The Relationship Between Price Perception and Consumer Willingness to Try New Food Products in Oyo State

This study investigates the relationship between price perception and consumer willingness to try new food products in Oyo State, South West Nigeria. New product introduction in the Nigerian food industry faces considerable consumer inertia, with price being a frequently cited barrier to trial. Understanding how price is perceived relative to expected quality and risk shapes effective new food product launch strategies. The research employs a descriptive survey design, targeting 270 adult consumers from Ibadan and Ogbomoso in Oyo State, selected through stratified sampling. A structured questionnaire measures price perception dimensions including price-quality inference, price fairness, and price consciousness, as well as trial intention for newly launched food products. Analysis uses descriptive statistics, correlation, and regression. The study also examines whether consumer food involvement moderates the price perception-trial intention relationship. Preliminary findings indicate that price-quality inference is the dominant price perception mechanism affecting trial intention, meaning consumers who use price as a quality signal are significantly more willing to try premium-priced new products. Price-conscious consumers, in contrast, show strong reluctance to trial unless accompanied by free samples or trial-size offerings. Recommendations target new food product managers, launch campaign designers, and retail marketers operating in South West Nigeria on structuring introductory pricing strategies that reduce trial barriers and encourage adoption. Keywords: price perception, new product trial, food products, Oyo State, consumer behaviour