EFFECT OF PRICING STRATEGY ON PERFORMANCE OF SHOP RETAILERS IN KISII CENTRAL BUSINESS DISTRICT
Purpose: To identify the effect of pricing strategy on performance of shop retailers in Kisii Central Business District.
Methodology: The study adopted a case study design. The population of this study was drawn from Kisii town’s CBD. The population consisted of all the 150 registered retail shops in full operation during the period of research. A sample of 45 performance of retail shops was targeted. Respondents were picked by simple random sampling at Kisii main stage. Data was analyzed both qualitatively and quantitatively. Quantitative data was summarized into weighted averages and percentages and then presented in form of tables. Qualitative data was in the form of narration and descriptions
Results: The study found out that pricing of the retail shops was a critical factor as the competitiveness of the shops is as a result of the pricing strategy adopted by the retail shops.
Conclusions: Pricing stands to be the most critical factor as it shapes the customer perception and attitude towards a given business. Since the businesses will exist because of the customers, it is therefore key that their welfare in terms of pricing be addressed.
Keywords: Pricing strategy, performance, shop retailers,
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