PRODUCT DECISION-MAKING AND PRICING STRATEGIES IN DANGOTE CEMENT COMPANY OBAJANNA KOGI STATE
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Authors: MONEY Udih;<br> AIGBEBEMEN Jacob Ikumen
Affiliations: Directorate of General Studies, Federal University of Petroleum Resources Effurun, Delta state, Nigeria
Corresponding Author: money.udih@fupre.edu.ng
Published in: ESUI Business and Management Journal, Volume 2, Issue 2 (2025)
Pages: 177-183
ISSN: 1595-5656
Views: 71 | Downloads: 43
Status: Approved
License: Creative Commons Attribution 4.0 International
Abstract
The purpose of this study was to examine how pricing strategies and customer decision-making regarding products relate to each other in the marketing division of the Dangote Cement Plant Obajana, Kogi State. The study made use of survey research. Respondents were given questionnaires to complete in order to collect data for the study.
Using a census sample approach, the full 220 employees of the marketing department were examined. At the 0.05 threshold of significance, three hypotheses were developed and examined. Both descriptive and inferential approaches were used to analyze the collected data. For every research variable, descriptive statistics such as mean, standard deviation, kurtosis, and skewness were calculated.
The study found a substantial negative association between customer decision-making to purchase a product and their ability to skim prices. Based on the study's findings, it was advised that product manufacturers and marketers consistently employ a pricing strategy that is favourable to customers in order to encourage repeat business and patronage, even though penetrating pricing and discount pricing were found to have a significant positive relationship with consumer choice of products.
Keywords
pricing strategies, penetration pricing, skimming pricing, Discount pricing, consumer decision of product
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MONEY Udih; AIGBEBEMEN Jacob Ikumen. (2025). "PRODUCT DECISION-MAKING AND PRICING STRATEGIES IN DANGOTE CEMENT COMPANY OBAJANNA KOGI STATE." ESUI Business and Management Journal, 2(2), 177-183.
Publication Timeline
- Received: June 27, 2025
- Accepted: June 27, 2025
- Published: June 27, 2025
- Last Updated: April 16, 2026
DC.Title: PRODUCT DECISION-MAKING AND PRICING STRATEGIES IN DANGOTE CEMENT COMPANY OBAJANNA KOGI STATE DC.Creator: MONEY Udih; AIGBEBEMEN Jacob Ikumen DC.Date.issued: 2025-06-27 DC.Source: ESUI Business and Management Journal DC.Source.Volume: 2 DC.Source.Issue: 2 DC.Identifier: 60 DC.Language: en DC.Type: Text.Serial.Journal DC.Rights: Copyright (c) 2025 MONEY Udih; AIGBEBEMEN Jacob Ikumen DC.Rights.License: CC BY 4.0 DC.Identifier.PDF: https://esuibusinessjournal.com/uploads/manuscripts/69400dc430276_PRODUCT_DECISION_MAKING_AND_PRICING_STRATEGIES_IN_DANGOTE_CEMENT_COMPANY_OBAJANNA_KOGI_STATE.pdf