The Influence of Pricing Strategies on Consumer Perceptions of Product Quality and Value: Evidence from Young Indian Consumers

Pricing is no longer a simple cost-based decision; it is a strategic tool that shapes how consumers perceive quality, trust, and value. This study explores the relationship between different pricing strategies and consumer perception in the Indian market, with a focus on individuals aged 18 to 35. A structured questionnaire was used to gather data from 76 respondents, covering pricing-related attitudes such as brand trust, psychological pricing, perceived value, and discount-related skepticism. The results show that premium pricing is moderately associated with perceived quality, while overuse of discount pricing tends to reduce consumer trust. Most respondents indicated that value-for-money matters more than brand loyalty. Income-based variation in perception was also evident, where lower-income groups were more sensitive to price changes and psychological pricing. The findings support existing theories such as the Price–Quality Heuristic and Perceived Value Theory, while also highlighting practical implications for marketers in emerging economies like India. This research contributes to the limited literature on pricing psychology in Indian consumer behavior and offers actionable insights for strategic pricing decisions.