An examination of product promotion challenges on customer trust during economic hardship: Evidence from a fashion brand in Port Harcourt, Nigeria
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Background of the study
During economic hardship, fashion brands in Port Harcourt face increased pressure to maintain customer trust while delivering compelling promotional messages. Product promotion challenges, including ambiguous advertising, inconsistent messaging, and inadequate demonstration of product value, become more pronounced in times of financial strain (Chukwu, 2023). Economic constraints force brands to reduce marketing budgets, often resulting in cost-cutting measures that compromise the quality of promotional materials. Such deficiencies can lead consumers to question the authenticity and reliability of the brand, eroding customer trust. Research indicates that clear and consistent promotional communications are crucial for building trust, especially when consumers are more cautious about their spending (Ibrahim, 2024). This study examines how product promotion challenges during economic hardship impact customer trust in a fashion brand. By analyzing consumer feedback, promotional strategies, and sales data, the study aims to identify the key promotion issues that compromise trust and suggest strategies to strengthen brand credibility during tough economic periods (Okoro, 2025).
Statement of the problem
Fashion brands in Port Harcourt face significant product promotion challenges during economic hardship that negatively impact customer trust. Unclear and inconsistent promotional messages undermine consumer confidence, leading to reduced brand loyalty and lower sales. The economic downturn forces brands to adopt cost-saving measures that often compromise promotional quality. Despite the vital role of effective promotion in sustaining customer trust, there is limited research focused on the specific challenges faced by fashion brands in these conditions. This study seeks to address this gap by investigating the impact of promotion challenges on consumer trust during economic hardships (Adenuga, 2023).
Objectives of the Study
To assess the impact of product promotion challenges on customer trust during economic hardship.
To identify key promotional issues that erode trust.
To recommend strategies for enhancing promotional effectiveness under economic strain.
Research questions
How do promotion challenges affect customer trust during economic hardship?
What promotional issues are most detrimental to trust?
What strategies can improve promotional clarity and restore trust?
Significance of the Study
This study is significant as it explores the impact of product promotion challenges on customer trust during economic hardship for a fashion brand in Port Harcourt. The insights will enable marketers to develop cost-effective, clear, and trustworthy promotional strategies that maintain consumer confidence even during financial downturns. The research contributes to both academic literature and practical marketing solutions in the fashion industry (Chin, 2024).
Scope and Limitations of the Study
The study is limited to a fashion brand in Port Harcourt and examines the impact of product promotion challenges on customer trust during economic hardship. It does not extend to other sectors or regions.
Definitions of Terms
Product Promotion Challenges: Difficulties in delivering effective and consistent promotional messages.
Customer Trust: The confidence consumers place in a brand’s promotional claims and overall reliability.
Economic Hardship: Periods of financial difficulty affecting both consumer spending and business operations.
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