PRICING STRATEGIES AND CONSUMER PATRONAGE OF POULTRY PRODUCTS IN ETSAKO-WEST LOCAL GOVERNMENT AREA OF EDO STATE, NIGERIA.

This study examined how pricing strategies influence consumer patronage of poultry products in Etsako-West Local Government Area (LGA), Edo State, Nigeria. Increasing consumer price sensitivity, heightened competition, and unstable production costs highlight the need to understand how pricing approaches affect purchasing behaviour in semi-urban markets. The study examined the influence of pricing strategies on consumer patronage of poultry products in Etsako-West Local Government Area of Edo State. A quantitative survey design was employed, using structured questionnaires administered to poultry product sellers and consumers in the study area. A total of 300 valid responses were analysed through multiple regressions using SPSS (version 25.0). Results showed that cost-plus pricing (β = 0.042, p < 0.05) and competitive pricing (β = 0.0999, p < 0.01) significantly enhanced consumer patronage. Conversely, value-based pricing (β = –0.031, p > 0.05) demonstrated a negative and statistically insignificant effect, suggesting that perceived value or premium positioning did not strongly influence patronage in this context. The study concluded that affordability and competitive pricing primarily drive consumer patronage in Etsako-West, while value differentiation plays a minimal role. It recommended that poultry sellers focus on cost-effective and competitive pricing strategies, while integrating consumer education and branding initiatives to strengthen long-term loyalty and perceived product quality.