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| The Interplay of Pricing Strategies and Sales Volume of Fast Moving Consumer Goods in Calabar Metropolis
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Emem Akaninyene Sampson, Unyime Emmanuel Udonde, & Iberedem Edet Udoh
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Abstract:
The researchers examined the interplay of pricing strategies and sales volume of Fast Moving Consumer Goods in Calabar Metropolis. The core objective of the study was to examine relationship between pricing strategies and sales volume of FMCGs in Calabar metropolis. The researchers used survey research design. . The study was conducted in Etim-Edem Park/Lagos line a section of Watt market in Calabar metropolis Cross River State, Nigeria. The population of the study comprised of both male and female selected traders who are into wholesale and retail sales of FMCGs in the selected study area. Questionnaire was the main instrument for data collection. Simple linear regression analysis was used to analyzed the data from the field. The result revealed a significant positive relationship between the proxies of pricing strategies and sales volume. The researchers concluded that adopting customer value-based price strategy and competition-based price strategy will result in an increase in sales volume of FMCG. They further recommended that that retail outlets operating in Calabar metropolis should ensure they adopt effectively the pricing strategies if they want to enhance their sales volume, gather more patronage and stay competitively in the marketplace. Also that outlets operating in Calabar metropolis should embrace a pricing strategy that will provide crucial value customers in order to influence their sales volume.
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