THE INFLUENCE OF PRICING STRATEGIES ON CONSUMER PURCHASE DECISIONPARTICULARLY A CASE STUDY OF DUKEM NIGER SEED OIL IN ADDIS ABABA

Abstract

The objective of the research is to address the influence of pricing strategies on consumer purchase decision particularly case study Dukem Niger seed oil. to reach this objective, data were collected from the Dukem niger seed. To stay in market by providing affordable price, has get different problem in its pricing strategy. The data was analyzed by using qualitative and quantitative techniques, using tables and percentages; it uses descriptive, correlation and multiple regression analyses. Based on this, the study intended to suggest possible solution to the problem identified. The findings of the study showed that most of respondents were influenced by their discount price strategies on consumer purchasing decision,