ABSTRACT

The main purpose of this study is to analyze the pricing strategy and its effect on sales performance in Abia State, with special emphasis on resin product made by Chemlap Nigeria Limited. The objectives of the study among others are to: Determine whether the companies have any pricing strategy. Determine how such pricing strategy is being used in these companies. Evaluate the effect of such pricing strategy on the sales performance of the companies. Identify factors that militate against effective pricing strategy. The research will have in state the objectives to be accomplished through the study. The extent to which the study meets the objective determines the success of the project. The method of data collection in the envisaged study will involve face to face distribution of copies of questionnaire to the staff of the case organization, the researcher will give the copies and allow one week filling period after which he will collect then fill out copies for analysis. Descriptive statistics, multiple regression analysis will be used to analyze the data collected while five point likert scale involving mean and ranking will be used in testing the hypothesis.The analysis of data will involve the use of descriptive analysis.  In this the researcher will descriptively analyze the flow of responses by the target respondents, and percentage scores will be assigned to the responses.  Data presentation will involve the use of the respondents flow table and the research question will be validated.

TABLE OF CONTENTS

Title page i

Topic ii

Declaration iii

Certification iv

Dedication v

Acknowledgement vi

List of Tables vii

Table of content viii

Abstract xi

CHAPTER ONE

INTRODUCTION 1

1.0 Background of the Study 1

1.1 Statement of the Problem 4

1.2 Objectives of the Study 5

1.3 Research Questions 6

1.4 Research Hypothesis 6

1.5 Scope of the Study 7

1.6 Significance of the Study 8

1.7 Limitation of the Study 8

1.8 Definition of Terms 9

CHAPTER TWO

REVIEW OF LITERATURE 11

2.0 An Overview of Price 11

2.1 Types of Pricing Strategy 13  

2.1.1 Price Stabilization 13

2.1.2 Range Pricing 13

2.1.3 Perceived Value Pricing 14

2.1.4 Quality Pricing 14

2.1.5 Resale Pricing Maintenance 14

2.1.6 Penetration Pricing 15

2.1.7 Cost-Based Pricing Strategies 15

2.1.8 Market-Based Pricing Strategies 17

2.1.9 Economic Pricing 17

2.1.10 Consumer Behaviour Pricing 20

2.1.11 Synthesis Pricing Strategies 24

2.1.12 Improved Multi Step Synthesis Pricing 26

2.2 Pricing Decisions 26

2.3 Pricing Objectives 28

2.4 Factors Affecting the Price of Products 30

2.5 Internal Influences on Price 35

2.6 Brief Historical Background of the Resin 

Manufacturing Companies 35 

CHAPTER THREE

METHODOLOGY 37

3.0 Research Design 37

3.1 Area of the Study 37

3.2 Population of the Study 38

3.3 Sampling Technique and Determination of Sample Size 38

3.4 Method of Data Collection 38

3.5 Method of Data Analysis 39

3.5.1 Model Specification 40 

3.6 Reliability of Data 42 

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS 43

4.0 Introduction 43

4.1 Response Rate of the Total Questionnaire Distributed 43

4.2 The Identified Pricing Strategies Adopted by the Firms 44

4.3 Based on the Usage of the Adopted Pricing Strategies 

by the Firms 45

4.4 The Effect of such Pricing Strategy on 

Sales Performance of the Company 46

4.5 Factors That Militates Against Effective Pricing Strategy 49  

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION 51

5.0 Summary of Findings 51

5.1 Conclusion 52

5.2 Recommendations 53

5.3 Recommendation 5

REFERENCES

QUESTIONNAIRE