Effects of Pricing Strategy on Consumer Buying Behaviour of Beverages Among Households in Abeokuta Metropolis

Student: Oyindamola Zainab Bamidele (Project, 2025)
Department of Marketing
Ekiti State University, Ado-Ekiti, Ekiti State

Abstract

ABSTRACT The study examined the effect of pricing strategy on consumer buying behaviour of beverages among households in Abeokuta Metropolis. The aim of the study is to determine the effect of odd even pricing, examine the effect of bundle pricing and evaluate the effect of discount pricing on consumer buying behaviour of beverages among households in Abeokuta Metropolis. A descriptive survey research design was adopted for the study. The population of the study comprised beverage consumers in Abeokuta. The sample size was 399. Yamane sampling model was employed in this study. Primary data used for the study were gathered through the administration of well structured questionnaire. Questionnaire was used to elicit information from the respondents. Data gathered were analyzed using regression analysis. The result showed that odd even pricing positively affect consumer buying (β= .282 p= .000); it further show that bundle pricing affects consumer buying behaviour (β= .267 p= .000) and finally, discount pricing positively affect consumer buying behaviour (β= .345 p= .000). Therefore, it was concluded that pricing strategy positively affects consumer buying behaviour of beverages among households in Abeokuta Metropolis.

Keywords
pricing strategy consumer buying behaviour beverages households Abeokuta Metropolis Nigeria marketing strategy price sensitivity purchasing decision consumer preference
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