An assessment of marketing challenges on consumer evaluation of pricing fairness and product quality: Evidence from a retail brand in Kano, Nigeria
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- NGN 5000
Background of the study
Retail brands in Kano are subject to intense scrutiny from consumers regarding pricing fairness and product quality. Marketing challenges—such as inconsistent pricing strategies, unclear promotional messages, and ineffective communication—can lead to negative evaluations of both pricing and quality (Ibrahim, 2023). In today’s competitive retail landscape, consumers are not only looking for value but also for transparency and fairness in pricing. Studies have demonstrated that when consumers perceive pricing as unfair or promotional messages as misleading, their overall evaluation of product quality suffers (Oluwole, 2024). Retailers must therefore overcome these marketing challenges to maintain a favorable brand image and ensure customer satisfaction. This study examines how marketing obstacles affect consumer evaluations of pricing fairness and product quality in a retail brand in Kano. By analyzing consumer feedback and marketing practices, the research seeks to identify key factors that hinder fair pricing perceptions and undermine quality assessments, offering strategies to improve marketing communications and customer trust (Eze, 2024).
Statement of the problem
Retail brands in Kano face significant marketing challenges that negatively impact consumer evaluation of pricing fairness and product quality. Inconsistencies in pricing and ambiguous promotional messages contribute to perceptions of unfairness and low quality, undermining brand credibility. These issues not only affect consumer satisfaction but also weaken long-term loyalty. Despite the importance of fair pricing and clear communication, there is limited research on how specific marketing challenges influence these consumer evaluations. This study seeks to bridge this gap by analyzing the direct impact of marketing hurdles on pricing and quality perceptions, thereby providing actionable insights for improving marketing strategies (Akinola, 2023).
Objectives of the Study
To assess the impact of marketing challenges on consumer evaluation of pricing fairness.
To evaluate how these challenges affect product quality perceptions.
To propose strategies for improving marketing communications to enhance consumer evaluations.
Research questions
How do marketing challenges affect consumer evaluation of pricing fairness?
What is the impact on perceived product quality?
What strategies can improve marketing practices in retail?
Significance of the Study
This study is significant as it examines the impact of marketing challenges on consumer evaluation of pricing fairness and product quality in a retail brand in Kano. The insights will assist retailers in developing more transparent pricing strategies and effective promotional communications that enhance consumer trust and satisfaction. The research contributes to academic literature on retail marketing and offers practical recommendations for strengthening brand credibility (Chukwu, 2024).
Scope and Limitations of the Study
The study is limited to examining marketing challenges and their impact on consumer evaluation of pricing fairness and product quality for a retail brand in Kano. It does not extend to other sectors, regions, or broader market conditions.
Definitions of Terms
Marketing Challenges: Obstacles in effectively communicating product value and pricing information.
Pricing Fairness: The perception of equitable and transparent pricing practices.
Product Quality: The overall assessment of a product’s performance and durability.
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