An assessment of product promotion and pricing challenges on consumer purchase behavior: Evidence from a tech company in Kaduna, Nigeria
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- NGN 5000
Background of the study
Tech companies in Kaduna face intense competition in a rapidly evolving market where effective product promotion and competitive pricing are crucial for driving consumer purchase behavior. However, these companies often encounter challenges in clearly communicating promotional messages and establishing transparent pricing structures (Babatunde, 2023). Inconsistent promotional strategies, unclear discount schemes, and fluctuating prices can lead to consumer uncertainty, thereby reducing the likelihood of purchase. Research indicates that when consumers perceive ambiguity in promotional offers or experience pricing inconsistencies, their trust and purchase intent decline significantly (Ike, 2024). As a result, tech companies must refine their promotional and pricing strategies to enhance clarity and build consumer confidence. This study assesses how product promotion and pricing challenges affect consumer purchase behavior in a tech company operating in Kaduna. Data will be collected through consumer surveys, analysis of promotional campaigns, and pricing trend reviews, aiming to identify key factors that inhibit effective consumer decision-making and provide recommendations for strategic improvement (Chin, 2023).
Statement of the problem
Tech companies in Kaduna experience product promotion and pricing challenges that undermine consumer purchase behavior. Inconsistent promotional messaging and opaque pricing strategies contribute to consumer confusion and erode trust, resulting in reduced sales. The lack of transparency in discounting and frequent price changes further complicates the decision-making process, leading to hesitancy among potential buyers. Despite the importance of clear promotional communication and stable pricing, there is limited research addressing how these challenges specifically impact consumer purchase behavior in the tech sector. This study aims to fill this gap by investigating the effects of product promotion and pricing issues on consumer decision-making and suggesting improvements for more effective marketing practices (Oluwaseun, 2023).
Objectives of the Study
To evaluate the impact of product promotion challenges on consumer purchase behavior.
To assess the effect of pricing challenges on consumer trust and buying decisions.
To recommend strategies for improving promotional and pricing practices.
Research questions
How do product promotion challenges affect consumer purchase behavior?
What is the impact of pricing challenges on consumer trust?
Which strategies can enhance clarity in promotion and pricing?
Significance of the Study
This study is significant as it explores the impact of product promotion and pricing challenges on consumer purchase behavior in a tech company in Kaduna. The insights derived will guide tech marketers in developing transparent promotional and pricing strategies that foster consumer trust and encourage purchases. The research contributes to academic literature and offers practical recommendations for overcoming common marketing obstacles in the tech industry (Adeniyi, 2024).
Scope and Limitations of the Study
The study is limited to a tech company in Kaduna and focuses on product promotion and pricing challenges affecting consumer purchase behavior. It does not extend to other industries, regions, or broader economic factors.
Definitions of Terms
Product Promotion Challenges: Difficulties in delivering clear and compelling marketing messages.
Pricing Challenges: Obstacles in establishing and maintaining transparent pricing strategies.
Consumer Purchase Behavior: The decision-making process and actions involved in buying products.
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