Title: Influence Of Pricing Strategies On Customers' Satisfaction In Selected Retail Businesses In Yenagoa Metropolis, Bayelsa State
Authors: Dr. Douglas JONAH-ETELI, ZENETUBOR, Emeleakpo Pelle
Volume: 10
Issue: 7
Pages: 105-113
Publication Date: 2026/07/28
Abstract:
This study examined the influence of pricing strategies on customers' satisfaction in selected retail businesses in Yenagoa Metropolis, Bayelsa State. Specifically, the study investigated three objectives, research questions and hypotheses. The study adopted a descriptive survey research design. The population comprised 89 selected retail businesses in Yenagoa Metropolis, and a census approach was used because the population size was manageable. Data were collected using a structured questionnaire titled Influence of Pricing Strategies on Customers' Satisfaction Questionnaire (IPSCSQ). The instrument was validated by experts, while its reliability was established through trial testing with a 0.84 coefficient. Mean and standard deviation were used to answer the research questions, while t-test was used to test the hypotheses at 0.05 level of significance. The findings revealed that discount pricing strategy influences customers' satisfaction to a high extent, with a grand mean of 3.22. The study also found that competitive pricing strategy influences customers' satisfaction to a high extent, with a grand mean of 3.19, while penetration pricing strategy equally influences customers' satisfaction to a high extent, with a grand mean of 3.19. Furthermore, the hypotheses tested showed no significant difference in the mean ratings of male and female retail business owners on the influence of discount, competitive, and penetration pricing strategies on customers' satisfaction. The study concluded that effective pricing strategies are important determinants of customers' satisfaction and recommended that retail business owners should adopt customer-oriented pricing practices to enhance satisfaction, patronage, and business competitiveness in Yenagoa Metropolis.