Pricing Strategies and Subscribers’ Patronage
A Case Study of Multi-Choice/Dstv in Calabar, Nigeria
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Abstract
The study investigated the effect of pricing on the subscribers’ patronage of satellite television services in Calabar metropolis. The objectives were to determine the effect of skimming and penetration pricing on subscribers' patronage of Multichoice/DSTV services in Calabar. The strategy reviewed key concepts bordering on the independent and dependent variables. The study adopted a survey research designed to elicit specific information from respondents through the use of questionnaires. Data were obtained from the primary and secondary sources. The study adopted a simple random and a convenience sampling technique. The analysis of 246 administered questionnaires revealed the following results with a simple regression analysis technique. Penetration pricing strategy has a significant effect on subscribers’ patronage of Multichoice/DSTV satellite services while the skimming pricing does not. The study recommends that Multichoice/DSTV should maintain the current low pricing strategy. The high pricing strategy should be modified to increase patronage for the classic packages of Multichoice products. That firms should consider market segmentation strategy to cater to their diverse customer segment.
Article Details
Copyright (c) 2025 Dr. Maurice Sunday Ezekiel, Dr. Joseph Amaechi Anyadighibe, Dr. Frederick Efiong Bassey, Idam, Onyedikachi Raphael (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Dr. Maurice Sunday Ezekiel, University of Calabar, Calabar – Nigeria.
Department of Marketing,
University of Calabar, Calabar – Nigeria.
Dr. Joseph Amaechi Anyadighibe, University of Calabar, Calabar – Nigeria.
Department of Marketing,
University of Calabar, Calabar – Nigeria.
Dr. Frederick Efiong Bassey, University of Calabar, Calabar – Nigeria.
Department of Marketing,
University of Calabar, Calabar – Nigeria.
Idam, Onyedikachi Raphael, University of Calabar, Calabar – Nigeria.
Department of Marketing,
University of Calabar, Calabar – Nigeria.
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