PRICING STRATEGY AND CUSTOMER LOYALTY OF FOOD AND BEVERAGES MANUFACTURING FIRMS IN KATSINA STATE: MODERATING ROLE OF DIS-COUNTING AND PROMOTIONS
Keywords:
Pricing Strategy, Customer Loyalty, Value-Based Pricing, Price Consistency, Cost-Based Pricing, Discounting, PromotionsAbstract
This study examined the effect of pricing strategy and customer loyalty of food and beverages manufacturing firms in Katsina State: Moderating Role of discounting and promotions. On the ground of Economic Theories of Price Discrimination (ETPD), cross-sectional survey was used to collect data from the respondents. The study population was 226 customers of food and beverages manufacturing firms in Katsina state, Nigeria. A PLS-SEM approach was used with aid of Smart PLS 4.1 to analyse the data. The result showed that pricing strategy dimensions (cost based-price, discount and promotion, price consistency, and valued based-price) were significantly and positively related to customer in the manufacturing firms Katsina state. For the indirect relationship the result indicated that the discount and promotion moderate the effect of price consistency, cost based-price and customer loyalty, whereas, discount and promotion doesn’t moderate cost based-price and customer loyalty. The result of the moderating effect revealed that DP does not significantly moderate the relationship between value based-price and customer loyalty. The negative t-statistic suggests that as value-based increases, DP decreases by 0.051. This study recommends that food and beverages manufacturing firms in the state should encourage pricing strategies like cost based-price, discount and promotion, price consistency, and valued based-price in their firms. This will improve their completive strategies and also increase market share and profitability of the firms.Downloads
Published
2024-12-29
How to Cite
Abinabo, P., Mashi, M. S., & Shagari , J. N. (2024). PRICING STRATEGY AND CUSTOMER LOYALTY OF FOOD AND BEVERAGES MANUFACTURING FIRMS IN KATSINA STATE: MODERATING ROLE OF DIS-COUNTING AND PROMOTIONS. FULafia International Journal of Business and Allied Studies, 2(4), 1–20. Retrieved from http://fijbas.org/index.php/FIJBAS/article/view/128
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