Title:
INFLUENCE OF PRODUCT PRICING STRATEGIES ON COMPETITIVENESS OF AIRTEL COMPANY VOICE NETWORK SERVICE PROVIDER IN KENYA

Authors:
Rose Wambui Wangari, Juma A. Wagoki

Abstract:
Voice networks providers thrive in a business environment that is highly competitive which poses a challenge to these firms in penetrating the market and establish a market position. This study sought to determine the influence of product pricing strategies on competitiveness of Airtel company voice network service provider in Kenya. Theory used in this study was Theory of Competitive Advantage. Descriptive research design was used. The target population of the study included 48 middle level management employees and 140 operational staff working in Airtel Kenya. Hence the total target population was 188 staff members in Airtel Kenya. Random sampling was employed where 98 employees were used as the target population. Questionnaires were used for data collection. Questionnaires were tested for validity and reliability. Statistical package for social sciences was used for analyzing the collected data. Data was analyzed using descriptive statistics and inferential statistics and presented in tables. The study established that product pricing strategies had significant relationship with competitiveness of Airtel Company. As such, product pricing strategies was important in determining competitiveness of Airtel Company. It was recommended that in order for Airtel to maintain competitiveness, Airtel should ensure that it has set considerable prices for their customers