Abstract: The study aimed at investigating the effects differentiation strategy on the retention of pupils in private primary schools in Igembe South Sub County, Meru County. It was guided by the following objectives: To examine the influence of Unique Services/Products on the retention of pupils in private primary schools; To establish the influence of technological innovation on the retention of pupils in private primary schools; and to determine the influence of brand image on the retention of pupils in private primary schools. The theories that underpinned the study included Marketing Mix Model (MMM), Marketing Impact & Persistence Model (MIPM) and The Marketing Mix Theory. This study used a descriptive research design with questionnaires being used to obtain data from the respondents.......
Keywords: Retentions of pupils, Private Primary schools. Unique products/services, technological Innovation, Brand Image.
[1]. Naziri, N., Ghasemi, B., & Saeidi, S. S. (2015). Analysis of the Influence of Trusting a Brand, Brand Logo and Brand Character on
Deciding to Buy, Considering Loyalty Mediator Role for a Brand. 9(1), 481-486.
[2]. Nedbalova, E., Greenacre, L., & Schulz, J. (2014). UK Higher Education Viewed Through the Marketization and Marketing Lenses.
Journal of Marketing for Higher Education, 24(2), 178-195.
[3]. Njeri, A., Kambona, O. O., & Odhuno, E. (2015, Dec). The Relationship Between the Marketing Marketing and Competitiveness of
Four and Five Star Hotels. International Research Journal, 6(6), 118-131.
[4]. Omboi, B. M., & Mutali, I. N. (2011). Effect of Selected Marketing Communication Tools on Student Retention in Private Universities in Kenya. European Journal of Business and Management, 14(3), 1-206.
[5]. Ouda, J. B., Atieno, R., & Wambiya, P. (2015). Quality Education for the Pastoralists in Public Primary Schools in Kajiado County Kenya: Case Study of Dupoto-E-Maa Education Project in Kajiado Central District. Journal of Education and Practice, 3(34), 45-53.