ABSTRACT
The study examined .the effect of pricing
strategies on sales performance of selected product offers among fast food
enterprises in Abita State, Nigeria. The specific objectives are; to examine
the type of pricing strategies adopted by fast food enterprises, analyze the
effect of pricing strategies on sales performance of fast food enterprises,
examine the effect of pricing strategies determinants on selected product offer
of fast food enterprises, examine the relationship between pricing strategies
and sales performance of fast food enterprises. 50 respondents were chosen
through purpose sampling technique from the five selected local government are.
Data were collected by the use of structured and pre tested questionnaires
administered to the selected respondents. The data collected were analyzed
using descriptive statistics (tables, frequencies, charts and graphs) and
inferential (performance analysis, multiple regression and correlation).
Findings from the study showed that enterprises that adopted prestige pricing
strategy will set the price of their products high and this will lead to low
patronage which will in turn lead to low profit while enterprises that adopted
demand base pricing strategy will make more profit. The study through multiple
regression analysis further showed that operation, location and size of the
firm were significant factors influencing fast food enterprises. The
correlation coefficient analysis showed a strong relationship between pricing
strategy and sales performance.
ANUDU, O (2021). Effect Of Pricing Strategies On Sales Performance Of Selected Product Offers Among Fast Food Enterprises In Abia State . Repository.mouau.edu.ng: Retrieved Dec 25, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-pricing-strategies-on-sales-performance-of-selected-product-offers-among-fast-food-enterprises-in-abia-state-7-2
OGECHUKWU, ANUDU. "Effect Of Pricing Strategies On Sales Performance Of Selected Product Offers Among Fast Food Enterprises In Abia State " Repository.mouau.edu.ng. Repository.mouau.edu.ng, 30 Jul. 2021, https://repository.mouau.edu.ng/work/view/effect-of-pricing-strategies-on-sales-performance-of-selected-product-offers-among-fast-food-enterprises-in-abia-state-7-2. Accessed 25 Dec. 2024.
OGECHUKWU, ANUDU. "Effect Of Pricing Strategies On Sales Performance Of Selected Product Offers Among Fast Food Enterprises In Abia State ". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 30 Jul. 2021. Web. 25 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-pricing-strategies-on-sales-performance-of-selected-product-offers-among-fast-food-enterprises-in-abia-state-7-2 >.
OGECHUKWU, ANUDU. "Effect Of Pricing Strategies On Sales Performance Of Selected Product Offers Among Fast Food Enterprises In Abia State " Repository.mouau.edu.ng (2021). Accessed 25 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-pricing-strategies-on-sales-performance-of-selected-product-offers-among-fast-food-enterprises-in-abia-state-7-2