PRICING STRATEGY AND CUSTOMERS PATRONAGE IN PRIVATE SECONDARY SCHOOLS IN BAYELSA STATE

Abstract

The study investigated pricing strategy and customers’ patronage in private secondary schools in Bayelsa State. This paper adopted an empirical investigation method of findings, conclusions as well as recommendations. This was suitable based on the nature of this paper. Hence, all the findings are based on the observations from the empirical literature. The study also employed the consumer theory to buttress the influence of pricing strategy and customers patronage. The study found that that there is a significant relationship between product line pricing and parents’ choice of private secondary schools. Also, a significant relationship was recorded between demand pricing and parents’ choice of private secondary schools. Furthermore, price bundling also reports a significant relationship with parents’ choice of private secondary schools in Yenagoa, Bayelsa State. Arising from the findings, the paper recommended that pricing must be in line with the customer’s perception.