An appraisal of the impact of economic hardship on marketing challenges and customer perception of product quality: A case study of an FMCG product in Port Harcourt, Nigeria
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Background of the study
Economic hardship often leads to a significant shift in consumer behavior, particularly in the FMCG sector in Port Harcourt. Under such conditions, marketing challenges become more pronounced as companies struggle with budget constraints, inconsistent messaging, and reduced promotional efforts. These challenges can adversely affect how consumers perceive product quality. When economic conditions are tough, consumers tend to scrutinize pricing, promotional content, and product performance more critically (Chukwu, 2023). For FMCG products, maintaining a perception of high quality is vital for consumer retention and loyalty. However, the pressures of economic hardship may force brands to adopt cost-cutting measures that compromise marketing effectiveness and product quality perception. Studies indicate that clear, consistent, and transparent marketing becomes even more important during economic downturns to sustain consumer confidence (Okafor, 2024). This study examines the impact of economic hardship on marketing challenges and explores how these challenges influence customer perception of product quality for an FMCG product in Port Harcourt. Data will be collected through consumer surveys, sales analysis, and marketing reviews to derive actionable recommendations for improving quality perceptions under economic stress (Adeniyi, 2025).
Statement of the problem
FMCG products in Port Harcourt are significantly affected by economic hardship, which intensifies marketing challenges and negatively impacts consumer perception of product quality. Budget limitations, inconsistent promotional strategies, and cost-cutting measures contribute to a diminished quality perception among consumers. This misalignment between marketing communication and product performance undermines consumer trust and loyalty. Despite the critical nature of these issues, there is limited empirical research addressing the specific impact of economic hardship on marketing challenges and quality perception in the FMCG sector. This study seeks to fill that gap by analyzing how economic pressures influence marketing practices and, subsequently, customer quality perceptions (Olu, 2023).
Objectives of the Study
To assess the impact of economic hardship on marketing challenges.
To evaluate the effect on consumer perception of product quality.
To propose strategies for improving marketing communication during economic downturns.
Research questions
How does economic hardship affect marketing challenges for FMCG products?
What is the impact on consumer perception of product quality?
Which strategies can enhance quality perception under economic stress?
Significance of the Study
This study is significant as it explores the influence of economic hardship on marketing challenges and customer perception of product quality for an FMCG product in Port Harcourt. The findings will enable FMCG marketers to adjust their promotional strategies to better communicate product quality during economic downturns, thereby preserving consumer trust and loyalty. The research offers practical insights and contributes to academic literature on effective marketing under financial constraints (Salami, 2024).
Scope and Limitations of the Study
The study is limited to an FMCG product in Port Harcourt and focuses on the impact of economic hardship on marketing challenges and quality perception. It does not extend to other sectors or regions.
Definitions of Terms
Economic Hardship: Adverse financial conditions affecting consumer spending.
Marketing Challenges: Difficulties in executing effective promotional strategies.
Product Quality Perception: The consumer’s evaluation of a product’s overall excellence.
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