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IMPORT LIBRARIES

In [51]: import numpy as np

import pandas as pd
import datetime
import matplotlib.pyplot as plt
from scipy.stats import ttest_ind

TRANSACTION DATASET

In [49]: # Transaction
df_transaction = pd.read_excel("QVI_transaction_data.xlsx")
df_transaction.head()

Out[49]: DATE STORE_NBR LYLTY_CARD_NBR TXN_ID PROD_NBR PROD_NAME PROD_Q

Natural Chip
0 43390 1 1000 1 5 Compny
SeaSalt175g

CCs Nacho
1 43599 1 1307 348 66
Cheese 175g

Smiths Crinkle
2 43605 1 1343 383 61 Cut Chips
Chicken 170g

Smiths Chip
Thinly
3 43329 2 2373 974 69
S/Cream&Onion
175g

Kettle Tortilla
4 43330 2 2426 1038 108 ChpsHny&Jlpno
Chili 150g

CUSTOMER DATASET

In [52]: # Customer
df_customer = pd.read_csv("QVI_purchase_behaviour.csv")
df_customer.head()

Out[52]: LYLTY_CARD_NBR LIFESTAGE PREMIUM_CUSTOMER

0 1000 YOUNG SINGLES/COUPLES Premium

1 1002 YOUNG SINGLES/COUPLES Mainstream

2 1003 YOUNG FAMILIES Budget

3 1004 OLDER SINGLES/COUPLES Mainstream

4 1005 MIDAGE SINGLES/COUPLES Mainstream

MERGE DATASETS

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In [53]: df = pd.merge(df_transaction, df_customer, on="LYLTY_CARD_NBR", how="left")

df.head()

Out[53]: DATE STORE_NBR LYLTY_CARD_NBR TXN_ID PROD_NBR PROD_NAME PROD_Q

Natural Chip
0 43390 1 1000 1 5 Compny
SeaSalt175g

CCs Nacho
1 43599 1 1307 348 66
Cheese 175g

Smiths Crinkle
2 43605 1 1343 383 61 Cut Chips
Chicken 170g

Smiths Chip
Thinly
3 43329 2 2373 974 69
S/Cream&Onion
175g

Kettle Tortilla
4 43330 2 2426 1038 108 ChpsHny&Jlpno
Chili 150g

EXPLORATORY DATA ANALYSIS

In [54]: # Rename columns to became meaningful

df = df.rename(columns={"LYLTY_CARD_NBR" : "Card No.",
"LIFESTAGE" : "Group",
"DATE" : "Date",
"PREMIUM_CUSTOMER" : "Subscription",
"STORE_NBR" : "Store Id",
"TXN_ID" : "Transaction Id",
"PROD_NBR" : "Product Id",
"PROD_NAME" : "Product",
"PROD_QTY" : "Quantity",
"TOT_SALES" : "Sales",
})
df.head()

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Out[54]: Store Card Transaction Product

Date Product Quantity Sales
Id No. Id Id

Natural Chip
0 43390 1 1000 1 5 Compny 2 6.0
SINGLES/
SeaSalt175g

CCs Nacho
1 43599 1 1307 348 66 3 6.3
Cheese 175g SINGLES/

Smiths Crinkle
2 43605 1 1343 383 61 Cut Chips 2 2.9
SINGLES/
Chicken 170g

Smiths Chip
Thinly
3 43329 2 2373 974 69 5 15.0
S/Cream&Onion SINGLES/
175g

Kettle Tortilla
4 43330 2 2426 1038 108 ChpsHny&Jlpno 3 13.8
SINGLES/
Chili 150g

EXAMINE DATATYPES

In [55]: df.dtypes

Out[55]: Date int64

Store Id int64
Card No. int64
Transaction Id int64
Product Id int64
Product object
Quantity int64
Sales float64
Group object
Subscription object
dtype: object

CONVERT DATA DATATYPE FROM (int to Date)

In [56]: # 15 Dates
date_offsets = df["Date"].to_list()
base_date = pd.Timestamp("1899-12-30") # Start Date
df["Date"] = [base_date + pd.DateOffset(date_offset) for date_offset in date_off
df["Date"][0:15]

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Out[56]: 0 2018-10-17
1 2019-05-14
2 2019-05-20
3 2018-08-17
4 2018-08-18
5 2019-05-19
6 2019-05-16
7 2019-05-16
8 2018-08-20
9 2018-08-18
10 2019-05-17
11 2018-08-20
12 2019-05-18
13 2018-08-17
14 2019-05-15
Name: Date, dtype: datetime64[ns]

PRODUCTS SUMMARY

In [57]: # Examine Products

df["Product"].unique()

