IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF SOCIAL SCIENCES AND MANAGEMENT RESEARCH (IJSSMR )

E-ISSN 2545-5303
P-ISSN 2695-2203
VOL. 9 NO. 11 2023
DOI: 10.56201/ijssmr.v9.no11.2023.pg260.282

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Pricing Strategies and Purchasing Behaviour of Hotel Customers in Cross River State, Nigeria

Christian Amadi and Joseph Akam Mpuon

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Abstract

The study empirically examined the impact of pricing strategies on purchase behavior of hotel customers in Calabar, Cross River State. The specific objectives were to: examine the effect of competitive pricing; discount pricing and geographical pricing on purchase behavior of hotels customers in Calabar. This study adopted survey research design and data for this study were gathered from primary sources through the use of structured questionnaire. Secondary sources were obtained from textbooks, journals articles, libraries and Internet. The data collected from the field survey was presented and analyzed in tables and simple percentages. Also, the Chi-square statistical tool was used in testing the research hypotheses. Based on the analysis of the results, the following findings were made: there was a significant impact of competitive pricing on purchase behavior, there was a significant impact of discount pricing on purchase behavior, there was a significant impact of geographical pricing on purchase behavior. The study recommended that management should implement effective pricing strategy that will aid the price to a level of equilibrium and therefore, policies should be implemented to meet sales objectives.

keywords:

Pricing Strategies, Purchasing Behaviour, Hotel Customers, Competitive Pricing, Discount Pricing, And Geographical Pricing

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