Vol: 15, Issue: 3 2025

Page: 113-123

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

Dr. Ahmed Sameer. N. Al-Thabit

Received Date: 2025-06-19

Accepted Date: 2025-08-20

Published Date: 2025-08-28

http://doi.org/10.37648/ijtbm.v15i03.009

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.

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