Effects of pricing strategies on customer retention: A case study of shoprite Nigeria

This research sought to explore and discover the relationship between pricing strategies and customer purchase, which is a determinant of customer retention. ShopRite Nigeria was the Case Study of this research. In specific terms, the research sought to: (i) investigate the effects of competition-based pricing strategy on the customer retention of ShopRite Nigeria. (ii) Discover the effects of Everyday Low Pricing strategies on customer retention. (iii) Determine the effects of Value-Based Pricing strategies on customer retention of Shoprite Nigeria. The data analyzed in the course of this study were sourced from One hundred and Fifty (150) respondents across several states in Nigeria using Likert Scale structured questionnaires. Qualitative data was also sourced from several books, ShopRite's financial reports, and analysis by experts in the field of Business Administration, all duly referenced. Data analysis was carried out using descriptive statistics and regression analysis. The results of this study and the analysis of findings shows that all pricing strategies investigated have a strong influence on the customer retention of ShopRite Nigeria. The study recommends the ShopRite Nigeria should continue to leverage and explore the pricing strategies studied, and Nigerian government should create an enabling environment for major businesses like ShopRite and others to survive and thrive.