ASSESSING AWARENESS ABOUT GOOGLE MY BUSINESS: A STUDY ON MAX FASHION AND ITS COMPETITOR

This study examines consumer awareness and usage of Google My Business (GMB) in the retail fashion sector, with particular focus on Max Fashion and its competitors. In the current digital era, online platforms significantly influence consumer decisions and store visibility, and Google My Business plays a crucial role in helping businesses manage their online presence, improve search visibility, and engage with customers through reviews, ratings, and business information. However, awareness and effective utilization of this platform vary among consumers and retailers. The research was conducted using a descriptive research design with a sample of 109 respondents from different demographic groups. Primary data was collected through a structured questionnaire consisting of demographic questions and five-point scale questions, while secondary data was obtained from journals, literature reviews, and various online sources. The collected data were analyzed using statistical tools such as frequency analysis, cross tabulation, and regression analysis to evaluate consumer awareness and the influence of Google My Business on customer engagement and decision-making. The findings indicate that although many consumers use Google Search and Maps to find fashion stores, awareness about Google My Business as a platform remains moderate, while customer reviews, ratings, photos, and business information available through GMB significantly influence consumer trust, store discovery, and purchase decisions. The study also reveals that businesses that actively manage and optimize their GMB profiles tend to attract more customer attention and engagement compared to competitors with less digital presence. Overall, the study concludes that effective use of Google My Business can enhance brand visibility, strengthen customer trust, and improve competitive positioning in the retail fashion market, and retailers are encouraged to regularly update their profiles, respond to customer reviews, and leverage digital tools to maximize their online presence.