Effect Of Pricing Strategy On The Sales Performance Of Nigeria Breweries ,A Study Of Nigeria Breweries Depot, Enugu State, Nigeria,

ABSTRACT

 This study analyzed the effects of pricing strategy on the sales performance of some selected firms in Enugu State Nigeria. The specific objective of the study is to clarify the pricing strategies adopted by the firms, examine the sales volume of the firms, analyze the relationship between price and sale revenue and to analyze the factors affecting the sales revenue of the firms. Random samples of (100) hundred firms were selected from the Enugu metro police. Questionnaires were distributed to them to enable the research get the required data. The tools used to analyze the data descriptive statistics, correlation analyses and multiple regression analyses. They identified pricing strategies include cost based pricing, premium pricing, skimming pricing, penetrating pricing, competing pricing etc. There was a negative relationship existing between price and sale revenue. The factor affecting sales revenue include: competition, sales price and the number of marketers. Based on the finding, it was recommended that the firms should study the market situation and adopt a suitable pricing strategy since price is strongly related to sales.