An Examination of Pricing Strategies and Market Positioning: A Case Study of Consumer Electronics Firms in Gombe State
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Background of the Study
Pricing strategies play a crucial role in determining market positioning, profitability, and competitiveness. In the consumer electronics industry, where competition is intense, effective pricing strategies can differentiate firms and attract target customers (Kotler & Keller, 2023). Gombe State, with its growing market for consumer electronics, presents opportunities for firms to leverage pricing strategies to enhance their market share and brand perception.
However, many consumer electronics firms in Gombe State struggle to implement optimal pricing strategies due to factors such as cost pressures, consumer sensitivity to price changes, and inconsistent market data (Abubakar & Danladi, 2024). Understanding how pricing strategies influence market positioning is essential for driving growth and sustainability in this sector.
Statement of the Problem
The inability of consumer electronics firms in Gombe State to develop and execute effective pricing strategies has resulted in reduced competitiveness, poor market positioning, and fluctuating profitability. Challenges such as inadequate market research, price wars, and a lack of pricing innovation exacerbate these issues (Suleiman & Idris, 2025).
While previous studies have explored pricing strategies broadly, there is limited research on their specific impact on market positioning in the context of consumer electronics firms in Gombe State. This study aims to bridge this gap by examining the relationship between pricing strategies and market positioning.
Objectives of the Study
- To analyze the pricing strategies adopted by consumer electronics firms in Gombe State.
- To assess the impact of pricing strategies on market positioning.
- To explore challenges in implementing effective pricing strategies.
Research Questions
- What pricing strategies are adopted by consumer electronics firms in Gombe State?
- How do pricing strategies influence market positioning?
- What challenges hinder the implementation of effective pricing strategies?
Research Hypotheses
- Pricing strategies significantly influence market positioning in consumer electronics firms.
- Effective pricing strategies positively impact brand perception and customer loyalty.
- Challenges in pricing significantly affect the market positioning of consumer electronics firms.
Scope and Limitations of the Study
The study focuses on consumer electronics firms in Gombe State, analyzing pricing strategies and market positioning from 2023 to 2025. It excludes firms outside the consumer electronics sector and other states. Limitations include challenges in accessing proprietary pricing data and the dynamic nature of consumer preferences.
Definitions of Terms
- Pricing Strategies: Approaches used by firms to set prices for their products or services to achieve business objectives.
- Market Positioning: The process of establishing a brand or product in the minds of consumers relative to competitors.
- Consumer Electronics Firms: Businesses involved in the production and sale of electronic devices and appliances for personal and household use.
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