Abstract: The main objective of this research was to look into effect of pricing at a premium on the competitiveness of the product in the communication industry market in Kenya Pricing of products to achieve higher profit margins often becomes a huge challenge for most managers of communications product development teams, especially if the product is new to the specific category. A descriptive research design was utilized in this study. The sample comprised three divisions within Safaricom Kenya limited. The product development teams, more so those dealing with pricing from the selected departments constituted the target population. Stratified random sampling was used to sample 50 respondents. A questionnaire was used to collect data through drop and pick method. The gathered data was analysed using descriptive studies. The study found out that premium pricing influences strategic pricing decisions.
The study recommended that companies through its policy makers should come up with high product prices that will help control and stabilize the products return in the market.
Keywords: Pricing, Premium, Communication Industry.
Title: Effect of Pricing at a Premium on the Competitiveness of the Product in the Communication Industry Market in Kenya
Author: Kennedy Narotso Odunga, Dr. Jane Omwenga
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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