Browsing by Author "Assefa, Mesfin"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    The Influence Of Pricing Strategies On Consumer Purchase Decision Particularly A Case Study Ambassador Garment Plc In Addis Ababa
    (Addis Ababa University, 2019-05) Assefa, Mesfin; Belayneh, Temesgen (PhD)
    The aim of this study was to investigate the influence of different pricing strategy on consumer purchase decision of Ambassador Garment PLC. Clear understanding of these factors will enable Ambassador Garment marketing managers to develop suitable marketing strategies, business models, processes, and Suitable pricing strategies. To address the research objective 138 sampled customers were selected. Purposive and convenience sampling methods were used. Questioners were distributed to conveniently selected customers and Data gathered were analyzed based on these 138 samples customers’ response using SPSS 20 software package. Descriptive statistics and explanatory research design were employed. All out puts were reported using percentage, mean, standard deviation, correlation analysis and regression result. The result indicates that among different pricing strategies Discount pricing and Odd pricing found to have the highest correlation with consumer purchasing decision of Ambassador Garment PLC. Thus, one can conclude that Price discount and Odd pricing strategies had the most statistically significant factors influences customers to prefer Ambassador Products. Consumers are not preferred the firm that charges high introductory price for new Ambassador produces. Based on the finding this research recommends Ambassador Garment PLC may consider offering various discounts aimed at all persons. The company also advised to identify dynamic pricing to attract their high involvement of consumers. Also, it is better to Ambassador Garment to take a caution when introducing a new price promotion. Better to sell with lower and discount price for the new items produced in the company. The company doesn’t advisable to set high price during the introductory phase of product instead better to use discount pricing during introductory of new products