Effect of Pricing Policy on Financial Performance of Brewery Firms in Nigeria.

The main objective of this study was to ascertain the effect of pricing policy on financial performance in selected brewery firms in Nigeria. The specific objectives were to; ascertain the extent to which cost-based pricing affect return on asset of listed brewery firms in Nigeria and determine the degree to which competition-based pricing affect profit after tax of listed brewery firms in Nigeria. The study used ex-post facto research design. Secondary data was used and the population of this study consisted of all the five brewery firms listed on the floor of the Nigerian Exchange Group as at December 2023. The sample size of the study consisted of five (5) listed brewery firms in Nigeria. The hypotheses were tested using Pooled Ordinary Least Square (OLS) Model. It was found that cost-based pricing policy (CBP) had a significant positive effect on return on assets (ROA) of listed brewery firms in Nigeria. This is evidenced by the co-efficient value of 0.482521 accompanied by a probability value of 0.02134 which is below 5% conventional level of significance and Competitive-based pricing policy (CMBP) had a significant negative effect on profit after tax (PAT) of listed brewery firms in Nigeria. This is substantiated by the coefficient value of -0.002086 accompanied by a probability value of 0.0303 which is below 5%. It was concluded that cost-based pricing and competitive-based pricing policies significantly affect organizational performance of brewery firms in Nigeria especially in terms of return on asset and profit after tax. It was recommended that brewery firms in Nigeria should continue to adopt cost-based pricing and competitive-based pricing in order to improve their return on assets and profit after tax