Effect of Product Pricing Strategies on Consumer Patronage in Some Selected Filling Station in Ado-Ekiti, Ekiti State

This study examined the effect of product pricing strategies on customer patronage in some selected filling stations in Ado-Ekiti, Ekiti State. The study specifically examined the effect of skimming pricing on the customers patronage in some selected filling stations in Ado-Ekiti and investigated the effect of competitive based pricing on the customers patronage in some selected filling stations in Ado-Ekiti and determined the effect of penetration pricing on the customers patronage in some selected filling stations in Ado-Ekiti. A descriptive survey design was adopted and the population for this study covered all the motorists that patronize filling stations in Ado-Ekiti. Metropolis; out of which 246 were selected using Topman Formular to determine the sample size of the study. The research instrument used for data collection was questionnaire; which was formulated using the research questions that were raised in the first chapter of this study by a five likert scale. Descriptive statistics (frequencies and percentages) were used for respondents' background information. Also, mean and standard deviation were used to analyze research objectives while simple linear regression analysis was employed in testing the hypothesis. Firstly, it was discovered that skimming pricing have a positive and significant effect on customer patronage in some selected filling stations in Ado- Ekiti metropolis to the tune of 0.490 (p=0.0080.05. This study concludes with the fact that skimming price, competitive-based pricing, and penetration pricing have a statistical significant influence customer patronage in some selected filling station in Ado- Ekiti, Ekiti state