African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4180

Article in Press


Gikera Joyce Muthoni and Hannah Bula

  •  Received: 07 February 2022
  •  Accepted: 20 May 2022
Organizations require strategic tactics to help them conquer the competition they face in their operating environment. A strategic strategy allows a company to achieve a competitive advantage over its competitors and maintain market success. The failure of current seed companies in Nairobi City County to meet demand for improved maize seed reflects their limited results. The main study goal was to determine the influence of product pricing strategy on performance of Agricultural based companies: A case of maize seed companies in Nairobi City County, Kenya. The study was conducted in 24 maize seed companies in Nairobi City County at their head offices. The target population was management level employees. This study adopted a stratified and simple random sampling technique. Five employees will be selected from each company. A total of 120 people was surveyed in this report. Structured questionnaires was included in this research. The validity and reliability of the questionnaire was determined via a pilot test. SPSS would be used to interpret quantitative data and present it as percentages, means, standard deviations, and frequencies (version 23). The information was presented in a variety of ways, including bar charts, graphs, and pie charts, as well as prose. Content analysis is the process of categorizing verbal or behavioral data so that it can be characterized, summarized, and tabulated. The strength of the association between the variables was determined using multiple regression analysis. The study revealed that product pricing strategy had a statistically significant influence on peformance of maize seed companies. The study recommends that the companies should make effective use of packaging, promotions and segmentation in their product pricing strategy to achieve good performance.

Keywords: strategic tactics, strategic strategy, product pricing strategy, performance, Agricultural based companies