Factors Influencing Pricing Decision: Evidence from Non-Financial Firms in Nigeria

• Main Authors: Luqman Olawale, Okewale Joel
• Format: Article
• Language: English
• Published: Danubius University 2017-02-01
• Series: Acta Universitatis Danubius: Oeconomica
• Subjects: Cost of Sales; Company’s Objective; Market Demand; Macroeconomic Trend; Consumer Perception
• Online Access: http://journals.univ-danubius.ro/index.php/oeconomica/article/view/3707/3852

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.