Influence of Pricing Strategies on Consumer Purchase Intention in the Retail Sector

Marketing — 2025, Undergraduate

This study examined the influence of pricing strategies on consumer purchase intention in the Nigerian retail sector. A survey was conducted with shoppers of selected retail chains using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that price discounts, bundle pricing, and competitive price positioning significantly influenced purchase intentions, while frequent price changes reduced trust. The study found that perceived fairness and price-quality alignment also shaped purchase behaviour. It recommends transparent pricing, strategic promotional pricing, and value-based communication to build consumer confidence.

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