EFFECT OF PRICING STRATEGIES ON CUSTOMER PATRONAGE OF VARIOUS BRANDS OF BEVERAGES IN ENUGU STATE
Abstract
This research work investigated the effect of pricing strategies on consumer patronage of
various brands of beverages in Enugu state. The objectives of the study include
determining; whether pricing strategies of the beverage companies influence consumer
preference of theirbeverage products in Enugu state, whether pricing strategies of the
beverage companies influence consumer patronage of theirbeverage products in Enugu
state,whether pricing strategies of the beverage companies influence consumer
satisfaction with their beverage products in Enugu state,whether pricing strategies of the
beverage companies influence consumer repeat purchase of theirbeverage products in
Enugu state, and whether pricing strategies of the beverage companies influence market
share position of theirbeverage products in Enugu state. To achieve these objectives, a
descriptive research was conducted. Primary data were collected using questionnaire,
while secondary data were collected from already existing materials such as magazines,
newspapers, and journals. Simple random sampling method was used to select the
required sample size from the staff and customers of the selected beverage companies.
The hypotheses formulated were tested using the chi-square(x2
) statistical tool. The test
of hypotheses resulted to the following findings; it was observed thatthe pricing strategies
of the beverage companies influence consumer preference, consumer patronage,
customer satisfaction, customer repeat purchases, and market share position of
theirbeverage products in Enugu state. The study concluded that the pricing strategies of
the beverage companies influence consumer preference, consumer patronage, customer
satisfaction, customer repeat purchases, and market share position of their beverage
products in Enugu state. Based on these,it was recommended among other things that the
beverage companies should consolidate on their pricing strategies in order to ensure
improvedconsumer preference, consumer patronage, customer satisfaction, customer
repeat purchases, and market share position of its beverage products in Enugu state.
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