** Analysts at Morningstar expect JB Hi-Fi's JBH.AX sales growth to moderate in the face of a higher cash rate environment

** Consumer electronics retailer posted slower January sales growth of 4% for its Australia segment

** Analysts at Citi see added risk from a much more aggressive rate-hiking cycle from the Reserve Bank of Australia

** Citi lowers target price to A$100/shr over slower sales, retains "buy" rating

** Consumer electronics margins will also be affected by price deflation resulting from intense competition - Morningstar

** YTD, stock down 14.4% as of last close

(Reporting by Shivangi Lahiri in Bengaluru; Editing by Lisa Shumaker)

((shivangi.lahiri@thomsonreuters.com))