INTRODUCTION

Prices go by many names. It is all around us. The price of a worker is wages, incomes taxes are the price we pay for the privilege of making money. In economic theory, prices policy tends to be relegated to a secondary role and attention is devoted to other dimensions of competitive strategy. It is important to be clear what we mean by price.  According to Ode (2011), the term price simply means the amount of money that you actually pay in order to buy a good or service so that any relation between the buyer and seller is confined to the transaction itself. This definition is inadequate for marketing purposes because it ignores guarantees, after soles services, installation, maintenance, consultancy, delivery, credit, etc. which distinguish one transaction from the next but often “freeâ€ or included in the price. Price in marketing is still broader than the economists conception. It is as much as the total product i.e the amount of money paid to acquire a good or service plus the cost of guarantees, after sales services, maintenance, consultancy, delivery, credit etc.   

 CHAPTER ONE INTRODUCTION 

 1.1  Background to the Study 

1.2  Statement of the problem 

1.3  Objective of the study 

1.4  Significance of the study 

1.5  Research Question

 1.6  Scope of the study 

1.7  Definition of terms  

CHAPTER TWO LITERATURE REVIEW 

 2.1  Introduction 

2.2  Concept of Price 

2.3  External and Internal Factors Affecting Pricing 

2.3.1  Pricing Setting 

3  2.4  Pricing Objective 

2.5  Pricing Strategies 

2.5.1  Cost Plus Pricing 

2.5.2 Break Even Pricing 

2.5.3 Demand Based perceived Value pricing 

2.5.4  Discriminatory pricing 

2.5.5  Average rate pricing 

2.5.6  Bid- Pricing 

2.5.7  Psychological Pricing Tactics 

2.5.8  Discount Pricing Tactics 

2.6  The Effects of Price Increase on Sales Volume

 2.7  Price Changes 

2.8  Pricing Constraints  

CHAPTER THREE RESEARCH METHODOLOGY  3.1  Introduction 

4  3.2  Research Design 

3.3  Area of the study 

3.4  Population of the Study 

3.5  Sample Size and Sampling Techniques 

3.6  Instrument of data collection 

3.7  Reliability 

3.8  Validity 

3.9  Method of data collection 

3.10  Methods of data presentation and analysis

  CHAPTER FOUR DATA PRESENTATION AND ANALYSIS  

4.1  Introduction 

4.2  Respondent characteristics 

4.3  Data Presentation and Analysis 

4.4  Summary of findings 

4.5  Discussion of findings 

CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATION  

5.1  Summary 

5.2  Conclusion 

5.3  Recommendations

 BIBLIOGRAPHY