PRICING STRATEGIES AND CONSUMER BUYING PATTERNS IN A DIGITAL ECONOMY AMONG RESIDENTS OF GOVERNMENT RESIDENTIAL AREAS, ILORIN

Abstract

The important of information technology cannot be over-emphasis especially now that customer’s movement to the normal market is restricted and they must find all means to satisfy their needs. It is on this premise, that the study examined the impact of pricing strategies on the customer’s buying pattern during digital economy. Three hundred and ninety (390) structure questionnaires were designed and distributed but only three hundred and seventy five (375) was filled appropriately and returned. Simple random sampling techniques used in selecting the respondents and Cochran formula for the sample size. Multiple regression analysis technique used and result shows p-value < 0.05, the null hypothesis was rejected and the alternative hypothesis accepted for the two tentative statements tested. The finding reveals there is positive relationship between mobile pricing strategies and dynamic pricing strategies among consumers. The study concluded and recommended that it is pertinent for the contemporary marketers/producers to take defensive measure in addressing issue of pricing as strategic during digital economy, 24/7 online customer service, and comprehensive information about product and the company .