The effect of advertising campaign challenges on consumer purchase behavior during economic downturns: Evidence from a beauty product in Kano, Nigeria
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Background of the study
Economic downturns exert considerable pressure on consumer spending, particularly in sectors such as beauty products, where advertising campaigns play a pivotal role in influencing purchase behavior. In Kano, beauty brands rely on well-crafted advertising to maintain customer interest and drive sales. However, advertising campaign challenges—including poor message clarity, ineffective targeting, and budget constraints—become especially pronounced during economic hardships (Ibrahim, 2023). Such challenges lead to diluted messaging and miscommunication of product benefits, which can result in diminished consumer trust and reduced purchase intent. When economic conditions force brands to cut back on advertising expenditure, the resulting inconsistencies in campaign execution further exacerbate consumer skepticism (Akin, 2024). This study investigates how advertising campaign challenges affect consumer purchase behavior for a beauty product during periods of economic downturn in Kano. By combining quantitative sales data with qualitative consumer insights, the research aims to identify key factors that impede effective advertising and propose strategic adjustments that can help maintain robust consumer purchase behavior despite economic constraints (Oluwaseun, 2025).
Statement of the problem
During economic downturns, beauty brands in Kano face significant advertising campaign challenges that negatively impact consumer purchase behavior. Inconsistent and unclear advertising messages, compounded by reduced marketing budgets, lead to diminished consumer confidence in product benefits. This misalignment between advertising efforts and consumer expectations results in lower sales and weakened brand loyalty. Despite the critical role of advertising in driving purchase behavior during economic hardships, there is limited research addressing how campaign challenges specifically affect consumer decisions. This study seeks to fill this gap by examining the direct effects of advertising challenges on purchase behavior and proposing solutions to enhance advertising effectiveness during economic downturns (Chukwu, 2023).
Objectives of the Study
To evaluate the impact of advertising campaign challenges on purchase behavior.
To identify factors in campaign execution that are most affected by economic downturns.
To propose strategies to optimize advertising effectiveness during economic hardship.
Research questions
How do advertising campaign challenges during economic downturns affect purchase behavior?
What are the key campaign issues that deter consumer purchases?
Which strategies can mitigate these challenges effectively?
Significance of the Study
This study is significant as it examines the effect of advertising campaign challenges on consumer purchase behavior for a beauty product in Kano during economic downturns. The insights derived will help beauty marketers optimize their advertising strategies to maintain consumer engagement and sales despite economic constraints. The research provides valuable contributions to academic literature and offers practical solutions for improving advertising effectiveness in times of financial stress (Adeyemi, 2024).
Scope and Limitations of the Study
The study is limited to a beauty product in Kano and focuses on the impact of advertising campaign challenges on consumer purchase behavior during economic downturns. It does not extend to other product categories or geographic regions.
Definitions of Terms
Advertising Campaign Challenges: Obstacles that hinder effective execution of advertising efforts.
Consumer Purchase Behavior: The process by which consumers decide to buy products.
Economic Downturns: Periods of reduced economic activity affecting consumer spending.
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