Acta Universitatis Danubius. Œconomica, Vol 13, No 1 (2017)

Factors Influencing Pricing Decision: Evidence from Non-Financial Firms in Nigeria

Luqman Samuel Olawale, Joe Okewale


This study examined the significant factor influencing pricing decision in Nigeria. The study is based on the appraisal of the factors that influence pricing decision. The study used 100 non-financial companies listed on the Nigeria Stock Exchange (NSE) in 2013.  The cross sectional data was obtained from annual reports of the sampled firms.  The data were analyzed based on regression model. The results revealed that cost of sales has an insignificant positive effect on pricing policy, while company’s objective and consumer perception has a significant positive relationship on pricing policy. On the other hand, market demand and availability of close substitute has a significant negative pricing policy while macroeconomic trend and market segment has an insignificant negative effect on pricing policy. This study therefore suggests among others that, effort should be made on reducing cost of production and maximize profit.


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