An appraisal of pricing strategies during economic hardship on consumer purchase behavior: A case study of an FMCG brand in Kano, Nigeria
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Background of the study
During periods of economic hardship, pricing strategies become critical in influencing consumer purchase behavior, especially for Fast-Moving Consumer Goods (FMCG). In Kano, FMCG brands adjust pricing to remain competitive while trying to maintain profitability. This study appraises various pricing strategies adopted during economic downturns and their impact on consumer purchase behavior. Pricing strategies, such as discounts, bundling, and value-based pricing, play a significant role in persuading consumers to continue purchasing essential products despite economic challenges (Bello, 2023). The study examines how these strategies affect perceptions of value, quality, and affordability. It also considers consumer responses to price adjustments and their willingness to substitute or switch brands. However, aggressive pricing tactics may compromise brand image or profitability if not carefully managed (Oluwole, 2024). By analyzing sales data, consumer surveys, and competitive pricing models, the study aims to identify best practices and offer recommendations for effective pricing strategies during economic hardship (Adeniyi, 2025).
Statement of the problem
FMCG brands in Kano face significant challenges in implementing pricing strategies during economic hardship that both attract consumers and sustain profitability. Despite lowering prices or offering discounts, companies often struggle with the risk of damaging brand perception or triggering unsustainable price wars (Bello, 2023). Additionally, inconsistent pricing strategies can confuse consumers, reducing their loyalty and overall purchase behavior. The absence of a balanced approach to pricing—one that considers both consumer affordability and brand value—creates uncertainty in the marketplace. This study seeks to address these challenges by appraising current pricing strategies and identifying key factors that influence consumer purchase behavior during economic downturns, ultimately proposing sustainable pricing solutions (Oluwole, 2024).
Objectives of the Study
To appraise the pricing strategies used by an FMCG brand during economic hardship.
To assess the impact of these strategies on consumer purchase behavior.
To recommend sustainable pricing practices for FMCG brands.
Research Questions
How do pricing strategies during economic hardship affect consumer purchase behavior?
What factors influence consumer response to pricing changes?
What sustainable pricing strategies can FMCG brands adopt during economic downturns?
Significance of the study
This study is significant as it evaluates how pricing strategies during economic hardship impact consumer purchase behavior for an FMCG brand in Kano. The findings will provide critical insights for managers to balance affordability with brand value and enhance competitive positioning during downturns. The research contributes to academic literature on pricing strategy and offers practical recommendations for sustaining consumer demand in challenging economic conditions (Bello, 2023; Adeniyi, 2025).
Scope and limitations of the study
The study is limited to analyzing pricing strategies and their impact on consumer purchase behavior for an FMCG brand in Kano, Nigeria, excluding other industries and geographic regions.
Definitions of terms
Pricing Strategies: Tactics used by companies to set and adjust product prices.
Consumer Purchase Behavior: The decision-making process of consumers regarding product purchases.
FMCG Brand: A company producing fast-moving consumer goods.
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