IBEH, J. I, Ph.D
Agribusiness/Marketing Department
Faculty of Business Administation Ahmadu Bello University, Zaria
jiibeh@abu.edu.ng or jeremiahify4real@gmail.com, 08066071805
OLANNYE H. O Ph.D
Department of Marketing and Entrepreneur
Faculty of Management Sciences, Delta State University. Abraka. Delta State.
henryolannye@delsu.edu.ng or henryolannye@gmail.com, 08030833034
SAMIRAH A. H.
Agribusiness and Management Department
Ahmadu Bello University samaharuna@gmail.com, 08065536574
ABDULLAH M.Y. Ph.D
Division of Agricultural Colleges, Ahmadu Bello University Zariamalamngona2024@gmail.com
Phone: 0806664898
Abstract
Evaluating the effect of pricing and product branding on market performance improvement,
Marketing practitioners have long been concerned about improving market performance owing to the
difficulties of adequately measuring the influence of marketing techniques on sales return. The
research intended to evaluate the effect of pricing strategy on market performance and the degree of
market demand and supply. The research population included 7,870 individuals, from which a sample
size of 364 was calculated using Krejcie and Morgan’s method at a 5% error tolerance and a 95%
level of confidence. The study used a descriptive survey research approach. The primary instruments
utilized to gather data were questionnaires and interviews. The Spearman rank correlation coefficient
was used to test the hypotheses. The data reveal that pricing strategy has a considerable beneficial
effect on market demand and supply levels, hence increasing the rate of sales growth. Product
branding had a significant influence on consumer awareness, increasing market presence. According
to the report, marketing strategies should include goods and services to address client demands.
Additionally, the research recommends that branding help businesses get awareness; if a brand is
consistent and straightforward to recognize, it can make individuals feel more secure while buying.
Organizations should exercise caution when pricing their products since the amount they charge will
influence how customers perceive their product and whether they will buy it.
Keywords: marketing strategy, implementation, performance, sales