EFFECT OF PRICING STRATEGIES ON THE REVENUE OF MAIZE MARKETERS IN BENUE STATE, NIGERIA

The study examined the effect of pricing strategies on the revenue of maize marketers in Benue State, Nigeria. A multistage and purposive sampling technique was used in selecting 400 registered maize Marketers in six Local Government Areas of the State. Primary data were collected using structured questionnaires and analyzed using descriptive and inferential statistics. The findings revealed that majority (91.7%) applied cost plus pricing strategy in marketing of maize; (87.0%) used competitive pricing strategy, while (57.1%) used value based pricing strategy. The results also showed that 56.1% adopted bundle pricing strategy; (49.4%) applied geographical pricing strategy; few marketers used dynamic pricing (16.4%), psychological pricing (6.5%), premium pricing (2.6%), penetration pricing (1.6%), and price skimming (0.5%) respectively. The findings revealed that marketers who used dynamic pricing strategy made the highest sales revenue of ₦122,484.803, marketers that used penetration pricing recorded the least sales revenue of ₦104,333.33. Evidence from the study shows that dynamic pricing strategy enhance sales revenue of maize marketers by ₦15,104.32. It was recommended that government should enhance maize marketer’s access to extension services in the state by conducting training sessions focusing on enlightening maize marketers on more profitable pricing strategies to adopt. The government should also encourage continued education among maize marketers in the state through workshops so as to enable them make informed marketing decisions.