An assessment of marketing challenges on consumer evaluation of advertising ethics and product quality: Evidence from a retail brand in Kano, Nigeria
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Background of the study
Retail brands in Kano operate in an environment where advertising ethics and product quality are key determinants of consumer trust. However, marketing challenges such as inconsistent messaging, overpromising, and ambiguous advertising claims can adversely affect consumer evaluation of both advertising ethics and product quality (Uche, 2023). When promotional communications fail to reflect the actual product attributes and ethical standards, consumers may develop skepticism, thereby undermining brand credibility. In the retail sector, effective communication of ethical advertising and high product quality is crucial for building long-term consumer relationships. Research indicates that clear, honest, and transparent advertising positively influences consumer perceptions, while marketing challenges can lead to a decline in both trust and perceived quality (Ibrahim, 2024). This study examines how specific marketing obstacles impact consumer evaluation of advertising ethics and product quality for a retail brand in Kano. By analyzing consumer survey data and advertising content, the research aims to identify key issues and recommend strategies to enhance communication effectiveness, ultimately improving consumer trust and product quality perceptions (Chin, 2025).
Statement of the problem
Retail brands in Kano face marketing challenges that undermine consumer evaluation of advertising ethics and product quality. Inconsistent and ambiguous promotional messages lead to consumer skepticism and reduced trust, which in turn affects perceptions of product excellence. This misalignment between ethical advertising and actual product quality limits the brand’s ability to build and maintain a loyal customer base. Despite the recognized importance of ethical advertising and high product quality, there is limited research on how marketing challenges affect these consumer evaluations. This study seeks to address this gap by evaluating the direct impact of marketing obstacles on consumer perceptions and proposing solutions to enhance advertising clarity and quality communication (Okafor, 2023).
Objectives of the Study
To evaluate the impact of marketing challenges on consumer evaluation of advertising ethics.
To assess the effect on product quality perception.
To recommend strategies for improving marketing communications.
Research questions
How do marketing challenges affect consumer evaluation of advertising ethics?
What is the impact on perceived product quality?
Which strategies can enhance the clarity and effectiveness of marketing communications?
Significance of the Study
This study is significant as it examines how marketing challenges impact consumer evaluation of advertising ethics and product quality for a retail brand in Kano. The findings will provide insights for retail marketers to enhance ethical advertising practices and improve quality communication, thereby boosting consumer trust and loyalty. The research offers practical recommendations for overcoming key marketing obstacles and contributes to the academic literature on ethical advertising in the retail sector (Adenuga, 2024).
Scope and Limitations of the Study
The study is limited to a retail brand in Kano and focuses on marketing challenges affecting consumer evaluation of advertising ethics and product quality. It does not extend to other sectors or regions.
Definitions of Terms
Marketing Challenges: Barriers that impede effective advertising communication.
Advertising Ethics: Standards ensuring honesty and transparency in promotional messages.
Product Quality: The overall assessment of a product’s excellence by consumers.
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