THE EFFECT OF CHANGE IN THE PRICE OF CONSUMER'S GOODS ON CUSTOMER IN KOGI STATE (A CASE STUDY OF BLENDOR SUPERMARKET LOKOJA, KOGI STATE)

ABSTRACT This research work was based on the "effect of change in the price of consumer's goods on customer in Nigeria using Blendor super market as a case study. This is because price is one of the most flexible of the four elements of the marketing mix. One frequent problem is that businesses are too quick to reduce prices in order to get a sale rather than convincing buyers that their products are worth a higher price. Another common mistake is applying pricing that is too-cost oriented rather than customer-value oriented. These, among others, form the main concern of this study. The specific objectives of the study were to determine the influence of sales oriented pricing on consumption of their goods the research data were collected through personal interview and questionnaire, the data collective were analyzed using chi-square and table were used to test the hypothesis this make the researcher to come to conclusion and recommendation which state that it is clear that the firm sets prices to break-even on the cost of making and marketing a product or setting prices to make a target profit. The organization determines the prices at which it will break-even or make the target profit it is seeking. Based on the findings, the study recommends that there is need to apply or use more than one pricing strategy to increase sales volume in the company. The study further recommends that the supermarket should continuously improve the quality of their consumer goods for fair prices as the end result.