| dc.description |
onsumer buying behavior has become polarized phenomenon and this impact their on
price decisions as well as well as performance of the metal fabricators or sellers. Thisstudy
sought to investigate the effect of pricing strategies on customer retention among small
Scale Metals mechanics and Fabricators in Mwanza City, Tanzania. This was guided by
three specific objectives which were to: examine the effects of value-based pricing strategy
on customer retention among small scale metal mechanics and fabricators, determine the
effects of competition-based pricing strategy on customer retention among small scale
metal mechanics and fabricator and determine the effects of cost-based pricing strategy on
customers‟ retention among small scale metal mechanics and fabricator. It adopted a mixed
approach method. With a target population of 570 small scale metalwork operators, 228
responded to the questionnaire and interviewed seven owners/operators. A multiple
regression analysis was utilized to test the relationship between independent and dependent
variables. The study found that the adoption of a value-based pricing practice, competition based pricing practice, and cost -based pricing practice by management has significant
impact to small scale metalwork operators. In particular, the study revealed that the use of
value-based pricing, competition-based pricing and cost-based pricing strategies has
enormous contribution on customer retention among small scale metal mechanics and
fabricators in Mwanza City. It was found that the small-scale mechanics and fabricators use
these pricing strategies interchangeably depending on the market situation. |
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