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.