Effect of Product Attribute and Pricing Strategy on Multinational Firms Competitiveness

Adeola E. Adetayo (), Oludayo O. Ariyo () and Adebiyi J. Abosede ()
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Adeola E. Adetayo: Olabisi Onabanjo University, Ago-Iwoye, Ogun State, Nigeria
Oludayo O. Ariyo: Olabisi Onabanjo University, Ago-Iwoye, Ogun State, Nigeria
Adebiyi J. Abosede: Olabisi Onabanjo University, Ago-Iwoye, Ogun State, Nigeria

Business & Management Compass, 2021, issue 2, 191-206

Abstract: In today‘s dynamic and turbulent environment, organizations are increasingly entering into the international market to sustain competitive advantage and explore special skills and knowledge and the need to improve their performance. This study examined how competitiveness could be achieved using product attributes and pricing strategy in Nigerian multinational firms. The survey research design was adopted. A structured questionnaire was employed in collecting data from 313 respondents in Nestle Nigeria Plc, Unilever Nigeria Plc, and P.Z. Cussons Nigeria Plc, which was obtained through Raosoft sample estimator at 95% confidence level and 5% error margin using selected multinationals in fast-moving consumer goods. Categorical regression was used to determine the effect of product attribute and pricing strategy on multinational firms‘ competitiveness in Nigeria. The study revealed that product attributes and pricing strategy have positive, significant, and joint effects on multinational firms‘ competitiveness with coefficient and p-value of ?1=0.288 (p-value

Keywords: competitiveness; marketing mix; pricing strategy; product attributes (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2021
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