An evaluation of customer perception of quality in relation to promotional pricing strategies during economic hardship: A study of a food product in Kaduna, Nigeria.
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Background of the study
Economic hardship significantly influences consumer behavior, particularly in the food sector, where pricing strategies are critical to maintaining market share and customer satisfaction. In Kaduna, food brands are compelled to adopt promotional pricing strategies to attract cost-conscious consumers during tough economic periods (Okafor, 2023). However, these pricing strategies can also affect consumer perception of product quality. Research indicates that consumers often associate deep discounts with lower product quality, even when the actual quality remains high (Ibrahim, 2024). This misperception can erode consumer trust and damage brand reputation. Clear and effective communication of pricing and quality is therefore essential to mitigate these adverse effects. This study evaluates how promotional pricing strategies during economic hardship influence consumer perception of product quality for a food product in Kaduna. By analyzing consumer responses and market dynamics, the study aims to provide actionable recommendations that help food brands maintain perceived quality and customer satisfaction even when offering discounts (Adebayo, 2025).
Statement of the problem
Food brands in Kaduna face a critical challenge during economic hardship: balancing the need for discount pricing with maintaining high perceptions of product quality. When promotional pricing strategies lead consumers to suspect that quality is compromised, customer trust and purchase intent decline (Okafor, 2023). This issue is exacerbated by inconsistent messaging and market uncertainty, which can further diminish consumer confidence (Ibrahim, 2024). The study aims to address this problem by examining the impact of promotional pricing on perceived product quality and identifying strategies to ensure that discounting does not negatively affect consumer perceptions. Ultimately, the goal is to help food brands sustain customer satisfaction and loyalty during economic downturns (Adebayo, 2025).
Objectives of the Study
To assess the impact of promotional pricing on consumer perception of product quality.
To evaluate how pricing strategies during economic hardship affect consumer trust.
To recommend strategies for balancing discounting with quality communication.
Research Questions
How do promotional pricing strategies affect perceived product quality?
What is the impact of discount pricing on consumer trust during economic hardship?
What strategies can help maintain quality perceptions while offering discounts?
Significance of the study
This study is significant as it explores the relationship between promotional pricing strategies and consumer perception of product quality during economic hardship. The findings will enable food brands in Kaduna to develop discount strategies that maintain consumer trust and preserve product quality perceptions, thereby supporting sustained customer satisfaction and loyalty (Okafor, 2023; Ibrahim, 2024). The recommendations will help brands achieve a balanced approach that mitigates the negative effects of discounting (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a food product in Kaduna and focuses on the impact of promotional pricing on quality perception during economic hardship. It does not extend to other products or regions.
Definitions of terms
Promotional pricing strategies: Techniques used to offer price reductions to stimulate sales.
Product quality perception: The consumer’s evaluation of the overall excellence of a product.
Economic hardship: A period characterized by financial instability and reduced consumer spending.
