impact of pricing and marketing of beverage(a case study of cadbury nig plc enugu)

The purpose of this study was to find out the impact of pricing in marketing of beverages in Enugu state using Cadbury Nig Plc Enugu as a case study. This management of Cadbury Nig Plc Enugu ethically examined how pricing can create an impact on the marketing of beverage in the country particularly at Enugu. This is in the view of making some useful recommendation on the improvement of their pricing.
The questionnaires was structured on two sections. Section one is related to personal information on the respondents while section two contains the general questions on the research study.
From the data collected and analyzed through the consumers of Cadbury Nig Plc Enugu the management and staff and other respondents it was discovered that price has positive impact on the company’s products. The consumer and staff agreed that pricing strategy used by the company would enhance the profitability and improve the marketing performance of the company (Cadbury Nig Plc Enugu).
It was equally found out that the present prices of beverages has a positive effect on the buying habits of consumers while about % are been discouraged by the price of Cadbury Nig Plc Enugu.
Recommendations were however made that the company should put more effort on the prices of the products.