An appraisal of marketing challenges on consumer perception of product excellence: A case study of a retail electronics firm in Abuja
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Background of the study
Retail electronics firms in Abuja operate in a highly competitive and technology-driven market where consumers expect not only advanced features but also consistent communication of product excellence. However, various marketing challenges such as inconsistent messaging, outdated promotional methods, and lack of coordination between sales and marketing teams impede the effective transmission of product excellence (Adeyemi, 2023). These challenges can lead consumers to perceive products as inferior even when their technical specifications are competitive. Furthermore, rapidly evolving market trends and consumer expectations demand that brands continuously update their marketing strategies. When marketing messages fail to capture or accurately reflect the innovations and superior performance of the products, consumer perception of product excellence deteriorates. Recent studies have indicated that clear, consistent, and well-coordinated marketing communication is crucial to building a perception of excellence among consumers (Okoro, 2024). This study appraises how specific marketing challenges affect consumer perceptions, drawing on data from consumer surveys, sales records, and promotional content analysis. The aim is to understand the root causes of communication breakdowns and their effects on product excellence perceptions, ultimately offering recommendations for strategic improvements in marketing practices to boost brand reputation and consumer trust (Chin, 2025).
Statement of the problem
Retail electronics firms in Abuja face persistent marketing challenges that undermine consumer perception of product excellence. Inconsistent messaging and ineffective promotional strategies often result in a disconnect between the product’s true capabilities and consumer perceptions, leading to diminished consumer trust and lower sales. Despite the technological superiority of many products, the lack of coordinated marketing efforts creates a perception of mediocrity. This research aims to investigate how these marketing obstacles affect consumer evaluations of product excellence, as current literature provides limited insights into the specific challenges and their impacts within the retail electronics sector (Afolabi, 2023).
Objectives of the Study
To evaluate the impact of marketing challenges on consumer perception of product excellence.
To identify key factors in promotional communication that affect these perceptions.
To propose strategies for improving marketing practices to enhance product excellence perception.
Research questions
How do marketing challenges affect consumer perception of product excellence?
What are the most critical factors in promotional messaging impacting these perceptions?
Which strategic interventions can improve marketing communication effectiveness?
Significance of the Study
This study is significant as it examines how marketing challenges influence consumer perception of product excellence in a retail electronics firm in Abuja. The findings will help marketers optimize communication strategies, thereby enhancing consumer trust and reinforcing the brand’s image of quality. The research contributes to academic literature and offers practical recommendations for overcoming marketing obstacles to achieve a competitive advantage in the electronics sector (Okeke, 2024).
Scope and Limitations of the Study
The study is limited to a retail electronics firm in Abuja and focuses solely on marketing challenges affecting consumer perception of product excellence. It does not extend to other industries or geographical regions.
Definitions of Terms
Marketing Challenges: Obstacles that hinder effective communication of product features and benefits.
Product Excellence: The overall consumer evaluation of a product’s superior quality and performance.
Consumer Perception: How customers interpret and assess a product’s attributes.
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