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Price is defined as the money charged on the commodity or service received. Pricing, therefore, plays a key role in creating customer value and building customer relationships, thus regarded as one of the most important elements in the company’s marketing strategy. Defined as a positioning strategy, pricing differentiation in large retail supermarkets in Kenya, sub divided the retail market into sub retails with homogeneous characteristics in terms of their customer disposal income, purchasing power and or location. Thus, different supermarkets having different objectives and/or abilities, attempts to apply different pricing techniques as positioning strategies to try meet, satisfy and exceed customer expectations. This study established that pricing differentiation in large retail supermarkets in Kenya undertook careful market segmentation, targeted valued customers and positioned their strategy as high-end, medium or low-end. Carried out in all large retail supermarkets in Kenya, a sample of 336 customers and 31 branch managers spread within the 8 regions were engaged. It was concluded that pricing differentiation is significant and considered as a very important influence on customer satisfaction. In addition, it was concluded that customers buy value in the product not the product in itself. This means that the customers stay loyal to products if it meets and exceed their expectation, in terms of quality and quantity at the point of consumption. Therefore, any firm that adopts a customer value oriented approach in pricing will have a competitive edge since it defines the product’s market, the competition experienced and product design therein.
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