PRICING STRATEGY AS A FACTOR FOR SALES PERFORMANCE OF CONSUMABLE GOODS: EVIDENCE FROM CONSUMABLE GOODS DEALERS IN WUKARI LOCAL GOVERNMENT AREA, TARABA STATE, NIGERIA

The major objective of this study is to find out the impact of pricing strategy on sales performance of consumable goods. This study adopted the survey design method. The population of the study comprised of staff of six enterprises that deal on consumables goods in Wukari, totaling thirty-two (32). The researchers used purposive sampling because the selected enterprises are the major dealers in consumable goods in the area. In addition, because the population of the enterprises is manageable, the researcher used the entire population as the sample size. Questionnaire served as instrument for data collection. Validity of the data collection instrument was established and its reliability ascertained. The researcher adopted both descriptive and inferential statistics using tables with frequencies and percentages to present data and the Pearson Product Moment correlation to test the formulated hypotheses aided by the Statistical Package for Social Scientists (SPSS). Cost-plus, mark-up and competitors-oriented pricing strategies were the measured dimensions of the independent variable whereas, sales performance served as the dependent variable. Findings from data analysis shows that cost-plus pricing strategy has no influence on sales performance of consumable goods; mark-up pricing strategy has no influence on the sales performance of consumable goods; competitors' pricing strategy has an influence on the sales performance of consumable goods. Based on the findings, the following recommendations were made by the researchers: consumable goods dealers should adopt cost-plus pricing strategy with caution since it does not influence sales performance. They should not depend on mark-up pricing strategy as it does not influence sales performance. Since competitors-oriented pricing strategy influences sales performance of consumable goods, dealers should at all times watch out for their competitors' prices. This is to enable them to optimize sales performance.