The influence of internal and external factors on pricing decision-making in Nigerian SMEs

Obiajulu, Chinonso Benjamin and Azubuko, Chidimma Francisca and Okpanachi, Joshua (2025) The influence of internal and external factors on pricing decision-making in Nigerian SMEs. World Journal of Advanced Research and Reviews, 27 (2). pp. 1275-1280. ISSN 2581-9615

This study investigates how internal and external factors shape pricing decisions among Small and Medium-sized Enterprises (SMEs) in Nigeria, aiming to enhance strategic competitiveness. Conducted in Lagos, the research employed a mixed-methods approach, surveying 175 SMEs across manufacturing, retail, services, technology, and healthcare sectors, and interviewing 15 SME owners. The scope covered external factors (market conditions, competition, consumer demand, regulatory changes) and internal factors (innovation capabilities, brand reputation, cost structure, employee expertise), alongside strategies for balancing these influences. Results show consumer demand (mean rating 4.3) and market conditions (4.2) as dominant external factors, influencing 75% and 70% of SMEs, respectively, while competition (4.0) affected 65%. Internally, innovation capabilities (4.1, 45% of SMEs) and brand reputation (3.9, 30%) were key drivers. A balanced approach, integrating both factors, was adopted by 60% of SMEs, correlating strongly with adaptive pricing strategies (p<0.01). Interviews highlighted that innovation-driven SMEs use premium pricing, while market-responsive SMEs adjust prices frequently. The study concludes that balancing internal strengths, like innovation, with external dynamics, such as consumer demand, fosters adaptive pricing, enhancing SME competitiveness in Nigeria’s volatile market. These findings guide SME owners to leverage market data and internal capabilities for effective pricing and urge policymakers to support training programs, contributing to SME sustainability and economic growth in Nigeria.