PRICING STRATEGIES AND ITS IMPACT ON MARKETING DECISION (A CASE STUDY OF SOME SELECTED BREAD PRODUCTION IN BIDA TOWN)

ABSTRACT Pricing strategy is essential for any organization involved in the production of consumer goods and services as it gives clues about the bakery and its products, the consumer did not set single price but more on the pricing structure covering different things in the queue. Therefore, the main objective of this research study is to pricing strategies and its impact on marketing decision in some selected bread production in Bida. A sample size well survey research design were used in which both primary and secondary data was adopted. Questionnaire is the major research technique to be applied. Sample size of ninety one (91) were choosing using simple random sampling technique. Yaro yamani method is used to determining the sample size from the total population of one hundred and eighteen (118) staffs and customers of some selected bread Production. Tabulations and percentages were used in analyzing the responses received from the questionnaire administered. And hypotheses formulated in chapter one are tested using chi-square method. And after the data collected has been analyzed it is revealed that there is no significance relationship between businesses in Bida Town gaining market share and their pricing strategies that there is significant relationship between pricing strategies and increasing business patronage in Bida Town. Therefore the researcher recommends that bakeries should always put into consideration the firm's products over all corporate objectives profit maximization before their setting prices. In deciding pricing strategy, concerned staff and minimization of production cost should be looked into so that setting price per product is reduced with many head to increase in turnover net profit. Key words: pricing, strategies, marketing and impact