The Influence Of Pricing Strategies On Consumer Purchase Decision Particularly A Case Study Ambassador Garment Plc In Addis Ababa
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Date
2019-05
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Addis Ababa University
Abstract
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
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Keywords
Ambassador Garment PLC, Price discount, skimming