The effect of economic hardship on pricing strategies and customer trust in product promotion: Evidence from a retail chain in Kano, Nigeria.
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Background of the study
Economic hardship often forces retail chains to re-evaluate their pricing strategies and product promotion techniques in order to maintain customer trust. In Kano, retail chains are confronted with the challenge of setting competitive prices while ensuring that promotional messages accurately reflect product quality. During economic downturns, consumers become highly price-sensitive and skeptical of promotional claims, which can lead to reduced trust if prices are perceived as unfair or if product quality does not match the advertised value (Okafor, 2023). Research indicates that transparent and consistent pricing strategies, coupled with credible product promotion, can help mitigate these concerns and sustain consumer trust (Ibrahim, 2024). However, balancing cost pressures with the need for quality communication presents a significant challenge for retail chains. This study investigates the effect of economic hardship on pricing strategies and customer trust in product promotion. It examines how price adjustments and promotional messaging during tough economic times influence consumer perceptions and purchase behavior, aiming to provide actionable insights for optimizing retail strategies (Adebayo, 2025).
Statement of the problem
Retail chains in Kano face difficulties in maintaining customer trust during economic hardship due to challenges in pricing strategies and product promotion. Price adjustments made to attract cost-conscious consumers may inadvertently lead to perceptions of reduced product quality, thereby undermining trust (Okafor, 2023). Inconsistent promotional messages further exacerbate this issue, leading to consumer skepticism and lower purchase intent (Ibrahim, 2024). This study seeks to address these challenges by evaluating the impact of economic hardship on pricing and promotional practices and their combined effect on customer trust. The goal is to identify strategies that can harmonize pricing with effective promotion to sustain consumer confidence (Adebayo, 2025).
Objectives of the Study
To examine the impact of economic hardship on pricing strategies.
To assess how promotional messaging during hardship affects customer trust.
To recommend strategies for improving pricing and promotion integration.
Research Questions
How does economic hardship influence pricing strategies?
What is the effect of promotional messaging on customer trust during hardship?
What strategies can balance pricing and promotion to enhance trust?
Significance of the study
This study is significant as it explores the critical interplay between pricing strategies, product promotion, and customer trust during economic hardship. The findings will help retail chains in Kano optimize their approaches to maintain consumer confidence and drive sales (Okafor, 2023; Ibrahim, 2024). The recommendations provided will support the development of resilient marketing strategies in challenging economic environments (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a retail chain in Kano and focuses on pricing and promotion challenges during economic hardship. It does not extend to other regions or industries.
Definitions of terms
Pricing strategies: Methods used to determine and communicate product prices.
Customer trust: The confidence consumers have in a brand’s promotional and pricing practices.
Economic hardship: A period of financial instability affecting consumer spending.
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