Consumer Skepticism Towards Promotional Offers and Discounts
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Promotional offers and discounts are widely used to attract consumers and boost sales, yet they can also give rise to consumer skepticism. Many consumers question the authenticity and value of discounts, suspecting that frequent promotions may indicate underlying quality or pricing issues (Oluwaseun, 2023). Such skepticism can diminish the effectiveness of promotional campaigns, as consumers may delay purchases or turn to competing brands with more stable pricing strategies. Research indicates that while discounts can drive short-term sales, overreliance on them may erode brand equity and consumer trust (Adeniyi, 2024). This study explores the factors contributing to consumer skepticism towards promotional offers and discounts, examining how perceptions of price manipulation and value distortion affect purchasing decisions. Through surveys, focus groups, and analysis of sales data, the research aims to identify key drivers of skepticism and suggest methods to design more credible and effective promotional strategies. The goal is to provide actionable insights for marketers to balance attractive offers with long-term brand integrity (Okeke, 2025).
Statement of the problem
Despite their widespread use, promotional offers and discounts often lead to consumer skepticism, undermining their intended effect on boosting sales. Many consumers perceive frequent discounts as a sign of poor pricing integrity or diminished product value. This skepticism can lead to reduced purchase intent and long-term damage to brand reputation. There is limited research that specifically investigates the causes of consumer skepticism towards promotional offers, leaving marketers without clear guidelines to address this challenge. This study seeks to fill this gap by examining the underlying factors driving skepticism and proposing strategies to mitigate its negative impact (Chin, 2023).
Objectives of the Study
To assess the extent of consumer skepticism towards promotional offers.
To identify the factors contributing to this skepticism.
To recommend strategies for designing credible promotional campaigns.
Research questions
What drives consumer skepticism towards promotional offers?
How does skepticism affect purchase behavior?
What strategies can reduce skepticism and improve campaign effectiveness?
Significance of the Study
This study is significant as it explores the causes and effects of consumer skepticism towards promotional offers and discounts. The findings will help marketers create more authentic and trustworthy promotions that enhance consumer confidence and drive sales (Adeniyi, 2024).
Scope and Limitations of the Study
The study is limited to examining consumer skepticism in selected product categories and regions. It does not cover all promotional strategies or global market differences.
Definitions of Terms
Promotional Offers: Discounts and special deals offered to consumers.
Consumer Skepticism: Doubt or mistrust regarding the authenticity of promotional claims.
Purchase Behavior: The decision-making process involved in buying products.
Related Project Materials
An investigation into the role of religious education in teaching the values of truthfulness in Maiduguri LGA, Borno State
Background of the study:
In Maiduguri LGA, Borno State, religious education is increasingly being recognized as a critical avenue for ins...
An Appraisal of Digital Neologisms in Nigerian Online Communication: A Case Study of Hashtag Creation on Twitter
Background of the Study
Digital neologisms, or newly coined terms, have become integral to online communication in Nigeria...
An examination of the social institutions influencing street hawking among minors in Ikorodu Local Government Area, Lagos State
Background of the study
Social institutions, encompassing family structures, peer groups, and community organizations, pro...
The Role of Wildlife Photography in Promoting Biodiversity in Yankari Local Government Area, Bauchi State
Chapter One: Introduction
An assessment of corporate culture and employee behavior in Nestlé Nigeria, Kebbi State
Background of the Study
Corporate culture is the shared values, beliefs, and practices that shape the behavior of individua...
THE ROLE OF ENTERPRISE RESOURCE PLANNING (ERP) SYSTEMS IN BUSINESS OPERATIONS
THE ROLE OF ENTERPRISE RESOURCE PLANNING (ERP) SYSTEMS IN BUSINESS OPERATIONS
Abstract: This stud...
THE IMPLICATION AND BENEFIT OF THE USE OF SOFTWARES IN BUILDING PROJECT CONSTRUCTION (CASE STUDY OF SELECTED CONSTRUCTION FIRMS AND PROJECT MANAGING FIRMS)
Abstract
Software is any set of machine-readable instruction that directs a computer processor to perform specific opera...
An Assessment of Semantic Shifts in Nigerian Newspaper Editorials: A Comparative Analysis of Regional Coverage
Background of the Study
In recent years, semantic shifts in Nigerian newspaper editorials have become a focal point for un...
An Assessment of Public Trust in Local Media Reporting on Communal Clashes in Jos North LGA, Plateau State
Chapter One: Introduction
An appraisal of mobile application features on customer retention in digital banking: a case study of Heritage Bank
Background of the Study
In the rapidly evolving digital banking landscape, mobile applications have become pivotal in driving customer re...
