Resumen
Abstract: This study assessetailers? satisfaction with Procter and Gamble (P&G) brands distribution policy at Tuan Viet Co.,Ltd., Hue Branch concerning the supply of goods, sales policy, information forcustomers, facilities and equipment support, personal relationships, and sales staffs. On the basis ofthe factor analysis method and the ENTER method for regression analysis, the study shows that the factor "Sales policy" ha the greatest impact on retailers? satisfaction. The study also provides possible solutions to improve retailers? satisfaction with Tuan Viet company's P&G brands distribution policy. Especially, the study emphasizesseveral issues that Tuan Viet should address, including promoting market surveys to have appropriate distribution policies and basis for appropriate proposals to the producers, and recruiting and training sales staff carefully. In addition to professional skills, it is necessary to pay more attention toestablishingrelationships with clients and navigating sales staffs to work for the company. The company needs to improve its warehousing system,while goods need to be better stocked. Furthermore, the lack of propercoordination between the salesmen and the delivery staffs should be tackled thoroughly. Eventually, the company should set appropriate working principles to avoid conflicts, disunity, and work inefficiency.Keywords: retailer, satisfaction, distribution policy