EFFECT OF PRICING STRATEGIES ON SMEs PERFORMANCE OF SOME SELECTED SUPER MARKET IN KADUNA METROPOLIS

Abstract

This study examined the effect of pricing strategies on the performance of some selected Super market in Kaduna Metropolis. The study seeks to determine the effect of cost-informed pricing, competitive pricing, and value-informed pricing strategies on the performance of some selected super market in Kaduna Metropolis. Data were gathered through survey questionnaires self-administered to the respondent of the study. The study adopted a quantitative and descriptive research method to gather data from 63 valid respondents of the study. However, the Statistical Package for Social Sciences (SPSS) version 26 was used to ascertain the relationship between the dependent variable and independent variables. The study results revealed that some variables of pricing strategies, such as cost informed pricing and value informed pricing with Beta values (0.009 and 0.016) respectively indicates an insignificant effect on the performance of some selected super market in Kaduna Metropolis with a (p-value =0.52 and 0.80) >0.05. Thus, competitive informed pricing is statistically significant with a p-value =0.03<0.05. The study concludes that competitive informed pricing is vital to make the operation more important to improve the performance of some selected super market in Kaduna Metropolis. The study therefore recommended that super market operators should blend different pricing strategies like cost informed pricing and perceived value pricing to optimize super market performance.