Bedding industry in Malaysia continues to receive special attention from both the government, local and foreign investors as a result of its direct association with the multi-million furniture industry.
Bedding companies in Malaysia range from local manufacturers to multi-national distributors and this has inadvertently revolutionized the marketing approaches adopted in the Malaysian bedding industry as companies jostle with one another to gain customers and operate profitably.
Bedding companies in Malaysia continue to generate profitability based on the pricing strategies adopted. However, limited research has been carried out on the relationship between pricing strategies and profitability of Malaysian bedding firms.
Therefore, this study intends to examine the effects of pricing strategies, namely economy pricing strategy, penetration pricing strategy, price skimming strategy, and premium pricing strategy, on the profitability of bedding companies in Malaysia.
The population of this study is the total number of employees of the eight prominent bedding companies operating in Malaysia. As such, these employees may come from Dunlopillo Malaysia Sdn Bhd (Dunlopillo), King Koil Bedding Malaysia Sdn Bhd (King Koil), Geetha Bedding Malaysia (Geetha), Dreamland Corporation Sdn Bhd (Dreamland), Goodnite International Sdn Bhd (Goodnite), Hilding Anders Malaysia Sdn Bhd (Slumberland), Wansern Foam Industry Sdn Bhd (Natura), and Sweetdream Industrial Corporation Sdn Bhd (Sweetdream). The research design adopted was descriptive design which was carried out by using self-administrated survey questionnaires disseminated to a sample size of 80 respondents.
Based on the analysis of this research, it could be concluded that the research hypothesis proposed in this study are valid as economy pricing strategy, penetration pricing strategy, price skimming strategy, and premium pricing strategy, respectively, has a positive effect on the profitability of bedding companies in Malaysia.
BEDDING INDUSTRY PRICING STRATEGY
Publication date: 01/09/2018
THE IMPACT OF PRICING STRATEGY IN MALAYSIA
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