A RETAILERS PERCEPTION AND PREFERENCE TOWARDS DETERGENT BRANDS

This study examines retailers’ perception and preference toward detergent brands in the competitive FMCG market. The research was conducted among 135 retailers, including convenience stores, supermarkets, kirana stores, and departmental outlets in Madurai. A descriptive research design was adopted, and primary data were collected through a structured interview schedule, supported by secondary sources. The collected data were analyzed using percentage analysis, charts, and basic statistical tools to identify relationships between retailer preference and satisfaction. The findings indicate that well-established brands dominate the market due to strong brand recall, advertising support, and wider availability. Retailers show higher preference for detergent cakes and liquid formats, supported by discounts, free samples, and regular sales visits. However, awareness levels of certain regional brands remain low. The study suggests that strengthening promotional activities, improving distribution networks, and enhancing brand visibility can significantly improve market share in the highly competitive detergent industry.