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Out[57]: array(['Natural Chip Compny SeaSalt175g',

'CCs Nacho Cheese 175g',
'Smiths Crinkle Cut Chips Chicken 170g',
'Smiths Chip Thinly S/Cream&Onion 175g',
'Kettle Tortilla ChpsHny&Jlpno Chili 150g',
'Old El Paso Salsa Dip Tomato Mild 300g',
'Smiths Crinkle Chips Salt & Vinegar 330g',
'Grain Waves Sweet Chilli 210g',
'Doritos Corn Chip Mexican Jalapeno 150g',
'Grain Waves Sour Cream&Chives 210G',
'Kettle Sensations Siracha Lime 150g',
'Twisties Cheese 270g', 'WW Crinkle Cut Chicken 175g',
'Thins Chips Light& Tangy 175g', 'CCs Original 175g',
'Burger Rings 220g', 'NCC Sour Cream & Garden Chives 175g',
'Doritos Corn Chip Southern Chicken 150g',
'Cheezels Cheese Box 125g', 'Smiths Crinkle Original 330g',
'Infzns Crn Crnchers Tangy Gcamole 110g',
'Kettle Sea Salt And Vinegar 175g',
'Smiths Chip Thinly Cut Original 175g', 'Kettle Original 175g',
'Red Rock Deli Thai Chilli&Lime 150g',
'Pringles Sthrn FriedChicken 134g', 'Pringles Sweet&Spcy BBQ 134g',
'Red Rock Deli SR Salsa & Mzzrlla 150g',
'Thins Chips Originl saltd 175g',
'Red Rock Deli Sp Salt & Truffle 150G',
'Smiths Thinly Swt Chli&S/Cream175G', 'Kettle Chilli 175g',
'Doritos Mexicana 170g',
'Smiths Crinkle Cut French OnionDip 150g',
'Natural ChipCo Hony Soy Chckn175g',
'Dorito Corn Chp Supreme 380g', 'Twisties Chicken270g',
'Smiths Thinly Cut Roast Chicken 175g',
'Smiths Crinkle Cut Tomato Salsa 150g',
'Kettle Mozzarella Basil & Pesto 175g',
'Infuzions Thai SweetChili PotatoMix 110g',
'Kettle Sensations Camembert & Fig 150g',
'Smith Crinkle Cut Mac N Cheese 150g',
'Kettle Honey Soy Chicken 175g',
'Thins Chips Seasonedchicken 175g',
'Smiths Crinkle Cut Salt & Vinegar 170g',
'Infuzions BBQ Rib Prawn Crackers 110g',
'GrnWves Plus Btroot & Chilli Jam 180g',
'Tyrrells Crisps Lightly Salted 165g',
'Kettle Sweet Chilli And Sour Cream 175g',
'Doritos Salsa Medium 300g', 'Kettle 135g Swt Pot Sea Salt',
'Pringles SourCream Onion 134g',
'Doritos Corn Chips Original 170g',
'Twisties Cheese Burger 250g',
'Old El Paso Salsa Dip Chnky Tom Ht300g',
'Cobs Popd Swt/Chlli &Sr/Cream Chips 110g',
'Woolworths Mild Salsa 300g',
'Natural Chip Co Tmato Hrb&Spce 175g',
'Smiths Crinkle Cut Chips Original 170g',
'Cobs Popd Sea Salt Chips 110g',
'Smiths Crinkle Cut Chips Chs&Onion170g',
'French Fries Potato Chips 175g',
'Old El Paso Salsa Dip Tomato Med 300g',
'Doritos Corn Chips Cheese Supreme 170g',
'Pringles Original Crisps 134g',
'RRD Chilli& Coconut 150g',
'WW Original Corn Chips 200g',
'Thins Potato Chips Hot & Spicy 175g',

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'Cobs Popd Sour Crm &Chives Chips 110g',

