An assessment of customer perception of value in relation to pricing and product quality: Evidence from an electronics firm in Port Harcourt, Nigeria.
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Background of the study
In the highly competitive electronics market, customer perception of value is significantly influenced by the interplay between pricing and product quality. In Port Harcourt, electronics firms strive to position their products as high quality while maintaining competitive price points. Transparent pricing strategies, combined with clear communication of product features and performance, play a crucial role in shaping consumer perceptions (Okafor, 2023). Research has shown that consumers often use price as a cue to infer quality; hence, if a product is priced appropriately, it is more likely to be perceived as valuable and of superior quality (Ibrahim, 2024). Conversely, inconsistent pricing or ambiguous quality claims can lead to consumer skepticism, ultimately affecting purchase decisions. Moreover, the rapid technological advancements and changing consumer expectations add complexity to this dynamic. Retailers need to continuously refine their pricing strategies to ensure that they not only attract but also retain customers by reinforcing quality perceptions. This study investigates how pricing and product quality communication influence customer perception of value at an electronics firm in Port Harcourt, aiming to identify best practices that drive consumer satisfaction and foster long-term loyalty. The study also explores how integrating customer feedback into pricing decisions can further enhance perceived value (Adebayo, 2025).
Statement of the problem
Electronics firms in Port Harcourt encounter challenges in aligning their pricing strategies with clear quality communication. When consumers perceive a disconnect between price and quality, their evaluation of the product’s value diminishes, leading to reduced purchase intentions (Okafor, 2023). This misalignment creates uncertainty and can erode trust in the brand, ultimately affecting long-term loyalty. The problem is compounded by market volatility and technological changes, which often force companies to adjust prices without adequately communicating the rationale behind these changes (Ibrahim, 2024). Consequently, the perceived value may be adversely impacted, undermining competitive advantage. This study seeks to address these issues by examining the relationship between pricing, product quality communication, and customer perception of value, and by recommending strategies that ensure a harmonious alignment between pricing and quality messaging (Adebayo, 2025).
Objectives of the Study
To assess the impact of pricing strategies on consumer perception of product quality.
To examine how clear quality communication enhances perceived value.
To propose strategies that integrate pricing and quality messaging effectively.
Research Questions
How do pricing strategies affect customer perception of product quality?
What role does quality communication play in shaping perceived value?
What strategies can improve the integration of pricing and quality messaging?
Significance of the study
This study is significant as it explores the critical link between pricing strategies, product quality communication, and consumer perception of value in the electronics sector. The insights will help electronics firms in Port Harcourt develop coherent pricing models that accurately reflect product quality, thereby enhancing customer trust and loyalty (Okafor, 2023; Ibrahim, 2024). The recommendations provided will support more effective marketing practices and improve competitive positioning, leading to long-term sustainable growth (Adebayo, 2025).
Scope and limitations of the study
The study is limited to an electronics firm in Port Harcourt and focuses exclusively on pricing and quality communication’s effect on consumer perception of value. It does not extend to other industries or regions.
Definitions of terms
Pricing strategies: Methods used to set and communicate product prices.
Product quality communication: The information relayed about product features and performance.
Customer perception of value: Consumers’ evaluation of a product’s worth relative to its price.
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