ABSTRACT

The purpose of this study was to ascertain Pricing Effects on Consumption of Champion Lager Beer in Uyo Metropolis. The Ex-post Facto design was adopted for this study. Data for the study were obtained through questionnaire administered on 351 respondents which was determined using the Krejicie and Morgan (1970) table and purposive sampling technique was used in the study. Descriptive statistics, percentages and frequencies count were adopted as the analytical tools for the study. Five specific objectives and four hypotheses were formulated and tested using the Pearson Product Moment Correlation and Chi-square analytical tools. Based on the findings of the study, the respondents background characteristics; sex, age, level of education, occupation and marital status were major determinants of preferred consumption of champion lager beer. Thus, it is recommended that organization must understand that price is not the only factor or criteria customers consider when they make a purchase and must be kept abreast with other factors that affect purchase decision. Price is only but an element, though major or minor to some consumer, as the case may be, in the purchased decision process.

TABLE OF CONTENTS

                                                                                                                                                Pages

Title Page        -           -           -           -           -           -           -           -           -           -           i

Declaration      -           -           -           -           -           -           -           -           -           -           ii

Certification    -                       -           -           -           -           -           -           -           -           iii

Dedication      -           -           -           -           -           -           -           -           -           -           iv

Acknowledgements    -           -           -           -           -           -           -           -           -           v

Abstract          -           -           -           -           -           -           -           -           -           -           vii

Table of Contents       -           -           -           -           -           -           -           -           -           viii

List of Tables              -           -           -           -           -           -           -           -           -           xii

CHAPTER ONE: INTRODUCTION

1.1       Background to the Study       -           -           -           -           -           -           -           1

1.2       Statement of the problem       -           -           -           -           -           -           -           3

1.3       Objectives of the study           -           -           -           -           -           -           -           4

1.4       Research Questions     -           -           -           -           -           -           -           -           4

1.5       Research Hypotheses  -           -           -           -           -           -           -           -           4

1.6       Significance of the Study       -           -           -           -           -           -           -           5

1.7       Scope and Limitation of the Study    -           -           -           -           -           -           5

1.8       Definition of Terms    -           -           -           -           -           -           -           -           6

1.9       Organisation of the Study      -           -           -           -           -           -           -           6

1.10     Historical Background of Champion Breweries Plc, Uyo.-    -           -           -           7

CHAPTER TWO: REVIEW OF RELATED LITERATURE 

2.0       Introduction    -           -           -           -           -           -           -           -           -           10

2.1       Pricing:  An Overview            -           -           -           -           -           -           -           11

2.2       Pricing Objectives       -           -           -           -           -           -           -           -           12

2.3       Pricing Strategies        -           -           -           -           -           -           -           -           14

2.3.1    Differential Pricing     -           -           -           -           -           -           -           -           14

2.3.2    New Product Pricing  -           -           -           -           -           -           -           -           15

2.3.3    Product-Line Pricing  -           -           -           -           -           -           -           -           16

2.3.4    Psychological Pricing  -           -           -           -           -           -           -           -           17

2.3.5      Professional Pricing  -           -           -           -           -           -           -           -           18

2.3.6    Promotional Pricing    -           -           -           -           -           -           -           -           19

2. 4      Method of Pricing-     -           -           -           -           -           -           -           -           20       

2.5       Factors Affecting Pricing Decision    -           -           -           -           -           -           21

2.5.1    Competitors-   -           -           -           -           -           -           -           -           -           21

2.5.2    Costs-  -           -           -           -           -           -           -           -           -           -           21

2.5.3    The State of the Market for the Product-       -           -           -           -           -           21

2.5.4    The State of the Economy-     -           -           -           -           -           -           -           22

2.5.5    The bargaining Power of Customers in the Target market     -           -           -           22

2.5.6    Other Elements of the Marketing Mix-          -           -           -           -           -           22

2.6       Price as an Indicator of Value            -           -           -           -           -           -           -           23

2.7       Price as the Marketing Mix Element -            -           -           -           -           -           24

2.8       Identifying Pricing Constraints -        -           -           -           -           -           -           24

2.9       Three Levels of Pricing Management-            -           -           -           -           -           26

2.9.1    Industry Strategy-       -           -           -           -           -           -           -           -           26

2.9.2    Product/Market Strategy-       -           -           -           -           -           -           -           26

2.9.3    Transactional Strategy-           -           -           -           -           -           -           -           27

2.10.    Consumer Good: An Overview -        -           -           -           -           -           -           27

2.10.1  Convenience Goods-  -           -           -           -           -           -           -           -           27

2.10.2    Staple Goods-           -           -           -           -           -           -           -           -           27

2.10.3    Impulse Goods-        -           -           -           -           -           -           -           -           28

2.10.4    Emergency Goods-   -           -           -           -           -           -           -           -           28

2.11     Shopping Products-    -           -           -           -           -           -           -           -           28

2.12     Specialty Good-          -           -           -           -           -           -           -         

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