Chips Customer Insights and Purchasing Behavior Analysis
Sukhmandeep Singh
Project Summary
This project aims to analyze retail store performance and evaluate the impact of interventions during a trial period using a data-driven, comparative methodology.
Objective:
Assess the effectiveness of interventions in selected trial stores by identifying appropriate control stores for comparison and analyzing performance changes.
Methodology:
Descriptive Analysis was used in Task 1 to evaluate the performance of stores based on revenue, customer count, and unique customers, identifying top and bottom performers.
Demographic Segmentation and Market Share Analysis were performed using pie charts to understand customer profiles and product affordability.
In Task 2, a correlation-based control store selection method was used:
Pearson correlation and absolute difference calculations were applied to pre-trial period data (July 2018 – February 2019).
Matched control stores were selected based on similarity in sales, customer count, and revenue trends.
Trial performance (March – June 2019) was then compared with control stores to assess intervention impact.
Key Results:
Store 226 was the top performer in revenue and customer base; Store 211 ranked lowest across metrics.
Mainstream and Budget segments dominate the market; Retirees and Older Singles/Couples make up the largest family-type groups.
Control stores for Stores 77 and 86 showed high correlation and matched performance trends, validating their selection.
Control store for Store 88 did not reflect similar trends, leading to less reliable conclusions.
Recommendations:
Expand intervention strategies to stores similar to Stores 77 and 86, given consistent control-trial alignment.
Reevaluate control store selection for Store 88 using refined matching criteria.
Leverage demographic and budget segmentation insights for targeted promotions and resource allocation.
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Posted Sep 27, 2024
Cleaned data, removed duplicates/outliers, identified trends, top/low products & brands, analyzed store/month performance, loyal customers, tested trial stores.
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Timeline
Oct 20, 2024 - Oct 24, 2024
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