Pricing Strategy and Consumer Behavior Interactions: Analytical Insights from Emerging Economy Telecommunications Sectors

• Author(s): Stanley Tochukwu Oziri ; Adesola Abdul-Gafar Arowogbadamu ; Omorinsola Bibire Seyi-Lande
• Paper ID: 1710813
• Page: 326-340
• Published Date: 31-03-2019
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 2 Issue 9 March-2019

Abstract

The interplay between pricing strategies and consumer behavior constitutes a critical determinant of market performance in emerging economy telecommunications sectors. As mobile and broadband services expand rapidly across developing regions, telecom operators face the dual challenge of maximizing profitability while ensuring accessibility and consumer satisfaction. This study explores how diverse pricing models—such as subscription-based, dynamic, value-based, and promotional schemes—influence consumer adoption, retention, and loyalty within these markets. Drawing on analytical insights from both quantitative and qualitative data, the research examines price sensitivity, demand elasticity, and behavioral segmentation to understand consumer decision-making processes in response to tariff adjustments and service bundles. The findings highlight that emerging economy consumers display significant heterogeneity in price perception and willingness to pay, influenced by socioeconomic factors, perceived service quality, and brand reputation. Promotional and discount-driven pricing, while effective in short-term acquisition, demonstrates varying impacts on long-term loyalty, with consumers often reverting to competitors when perceived value diminishes. Furthermore, the study identifies the role of psychological pricing, bundling strategies, and digital platform integration in shaping consumer behavior, offering evidence that nuanced, context-specific pricing approaches outperform generic strategies. Advanced analytical techniques, including regression modeling and predictive analytics, enable telecom operators to forecast behavioral responses and optimize pricing decisions dynamically, enhancing both operational efficiency and market competitiveness. The implications of this research extend to strategic decision-making, regulatory frameworks, and policy formulation. For operators, leveraging data-driven insights to tailor pricing models can improve customer retention, revenue streams, and market differentiation. For regulators and policymakers, understanding consumer behavior relative to pricing informs interventions aimed at fostering inclusive access and promoting fair competition. Overall, the study underscores that pricing strategy is not merely a financial tool but a key driver of consumer engagement and market sustainability in emerging telecommunications environments.

Keywords

Pricing Strategy, Consumer Behavior, Emerging Economy Telecommunications, Market Analytics, Price Sensitivity, Demand Elasticity, Tariff Design, Customer Adoption, Usage Patterns, Behavioral Pricing, Value Perception, Promotional Pricing, Segmentation Analysis

Citations

IRE Journals:
Stanley Tochukwu Oziri , Adesola Abdul-Gafar Arowogbadamu , Omorinsola Bibire Seyi-Lande "Pricing Strategy and Consumer Behavior Interactions: Analytical Insights from Emerging Economy Telecommunications Sectors" Iconic Research And Engineering Journals Volume 2 Issue 9 2019 Page 326-340

IEEE:
Stanley Tochukwu Oziri , Adesola Abdul-Gafar Arowogbadamu , Omorinsola Bibire Seyi-Lande "Pricing Strategy and Consumer Behavior Interactions: Analytical Insights from Emerging Economy Telecommunications Sectors" Iconic Research And Engineering Journals, 2(9)