem
Retail chains in Kaduna are struggling with product promotion and marketing challenges that negatively impact customer perception of product value. Inconsistent messaging and ineffective promotional strategies create a perception of low value among consumers, reducing purchase intent and customer loyalty. The lack of clarity in communicating product benefits, coupled with inadequate marketing practices, leads to consumer skepticism about the actual value of products. This gap between marketing intent and consumer perception limits the competitive edge of retail chains. Despite its importance, there is limited research focusing on how these specific challenges affect value perception in the retail sector. This study addresses this gap by examining the influence of promotion and marketing challenges on perceived product value (Ogunleye, 2023).
Objectives of the Study
To assess the impact of product promotion challenges on perceived value.
To evaluate the effect of broader marketing challenges on customer perception.
To propose strategies to enhance communication of product value.
Research questions
How do product promotion challenges affect customer perception of value?
What is the role of marketing challenges in shaping value perception?
Which strategies can improve the effectiveness of promotional communications?
Significance of the Study
This study is significant as it explores how product promotion and marketing challenges affect customer perception of value in a retail chain in Kaduna. The findings will help retailers refine their promotional strategies to clearly articulate product value, thereby enhancing customer satisfaction and loyalty. The research contributes to both academic knowledge and practical marketing solutions that can boost competitiveness in the retail sector (Fadeyi, 2024).
Scope and Limitations of the Study
The study is limited to a retail chain in Kaduna and focuses solely on the impact of product promotion and marketing challenges on customer perception of value. It does not extend to other sectors or external market factors.
Definitions of Terms
Product Promotion Challenges: Obstacles in delivering clear and effective promotional messages.
Marketing Challenges: Difficulties in executing comprehensive marketing strategies.
Customer Perception of Value: How consumers evaluate the worth of a product based on promotional communications.
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