ABSTRACT

The study investigated on the effect of pricing policy on marketing performance in beverage industry. The objectives of the study are; to examine the relationship between penetration pricing policy and sales volume, to examine the relationship between skimming pricing policy on market shares and to examine the relationship between competitive pricing policy and profitability. To achieve the objectives of the study, correlational research design was adopted. The researcher adopted primary data in getting the required information. Out of 80 questionnaires issued to the respondents, 60 representing 75% were carefully filled and returned. In testing the hypothesis, correlation coefficient was used. The major findings reviewed that penetration pricing policy has a significant relationship with sales volume in the beverage industry. The findings also reviewed that skimming pricing policy has a significant relationship with market share in the beverage industry. The findings further reviewed that competitive pricing policy does not have any significant relationship with profitability in the beverage industry. The researcher recommends that Organizations in Nigeria should take 'me to conduct market research, because this is a toll that can be used for effective ricing. The researcher also recommends that the organizational objective should be cited when making pricing policy, Management of small and medium enterprises 'mid a/ways have adequate information about the cost of production before changing price.