The Kiki Project: Understanding Consumers in Times of Crisis
Abstract:
In a context of economic crisis characterised by high inflation levels and reduced purchasing power,
understanding consumer behaviour becomes a strategic priority for businesses. Purchasing decisions, brand
preferences and saving strategies are altered, creating both challenges and opportunities for companies. The
complexity of these changes demands a thorough analysis to develop effective response strategies. The Kiki
Project was designed by Alicorp to address these changing dynamics. Its name, inspired by the Japanese
word ?kiki? meaning ?crisis?, is a combination of two kanji characters ? (ki), which means ?danger?, and ?
(ki), which means ?opportunity?. This encapsulates the dual purpose of the study: to confront economic
challenges while exploring new opportunities generating value for the consumer and the company. This
duality reflects Alicorp's commitment to finding innovative solutions in challenging times.
This study aimed to identify key consumption patterns, segment consumer profiles and offer recommendations
to optimise product and service offerings. Through comprehensive research methodologies and data analysis
the project sought to understand the nuanced ways in which economic pressures influence consumer decision-
making. This document details the findings of the project, providing a framework for navigating current and
future economic crises.
