ATTRIBUTES POSITIONING AND REPEAT PURCHASE AMONG FOOD SPICES DEALERS IN PORT HARCOURT
Keywords:Attribute Positioning, Repeat Purchase, Food Spices
This study examined attribute positioning and repeat purchase with a particular reference to food spices. The study adopted the correlational survey design and used a sample of 374 consumers in Port Harcourt. Data were collected from the consumers using a structured questionnaire. The data collected from the respondents were analyzed using mean and standard deviation. The one hypothesis stated in the study was tested using Spearman Rank Order Correlation. SPSS 21.0 version was used to correlate the data on the study variables. Results from the data analysis revealed a positive and significant relationship between attributes positioning and repeat purchase. From the findings, it was concluded that attribute positioning significantly enhances customer repeat purchase. Based on the findings and conclusion, it was recommended that manufacturing companies in Nigeria especially those in the food spices should adopt product positioning strategies as it would enhance repeat purchase to their brand.