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The Impact of Pricing on Fast Moving Consumer Goods: a case study of Unilever Ghana.

Abstract

Pricing is one of the most important elements of the marketing mix. Thus, buyer relates price level to quality level. This value relates to how buyers perceive a product and the satisfaction they expect to gain from the product. This usually poses the greatest challenge for many managers. In view of the problem stated, the objectives of the study are listed as follows: to find out the contribution that pricing can make towards the sale of Unilever’s Fast Moving Consumer Goods, to find out from Unilever Ghana the pricing policies or strategies it adopt when pricing its fast moving consumer goods (FMCG), to enquire from customers whether they are given the best value for money and what impact does price of FMCG of Unilever have on its market share.

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