A study on strategic determinants of SKUS for urban consumers

Abstract

Stock Keeping Units (SKUs) have a large effect when it comes to understanding responses in consumer behavior. The project aims to find similarities in conditions for SKU determination across 5 product categories in the FMCG sector (preferably with daily consumption). The project will focus on the following two factors in Consumer Behavior: 1. Willingness to pay of existing brands in these category 2. i. Usage Pattern of consumers, ii. Buying Pattern of consumers, iii. Consumer opt-out of purchase/usage conditions iv. Mismatches at retail level a. Who are the customers who come to the retail?, b. Why/When do they come to the retail?, c. Who are the actual consumers of the retail? The common SKUs in each product category were observed at a local shop inside IIM Bangalore. Qualitative insights were derived after interviewing various types of respondents who use all the categories of analysis. From these insights, hypotheses were formed on the categories. After the hypotheses were derived, a questionnaire will be floated for respondents who will be answering on all 5 categories to gauge their SKU preferences and test the hypotheses. Recommendations and further conclusions will follow after analyzing the results from the questionnaire.