Abstract:

The purpose of the study was to assess the effects of pricing strategies on sales performance of street hawkers in Ghana. The study adopted the survey design. Data were gathered from a purposively selected sample of 198 traders at their hawking sites using a structured interview guide and data analyses carried out using SPSS version 20. The findings of the study reveal product bundle pricing and psychological pricing strategies used by hawkers. The majority of the hawkers have not been able to increase performance. It is recommended that the hawkers should be educated on the various pricing strategies available and when to apply them. Products which add value and satisfy the needs of consumers should be encouraged.

Keywords: Hawking, pricing strategies, sales performance.

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