Effect Of National Electricity Power Price Charge Differentiation On The Marketing Performance Of Restaurants In Abia State Nigeria

ABSTRACT

This study was carried out to empirically examine the effect of National electricity power price charge differentiation on the marketing performance of restaurant in Abia State, Nigeria. Five regression models specified for the study were estimated using primary data taken from the issuing of questionnaires to respondents. The results indicated that business location, income level, outstanding, electricity, bill unpaid, distance of business premise from national electric power line, state of transformer, interest in dependent on national electric power supply for restaurant enterprise also training in food service, size of land, amount of credit received, number of employees, capital, food service lost item, size of land, amount of credit received, number of employee capital, food service lost item, power price charge where all significant factors influencing productivity and profitability, there was positive relationship between electric power charge and enterprise competitive edges, there was also negative relationship between electric power price charge and income and net profit performance, finally, the study also indicated that income level, prompt receive of bill, value of bill, quality of service from EDDC, outstanding electricity bill unpaid, business location and capital were factor affecting payment of bill. It was recommendation that Government should reinforce current policies that will make national power easily accessible to restaurants and other business.