Effect of Product Pricing Strategy on Performance of Maize Seed Companies in Nairobi City County, Kenya
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Date
2023
Authors
Gikera, Joyce Muthoni
Hannah, Bula
Journal Title
Journal ISSN
Volume Title
Publisher
IJSSME
Abstract
Organizations require strategic tactics to help them conquer the competition they face in their
operating environment. A strategic strategy allows a company to achieve a competitive
advantage over its competitors and maintain market success. The failure of current seed
companies in Nairobi City County to meet demand for improved maize seed reflects their
limited results. The main study goal was to determine the influence of product pricing strategy
on performance of Agricultural based companies: A case of maize seed companies in Nairobi
City County, Kenya. The study was conducted in 24 maize seed companies in Nairobi City
County at their head offices. The target population was management level employees. This
study adopted a stratified and simple random sampling technique. Five employees will be
selected from each company. A total of 120 people was surveyed in this report. Structured
questionnaires was included in this research. The validity and reliability of the questionnaire
was determined via a pilot test. SPSS would be used to interpret quantitative data and present
it as percentages, means, standard deviations, and frequencies (version 23). The information
was presented in a variety of ways, including bar charts, graphs, and pie charts, as well as prose.
Content analysis is the process of categorizing verbal or behavioral data so that it can be
characterized, summarized, and tabulated. The strength of the association between the variables
was determined using multiple regression analysis. The study revealed that product pricing
strategy had a statistically significant influence on peformance of maize seed companies. The
study recommends that the companies should make effective use of packaging, promotions and
segmentation in their product pricing strategy to achieve good performance.
Description
Article
Keywords
strategic tactics, strategic strategy, product pricing strategy, performance, Agricultural based companies
Citation
Gikera, J. M., & Bula, H. (2023). EFFECT OF PRODUCT PRICING STRATEGY ON PERFORMANCE OF MAIZE SEED COMPANIES IN NAIROBI CITY COUNTY, KENYA. International Journal of Social Sciences Management and Entrepreneurship (IJSSME), 7(1).