A Study on Pricing Strategies Towards Nexon Paints PVT.LTD., Ganapathy Coimbatore

In today’s competitive market, pricing is an important factor that influences customer buying decisions and business success. This study focuses on the pricing strategies of Nexon Paints Pvt. Ltd., Coimbatore, to understand customer perception, product pricing, discounts, competitor comparison, and satisfaction. A descriptive research design with convenience sampling was used, and data were collected from 120 respondents through a questionnaire. Simple percentage, chi-square, and correlation tools were applied for analysis. The study found that customers have mixed opinions about pricing, as prices are considered reasonable but sometimes not affordable. Pricing reflects product quality and affects buying decisions, while discounts encourage repeat purchases but do not greatly increase demand. The study concludes that pricing strategies directly influence customer satisfaction and buying behaviour, and improving affordability and discount effectiveness can increase customer loyalty.