AFRAG 004

The Impact of Consumer Perception on the Sales Performance of Hi-Quality Ezekiel Maurice Sunday

Department of Marketing, University of Calabar, Calabar, Nigeria oluebeube2784@yahoo.con

Arikpo Nneoyi Department of Business Management,

University of Calabar, Calabar, Nigeria nneoyi1@gmail.com

Mrs. Joy Samuel Akpan Department of Marketing

University of Calabar, Calabar, Nigeria joysamakpan@gmail.com

Martin George Eni Department of Marketing, University of

Calabar, Calabar martineni65@yahoo.com

Abstract

This study was on consumer perception towards bakery products of Hi-Quality Bakery. The study focuses on how consumer perception affects the growth of bakery products. The objective of the study was to investigate the impact of price perception on the sales performance of Hi- quality bakery. The sample size had 60 respondents from the customers of the bakery. Questionnaires were administered to the sample size to collect primary data. Simple regression with the aid of SPSS version was used to test for significance of the variable. The result shows that price influences consumer’s perception towards bakery product, Product pricing should be considered   as   an  option  of  strategy   to influence patronage. This implies that the price perception also communicates good product quality as well.