The Effect Of Price Changes On The Product Life Cycle Of Fast Moving Consumer Goods:- Emmanuel Terhile T

ABSTRACT

The study analyzed the effect of price changes in the product life cycles of fast moving consumer goods, a study of selected products of Starline Nigeria Ltd, Aba, Abia State, Nigeria. The specific objective of the stud}' are to identify the product life cycle stage of the products, examine the price of the products at each stage ofthe product life cycle, analyze the differences in price and sales in each life cycle stage and to examine the relationship between sale and price of the products. A random sample of 150 marketers of the company was selected and a well structure questionnaire administered in order to elicit the data. Descriptive statistics correlation analysis and student Z-test v ere used to analyze the data'. It was found that sales revenue and product launch date determine the product life cycle stage and that the price ofthe product vary across the product life cycle. Based on the finding it was recommended that marketers should carefully study the product life cycle in other too formulate polices and pricing strategies to sustain the product life cycle.