Business Research Methods Course

Secondary Data - Panel Pre Read 1 Dr.J.Rajaretnam

 Secondary Data

Panel Pre Read

Secondary Data - Panel Pre Read Dr.J.Rajaretnam

 Consumer Panel
Kantar Worldpanel

Secondary Data - Panel Pre Read Dr.J.Rajaretnam

 Kantar Worldpanel India (Household Purchase
Panel)

FMCG purchase behavior

tracked monthly for 100+
products across Home Care,
Personal Care, F&B

81,200
40+
CLIENTS
HOUSEHOLDS
66,100 homes in Urban Covering
15,100 homes in Rural 94% of the Indian population

Paper Diary + Tablet Monthly/quarterly Data reporting by: Zones, Urban Vs. Rural, States,
Collection data reporting Town/Village classes, Individual reporting for 34 top towns.

SEC: A, B, C. D/E (Urban and Rural separately).

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Secondary Data - Panel Pre Read Dr.J.Rajaretnam
 How panel data benefits the business ?

01 Understand
category status &
03 Understand
competitive
05 Inputs for market
Set benchmarks for devise appropriate Understand your Understand who prioritization
Threat &
brand growth & strategy brand’s status & Opportunity is your
track performance tasks for growth consumer &
devise a
04 targeted 06
02 marketing
approach

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 Typical Business Questions answered through Consumer Panels
Category
• What is the volume growth of the milkfood drinks category ? Which sub-categories are growing
more ?
• What is the trend in the penetration & category volume per month?
• Any trend in the type of SKUs being purchased ?
Brand
• What is the market share trend of my brand all India , by geography, by social class ?
• What is the source of growth of my brands – from which brands is it gaining and to which brands is
it losing ?
• Which other brands are purchased along with my brands ?
• How loyal are consumers to my brand compared to other brands ?
• To what extent did my consumer promotion increase the trial of my brand ?

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 Special Business Questions answered through Consumer Panels
Example
• How does the purchase of liquid milk impact purchase of milkfood (MFD) drink
category ?
• What is the difference in the profile of regular MFD buyers vs. occasional MFD
buyers in terms of presence of children & seniors ?
• Like other brands, should I launch a sachet pack ?

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 Standard Data Outputs

Penetration Volume Value Frequency of

(what % of a given population buys Purchase
my brand) (# of months in which my brand
was purchased)

Loyalty # of Occasions (how Average

# of Packs bought (% of a category spend/volume many times a brand was consumption
going to your brand) purchased during a given period) (how much households bought of
the brand during a given period)

Also capture.. Pack types Channels bought from Promotions

• Bottles • General Trade • Free gift
• Sachets • Modern Trade • Extra grammage
• Refills • Chemist • Price off
• Pouches • Door to door/Network • Others
• Boxes • Online & Others
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Secondary Data - Panel Pre Read Dr.J.Rajaretnam
A few examples of outputs

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 Incidence of Purchase
% Penetration 7383
Volume Avg. Consumption
10.0 10.3 6660 1153
1036
905 857
4790 802
4306 680
4.5 4.4
3.2 3.0 353 331
1.9 2.1 1045 932
277 284

Kissan 100 gm 200 gm 500 gm Kissan 100 gm 200 gm 500 gm Kissan 100 gm 200 gm 500 gm

Last Year Current Year Last Year Current Year Last Year Current Year

Inference:
Number of trips made
3
Number of packs bought
3
5
Trials for the brand has increased due
2 4 to small pack penetration
2
2 2
1 1 Larger pack consumption under stress
2 2
2 2 as fewer visits to the shop were made
1 1

Possible downgrade to smaller packs

Kissan 100 gm 200 gm 500 gm Kissan 100 gm 200 gm 500 gm
from large pack households.
Last Year Current Year Last Year Current Year

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Secondary Data - Panel Pre Read Dr.J.Rajaretnam
Entry & Erosion

New buyers
1981
Avg. Consumption
45 Grams

2019 Buyers Retained Buyers 2020 Buyers

4463 2578 4558

Avg. Consumption Avg. Consumption Avg. Consumption

111 Grams 2019: 132 gms 87 Grams
2020: 118 gms

Lapsed buyers
1885
Inference:
Avg. Consumption Consumption under stress; Retainers drop and New
83 Grams buyers come in at significantly lower consumption

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Secondary Data - Panel Pre Read Dr.J.Rajaretnam
Gain & Loss

Surf Excel Volume Shifts Losses to Competition

Through new category entrants 1 ton Brand A -58 tons
Deleted from repertoire -21 tons Brand B -13 tons
By increased Consumption 41 tons Brand C 13 tons
Losses to competition -93 tons Brand D 5 tons
Total Shift in Volume -71 tons Other Brands -40 tons

Inference:
Biggest losses to competition brands, particularly Brand A . Refers to signs of
downgrading in the market. Existing buyers increase consumption, signs of
brand satisfaction.

