UNDERSTANDING THE BRAND VISIBILITY OF PROCTOR & GAMBLE: RETAILER'S PERSPECTIVE
DOI:
https://doi.org/10.55829/b07b0a88Abstract
This study investigates the brand visibility of Procter & Gamble (P&G) in small-scale business-to-business (B2B) channels, focusing on retailers in Ahmedabad and Gandhinagar. Utilizing a descriptive research design, the research examines how retailers perceive and manage the visibility of P&G products in their stores. A sample of 50 respondents was selected through judgmental sampling, ensuring a comprehensive understanding of the brand's visibility. Primary data was collected using a structured questionnaire, complemented by secondary data from research papers and websites. The findings reveal that brand visibility plays a crucial role in shaping the perception of P&G among retailers, with a significant majority benefiting from its products. The study highlights the importance of sustainability, authenticity, and digital marketing in enhancing brand visibility, thereby contributing to the overall strength of P&G’s market presence. The results suggest that effective visibility strategies are essential for strengthening the brand's image and driving business growth in small retail channels.
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