An investigation of pricing transparency on consumer perception of value and product quality: A study of a retail brand in Abuja.
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Background of the study
Pricing transparency is a fundamental aspect of effective marketing that significantly influences consumer perceptions of both value and product quality. In Abuja, retail brands are increasingly adopting transparent pricing strategies to build consumer trust and facilitate informed purchase decisions (Okafor, 2023). Transparent pricing involves clear communication about the components that determine a product’s price, including production costs, profit margins, and any applicable discounts. This openness allows consumers to evaluate whether a product is fairly priced in relation to its quality, leading to a stronger perception of value (Ibrahim, 2024). However, challenges arise when pricing information is ambiguous or inconsistently communicated, which can create uncertainty and negatively impact consumer perceptions. This study investigates how pricing transparency affects consumer perception of value and product quality for a retail brand in Abuja. The research aims to identify the key elements of transparent pricing that resonate with consumers and to propose strategies that enhance pricing communication, ultimately supporting improved customer satisfaction and loyalty (Adebayo, 2025).
Statement of the problem
Retail brands in Abuja face significant challenges in achieving pricing transparency, which is essential for fostering positive consumer perceptions of value and product quality. When pricing information is unclear or misleading, consumers may question the fairness of the price and the quality of the product, leading to reduced trust and lower purchase intent (Okafor, 2023). This lack of transparency undermines consumer confidence and can negatively affect brand reputation (Ibrahim, 2024). The study seeks to address these issues by investigating how pricing transparency influences consumer perceptions and by proposing strategies to enhance the clarity of pricing communications, ensuring that consumers perceive products as both valuable and high quality (Adebayo, 2025).
Objectives of the Study
To assess the impact of pricing transparency on consumer perception of value.
To evaluate its effect on perceived product quality.
To recommend strategies for improving pricing communication.
Research Questions
How does pricing transparency affect consumer perception of value?
What is the relationship between transparent pricing and product quality perception?
What measures can enhance pricing transparency in retail?
Significance of the study
This study is significant as it explores the influence of pricing transparency on consumer perceptions of value and product quality in the retail sector. The findings will help retail brands in Abuja implement clearer pricing strategies that build trust and encourage purchase decisions (Okafor, 2023; Ibrahim, 2024). The recommendations will support more effective marketing practices that enhance customer satisfaction and long-term loyalty (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a retail brand in Abuja and focuses on pricing transparency and its impact on consumer perception. It does not extend to other industries or broader economic factors.
Definitions of terms
Pricing transparency: The open and clear communication of all price components.
Consumer perception of value: The assessment of a product’s worth relative to its price.
Product quality: The perceived level of excellence of a product.
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