The Effectiveness of Pricing as a Marketing Tool in Banks- Customers Perception Approach in Nigeria

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Mbah, C.C
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This work investigated the effectiveness of pricing as a tool for marketing banking services in Nigeria. This has become necessary in view of the persistent altering of Nigerian banking landscape since the advent of Federal Government Structural Adjustment Programme (SAP) in 1986. Structural Adjustment programme ushered in a period of bank market liberalization that lowered the industrial entering and exit requirements, introduced deregulation in the industry and offered banking model tending towards universal banking. Consequently, the number of banks in the economy rose from 41 to 118. Eighteen years after, (in 2004), the number of banks had shrunk to 89. That was followed by another period of consolidation that saw the emergence of 25 much bigger banks from the 89 in 2005. The Banks had large capital base, this enabled successful ones among them to pick bigger tickets while offering facilities to multinationals and other high net-worth firms in Nigeria. In less than five years, that is in 2009, over a third of these banks were declared seriously sick by the industrial regulator-Central Bank of Nigeria. The subsequent Audit of all the banks highlighted some of the abuse prevalent in the old system. One of the main abuses is the waste of fund by banks in an ineffective and efficient manner towards achieving corporate goals. A good example is the excessive promotion of banks pricing regimes. This research aims at determining the usefulness or otherwise of promoting banks pricing regimes. Survey method was used and data were sourced from primary (questionnaires) and secondary sources. In answering the research questions and testing the relevant hypotheses some statistical tools such as Simple and Multiple Regressions (processed with SPSS and Startgraphic softwares) were used. The findings of this work show that there are little or no relationship between some important variables – such as bank charges variations and demand for banks products, bank charges variation and profitability etcetera. Secondly, Customers hardly appreciate the disparity induced by most price variations and financial rewards (or bets) offered during promotions because the differences do not attain the mandatory just noticeable difference (JND) level as par Weber’s law. The application of Weber’s law in a search for solution to marketing problems is regarded as a contribution to knowledge. Cogent and germane conclusions together with recommendations were made to key stakeholders- Banks and Marketers are advised not to promote stimulus with benefits less than the appropriate JND.
A Thesis Submitted to the School of Postgraduate Studies, University of Lagos
Pricing , Marketing Banking Services , Nigerian Banking System , Federal Government Structural Adjustment Programme , Research Subject Categories::SOCIAL SCIENCES::Business and economics::Business studies
Mbah, C.C (2012). The Effectiveness of Pricing as a Marketing Tool in Banks- Customers Perception Approach in Nigeria. A Thesis Submitted to University of Lagos School of Postgraduate Studies Phd Thesis and Dissertation, 270pp.