ABSTRACT

The study, relevance of pricing decision on achieving retail market growth in Owerri metropols Imo state, Nigeria. the research seeks to investigate the extent of relationship between pricing  decision  and marketing performance of retail  business however to achieve this business growth of the study, experimental research design was used , where thirty  (30) questioner were administered to the 5 selected supermarket in order to  obtained first hand information . After a critical analysis of data collected, the hypotheses were tested using the analysis of variance (ANOVA) and the following were the findings: pricing decision contributes significantly to the marketing performance of the industry. Moderating factor interfere in the relationship between pricing decision, marketing growth of retail industry. Based on the findings of the study, the following were recommended institution should improve on their pricing strategy to enhance its effectiveness. also they should frequently monitor the environment within which they operate to enable them identify current opportunities or threat and competitively position them selves. They should ensure that their pricing object is in line with their pricing decision. They should always consider the fact that affects their pricing decision.

TABLE OF CONTENTS

Title page i

Certification ii

Declaration iii

Dedication iv

Acknowledgement v

Table of content vi

List of tables viii

Abstract ix

CHAPTER ONE

INTRODUCTION 1

1.1 Background of the Study 1

1.2 Statement of Problem 6

1.3 Objectives of the Study 6

1.4    Research Questions 7

1.5      Hypothesis Formulation: 7

1.6      Significance of the Study:    8

1.7 Scope of the Study: 9

1.8 Limitation of the Study. 9

1.9 Definition of Terms 9

CHAPTER TWO

LITERATURE REVIEW 11

2.1 Introduction 11

2.2 The Nature of Pricing. 12

2.3 Pricing Objectives. 13

2.4 Price Determinant as Factors Influencing Pricing 

In Retail Outlets. 18

2.5 Pricing Strategies/Method 20

2.6 Pricing Problems 28

2.7 Significance and Justification of Pricing Decision or Policy. 29

2.8 Situational Factor. 31

2.9 Performance Measure 31

CHAPTER THREE

RESEARCH METHODOLOGY 33

3.1 Introduction 33

3.2 Research Design. 33

3.3 Area of the Study 35

3.4 Population of the Study. 36

3.5 The Sample Size. 38

3.6 Sampling Procedure 38

3.7 Methods of Data Collection. 38

3.8 Methods of Data Analysis. 39

CHAPTER FOUR

4.0 DATA ANALYSIS/DISCUSSION OF RESULTS 42

4.1 Introduction 42

4.2 Presentation and Analysis of Data. 44

4.3 Interpretation of the Finding. 72

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION. 73

5.1 Summary And Discussion Of Findings. 73

5.2 Conclusion. 73

5.3 Recommendation. 74

REFERENCES 

LIST OF TABLES

Table 4.10 Response on how distribution channel enhances your marketing growth.

Table 4.11: Response on how Market demand affects the pricing decision

Table 4.12:  Response on the firm’s pricing strategy that increase it’s market share.

Table4. 13: Response on Cost Oriented pricing adopted by the firm.

Table 4.14 Response on the Firm demand oriented pricing.

Table 4.15:  Response on the firm on competitive oriented pricing.

Table 4.16: Response on Penetration pricing strategy.

Table 4.17: Response on Discrimination pricing strategy.

Table 4.18: Response on skimming pricing strategy.

Table 4. 19: Response on Sales growth included by the firms pricing policy.

Table 4.20: Response to pricing decision that contributes to Profit growth of the firm.

Table 4.21: Response on Market Share achieved through pricing decision.

Table 4.23: Contingency Table 1 was drawn from all the tables 

Table 4.25: Contingency Table 2 was drawn from the entire Moderating factors table.

Table 4.1: Responses on pricing objectives.

Table 4.2: Responses on profit maximization.

Table 4.3: Responses on Return-on-investment 

Table 4.4: Responses On Competitive Pricing Objectives.

Table 4.5: Responses on Price Stabilization Objectives

Table 4.6: Responses on the Effect of pricing objective and the marketing performance 

Table 4.7: Response on the government policies regulates the competition between price decision and the marketing performance.

Table 4.8: Response on Consumer Income influence on the market performance of the firm.

Table 4.9: Response on Cost of production that stimulates profit growth of the firm. 

Table 4.0  Questionnaire distribution.