{"id":3111,"date":"2025-04-06T16:20:43","date_gmt":"2025-04-06T16:20:43","guid":{"rendered":"https:\/\/ujm.com.ng\/?p=3111"},"modified":"2025-04-06T16:20:43","modified_gmt":"2025-04-06T16:20:43","slug":"product-price-and-perceived-quality-an-evaluation-of-purchase-of-clothing-products-among-undergraduate-students-in-selected-private-universities-in-osun-state","status":"publish","type":"post","link":"https:\/\/ujm.com.ng\/index.php\/2025\/04\/06\/product-price-and-perceived-quality-an-evaluation-of-purchase-of-clothing-products-among-undergraduate-students-in-selected-private-universities-in-osun-state\/","title":{"rendered":"Product Price and Perceived Quality: An Evaluation of Purchase of Clothing Products among Undergraduate Students in Selected Private Universities in Osun State"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><strong>Agada A. Solomon <br>&amp; <br>Ighomereho Ogheneochuko Salome<\/strong><br>Department of Business Administration and Marketing<br>Redeemer\u2019s University, Ede, Osun State<br>For correspondence, email: agadas@run.edu.ng; ighomerehoo@run.edu.ng<\/p>\n\n\n\n<p><strong>Abstract<\/strong><\/p>\n\n\n\n<p>Price is seen as a measure of perceived quality and quality invariably constitute the overall characteristics of a product that result in customer experience. Thus, this study investigated the effect of product price and perceived quality as the basis of purchase of clothing products among undergraduates. The dimensions of product price include product cost price, competitor price and value-based price. The study employed cross-sectional survey design using selfadministered structured questionnaire administered to 316 undergraduate students in two private universities in Osun State selected through convenience sampling. Based on the analysis of the data collected and the result of analysis, it was revealed that product cost price significantly influences perceived quality (R2= 0.47, B = 0.731, Beta = 0.686, p=0.000), competitor price significantly influences perceived quality (R2= 0.41, B = 0.574, Beta = 0.634, p=0.000) and lastly, value-based price significantly influences perceived quality (R2= 0.495, B = 0.753, Beta =0.703, p=0.000). The study concludes that product price is a significant determinant of perceived quality which is the basis of purchase of clothing products. The study recommends that marketers of clothing products should recognize the different dimensions by which prices of products are determined and recognized the dimension that is weightier in influencing buyers\u2019 perceived quality. A cursory insight is also recommended in respect of the theoretical implications based on buyers\u2019 attribution to product features and cues that signal attraction.<\/p>\n\n\n\n<p><strong>Keywords:<\/strong> Clothing products, Fashion products, Product price, Perceived quality, Undergraduates<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2025\/04\/2025-UJM-Vol-4-No.1-31.03.2025-294-307.pdf\">DOWNLOAD FULL TEXT IN PDF<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Agada A. Solomon &amp; Ighomereho Ogheneochuko SalomeDepartment of Business Administration and MarketingRedeemer\u2019s University, Ede, Osun [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3040,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[180],"tags":[261,264,262,263,265],"class_list":["post-3111","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales","tag-clothing-products","tag-fashion-products","tag-perceived-quality","tag-product-price","tag-undergraduates"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Product Price and Perceived Quality: An Evaluation of Purchase of Clothing Products among Undergraduate Students in Selected Private Universities in Osun State - Uniben Journal of Marketing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ujm.com.ng\/index.php\/2025\/04\/06\/product-price-and-perceived-quality-an-evaluation-of-purchase-of-clothing-products-among-undergraduate-students-in-selected-private-universities-in-osun-state\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Product Price and Perceived Quality: An Evaluation of Purchase of Clothing Products among Undergraduate Students in Selected Private Universities in Osun State - Uniben Journal of Marketing\" \/>\n<meta property=\"og:description\" content=\"Agada A. Solomon &amp; Ighomereho Ogheneochuko SalomeDepartment of Business Administration and MarketingRedeemer\u2019s University, Ede, Osun [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ujm.com.ng\/index.php\/2025\/04\/06\/product-price-and-perceived-quality-an-evaluation-of-purchase-of-clothing-products-among-undergraduate-students-in-selected-private-universities-in-osun-state\/\" \/>\n<meta property=\"og:site_name\" content=\"Uniben Journal of Marketing\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-06T16:20:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2025\/04\/mkt-vol-4.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1640\" \/>\n\t<meta property=\"og:image:height\" content=\"694\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"osaifo.osigo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"osaifo.osigo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/product-price-and-perceived-quality-an-evaluation-of-purchase-of-clothing-products-among-undergraduate-students-in-selected-private-universities-in-osun-state\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/product-price-and-perceived-quality-an-evaluation-of-purchase-of-clothing-products-among-undergraduate-students-in-selected-private-universities-in-osun-state\\\/\"},\"author\":{\"name\":\"osaifo.osigo\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/#\\\/schema\\\/person\\\/c8903c98a98c5ec11dbae639c35bbd06\"},\"headline\":\"Product Price and Perceived Quality: An Evaluation of Purchase of Clothing Products among Undergraduate Students in Selected Private Universities in Osun State\",\"datePublished\":\"2025-04-06T16:20:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/product-price-and-perceived-quality-an-evaluation-of-purchase-of-clothing-products-among-undergraduate-students-in-selected-private-universities-in-osun-state\\\/\"},\"wordCount\":279,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/product-price-and-perceived-quality-an-evaluation-of-purchase-of-clothing-products-among-undergraduate-students-in-selected-private-universities-in-osun-state\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ujm.com.ng\\\/wp-content\\\/uploads\\\/2025\\\/04\\\/mkt-vol-4-e1743959977101.jpg\",\"keywords\":[\"Clothing products\",\"Fashion products\",\"Perceived quality\",\"Product price\",\"Undergraduates\"],\"articleSection\":[\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/product-price-and-perceived-quality-an-evaluation-of-purchase-of-clothing-products-among-undergraduate-students-in-selected-private-universities-in-osun-state\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/product-price-and-perceived-quality-an-evaluation-of-purchase-of-clothing-products-among-undergraduate-students-in-selected-private-universities-in-osun-state\\\/\",\"url\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/04\\\/06\\\/product-price-and-perceived-quality-an-evaluation-of-purchase-of-clothing-products-among-undergraduate-students-in-selected-private-universities-in-osun-state\\\/\",\"name\":\"Product Price and Perceived Quality: An Evaluation of Purchase of Clothing Products among Undergraduate Students in Selected Private Universities in Osun State - 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