ASSESSING THE ADOPTION OF PRICE AND PRICE CHANGES OF CONSUMER GOODS IN RITE FOODS LTD

Abstract

The study examined the effect of price and price changes on the sales of consumer goods, using Rite foods as our case study. The survey method was adopted as the research design 60 persons were chosen out of the entire 150 staff of Rite Foods Ltd as the sample of study. The questionnaire constituted the instrument of data collection the mean (x) was used to analyze the findings obtained from the field. The analysis shows that price determines the demands of consumer goods and is also used to gain competitive advantage price affect Rite Foods Ltd products by gaining competitive advantages through their pricing policy while has improved their market share over the years. Rite Foods ltd basically adopt demand based perceived pricing any as well as psychological and discount pricing strategy. The study recommended that the management of Rite Foods LTD must always ensure that the pattern of their pricing must be in accordance to what their customer can afford. This will always give their customers a competitive edge over other competitors.