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 pagei

Declaration pageii

Approval Pageiii

Dedicationiv

Acknowledgementv

Abstract

vii

CHAPTER ONE

Introduction

1.1Background of the study1

1.2Statement of the problem5

1.3Objectives of the study6

1.4Significance of the study7

1.5Research Questions8

1.6Scope of the study8

1.7Limitation of the study 9

CHAPTER TWO

Literature Review

2.1Introduction11

2.2Marketing and Pricing concept12

2.3Pricing and Marketing Objective15

2.4Price Determination in a Competitive Market21

2.5Internal Factor Affecting Pricing30

2.6External Factors Affecting Formation of Pricing33

2.7Economic Factors Affecting Pricing35

CHAPTER THREE

Research Methodology

3.1Introduction39

3.2Research Design39

3.3Area of study40

3.4Population of the study41

3.5Sample41

3.6Instruments for Data Collection 42

3.7Validation of the Instrument42

3.8Reliability of the Instrument43

3.9Method of Data Collection44

3.10Methods of Data Analysis44

CHAPTER FOUR

Presentation and Analysis of Data

4.1Introduction 46

4.2Respondent Characteristics48

4.3Presentation of Data Analysis in Tables50

4.4Discussion of finding 59

CHAPTER FIVE

Summary, Conclusion and Recommendations

5.1Summary61

5.2Conclusion62

5.3Recommendations65

Bibliography68

Appendix70

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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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