Exploring Data Patterns Using Loglinear Analysis

Exploring Data Patterns Using Loglinear Analysis

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 soapLoglinear 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.

Author (s) Details

Dr. Aniruddha Bodhankar
Dr. Ambedkar Institute of Management Studies & Research, Nagpur, India.

View Book :- http://bp.bookpi.org/index.php/bpi/catalog/book/191

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