• Dr.Aniruddha Bodhankar

It has been observed that during last few years, may be due to excessive advertising and extensive brand proliferation or due to simply difficult product differentiation, the low end FMCG products such as bathing soaps, detergents, tooth paste, shampoo are losing its consumer based brand value and are turning out to be almost a generic product. The consumers are buying a product called a bath soap or a shampoo or a detergent or just a tooth paste. Consumer never specifies the brand name. The glow of brand is just waning out especially for lower end FMCG brands. The concept of brand is restricted only to high end or luxury or premium brands. Consumers do not specify a brand name while buying these product they just ask for a sachet of shampoo or a tooth paste or a detergent or a bath soap and are ready to accept whatever has been given to them by the shopkeeper. This case for an established company called Glowskin Ltd.(Name Changed to protect the identity of company) from Mumbai and operative in all India. Reveals the same dilemma faced by the marketing department. The basic issue was the consumers were not at all asking for a brand while buying these products but being a retailer driven segment, were accepting whatever has been given to them by the retailer. There by all the expenditure incurred on branding & advertising was going to drains. This was ultimately hampering the sales of the company for these products. To revisit the current market trends and understand the consumer psychology so that the product can be either repositioned or changed the target market, the management of Glowskin conducted a thorough market research. Vidarbha region was selected as market being the central zone and cosmopolitan in population with majority of population being from rural back ground of which Glowskin's products were promoted. From Vidarbha region over 600 samples were drawn on random basis irrespective of gender. They were approached through a scientific questionnaire. The data so collected was analyzed through use of SPSS-25. The results so obtained were surprising to all and were quite a far off from the company's thought process. The tools used for this analysis were Logistic Regression, Logit Function and the optimization tool used was ROC curve & Youden's Index.

Predictive Analytics, Logistic Regression, Logit Function, Cox & Snell R2 , Negelkerke R2 , True Positives

"Reinventing Target Market For The Low End FMCG Category Products Using Logistic Regression Technique.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.270-284, May-2019, Available :http://www.jetir.org/papers/JETIRCE06038.pdf

"Reinventing Target Market For The Low End FMCG Category Products Using Logistic Regression Technique.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp270-284, May-2019, Available at : http://www.jetir.org/papers/JETIRCE06038.pdf