An examination of pricing strategy challenges on consumer perception of product quality and value: Evidence from a retail brand in Abuja.
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Background of the study
Pricing strategy is a critical determinant of how consumers perceive product quality and value, particularly in the retail sector. In Abuja, retail brands face the challenge of setting prices that accurately reflect product excellence while remaining competitive. Consumers often interpret price as an indicator of quality, yet inconsistencies or abrupt fluctuations in pricing can lead to confusion and diminish perceived value (Okafor, 2023). Research indicates that transparent pricing strategies that align with product quality can enhance consumer trust and drive purchase behavior (Ibrahim, 2024). However, challenges such as market volatility, cost pressures, and communication gaps in pricing practices complicate this relationship. This study examines the challenges faced by retail brands in Abuja regarding pricing strategy and investigates how these challenges affect consumer perceptions of product quality and overall value. By exploring the interplay between pricing and perceived quality, the study aims to provide actionable insights that enable retail managers to develop pricing models that reinforce consumer trust and support long-term business success (Adebayo, 2025).
Statement of the problem
Retail brands in Abuja encounter significant challenges in developing pricing strategies that effectively convey product quality and value. When pricing is not aligned with consumer expectations, it may lead to a negative perception of product quality, reducing purchase intent (Okafor, 2023). Inconsistent pricing models and lack of transparency can further exacerbate consumer skepticism and erode trust (Ibrahim, 2024). This study seeks to address these challenges by examining the relationship between pricing strategy and consumer perception of quality and value. The goal is to identify the key issues that hinder effective pricing communication and propose strategies to overcome these obstacles, thereby enhancing consumer confidence and driving sales (Adebayo, 2025).
Objectives of the Study
To assess the impact of pricing strategies on consumer perception of product quality.
To examine the relationship between pricing and perceived product value.
To recommend strategies for overcoming pricing challenges.
Research Questions
How do pricing strategies affect consumer perceptions of product quality?
What is the relationship between pricing and perceived value?
What measures can improve pricing strategy communication?
Significance of the study
This study is significant as it explores the critical influence of pricing strategy on consumer perceptions of product quality and value in the retail sector. The insights will help retail brands in Abuja refine their pricing models to build consumer trust and stimulate sales (Okafor, 2023; Ibrahim, 2024). The recommendations will provide a framework for developing transparent and effective pricing strategies that enhance market performance (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a retail brand in Abuja and focuses on pricing strategy challenges affecting consumer perception. It does not extend to other marketing factors or regions.
Definitions of terms
Pricing strategy: The method used by companies to set and communicate product prices.
Product quality: The perceived level of excellence and performance of a product.
Product value: The consumer’s evaluation of a product’s worth relative to its price.
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