Towards a Profitable Pricing Strategy for Rural Women Indigenous Chicken Breeders: A Case of Rural Village in Zimbabwe
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2020-08
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Abstract
Indigenous chickens contribute towards poverty reduction, income generation and economic
empowerment of rural women. In this regard, employment of a profitable pricing strategy in selling the
indigenous chickens becomes fundamental. This study sought to find out the pricing strategies used by rural
women indigenous chicken breeders in one purposively selected village in Zimbabwe. An interpretivist
paradigm, a qualitative approach and a case study design were employed to examine the issue under review.
Seventeen rural women indigenous chicken breeders were key informants. Data collected using semi
structured questionnaires and face to face interviews was analysed to discern themes. Results revealed that
rural women indigenous chicken breeders did not apply any pricing strategies when selling their chickens.
Prices were approximated based on mainly the weight of the chickens. The study concluded that rural women
indigenous chicken breeders were ignorant of pricing strategies and factors to consider when determining,
prices for their chickens. Further to that, ignorance of appropriate pricing strategies exposed rural women
indigenous chicken breeders to exploitation and loss of revenue. In light of this, the study recommended that
workshops be conducted by personnel with an accounting background, to train rural women indigenous
chicken breeders on the factors to consider in determining profitable prices for their indigenous chickens.
The contribution of this study lies in the development of a framework of factors which rural women
indigenous chicken breeders could use as a reference point when determining prices for their indigenous
chickens.
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Nani, G.V. & Ronney, C. (2020)Towards a Profitable Pricing Strategy for Rural Women Indigenous Chicken Breeders: A Case of Rural Village in Zimbabwe Journal of Economics and Behavioral Studies Vol. 12, No. 4, pp. 23-33, August 2020 23