ABSTRACT

The purpose of this study was to ascertain Pricing Effects on Consumption of Champion Lager Beer in Uyo Metropolis. The Ex-post Facto design was adopted for this study. Data for the study were obtained through questionnaire administered on 351 respondents which was determined using the Krejicie and Morgan (1970) table and purposive sampling technique was used in the study. Descriptive statistics, percentages and frequencies count were adopted as the analytical tools for the study. Five specific objectives and four hypotheses were formulated and tested using the Pearson Product Moment Correlation and Chi-square analytical tools. Based on the findings of the study, the respondents background characteristics; sex, age, level of education, occupation and marital status were major determinants of preferred consumption of champion lager beer. Thus, it is recommended that organization must understand that price is not the only factor or criteria customers consider when they make a purchase and must be kept abreast with other factors that affect purchase decision. Price is only but an element, though major or minor to some consumer, as the case may be, in the purchased decision process.