Effect of Pricing Strategy of Company Sales Turnover in Telecommunication Industry (a Study of Mtn Nigeria Kaduna Brand)

Student: Jennifer Gideon (Project, 2025)
Department of Marketing
Kaduna Polytechnic, Kaduna

Abstract

Pricing strategy plays a critical role in determining the sales performance and competitive advantage of organizations within the telecommunication industry. This study investigates the effect of pricing strategies on company sales turnover using MTN Nigeria Kaduna Branch as a case study. The research identifies how factors such as price fairness, price competition, value-based pricing, and promotional pricing influence customer subscription rates and revenue generation. A descriptive research design was adopted, and data were sourced through questionnaires, interviews, and secondary documents. Findings reveal that appropriate pricing strategies positively impact sales turnover, customer loyalty, and market share, while poor pricing decisions may lead to customer switching and reduced profitability. The study concludes that innovative, customer-centered pricing is essential for sustaining growth in the Nigerian telecommunications sector. Recommendations include periodic price reviews, improved customer value offerings, and continuous market analysis.

Keywords
effect pricing strategy company sales turnover telecommunication industry nigeria kaduna
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