THE EFFECT OF PRICING POLICY ON SALES IN THE BEVERAGE INDUSTRY (A case study of the Coca cola Bottling Company)

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ABSTRACT

The rationale behind this project is to know the effect of pricing policy on sales in the beverage industry’ with reference to Coca-Cola Bottling Company Nigeria. The researcher during the course of investigation has received a lot of related literature so as to acquire more knowledge in order to be in a better position to advice firms. The research population composed of 500 people which out of the entire population the researcher made use of 50 sample size to be a representative of the entire population. It revealed that price fixed by organization on its product have an impact on its sales and it equally revealed that price is not indicator of higher quality product it is concluded that price has a strong impact on sales and profitability in the beverage industry. It is thus recommended that, Coca-Cola should reduce their prices by little percentage in order to induce customers to buy more of their products as this will increase sales and maximize profit of Coca-Cola Bottling Company.

TABLE OF CONTENTS

Title page i

Declaration page ii

Approval Page iii

Dedication iv

Acknowledgement v

Abstract

vii

CHAPTER ONE

Introduction

1.1 Background of the study 1

1.2 Statement of the problem 5

1.3 Objectives of the study 6

1.4 Significance of the study 7

1.5 Research Questions 8

1.6 Scope of the study 8

1.7 Limitation of the study 9

CHAPTER TWO

Literature Review

2.1 Introduction 11

2.2 Marketing and Pricing concept 12

2.3 Pricing and Marketing Objective 15

2.4 Price Determination in a Competitive Market 21

2.5 Internal Factor Affecting Pricing 30

2.6 External Factors Affecting Formation of Pricing 33

2.7 Economic Factors Affecting Pricing 35

CHAPTER THREE

Research Methodology

3.1 Introduction 39

3.2 Research Design 39

3.3 Area of study 40

3.4 Population of the study 41

3.5 Sample 41

3.6 Instruments for Data Collection 42

3.7 Validation of the Instrument 42

3.8 Reliability of the Instrument 43

3.9 Method of Data Collection 44

3.10 Methods of Data Analysis 44

CHAPTER FOUR

Presentation and Analysis of Data

4.1 Introduction 46

4.2 Respondent Characteristics 48

4.3 Presentation of Data Analysis in Tables 50

4.4 Discussion of finding 59

CHAPTER FIVE

Summary, Conclusion and Recommendations

5.1 Summary 61

5.2 Conclusion 62

5.3 Recommendations 65

Bibliography 68

Appendix 70

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THE EFFECT OF PRICING POLICY ON SALES IN THE BEVERAGE INDUSTRY (A case study of the Coca cola Bottling Company)

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