Authors :
S. Suganya; Dr. K. Rajamani; A Thameem Ansari
Volume/Issue :
Volume 9 - 2024, Issue 3 - March
Google Scholar :
https://tinyurl.com/yh8x6n3t
Scribd :
https://tinyurl.com/438pzsft
DOI :
https://doi.org/10.38124/ijisrt/IJISRT24MAR1565
Abstract :
The research seeks to examine how the
components of the marketing mix affect brand
awareness within the detergent industry, with a specific
focus on 233 retail outlets situated across Chennai,
Sivakasi, and Tuticorin. Utilizing a structured
questionnaire, data was collected on brand awareness of
detergentsamong these retailers. The primary objective
is to analyze brand awareness levels while identifying
factors influencing detergent awareness. Factors such as
product, price, promotion, service, and distribution
channels are examined. Retailer perceptions towards
various detergent brands, notably Surfexcel and Matic
Liquid, were assessed. Matic Liquid emerged with the
highest sales volume among detergent products.
Statistical tools including Chi-square, weighted average,
and Multiple Regression were employedfor analysis. The
research underscores the significance of understanding
retailer perspectives in the context of intensifying market
competition and evolving technology. Theoretical
frameworks and analytical methodologies are elucidated
to provide a comprehensive understanding of the
business environment. The study also delves into
strategies for overcoming competitive challenges faced
by Surfexcel in the dynamic detergent market. Statistical
software SPSS facilitated data analysis, incorporating
tests like Chi-square, weighted average, and Multiple
Regressions. In summary, the research presents insights
into brand awareness dynamics among retailers,
delineating key factors influencing brand perception in
the detergent industry. The findings inform strategic
decisions aimed at enhancing market presence and
mitigating competitive pressures.
Keywords :
Marketing Mix, Brand Awareness, Detergent Industry, Retailer Perceptions, Competitive Challenges.
The research seeks to examine how the
components of the marketing mix affect brand
awareness within the detergent industry, with a specific
focus on 233 retail outlets situated across Chennai,
Sivakasi, and Tuticorin. Utilizing a structured
questionnaire, data was collected on brand awareness of
detergentsamong these retailers. The primary objective
is to analyze brand awareness levels while identifying
factors influencing detergent awareness. Factors such as
product, price, promotion, service, and distribution
channels are examined. Retailer perceptions towards
various detergent brands, notably Surfexcel and Matic
Liquid, were assessed. Matic Liquid emerged with the
highest sales volume among detergent products.
Statistical tools including Chi-square, weighted average,
and Multiple Regression were employedfor analysis. The
research underscores the significance of understanding
retailer perspectives in the context of intensifying market
competition and evolving technology. Theoretical
frameworks and analytical methodologies are elucidated
to provide a comprehensive understanding of the
business environment. The study also delves into
strategies for overcoming competitive challenges faced
by Surfexcel in the dynamic detergent market. Statistical
software SPSS facilitated data analysis, incorporating
tests like Chi-square, weighted average, and Multiple
Regressions. In summary, the research presents insights
into brand awareness dynamics among retailers,
delineating key factors influencing brand perception in
the detergent industry. The findings inform strategic
decisions aimed at enhancing market presence and
mitigating competitive pressures.
Keywords :
Marketing Mix, Brand Awareness, Detergent Industry, Retailer Perceptions, Competitive Challenges.
