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 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.