PRICING STRATEGIES AND CUSTOMER PATRONAGE OF SELECTED FOOD MANUFACTURING COMPANIES IN ABA, ABIA STATE,

The study examined pricing strategy and the customer patronage food manufacturing firms in Nigeria with specific focus on Maina and New Era food Industry Limited., Aba. The main objective of this study is to evaluate the effect of pricing strategy on the customer patronage of food manufacturing firms in Nigeria with, focus on Aba Abia State, while the specific objectives include; determine the effect of market — penetration pricing on the market share of the selected firm; ascertain the influence of predatory pricing on the customer patronage of selected firm; determine the influence of discriminatory pricing on the sales volume of selected firms. For the methodology, explorative survey design was employed in the study. The population of the study was 150, from which a sample size of 109 was statistically determined. Primary data was elicited through the structured questionnaire. The instrument was validated through content and face validity method, while the reliability was done through the Cronbach Alpha statistical tool. Chi- Square statistical tool was used to test the hypotheses. The results of the findings indicate that penetration pricing have effect on the market share of food product; predatory pricing have influence on the customer patronage of food product; discriminatory pricing influences sales volume thereby contributing to the growth in sales. The researcher recommends that the firm should consolidate on its pricing policy as regards to the tremendous effect and influence recorded on the product; extending the same pricing policy on other products in their portfolio; adequate budgetary allocation for sales promotion in support of the food manufacturing firms..