Examining the Influence of Marketing Mix on Retailer Brand Awareness: A Focus on Detergent Products

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.