An assessment of product promotion challenges on consumer trust and purchase intentions: Evidence from a fashion retailer in Abuja
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- NGN 5000
Background of the study
Fashion retailers in Abuja rely heavily on effective product promotion to build consumer trust and drive purchase intentions. However, various product promotion challenges, such as inconsistent messaging, unclear value propositions, and lack of engaging content, can erode consumer confidence and negatively impact purchase decisions (Ibrahim, 2023). In an industry where brand image is paramount, failure to communicate product benefits convincingly leads to skepticism about both the quality and value of the offerings. Research has highlighted that well-executed product promotions foster trust and increase the likelihood of purchase, whereas poorly designed campaigns create a disconnect between consumer expectations and actual experiences (Chukwu, 2024). This study investigates how promotion challenges affect consumer trust and purchase intentions for a fashion retailer in Abuja. By analyzing consumer feedback, promotional strategies, and sales data, the research aims to identify the key obstacles that reduce promotional effectiveness. The goal is to propose actionable strategies that enhance the clarity and consistency of product promotions, thereby improving consumer trust and stimulating higher purchase intentions (Ola, 2025).
Statement of the problem
Fashion retailers in Abuja face significant product promotion challenges that undermine consumer trust and lower purchase intentions. Inconsistent and ambiguous promotional messages lead consumers to question the authenticity and value of the products, resulting in reduced confidence and hesitancy to purchase. The gap between promotional claims and consumer experiences has not been adequately explored, leaving retailers without clear guidance to optimize their promotion strategies. This study addresses this problem by investigating how product promotion challenges impact both consumer trust and purchase intentions, with the aim of providing targeted recommendations for improving promotional effectiveness (Adenuga, 2023).
Objectives of the Study
To assess the impact of product promotion challenges on consumer trust.
To evaluate how these challenges affect purchase intentions.
To recommend strategies to improve promotional effectiveness.
Research questions
How do product promotion challenges influence consumer trust?
What is the effect on consumer purchase intentions?
Which strategies can enhance the effectiveness of product promotions?
Significance of the Study
This study is significant as it examines the impact of product promotion challenges on consumer trust and purchase intentions for a fashion retailer in Abuja. The findings will help fashion marketers refine their promotional strategies to better align with consumer expectations, thereby enhancing trust and driving sales. The research contributes to academic literature and offers practical solutions to improve marketing practices in the competitive fashion industry (Nwankwo, 2024).
Scope and Limitations of the Study
The study is limited to a fashion retailer in Abuja and focuses on product promotion challenges affecting consumer trust and purchase intentions. It does not extend to other industries or regions.
Definitions of Terms
Product Promotion Challenges: Difficulties in conveying clear and compelling promotional messages.
Consumer Trust: The level of confidence consumers have in a brand.
Purchase Intentions: The likelihood that consumers will buy a product.
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