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Abstract

The Role of Strategic Pricing and Financial Sustainability in Iraqs Fast-Moving Consumer Goods (FMCG) Market: A Case Study of PepsiCo Iraqs Market Strategies

Dr. Ahmed Sameer. N. Al-Thabit

University of Diyala, (College of Administration and Economics), Baqubah, (Diyala), Iraq

127-137 Vol: 15, Issue: 3, 2025
Receiving Date: 2025-06-19
Acceptance Date: 2025-08-20
Publication Date: 2025-08-28
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http://doi.org/10.37648/ijtbm.v15i03.009

Abstract

This study investigates the impact of strategic pricing on financial sustainability within Iraq’s fast-moving consumer goods (FMCG) sector, using PepsiCo Iraq as a case study. In the context of economic instability and heightened consumer price sensitivity, the research aims to explore how different pricing strategies contribute to key financial performance metrics.


An explanatory case study design was employed, supported by quantitative modeling using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0. A structured questionnaire was administered to 104 senior marketing, finance, and distribution professionals affiliated with PepsiCo Iraq. Constructs measured included value-based pricing, competitive pricing, psychological pricing, and financial sustainability indicators such as return on investment (ROI), cost efficiency, and cash flow stability. Reliability and validity were confirmed through composite reliability, AVE, and discriminant validity assessments.

Keywords: Strategic pricing; financial sustainability; FMCG; SmartPLS; value-based pricing; Iraq; PepsiCo; volatile markets

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