Influence of Price-Based Segmentation Drives Financial Performance of Fashion Merchandisers in the Kenyan Market

Abstract

This study investigates the influence of price-based market segmentation on the performance of fashion merchandising outlets in Kenya. The contemporary Kenyan retail sector demands dynamic pricing strategies to capture diverse consumer purchasing power. Using a descriptive-survey design and collecting data from 120 fashion outlet managers, the study finds a strong, positive correlation between the implementation of a multi-tiered price segmentation strategy and enhanced organizational performance, particularly in terms of profitability and market share. The research suggests that strategically aligning price points with perceived customer value is a critical success factor for fashion retailers operating in emerging economies.