This study examines the role of pricing orientation in firm performance -focusing on specific components such as value-oriented pricing, costoriented pricing, competition-oriented pricing, demand-oriented pricing and customer oriented pricing. The study sample comprised of Small and Micro Enterprises (SMEs) automobile services firms in Ghana. 498 firms participated in the study. A hierarchical regression was conducted to estimate the paths between pricing orientation and firm performance. All

more »

... e pricing orientation components; value, cost, competition, demand, and customer oriented prices were found to have positively and statistically significant effects on the outcome of the firm performance. Some limitations of the study were identified, and areas for future studies have been duly provided to aid the continuous research into the operations of SMEs automobile services industry.