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 “free†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

1.1Background to the Study

1.2Statement of the problem

1.3Objective of the study

1.4Significance of the study

1.5Research Question

1.6Scope of the study

1.7Definition of terms

CHAPTER TWO

LITERATURE REVIEW

2.1Introduction

2.2Concept of Price

2.3External and Internal Factors Affecting Pricing

2.3.1Pricing Setting

2.4Pricing Objective

2.5Pricing Strategies

2.5.1Cost–Plus Pricing

2.5.2  Break Even Pricing

2.5.3 Demand Based perceived Value pricing

2.5.4Discriminatory pricing

2.5.5Average rate pricing

2.5.6 Bid- Pricing

2.5.7Psychological Pricing Tactics

2.5.8  Discount Pricing Tactics

2.6The Effects of Price Increase on Sales Volume

2.7Price Changes

2.8Pricing Constraints

CHAPTER THREE

RESEARCH METHODOLOGY

3.1Introduction

3.3Research Design

3.3Area of the study

3.4Population of the Study

3.5Sample Size and Sampling Techniques

3.6Instrument of data collection

3.7Reliability

3.8Validity

3.9Method of data collection

3.10Methods of data presentation and analysis

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1Introduction

4.2Respondent characteristics

4.3Data Presentation and Analysis

4.4Summary of findings

4.5Discussion of findings

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1Summary

5.2Conclusion

5.3Recommendations

BIBLIOGRAPHY