An examination of customer perception of product quality in relation to pricing strategies: Evidence from an electronics brand in Lagos, Nigeria.
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Background of the study
In the competitive electronics market, pricing strategies play a pivotal role in shaping customer perception of product quality. In Lagos, electronics brands employ various pricing models to signal quality and attract diverse consumer segments (Okafor, 2023). The theory of price-quality inference suggests that consumers often use price as a proxy for quality; hence, higher prices are typically associated with superior product performance and durability. However, inconsistencies in pricing strategies can create confusion and diminish consumer trust if the perceived quality does not match the price point (Ibrahim, 2024). This dynamic is especially critical in the electronics sector, where rapid technological changes and intense competition demand that pricing strategies are carefully aligned with product quality and brand image. This study examines how different pricing strategies influence consumer perceptions of product quality in an electronics brand in Lagos. The research aims to identify the factors that mediate this relationship and provide recommendations for optimizing pricing approaches to enhance perceived quality and drive consumer satisfaction (Adebayo, 2025).
Statement of the problem
Electronics brands in Lagos face the challenge of aligning pricing strategies with consumer expectations of product quality. When pricing does not accurately reflect product performance, it can lead to consumer skepticism and reduced trust (Okafor, 2023). This misalignment may result in lower sales and a weakened brand image, particularly in a market where consumers rely heavily on price as an indicator of quality (Ibrahim, 2024). The lack of clarity in pricing strategies contributes to confusion and uncertainty among consumers, hindering effective purchase decisions. This study aims to investigate the relationship between pricing strategies and product quality perception, identifying ways to optimize pricing to better match consumer expectations and enhance brand reputation (Adebayo, 2025).
Objectives of the Study
To assess the impact of pricing strategies on consumer perceptions of product quality.
To identify factors that mediate the relationship between pricing and quality perception.
To recommend pricing strategies that enhance consumer trust and perceived quality.
Research Questions
How do pricing strategies affect customer perception of product quality?
What factors influence the relationship between pricing and quality perception?
What pricing strategies can improve consumer perceptions of product quality?
Significance of the study
This study is significant as it explores the critical link between pricing strategies and consumer perceptions of product quality in the electronics sector. The findings will enable electronics brands in Lagos to optimize pricing approaches to better reflect product excellence and build consumer trust (Okafor, 2023; Ibrahim, 2024). The recommendations provided will help in developing pricing models that align with market expectations, ultimately enhancing brand reputation and customer satisfaction (Adebayo, 2025).
Scope and limitations of the study
The study is limited to an electronics brand in Lagos and focuses solely on the relationship between pricing strategies and consumer perception of product quality. It does not extend to other product categories or regions.
Definitions of terms
Pricing strategies: Methods employed by companies to set product prices in relation to perceived value.
Product quality perception: The evaluation by consumers of the overall excellence and performance of a product.
Electronics brand: A company that designs, manufactures, and markets electronic products.
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