PRICING STRATEGY AND CONSUMER BUYING BEHAVIOR OF CONSUMER GOODS

ABSTRACT

The goal of this research was to look into the pricing strategy and consumer purchasing behavior of consumer goods in Benin, Edo state. Five research questions were posed to guide the investigation: What is the relationship between multiple unit pricing strategy and consumer purchasing behavi or? To what extent does competitive pricing strategy influence consumer purchasing behavior?, Ho w does discount pricing strategy influence consumer purchasing behavior? What is the connection between premium pricing strategy and consumer purchasing behavior? To what extent does the skimming pricing strategy influence consumer purchasing behavior? The descriptive survey method was used in this study. As questionnaires were the primary sourc e of data collection, 385 were distributed, and 300 were completed and returned, yielding a resp onse rate of. 77.92% and was deemed adequate for carrying out the study