ABSTRACT

This Research work focused on effect of pricing strategies and marketing performance of GLO in Umuahia, Abia State. Pricing strategies is how a firm plans to get to where it want to go through pricing strategies. An industry’s survival and profitability depends upon it pricing decision, thus price is 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 pricing, competitive pricing. The problem that stringated this study is the knowledge gap that is, it look as if small scale manufacturing firms are not aware that setting their prices right impact positively on profit performance this study adopted descriptive design which involves the use of questionnaire and interview which were used to generate data from the respondent. The convenient and judgmental sampling methods were used to determine the sample size of GLO management and staff in Umuahia, 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 be 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.

CHAPTER ONE

INTRODUCTION

1.1 Background to the study 1

1.2 Statement of the problem 2

1.3 Objectives of the study 3

1.4   Research questions ` 3

1.5 Research hypotheses 4

1.6 Scope of study 4

1.7 Significance of the Study 4

1.8 Limitations of the Study 5

1.8 Definition of Terms 5

CHAPTER TWO

REVIEW OF RELATED LITERATURE 

1.8 Definition of Terms 6

2.1.1 The concept of pricing strategies 6

2.1.2 Marketing Performance 8

2.2.1 Measures of marketing performance market share 10

2.2.2 Profitability 10

2.3 Pricing Objectives 11

2.3 Theoretical Framework 18

2.3.1 Consumer Pricing Theory 18

2.4 Empirical Framework 19

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research design 21

3.2 Area of the Study         21        

3.3 Population of Study 21

3.4 Source of Data 22

3.5 Instrument of Data Collection 22

3.6 Sampling Technique 22

3.7 Method of Data Analysis 22

3.8 Model specification 22

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS 

4.1 Data Generation 24

4.2 Data for the Analysis of Hypothesis 1 26

4.3 Model Specification 27

4.4 Findings and Discussions 32

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of findings 34

5.2 Conclusion 34

5.3 Recommendations 34

References 36

Appendixes 39