The effect of marketing challenges on consumer perception of product quality and price fairness: Evidence from a retail electronics company in Abuja.
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Background of the study
Retail electronics companies in Abuja face numerous marketing challenges that directly influence consumer perception of product quality and price fairness. In a competitive market, inconsistencies in marketing messages, inadequate promotional strategies, and budget limitations can distort consumer evaluations of both quality and price (Okafor, 2023). Consumers may perceive high prices as justified only when accompanied by clear evidence of superior product quality. However, marketing challenges such as misleading advertisements, unclear pricing strategies, and lack of transparency can lead to perceptions of price unfairness and diminished product quality (Ibrahim, 2024). This study investigates how these marketing challenges affect consumer perceptions in a retail electronics context, aiming to understand the link between promotional effectiveness, perceived quality, and the fairness of pricing. Insights derived from this research are expected to provide actionable recommendations for overcoming marketing obstacles and enhancing the overall consumer experience, thereby promoting sustained loyalty and improved brand reputation (Adebayo, 2025).
Statement of the problem
Retail electronics companies in Abuja struggle with marketing challenges that negatively impact consumer perceptions of product quality and price fairness. Inconsistent promotional messages and lack of transparency in pricing strategies contribute to consumer skepticism, leading to questions about whether the product quality justifies its price (Okafor, 2023). This misalignment between marketing claims and consumer expectations results in reduced trust and purchase intention (Ibrahim, 2024). The current marketing challenges hinder the ability of companies to convey a consistent value proposition, ultimately affecting brand reputation and market competitiveness. This study seeks to investigate these challenges and propose strategies to improve marketing communications and restore consumer confidence (Adebayo, 2025).
Objectives of the Study
To identify key marketing challenges affecting consumer perception of quality and price fairness.
To evaluate the impact of these challenges on consumer purchase behavior.
To recommend strategies for improving marketing communication.
Research Questions
What marketing challenges affect consumer perception of product quality?
How do these challenges influence perceptions of price fairness?
What strategies can enhance marketing effectiveness in the retail electronics sector?
Significance of the study
This study is significant as it explores how marketing challenges influence consumer perceptions of product quality and price fairness in the retail electronics industry. The findings will help companies in Abuja refine their marketing strategies to better communicate value, thereby enhancing consumer trust and purchase behavior (Okafor, 2023; Ibrahim, 2024). The recommendations provided aim to improve marketing communications and ensure that pricing strategies are perceived as fair, leading to sustained brand loyalty (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a retail electronics company in Abuja and focuses exclusively on marketing challenges affecting consumer perceptions of quality and price fairness. It does not extend to other product categories or regions.
Definitions of terms
Marketing challenges: Obstacles that hinder effective communication of product benefits and pricing strategies.
Product quality perception: The consumer’s evaluation of the excellence and reliability of a product.
Price fairness: The perception that the product’s price is reasonable and justified by its quality.
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