Management of Customer Insights: A Study on Nestle Bangladesh PLC

Abstract

This report provides a systematic analysis of Nestlé’s efforts to generate meaningful and usable customer insight in terms of their “Understanding Shopper Behavior and Preferences During Inflation” project, conducted under Nestlé Bangladesh PLC’s Commercial Development Team. The project investigates the effects of inflation on consumer buying patterns across diverse demographics and retail channels within Dhaka, aiming to help Nestlé align its strategies with evolving consumer needs during economic shifts.

The project examines how inflation influences consumer choices, focusing on four main retail channels: large and small general stores, and large and small grocery stores and modern trade. By engaging directly with customers at these locations, our team gathers data on consumer priorities, managed and visualized in Power BI for structured, real-time trend analysis.

As a Commercial Development Intern, my role includes data collection, channel segmentation, and Power BI analysis. Through systematic shopper engagement, we capture insights into shifting purchasing behaviors, segmented by retail channels to support channel-specific strategies. Power BI visualizations provide Nestlé with clear trends to inform pricing, placement, and promotional decisions.

The project underscores the importance of understanding consumer needs during inflation. By analyzing purchasing behavior across channels, Nestlé gains actionable insights for optimizing its market approach. This experience has enhanced my skills in consumer analysis and data management, equipping me for a future in commercial development with a nuanced understanding of market dynamics.