EFFECT OF BRAND EQUITY ON CUSTOMER RETENTION IN THE RETAIL INDUSTRY IN PUNE CITY

In the highly competitive retail landscape of Pune City, customer retention is a crucial driver of profitability and sustainable growth. This research paper investigates the impact of brand equity on customer retention within the retail sector in Pune. Using a quantitative research design, the study examines the influence of four key dimensions of brand equity—brand awareness, brand associations, perceived quality, and brand loyalty—on customer retention. Data were collected from a sample of retail customers in Pune through a structured questionnaire. The findings reveal a significant positive relationship between brand equity dimensions and customer retention. Specifically, perceived quality and brand loyalty emerged as the strongest predictors of customer retention. Implications for retail managers in Pune City include focusing on strategies to enhance brand equity dimensions to foster customer loyalty and improve retention rates.