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Secondary Data - Panel Pre Read Dr.J.Rajaretnam
 Key Learning from Panel : Penetration

Brands attempting to drive trials and therefore penetration are expected to

perform better than brands attempting to drive frequency

Brands grow fastest Plenty of penetration Most of your buyers When buyers come, Your buyer base is
by attracting more headroom, no matter only buy you once frequency will follow – in constant churn –
buyers, not by how big you are in a year no need to chase over 50% will not
getting buyers to buy already buy next year
more often

Source: Worldpanel Division, Kantar

Based on Golden Rules of Penetration

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What is the methodology ?

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Key features of a panel
• Random sample of households recruited – agree to keep purchase records of the
100 odd FMCG categories via purchase diary
• Diary data backed up by monthly interview; collection of wrappers; pantry checks
• Common sample every month : can observe change in purchase behaviour

COMPLETE RECORD OF ALL HOUSEHOLD PURCHASES + MONITORING OF A

COMMON SAMPLE OF HOUSEHOLDS PROVIDES A RICH DATABASE TO MONITOR
AND UNDERSTAND PURCHASE BEHAVIOUR

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 What We Do | Data quality

Wrappers
1.5m collected each month to
ensure accuracy and identify
new launches

Detailed Signature
Interview imprints
Aided with
Identification of products
packs shots&
preventing recounting
wrappers album

Data
Quality
Large Sample Pantry Check
81K households Actual not claimed purchases

Inbuilt checks
Picking up any unusual
recording

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Secondary Data - Panel Pre Read Dr.J.Rajaretnam
 Foods Personal Care
Milk Food Drinks Hand Sanitizers
Coffee Henna
Tea (normal - leaf, dust, mix-Bags) Hair Colours/Dyes
Basmati Rice Antacids / Digestives
Spices 70+ categories Bathing bars
Tomato Purees/Paste Face Wash
Butter Hand Wash
Cheese , Chocolate Spreads Body Wash / Shower Gels
Ghee/Vanaspati Shampoo
Milk Powders Conditioners
Liquid Milk / UHT Milk Home Care Toothpaste
Pickles Toothpowder
Condensed Milk Tooth Brushes
Bread Talcum Powders
Edible Oil Sweets & Indulgence Phenyls/specialized cleaners Hair Oils / Styling Gels
Noodles/ Macaroni/ Vermicelli Kitchen Cleaners Rubs/Balms
Chyavanprash Biscuits Sanitary Napkins
Utensil Cleaners
Salt Chocolates Shaving Preparations
Metal Polishes
Rusk Breakfast Cereals Shaving Blades / Cartridges / Razors
Toilet/Bathroom Cleaners
Honey Juices Fairness
Mats / Coils/Liquid Vaporizers /
Soups Jams Skin Creams Sun
Aerosols
Ready to cook Curry pastes Sauces/Ketchups Blocks
Pre & Post Washes
Sweet Mixes Carbonated / Mixers Anti Ageing
Det. cakes/ soaps
Non-Sweet Mixes Salty Snacks Petroleum Jelly
Liquid Detergents / Washing
Mayonnaise Squashes/Powdered Drinks Antiseptic Creams
Powders
Frozen Snacks Glucose Powders & Lotions
Air Freshener
Artificial Sweeteners Depilatories
Agarbatti

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 Characteristics of Household Purchase Panel Data
• Works very well for ‘ household ‘ purchases like cooking oil ; under-represents
individual purchases e.g. smaller SKU soft drinks
• Does not cover predominant individual categories like deodorants
• Does not cover out of home purchases
• Does not cover purchases by institutions, offices, canteens. Retail audits covers
such purchases
• Tends to under represent very premium brands due to lack of access to high end
households
• However unlike retail audit, covers loose purchases like loose tea, loose atta,
loose cooking oil

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