ABSTRACT 

This research work focused on the pricing strategies and marketing performance of automobile Abia State. Pricing strategies is how a firm plans to get to where it want to go through strategies. An industry’s survival and profitability depends upon it pricing decision, thus the only element in the marketing mix that produces revenue and thus ensures profit ability. There are different types of pricing strategies such as penetrating pricing, skimming competitive pricing. The problem that stringated this study is the knowledge gap that look as if small scale manufacturing firms are not aware that setting their prices right xi positively on profit performance this study adopted descriptive design which involves the of questionnaire and interview which were used to generate data from the respondent. The convenient and judgmental sampling methods were used to selected and determine the automobile dealers in Abia State. Hypothesis were analyzed using correlation co-efficient statistical tool, the descriptive statistics were used to present the data. Based on findings and recommendations of this work skimming, penetrating and competitive pricing strategies should properly implemented by automobile dealers in order to record success in the industry. The impact of pricing strategies cannot be over emphasized. In conclusion it is important that automobile dealers should be conscious of their price tag over their product in order to record better profitability. 

TABLE OF CONTENTS

Tit1e Page i

Certification ii 

Declaration iii 

Dedication iv 

Acknowledgements v 

Table of Contents vi

List of Tables viii

List of Figures ix

Abstract x 

CHAPTER ONE

INTRODUCTION 

1.1 Background of the Study 1

1.2 Statement of the Problem 3 

1.3 Objectives of the Study 4 

1.4 Research Questions 4 

1.5 Research Hypotheses 4 

1.6 Significance of the Study 5 

1.7 Scope of the Study 5 

CHAPTER TWO 

REVIEW OF RELATED LITERATURE 

2.1 The Concept of Pricing Strategies 6 

2.2 Marketing Performance 8 

2.2.1 Measurement of Marketing Performance market share 10 

2.2.2 Profitability 11 

2.3 Pricing Objectives 12 

2.3 Theoretical Framework 12 

2.3.1 Consumer Pricing Theory 12 

2.5 Conceptual Framework 13 

CHAPTER THREE

MATERIALS AND METHODS

3.1 Research Design 16

3.2 Area of Study 16

3.3 Population of the Study 16

3.4 Sampling Size Determination 17

3.5 Source of Data 17

3.6 Instrument of Data Collection 17

3.7 Sampling Technique 18

3.8 Method of Data Analysis 18

3.9 Model Specification 18

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Data Generation 19

4.2 Data for the Analysis of Hypothesis 19

4.3 Model Specification 20

4.5 Model of Specification 22

4.6 Findings and Discussions 27

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

5.1 Summary of Findings 29

5.2 Conclusion 29

5.3 Recommendation 30

REFERENCES

APPENDIX