An evaluation of customer perception of value in relation to promotional pricing strategies: Evidence from a beauty product in Kaduna, Nigeria
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Background of the study
Promotional pricing strategies are widely used in the beauty industry to attract consumers and stimulate sales. In Kaduna, beauty brands frequently offer discounts, bundle deals, and seasonal promotions to enhance perceived customer value. This study evaluates how these promotional pricing strategies affect customer perception of value for a specific beauty product. Promotional pricing is designed to create a sense of urgency and provide consumers with the feeling that they are obtaining premium products at a more attractive price (Ibrahim, 2023). However, if pricing promotions are not carefully managed, they may also lead to perceptions of diminished quality or lower brand prestige. The research investigates the balance between affordability and quality perception, analyzing how factors such as discount depth, frequency of promotions, and communication clarity influence overall value perception. By integrating customer surveys, sales data, and promotional content analysis, the study aims to determine the optimal promotional pricing strategy that maximizes perceived value while maintaining brand integrity (Adeniyi, 2024). The findings will offer actionable recommendations for beauty brands to enhance customer satisfaction and loyalty during promotional campaigns (Chinwe, 2023).
Statement of the problem
Beauty brands in Kaduna face challenges in ensuring that promotional pricing strategies enhance customer perception of value without compromising the perceived quality of their products. While discounts and offers are effective in driving sales, excessive or poorly communicated promotions can lead to a perception that the product is of lower quality (Ibrahim, 2023). This disconnect may result in reduced customer loyalty and long‑term brand erosion. The lack of a clear framework for evaluating the impact of promotional pricing on perceived value further complicates strategic decision‑making. This study addresses these issues by examining how promotional pricing influences customer value perception and identifying strategies that can optimize the balance between affordability and quality (Adeniyi, 2024).
Objectives of the Study
To evaluate the impact of promotional pricing on customer value perception.
To assess the relationship between discount strategies and perceived product quality.
To recommend improvements for effective promotional pricing.
Research Questions
How does promotional pricing affect customer perception of value?
What factors influence the balance between affordability and quality in promotions?
What strategies can optimize promotional pricing for enhanced customer value?
Significance of the study
This study is significant as it investigates how promotional pricing strategies impact customer perception of value for a beauty product in Kaduna. The findings will help beauty brands refine their promotional tactics to boost consumer satisfaction and loyalty. The research contributes to academic literature on pricing strategy and offers practical recommendations for achieving an optimal balance between price attractiveness and perceived quality (Ibrahim, 2023; Chinwe, 2023).
Scope and limitations of the study
The study is limited to evaluating promotional pricing and its effect on customer value perception for a beauty product in Kaduna, Nigeria, and does not extend to other product categories or regions.
Definitions of terms
Promotional Pricing Strategies: Marketing tactics that use price reductions or special offers to drive sales.
Customer Perception of Value: The assessment by consumers of the benefits received relative to the cost paid.
Beauty Product: A cosmetic or personal care item marketed for enhancing appearance.
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