Omolabi, I.Peleowo, T.K.2025-04-272025-04-272024Omolabi, I. & Peleowo, T.K (2024). Multi-pricing strategies and purchasing behavior of Shoprite customers in Ilorin, Kwara State. International Journal of Entrepreneurship, Management and Social Sciences (IJEMSS). 1(1), 358-367, published by the Department of Entrepreneurship, Federal University of Technology, Minna, Niger State, Nigeria.3026-9881https://uilspace.unilorin.edu.ng/handle/123456789/15447Adopting a multiple pricing system has become one valuable strategy to attract customer patronage and enhance brand loyalty. However, prevailing discounts that many customers in Nigeria seek for has become a problem specifically in the retail sector where discount sales are often ensued on certain products. Meanwhile, discount strategy and bulk pricing is something that many Nigerian supermarkets have neglected to include in their pricing strategy, which has an impact on the steady loyalty of a large number of consumers in the retail industry. Hence, this study investigates the effect of multi-pricing strategies on consumer purchasing behavior. Descriptive research design was designed, population of 163 staff of Shoprite was used with sample size of 115 gotten through Krejcie and Morgan (1970). Regression analysis was used with a p-value of 0.05. The findings shows that discount strategies has significant effect on customer purchase decision with R² of 52.2%; that Bulk pricing significantly affects customer brand loyalty with R² of 57%; that Promo packages has significant impact on customer spending habits with R² of 98.1%; that Premium pricing has significant influence on customer recommendation with R² of 79.0%. The study concluded that multi-pricing strategies have positive significant impact on consumer purchasing behavior. It therefore recommended among others that Shoprite supermarket should adopt difference discount strategies such as attractive discount, substantial discount, and encouraging discount so as to ensure strong customer purchase decision in the supermarketenPricing systemConsumer purchasing behaviorCustomer Brand Loyaltydiscount strategybulk pricingArticle