RELATIONSHIP BETWEEN PRICE POSITIONING AND CUSTOMER RETENTION OF FOOD SPICES DEALERS IN PORT HARCOURT
Keywords:Price Positioning, Customer Retention, Food Spices
This study examined price positioning and customer retention with particular reference to food spices. The study adopted the correlational survey design where data were collected from consumers in Port Harcourt using a structured questionnaire. The sample of 374 consumers was used for the study and data collected from the respondents were analyzed using mean and standard deviation. The one hypothesis stated in the study was tested using the Spearman Rank Order Correlation. SPSS 21.0 version was used to correlate the data on the study variables. The study equally reported a positive and significant relationship between price positioning and customer retention. From the findings, it was concluded that price positioning significantly enhances customer retention. Based on the findings and conclusion, it was recommended that manufacturing companies in Nigeria especially those in the food spices should adopt price positioning strategies as it would enhance customer retention to their brand.