IMPACT OF PRODUCT VISIBILITY ON CONSUMER BUYING BEHAVIOR: A CASE STUDY OF P&G PRODUCTS IN AHMEDABAD
DOI:
https://doi.org/10.55829/5hk2sy71Abstract
This study examines how product visibility influences consumer buying behavior, focusing on Procter & Gamble (P&G) products in Ahmedabad. Using survey data from 117 respondents, the research explores factors such as visibility, brand trust, and price in shaping purchase decisions. Results highlight the critical role of in-store visibility, with implications for marketing strategies in competitive FMCG markets. Findings indicate that visibility significantly influences purchasing decisions, particularly in physical retail environments, and highlight areas for improvement in advertising and digital engagement strategies.
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