CONCEPTUALIZING THE IMPACT OF PRODUCT POSITIONING AND CUSTOMER LOYALTY OF FOOD SPICES DEALERS IN PORT HARCOURT

Abstract

The aim of the study was to examine the relationship between product positioning and customer loyalty of food spices dealers in Port Harcourt. This study examined product positioning and customer loyalty using Food spices as a case study. It was concluded that product positioning has positive and significant relationship with customer loyalty. Therefore the study recommends that marketers of spices should carry out market analysis few months after launching a new brand into the market as this would help to determine the position of the brand in the minds of the consumers and also to ascertain if there is any need to take steps to reposition the product.