An investigation of the impact of pricing challenges on consumer trust and product quality evaluation: A study of an electronics brand in Port Harcourt, Nigeria
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Background of the study
In Port Harcourt, electronics brands operate in a highly competitive market where pricing plays a crucial role in shaping consumer trust and perceptions of product quality. Pricing challenges—such as fluctuating costs, opaque pricing structures, and inconsistent discount strategies—can lead consumers to question both the fairness and reliability of a brand (Eze, 2023). When consumers encounter unpredictable price adjustments or unclear pricing policies, their trust in the brand diminishes, negatively affecting how they evaluate product quality. For electronics products, where technical performance and durability are key, any perception of price unfairness may lead to doubts about overall quality (Adeniyi, 2024). Moreover, in a market characterized by rapid technological change, pricing challenges can quickly erode consumer confidence. This study investigates how pricing challenges affect consumer trust and product quality evaluation for an electronics brand in Port Harcourt. By combining quantitative sales data with consumer surveys and interviews, the research aims to uncover the key pricing-related issues that most significantly impact consumer perceptions and to recommend strategies for more transparent and stable pricing practices (Ike, 2025).
Statement of the problem
Electronics brands in Port Harcourt face pricing challenges that undermine consumer trust and distort quality evaluations. Fluctuations in pricing and lack of transparency lead consumers to question the fairness of the pricing structure and, by extension, the reliability of the product. These pricing issues create a perception gap between the advertised and actual value of the electronics, thereby diminishing consumer confidence. Despite the critical impact of pricing on trust and quality perception, there is limited research focusing on this issue within the electronics sector. This study aims to address the gap by examining how pricing challenges influence consumer trust and product quality evaluation, ultimately offering insights for better pricing strategies (Okeke, 2023).
Objectives of the Study
To evaluate the impact of pricing challenges on consumer trust.
To assess how pricing issues influence product quality evaluation.
To propose recommendations for transparent pricing strategies.
Research questions
How do pricing challenges affect consumer trust in electronics?
What is the relationship between pricing fluctuations and product quality evaluation?
Which pricing strategies can improve consumer perceptions?
Significance of the Study
This study is significant as it investigates the role of pricing challenges in shaping consumer trust and product quality evaluation for an electronics brand in Port Harcourt. The findings will guide marketers in establishing transparent and consistent pricing strategies, thereby enhancing consumer confidence and product value perception. The research contributes to academic literature and provides actionable insights for maintaining a competitive edge in the electronics market (Chukwuma, 2024).
Scope and Limitations of the Study
The study is limited to an electronics brand in Port Harcourt and focuses on the impact of pricing challenges on consumer trust and quality evaluation. It does not include other industries, regions, or external economic influences.
Definitions of Terms
Pricing Challenges: Difficulties in maintaining clear and consistent pricing policies.
Consumer Trust: The confidence that consumers have in a brand’s fairness and reliability.
Product Quality Evaluation: The process by which consumers assess the excellence and performance of a product.
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