INTRODUCTION

One of the most crucial operating decisions management must make is establishing a setting price for its products but this is quiet unfortunate that many firms are still mismanaging pricing causing lots of money and anticipated profit to be unexplored and wasted. Egbunike (2007) opined that setting the price for an organizations product or service is one of the most difficult due to some number of variety of factors that must be considered. The primary decision arises in virtually all types of organization, just to mention but a few of them such as manufacturers set prices for their products, they manufacture, merchandising companies set prices for their goods, service firms set prices for such services as insurance policies, bank loans etc. According to Kalu (1998), a strategy stipulates OR indicates how a company plans to get to where it wants to. By way of definition, pricing strategy can be defined as how a firm plans to get to where it wants to go through its pricing activities and plans. However, pricing strategy should be congruent with other objectives of the firm. Kotler (2001),is of the view that pricing strategy is paramount to every organization involved in the production of goods and services because it gives a clue about the company and its product, a company does not get a single price but rather a pricing structure that covers different items in its line. A company’s survival and profitability depends upon its pricing decisions, thus price is the only element in the marketing mix that produce s revenue and thus ensures profitability (kotler and keller 2006). Price adopted by firms must be able to coverall cost in the long run as well as to leave a profit margin to reward management. The Price of a Product has a direct relationship with many operations of the firm’s activities. A price decision will affect demand andthis in turn affects the revenue generated by the firm. Similarly, a firm whichmakes profit has the propensity of attracting more new capital. This shows thatthe public has confidence in the ability of the firm to yield return to them.So, the performance of management is usually measured by the amount of revenueit generates to satisfy the shareholders of the organization. It is evident that management has a big responsibility before them in setting and adopting the most advantageous pricing policy and the most effective profit plan for their firms, since prices are not set arbitrarily therefore management must focus on all the important factors in setting its price. Thus, it has become imperative to investigate the effectiveness of pricing policy and profit planning in Nigerian organizations.

CHAPTER  ONE INTRODUCTION

CHAPTER TWO: REVIEW   OF RELATED  LITERATURE

CHAPTER THREE: RESEARCH METHODOLOGY

CHAPTER FOUR:  DATA  PRESENTATION    AND  ANALYSIS

 CHAPTER       FIVE:      SUMMARY       OF      FINDINGS,         CONCLUSION        AND RECOMMENDATIONS