Perfume product is very important to the health of the
human being. It is used for preserving the odor. This product has to be
appropriately pricing in order to attract customer patronage and increase profitability.
According to (Kotler, 1996: 46) price is the amount of money customers pay for
the product or service and the time a place of change.(Mmamel, 1994: 10) in the
quality renew of marketing stated that price is the exchange value of
goods/services and the value of an item is what it can be exchange in the
market place, every product and service has its price. It is through price and
payment that firms recover their cost of production and active their margin of
profit.Pricing is the monetary expression of value is created on utility,
utility is an expression of usefulness while usefulness is based on the
potential for need and want satisfaction value and utility are culturally based
while needs and want-cultural, psychological, sociological and physiological
based, therefore price as an ultimate expression of needs and want satisfying
potential of an items of product or services which has cultural psychological
economic implication on market. (EdogaAni, 2000: 319) noted that price as
perceived quality increase, value increase. Also for a given price, value
decrease when perceived quality decrease. For some product price itself
influences the perception of quality and ultimately value to consumers. This
includes toilet soaps.Pricing is an important and compete element of the
marketing mix and generate the highest level of external interference. It is a
major determine with volume of goods and services available for the consumer in
any economy. Therefore, forms especially those on profit business has to choose
with the contain of the environmental variables both external and internal
pricing policies and techniques which are available to achieve its
organizational objectives. The importance of price in the marketing of Mary-Kay
perfume cannot be over emphasized. If an organization wants to maximize its net
profit, the right price must me selected for its products price in goods may
either be too high or too low to be good. When the price and changed are two
high the size of the market for that particular product may be unnecessarily
restricted and if the right price where used. The size of net profit is
directly related to the effectiveness of price because price usually causes
change in market demand for a given product and in turn it revenue and net
profit.(Monroe 1994: 210) Noted that the consumer perception of product quality
very directly with the price, the higher the price the better the quality is
preferred to be. In the words of (Adirika, Ebue&Nnolim 1993: 25) without
price there can be no marketing, product may be marched with market but only
when buyers or sellers agree on price, buyer or a seller may propose a price
but it is not effective unit price is accepted by the owner. In the view of the
complex nature of price and important to customers patronage decision the researcher
in the study critically examine the effect of piecing on consumer patronage of
Mary-Kay perfume in Enugu metropolis

1.2 STATEMENT OF THE
PROBLEM