EFFECTS OF PRICING ON CONSUMPTION OF CHAMPION LAGER BEER
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EFFECTS OF PRICING ON CONSUMPTION OF CHAMPION LAGER BEER
ABSTRACT
The goal of this study was to determine the impact of pricing on Champion Lager Beer consumption in the Uyo Metropolitan Area. The Ex-post Facto design was used for this investigation.
Data for the study were acquired by a questionnaire provided to 351 respondents, which were determined using the Krejicie and Morgan (1970) table, and purposive sampling was utilised in the study.
The study’s analytical tools included descriptive statistics, percentages, and frequency counts. Five specific objectives and four hypotheses were developed and examined with the Pearson Product Moment Correlation and Chi-squared analytical methods.
According to the study’s findings, respondents’ background characteristics, such as gender, age, level of education, occupation, and marital status, were significant predictors of preferred champion lager beer consumption.
As a result, it is essential that organisations recognise that price is not the only factor or criterion that customers consider when making a purchase and stay up to date on other aspects that influence purchasing decisions. Price is only one factor in the purchasing selection process, no matter how important it is to some consumers.
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