Exploring Data Patterns Using Loglinear Analysis

Abstract

Consumer needs are diverse and numerous. The FMCG manufacturers are confused due to these diverse consumer needs. This results into brand /product proliferation. The product proliferation happens due to a marketing philosophy of everything for everybody [1] - Choose whatever you need. This especially happens with the lower consume involvement products such as bath soaps [2]. The product proliferation also increases the inventory costs and blocks the precious working capital. This research is an attempt to explore what exactly consumer see while buying a particular bath soap. Loglinear Analysis is used here to explore the hidden patterns in the collected data so as to provide the actionable insights for suitable decision making. A situation of Indian bath soap category is undertaken here with reference to understand soap buyer behaviour from urban & rural areas for taking the actionable insights from management perspective.