The Influence of Pricing Strategy on Consumer Purchase Decision in Telecommunication Companies in Tanzania: A Case of Vodacom Tanzania Plc.

This study assessed the influence of pricing strategy on consumer purchase decisions in the telecommunication companies in Tanzania, conducted at Vodacom Tanzania PLC. A positivist research philosophy and a quantitative research approach was employed. A descriptive research design was applied. Simple random sampling technique was applied to ensure inclusivity and representativeness across all respondent categories within Vodacom Tanzania PLC. A questionnaire survey was used to obtain the primary data collection with the use of questionnaire tool designed with 5-point Likert scale questions. The findings revealed a significant and positive relationship between pricing strategy and consumer purchase decisions in Vodacom Tanzania PLC this means it is gaining a competitive edge in the telecommunication industry. The study concludes that pricing strategy plays a crucial role in shaping consumer purchase decisions in the telecommunication sector, as evidenced by the significant relationship found in the case of Vodacom Tanzania PLC. It is recommended that Vodacom Tanzania PLC should refine and optimize its pricing strategies to cater to varying consumer preferences and enhance its market position.