The effect of pricing strategies on increasing the market share- A field study in Amran Cement Factory

Abstract

This study aimed to determine the effect of pricing strategies on increasing the market share in Amran Cement Factory (ACF). The descriptive analytical approach was adopted; and a questionnaire was developed for collecting the data. The study population was the members of the senior, middle, and executive management at ACF with a total number of (110) employees. The complete consensus method was used, and a total of (107) questionnaires were returned; however, 105 were valid for analysis using SPSS.  The study results showed that there is a positive statistically significant effect of pricing strategies on increasing the market share of ACF. Results also revealed that the factory applies a high degree of pricing strategies, and the market share of ACF is high. The study recommends enhancing pricing strategies at ACF for its importance in increasing the market share.