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Pricing determinants and customer satisfaction of selected paint manufacturing companies in Abia state, Nigeria

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Abstract
Companies utilize various types of pricing determinants in an effort to attract and persuade customers. However, the application of these pricing strategies is yet to attain maximum satisfaction for customers in many paint companies. This study therefore examined the effect of pricing determinants on customer satisfaction of selected paint manufacturing companies in Abia State, Nigeria. Survey research design was adopted for the study. The population of the study is 6,050 comprising the entire staff of five selected paint manufacturing companies in Abia State. Taro Yamane formula was used to derive the sample size of 488. A structured questionnaire was administered resulting in a response rate of 89.5%. A confirmatory factor analysis was done to establish the validity of the questionnaire. A coefficient alpha (Cronbach’s alpha) test ranging between 0.823 to 0.933 was done to access the internal consistency reliability of the instrument. The data gathered was analyzed with the aid of Statistical Package for Social Sciences (SPSS) version 21.0 software involving frequency distributions and linear regression. ...
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