ROLE OF PRICE PERCEPTION IN NEGATIVE WORD OF MOUTH BEHAVIOUR AMONG COOKING ON CONSUMERS IN IGALAMELA LOCAL GOVERNMENT, KOGI STATE

This study investigates the role of price perception in shaping negative word-of-mouth (NWOM) behaviour among cooking oil consumers in Igalamela Local Government Area of Kogi State, Nigeria. In today’s competitive consumer market, pricing remains a critical factor influencing buyer decisions and brand loyalty, particularly in economically sensitive regions. The research aims to understand how consumers’ perceptions of price fairness, affordability, and value-for-money influence their likelihood to share negative opinions about cooking oil brands with others. Using a quantitative research approach, data were collected through structured questionnaires administered to a sample of cooking oil consumers across various communities in Igalamela. The analysis focused on identifying correlations between perceived pricing and the frequency or intensity of negative word-of-mouth behaviours, such as complaints, discouraging others from purchase, and unfavourable brand comparisons. Findings reveal that a significant proportion of respondents associate high or inconsistent pricing with exploitation, which triggers dissatisfaction and leads to NWOM. Conversely, when prices are perceived as fair and reflective of quality.