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A Study of Pricing Strategies and Customer Retention in E-Commerce: A Case Study of Online Businesses in Adamawa State

  • Project Research
  • 1-5 Chapters
  • Abstract : Available
  • Table of Content: Available
  • Reference Style:
  • Recommended for :
  • NGN 5000

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

  1. To identify pricing strategies used by e-commerce businesses in Adamawa State.
  2. To evaluate the impact of pricing strategies on customer retention.
  3. To explore challenges in implementing effective pricing strategies.

Research Questions

  1. What pricing strategies are adopted by e-commerce businesses in Adamawa State?
  2. How do these strategies influence customer retention?
  3. What challenges affect the implementation of pricing strategies?

Research Hypotheses

  1. Pricing strategies significantly impact customer retention.
  2. Businesses with competitive pricing strategies retain more customers.
  3. Challenges in pricing negatively affect customer retention.

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

  • Pricing Strategies: Methods businesses use to set prices for products and services.
  • Customer Retention: The ability of a business to retain its customers over time.
  • E-Commerce: The buying and selling of goods and services online.




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