The Impact of Pricing Strategies on the Growth and Sustainability of Small and Medium Enterprises in the City of Mbombela Local Municipality, South Africa

This study investigated the impact of pricing strategies on the growth and sustainabil-ity of small and medium enterprises (SMEs) in the City of Mbombela Local Municipal-ity, South Africa. The study employed a quantitative research approach. The study sampled 132 SMEs operating within the City of Mbombela Local Municipality. A self-administered questionnaire was tested for reliability and validity and thereafter used to collect data from the respondents. This study employed multiple linear regres-sion analysis and performed the reliability test. In this study, the data were analysed using descriptive and inferential statistics. The results showed that SMEs primarily used cost-plus, value-based, and competitor-based pricing strategies, frequently modi-fying prices in response to market competition and technological advancements. The study found a significant and positive relationship between pricing strategies and growth. Furthermore, a positive and significant nexus between pricing strategies and the sustainability of the SMEs. The practical implication of this study informs the SME managers/owners and policy makers that SMEs that apply strategic and mar-ket-oriented pricing practices are more likely to achieve improved performance out-comes. The study therefore emphasises the importance of effective pricing in promot-ing both growth and long-term sustainability among SMEs. The findings of this study are expected to persuade the SMEs to pay crucial attention to the pricing strategies implemented in the business.