Background of the Study
Pricing strategies are a critical determinant of customer retention, particularly in the e-commerce sector, where competition is fierce, and customers prioritize value. Effective pricing strategies, such as dynamic pricing, discounts, and bundling, can enhance customer loyalty and revenue growth (Kotler & Keller, 2024).
In Adamawa State, e-commerce businesses are emerging as a vital part of the retail landscape. However, they face challenges such as price sensitivity among consumers, logistical constraints, and intense competition. This study investigates the relationship between pricing strategies and customer retention in the region.
Statement of the Problem
Despite the growing adoption of e-commerce in Adamawa State, online businesses struggle to retain customers due to inconsistent pricing strategies and competition from larger platforms (Garba & Yakubu, 2025). This study seeks to address how pricing strategies influence customer retention and identify gaps in current practices.
Objectives of the Study
Research Questions
Research Hypotheses
Scope and Limitations of the Study
The study focuses on e-commerce businesses in Adamawa State, analyzing pricing strategies and customer retention from 2023 to 2025. Limitations include varying levels of pricing strategy sophistication and access to proprietary customer data.
Definitions of Terms