A survey of pricing strategies adopted by manufacturers of fast moving consumer goods in Mombasa district & its environs

Abstract

The research was about extent to which firms in the fast moving consumer goods use pricing strategies. It was carried out in Mombasa District and its environs. Its main objective was to determine the extent to which various pricing strategies are used by manufacturers of fast moving consumer goods in Kenya. Other specific objectives were to establish the extent to which various factors influence the choice of pricing strategies and to establish the challenges faced by firms in using the various pricing strategies. The study will be useful to fast moving consumer goods firms as they will be able to use better pricing policies. Manufacturers of other products will also benefit from the study. The study will also be beneficial to the government as it will help them to know how manufacturers of fast moving consumer goods price their products. The literature review was discussed in length which comprised of reference to major important studies about pricing strategies in the fast moving consumer goods sector. The source of literature review comprised of books from marketing, journals and reports as well as information from the internet. The research methodology comprised site of the study, population size, and data collection instruments and data analysis. The data has been analyzed and the results presented according to information gathered from fast moving consumer goods firms in Mombasa and its environs. The analysis was done by use of frequencies, mean and standard deviation. The findings obtained were concluded and recommendations made by the research based on the results.