An investigation of the impact of discount pricing on customer trust and perceived product quality: Evidence from an apparel brand in Kaduna, Nigeria.
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Background of the study
Discount pricing is a widely used strategy in the apparel industry to attract price-sensitive consumers. However, its impact on customer trust and perceived product quality is complex and multifaceted. In Kaduna, apparel brands often resort to discount pricing during economic downturns to stimulate sales. While attractive price reductions can boost short-term sales, they may also lead consumers to question the quality of the products, potentially eroding long-term brand trust (Okafor, 2023). Research indicates that consumers often associate steep discounts with inferior quality, particularly when there is no clear communication about the rationale behind the price cuts (Ibrahim, 2024). This study investigates how discount pricing affects both customer trust and the perceived quality of apparel products in Kaduna. It examines whether discount pricing can be structured in a way that maintains or even enhances perceived value and consumer trust. The study aims to provide actionable insights and recommendations for apparel brands to design discount strategies that support both immediate sales and sustained brand loyalty (Adebayo, 2025).
Statement of the problem
Apparel brands in Kaduna face the challenge of implementing discount pricing strategies without compromising customer trust and perceived product quality. While discounts can attract consumers, they often lead to the perception that the product is of lower quality, which undermines brand credibility (Okafor, 2023). This misperception can result in decreased customer trust and lower long-term loyalty (Ibrahim, 2024). The study seeks to address these issues by evaluating the impact of discount pricing on consumer perceptions and identifying strategies that balance cost attractiveness with the maintenance of high quality, thereby preserving customer trust and loyalty (Adebayo, 2025).
Objectives of the Study
To assess the effect of discount pricing on perceived product quality.
To evaluate the impact of discount pricing on customer trust.
To propose strategies for balancing discounting with quality perception.
Research Questions
How does discount pricing affect consumer perception of product quality?
What is the impact of discount pricing on customer trust?
What strategies can optimize discount pricing to maintain quality perceptions?
Significance of the study
This study is significant as it explores the impact of discount pricing on consumer trust and perceived product quality in the apparel sector. The findings will help apparel brands in Kaduna develop discount strategies that attract customers while maintaining a high perception of quality (Okafor, 2023; Ibrahim, 2024). The recommendations provided will support more effective pricing strategies that enhance both short-term sales and long-term brand loyalty (Adebayo, 2025).
Scope and limitations of the study
The study is limited to an apparel brand in Kaduna and focuses on the impact of discount pricing on customer trust and perceived product quality. It does not extend to other pricing strategies or industries.
Definitions of terms
Discount pricing: The strategy of reducing prices to stimulate consumer purchases.
Customer trust: The confidence consumers have in a brand’s product quality and pricing practices.
Perceived product quality: Consumer evaluation of the excellence of a product.
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