Differentiation Strategy As A Tool For Customer Acquisition And Retention Among Selected Fashion Homes In Aba Metropolis

ABSTRACT

The study investigated on differentiation strategy as a tool for Customer Acquisition and Retention among selected fashion homes in Aba metropolis. The objectives of the study were to examine the effect of differentiation on customer acquisition and retention in fashion industry to examine the effect of price differentiation on customer acquisition and retention in fashion industry and to examine the effect of personal relationship. To achieve the objective of the study, correlational model design was adopted. In testing the hypothesis, Pearson Product Moment Correlation Coefficient was used. The major findings were that product differentiation significantly enhanced customer acquisition and retention in the fashion Industry. The findings also reveal that product differentiation significantly enhance customer acquisition and retention in the fashion industry. The findings further revealed personal relationship significantly enhance customer acquisition and retention in the fashion industry. The researcher recommends that organization should also try as much as possible to improve its existing product as creating awareness on the product.