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Analyzing Customer Demographics, Behavior, and Sales in Excel: A Case Study of 'Unique'

In this in-depth Excel analysis, we delve into the world of 'Unique,' a fictitious company seeking to understand its customer base, their behavior, and the outcomes of their promotional strategies. Through a four-part exploration, we uncover valuable insights about customer demographics, categorical preferences, sales patterns, and age distributions. Join us on this data-driven journey as we reveal the secrets behind 'Unique's' success.

Problem Description:

The Excel homework aimed to conduct a comprehensive data analysis for the fictional company "Unique" to provide insights into the demographics of their customers, customer behavior regarding discount coupons, sales revenue generated, and popular items during promotional periods and typical business days.


Question 1

The data analysis for Unique is made to help the company management to understand the demographics of their customers such as age brackets and marital statuses among others. The analysis will also help Unique Management to evaluate customer behavior towards their discount coupons which is a form of promotional strategy. Moreover, the analysis will help the company determine the amount of money generated from the whole process of discount coupons since the net sales attached to each customer is recorded. Finally, the company will be able to establish the most sold item generally in this period of promotion and even on typical days of business.

Question 2

I chose as my categorical variable and when a frequency distribution is conducted by each type of customer (regular/promotional) very interesting details come up. For example, there are only 10 men who participate in the discount coupon out of all the 100 participants. Out of the 10 men, 4 are promotional while 6 are regular. About the female, 90 of them participate in the activity out of which 66 are promotional while 24 are regular. Overall, 70 of the participants are overall and only 30 are regular.

Question 3

After conducting ungrouped frequency for items purchased by each type of customer (regular/promotional) the graph shows that generally the regular customers purchased fewer items than promotional customers. That might be attributed to the fact that the promotional customers used discount coupons. There was a minimum of 1 item purchased and a maximum of 15 items purchased by a single customer. A total of 312 items were purchased during this session. The overall standard deviation of items purchased was 2.409074 and they had a variance of 5.803636 standard variation and variance measures variability in a dataset. From the results of standard deviation (2.409074), we can conclude that our data is clustered around the mean since its value is low. The data points are therefore close to the mean. The mean of the items is 3.12 which mean that the center value is approximately 3.12.

Question 4

On this number, we use ungrouped frequency distribution. The customer age frequency distribution by each type of customer (regular or promotional) was conducted and from the results, between 18- 44 years of age is where most people participated in the purchases. There are 70% and 30% Customers belongs to Promotional and Regular categories respectively. The Shape of both the distribution is positively skewed (Skewers 1.17>0 and 0.65>0). The Maximum Number of people for Promotional group is of age 36 years old and for regular Group is 20 years old. The Mode is 36 and 20 for promotional and regular respectively. The variation of age for groups is same. The Mean age group for Promotional is 33 and for regular is 36 years old.