Citation:

Mr. S. Ajayrathna, Ms. S. Prasanna Devi. "Impact of Brand Positioning Strategy on Customer Retention: A Study with Special Reference to Tube Investments of India" International Research Journal of Economics and Management Studies, Vol. 5, No. 5, pp. 195-198, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I5P123

Abstract:

This study explores how brand positioning strategy impacts customer retention, with a focus on Tube Investments of India. In today’s competitive market, effective brand positioning is crucial for fostering customer loyalty and building long-term relationships. The main aim is to analyse how brand positioning influences customer perception, trust, loyalty, and retention. The research utilises both primary and secondary data. Primary data were gathered through structured questionnaires from 120 respondents using judgmental sampling. Data analysis involved tools such as Percentage Analysis, the Chi-Square Test, Correlation, and One-Way ANOVA. Results show that a strong brand positioning enhances customer retention, loyalty, and repeat purchasing. The study also highlights that quality, brand image, pricing, product reliability, and trust significantly affect customer retention. Statistical analysis supports a meaningful link between brand positioning and customer retention. Ultimately, the study suggests that organisations should prioritise consistent branding, innovation, customer engagement, and trust-building to achieve sustainable growth and competitive advantage.

References:

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[5] Saqib, N. (2023). “Brand Positioning Strategies and Customer Retention” https://www.emerald.com/insight/content/doi/10.1108/MIP-01-2023-0021/full/html
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[9] Kaura, V., Prasad, C.S.D., & Sharma, S. (2015). “Service Quality, Service Convenience and Customer Loyalty” https://www.emerald.com/insight/content/doi/10.1108/IJBM-04-2014-0048/full/html
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[12] Lemon, K.N. & Verhoef, P.C. (2016). “Understanding Customer Experience Throughout the Customer Journey” https://journals.sagepub.com/doi/10.1509/jm.15.0420
[13] Rather, R.A. (2018). “Customer Engagement and Brand Loyalty in the Hospitality Industry” https://www.sciencedirect.com/science/article/abs/pii/S0278431917301492
[14] Liu, F., Murphy, J., Li, J., & Liu, X. (2021). “Brand Positioning and Consumer Perception” https://link.springer.com/article/10.1057/s41262-021-00235-2
[15] Saqib, N. (2023). “Brand Positioning Strategies and Customer Retention” https://www.emerald.com/insight/content/doi/10.1108/MIP-01-2023-0021/full/html
[16] Shimul, A.S. (2022). “Brand Attachment and Customer Loyalty” https://onlinelibrary.wiley.com/doi/10.1002/cb.1990
[17] Elseidi, R.I., & El-Baz, D. (2016). “Electronic Word of Mouth Effects on Consumers’ Brand Attitudes” Prasanna Devi's https://ccsenet.org/journal/index.php/ibr/article/view/55812
[18] Ibrahim, H., & Najjar, F. (2018). “Relationship Bonding Tactics and Customer Loyalty” https://www.emerald.com/insight/content/doi/10.1108/IJBM-09-2017-0199/full/html
[19] Kaura, V., Prasad, C.S.D., & Sharma, S. (2015). “Service Quality, Service Convenience and Customer Loyalty” https://www.emerald.com/insight/content/doi/10.1108/IJBM-04-2014-0048/full/html

Keywords:

Brand Positioning, Customer Retention, Customer Loyalty, Brand Trust, Brand Image, Customer Perception, Tube Investments of India.