THE EFFECT OF PRICING FRAME ON PURCHASE INTENTION: THE MODERATING ROLE OF PRODUCT TYPE

This research investigates how partitioned and combined pricing structures influence purchase intentions between hedonic and utilitarian products when consumed by Nigerian consumers. The research centers its assessments on Naijamart Market to represent Nigeria's rising e-commerce sector. The research analyzes partitioned pricing structures which separate costs and combined pricing structures with single total costs to show their effects on consumer decision-making for different product categories. The research design follows a quantitative experimental approach to analyze consumer purchase intent regarding product types and pricing frames. Experimental research involved four consumer groups at Naijamart Market who received promotional materials demonstrating partitioned or combined pricing for hedonic and utilitarian goods. An online survey of 400 participants provided validated Likert-scale evaluation scores and demographic information. ANOVA analysis with moderation evaluation examined how the product type influences pricing approaches. Research results will show that hedonic products perform optimally under partitioned pricing because they attract consumers emotionally but utilitarian products benefit more from combined pricing through its clear presentation. This research fills a major knowledge gap in academic literature through its analysis of these market dynamics in Nigeria's special e-commerce sector where trust levels and purchasing power show diversity. The study recommends that businesses should develop pricing methods that welcome all customers and must expand their online sales to attract more clients. Manufacturers should highlight product value through clear communication of its worth. The government needs to implement regulations that defend consumers from inflationary impact. Keywords: Hedonic products, Nigeria, Pricing frames, Purchase intention, Utilitarian products.