Factors Influencing Pricing Decision: Evidence from Non-Financial Firms in Nigeria
This study examines the significant factors influencing pricing decision in Nigeria. The study is based on the appraisal of the factors that influence pricing decision using 100 non-financial companies listed on the Nigeria Stock Exchange (NSE) in 2013. The cross sectional data was obtained from...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Danubius University
2017-02-01
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| Series: | Acta Universitatis Danubius: Oeconomica |
| Subjects: | |
| Online Access: | http://journals.univ-danubius.ro/index.php/oeconomica/article/view/3707/3852 |
| Summary: | This study examines the significant factors influencing pricing decision in Nigeria. The
study is based on the appraisal of the factors that influence pricing decision using 100 non-financial
companies listed on the Nigeria Stock Exchange (NSE) in 2013. The cross sectional data was
obtained from annual reports of the sampled firms which were analyzed based on OrdinaryRegression
model. The results revealed that cost of sales has an insignificant positive effect on pricing policy,
while company’s objective and consumer perception has significant positive relationship on pricing
policy. On the external determinants, market demand and availability of close substitute has a
significant negative effect on pricing policy while macroeconomic trend and market segment has
insignificant negative effect on pricing policy. This study therefore suggests among others that, effort
should be made on reducing cost of production in order to maximize profit. |
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| ISSN: | 2065-0175 2067-340X |