An examination of pricing challenges on customer perception of product excellence during economic downturns: Evidence from a retail electronics firm in Abuja.
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Background of the study
Economic downturns significantly influence consumer behavior, particularly in the retail electronics sector where pricing is closely linked to perceived product excellence. In Abuja, retail electronics firms face the dual challenge of adjusting prices to remain competitive while ensuring that such adjustments do not signal diminished quality to consumers (Okafor, 2023). Research indicates that consumers often use price as a proxy for quality, and inconsistent pricing strategies during economic hardships can lead to a negative evaluation of product excellence (Ibrahim, 2024). In this context, clear and consistent pricing strategies become essential for maintaining customer trust and reinforcing the perception of high quality. This study examines how pricing challenges during economic downturns impact customer perception of product excellence in a retail electronics firm in Abuja. It aims to identify the key issues in pricing communication and offer strategic recommendations that help align pricing with quality perceptions, thereby safeguarding consumer trust and supporting sustained business performance (Adebayo, 2025).
Statement of the problem
Retail electronics firms in Abuja struggle with pricing challenges during economic downturns, leading to a decline in customer perception of product excellence. When pricing strategies are inconsistent or overly aggressive, consumers may perceive these adjustments as indicators of lower quality, which undermines brand trust (Okafor, 2023). This misperception can result in reduced purchase intent and long-term damage to brand reputation (Ibrahim, 2024). The study aims to explore these pricing challenges and their impact on consumer perceptions, seeking to provide strategies that ensure pricing adjustments do not compromise the perceived excellence of the product (Adebayo, 2025).
Objectives of the Study
To assess the impact of pricing challenges on consumer perception of product excellence.
To evaluate the relationship between pricing consistency and quality perception.
To propose strategies to align pricing with product excellence.
Research Questions
How do pricing challenges affect consumer perception of product excellence?
What is the relationship between pricing consistency and perceived quality?
What strategies can improve pricing practices during economic downturns?
Significance of the study
This study is significant as it examines the effect of pricing challenges on consumer perceptions of product excellence in the retail electronics sector during economic downturns. The findings will assist retail managers in Abuja in developing pricing strategies that maintain consumer trust and reinforce the perception of high product quality (Okafor, 2023; Ibrahim, 2024). The recommendations will contribute to more resilient pricing practices and improved market performance (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a retail electronics firm in Abuja and focuses on pricing challenges and their impact on consumer perception of product excellence. It does not extend to other industries or regions.
Definitions of terms
Pricing challenges: Difficulties in maintaining consistent and effective pricing strategies.
Product excellence: The perceived superior quality and performance of a product.
Economic downturns: Periods characterized by economic instability and reduced consumer spending.
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