Key Features:
- Ms Word Document
- Complete B.Sc. Marketing final year project, University of Jos (2026)
- 3 chapters fully written: Introduction, Literature Review, Methodology
- Covers pricing strategy dimensions: price discount, competitive pricing, perceived price fairness
- Measures customer patronage via repeat purchase intention, brand preference, purchase frequency
- Includes conceptual framework, 3 theoretical frameworks, empirical review of 10 studies
Abstract:
This study examined the effects of pricing strategy on customer patronage of Hisense products among staff of the Faculty of Management Sciences, University of Jos. The study was motivated by the need to generate empirical evidence on how pricing strategy dimensions influence sustained customer patronage within a formally employed institutional consumer segment in north-central Nigeria, a context that has received limited scholarly attention in the existing marketing literature. A descriptive survey research design was adopted. The independent variable, pricing strategy, was operationalised through three proxies: price discount strategy, competitive pricing, and perceived price fairness. The dependent variable, customer patronage, was correspondingly operationalised through repeat purchase intention, brand preference, and purchase frequency. The study population consisted of an estimated 200 staff members of the Faculty of Management Sciences, University of Jos, from which a sample of 133 respondents was determined using the Taro Yamane (1967) formula at a 5 percent margin of error. Simple random sampling was employed for respondent selection. Primary data were collected through a structured, researcher-administered questionnaire validated by an expert panel and tested for reliability using Cronbach's Alpha coefficient. Data analysis was conducted using descriptive statistics, Pearson correlation analysis, and ordinary least squares regression analysis at the 0.05 level of significance. The study contributes to the body of knowledge on pricing strategy and consumer behaviour in the Nigerian consumer electronics market and provides actionable recommendations for marketing managers, brand strategists, retail distributors, and policy makers operating within the relevant sector and institutional context.
Table of Content:
CHAPTER ONE: INTRODUCTION1
1.1 Background to the Study1
1.2 Statement of the Problem8
1.3 Research Questions11
1.4 Research Objectives12
1.5 Research Hypotheses13
1.6 Significance of the Study14
1.7 Scope of the Study17
1.8 Operational Definition of Terms18
CHAPTER TWO: LITERATURE REVIEW20
2.1 Conceptual Review20
2.1.1 Concept of Pricing Strategy20
2.1.2 Concept of Customer Patronage25
2.1.3 Brand Preference and Purchase Behaviour27
2.1.4 Consumer Decision Process29
2.2 Conceptual Framework31
2.3 Theoretical Review33
2.3.1 Consumer Behaviour Theory (Engel, Blackwell & Miniard, 1968)33
2.3.2 Perceived Value Theory (Zeithaml, 1988)35
2.3.3 Price Perception Theory (Monroe, 2003)37
2.4 Empirical Review39
2.5 Research Gap46
2.6 Summary of Literature Review48
CHAPTER THREE: RESEARCH METHODOLOGY49
3.1 Research Design49
3.2 Population of the Study51
3.3 Sample Size Determination and Sampling Technique52
3.4 Method of Data Collection55
3.5 Instrument for Data Collection56
3.6 Validity and Reliability of Instrument59
3.7 Method of Data Analysis62
References64
Appendix: Research Questionnaire70
LIST OF TABLES
Table 3.1 Summary of Population and Sample Size Determination54
Table 3.2 Summary of Instrument Reliability Statistics (Cronbach's Alpha)61
Introduction:
This study investigates how pricing strategy influences customer patronage of Hisense consumer electronics among staff of the Faculty of Management Sciences, University of Jos. Set in the Nigerian consumer electronics market, it addresses a gap in empirical research on formally employed institutional consumers in north-central Nigeria.
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