The effect of Pricing Policy on the Students’ Choice of Private Universities in Nigeria

The effect of Pricing Policy on the Students’ Choice of Private Universities in Nigeria

Author by Dr. Samuel Olaoye

Journal/Publisher: International Journal Of Development And Sustainability.

Volume/Edition: 7

Language: English

Pages: 2850 - 2875

Abstract

This study focuses on the effect of pricing policy on the students’ choice of private universities in Nigeria, focusing on how the pricing policy influences students’ choice of private universities in Lagos and Ogun States education sector. The research adopts survey research design using a random sampling Technique. A descriptive statistical tool was also used in analyzing the data collected with the aid of Statistical Package for social Sciences (SPSS), while Analysis of Variance (ANOVA) was used in testing the hypotheses. For reliability, the Cronbach alpha was used to test the reliability of the instrument. The study revealed that there was a significant effect of bundling pricing (BP) on the students’ choice of private universities. Also, that there was significant effect of penetration pricing (PP) on the students’ choice of private universities. Furthermore, that there was a significant effect of price skimming (PS) on the students’ choice of private universities while a significant effect of psychology pricing (PSP) existed on the students’ choice of private universities. The study revealed a significant effect of economy pricing (EP) on the students’ choice of private universities in Nigeria. The study concluded that pricingpolicy had a positive and significant effect on the students’ choice of private universities. The paper recommended that private universities managements should intensify their effort towards including attractive packages to reduce price, and adopt favorable pricing strategies in other to influence students’ choice on such private universities.


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