Effects of Price Perception on Brand Patronage (A Study of Dufil Prima Food)
Abstract
This study examined the effect of price perception on brand patronage among customers of Dufil Prima Foods in Ilaro, Ogun State. It specifically investigated how product quality and perceived value influenced consumer loyalty and purchasing behaviour. The study adopted a descriptive survey research design, utilising primary data collected through structured questionnaires administered to 384 respondents determined using Cochran’s formula for infinite populations. Data were analysed using descriptive and inferential statistics, including multiple regression analysis in SPSS Version 27. The results revealed a strong and positive relationship between product quality, perceived value, price perception, and brand patronage, with an R value of 0.736 and an R2 value of 0.542. All three variables: product quality, perceived value, and price perception, significantly predicted brand patronage at the 5% level. Product quality emerged as the strongest predictor, followed closely by perceived value and price perception. These findings indicated that customers’ loyalty to Dufil Prima Foods was primarily driven by their perception of high product quality, fair pricing, and substantial value derived from consumption. The study concluded that consistent product quality, fair and transparent pricing, and enhanced perceived value were pivotal to sustaining consumer loyalty in a competitive and price-sensitive market such as Nigeria’s noodle industry. It was recommended that Dufil Prima Foods continue to invest in product innovation, strengthen its brand identity, and adopt pricing strategies that balance affordability with profitability to maintain and enhance brand patronage.
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