'Smiths Crnkle Chip Orgnl Big Bag 380g',
'Doritos Corn Chips Nacho Cheese 170g',
'Kettle Sensations BBQ&Maple 150g',
'WW D/Style Chip Sea Salt 200g',
'Pringles Chicken Salt Crips 134g',
'WW Original Stacked Chips 160g',
'Smiths Chip Thinly CutSalt/Vinegr175g', 'Cheezels Cheese 330g',
'Tostitos Lightly Salted 175g',
'Thins Chips Salt & Vinegar 175g',
'Smiths Crinkle Cut Chips Barbecue 170g', 'Cheetos Puffs 165g',
'RRD Sweet Chilli & Sour Cream 165g',
'WW Crinkle Cut Original 175g',
'Tostitos Splash Of Lime 175g', 'Woolworths Medium Salsa 300g',
'Kettle Tortilla ChpsBtroot&Ricotta 150g',
'CCs Tasty Cheese 175g', 'Woolworths Cheese Rings 190g',
'Tostitos Smoked Chipotle 175g', 'Pringles Barbeque 134g',
'WW Supreme Cheese Corn Chips 200g',
'Pringles Mystery Flavour 134g',
'Tyrrells Crisps Ched & Chives 165g',
'Snbts Whlgrn Crisps Cheddr&Mstrd 90g',
'Cheetos Chs & Bacon Balls 190g', 'Pringles Slt Vingar 134g',
'Infuzions SourCream&Herbs Veg Strws 110g',
'Kettle Tortilla ChpsFeta&Garlic 150g',
'Infuzions Mango Chutny Papadums 70g',
'RRD Steak & Chimuchurri 150g',
'RRD Honey Soy Chicken 165g',
'Sunbites Whlegrn Crisps Frch/Onin 90g',
'RRD Salt & Vinegar 165g', 'Doritos Cheese Supreme 330g',
'Smiths Crinkle Cut Snag&Sauce 150g',
'WW Sour Cream &OnionStacked Chips 160g',
'RRD Lime & Pepper 165g',
'Natural ChipCo Sea Salt & Vinegr 175g',
'Red Rock Deli Chikn&Garlic Aioli 150g',
'RRD SR Slow Rst Pork Belly 150g', 'RRD Pc Sea Salt 165g',
'Smith Crinkle Cut Bolognese 150g', 'Doritos Salsa Mild 300g'],
dtype=object)

TEXT ANALYSIS ON PRODUCTS

In [69]: # Remove numbers & special characters

split_prods = df["Product"].str.replace(r"([0-9]+[gG])", "").str.replace(r"[^\w]
split_prods

Out[69]: 0 [Natural, Chip, Compny, SeaSalt175g]

1 [CCs, Nacho, Cheese, 175g]
2 [Smiths, Crinkle, Cut, Chips, Chicken, 170g]
3 [Smiths, Chip, Thinly, S/Cream&Onion, 175g]
4 [Kettle, Tortilla, ChpsHny&Jlpno, Chili, 150g]
...
264831 [Kettle, Sweet, Chilli, And, Sour, Cream, 175g]
264832 [Tostitos, Splash, Of, Lime, 175g]
264833 [Doritos, Mexicana, 170g]
264834 [Doritos, Corn, Chip, Mexican, Jalapeno, 150g]
264835 [Tostitos, Splash, Of, Lime, 175g]
Name: Product, Length: 264836, dtype: object

FREQUENCY OF PRODUCTS

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In [70]: word_counts = {}
def count_words(line) :
for word in line :
if word not in word_counts :
word_counts[word] = 1
else :
word_counts[word] += 1
split_prods.apply(lambda line : count_words(line))
print(pd.Series(word_counts).sort_values(ascending=False))

175g 60561
Chips 49770
150g 41633
Kettle 41288
& 35565
...
Whlegrn 1432
Pc 1431
NCC 1419
Garden 1419
Fries 1418
Length: 220, dtype: int64

REMOVE SALSA PRODUCTS

In [71]: df = df[~df["Product"].str.contains(r"[Ss]alsa")]
df.head()

Out[71]: Store Card Transaction Product

Date Product Quantity Sales
Id No. Id Id

Natural Chip
2018-
0 1 1000 1 5 Compny 2 6.0
10-17 SINGLES/
SeaSalt175g

2019- CCs Nacho

1 1 1307 348 66 3 6.3
05-14 Cheese 175g SINGLES/

Smiths Crinkle
2019-
2 1 1343 383 61 Cut Chips 2 2.9
05-20 SINGLES/
Chicken 170g

Smiths Chip
2018- Thinly
3 2 2373 974 69 5 15.0
08-17 S/Cream&Onion SINGLES/
175g

Kettle Tortilla
2018-
4 2 2426 1038 108 ChpsHny&Jlpno 3 13.8
08-18 SINGLES/
Chili 150g

CHECK NULL & OUTLIERS

In [72]: df.describe()

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Out[72]: Transaction
Date Store Id Card No. Product Id
Id

count 246742 246742.000000 2.467420e+05 2.467420e+05 246742.000000 2

2018-12-30
mean 135.051098 1.355310e+05 1.351311e+05 56.351789
01:19:01.211467520

2018-07-01
min 1.000000 1.000000e+03 1.000000e+00 1.000000
00:00:00

2018-09-30
25% 70.000000 7.001500e+04 6.756925e+04 26.000000
00:00:00

2018-12-30
50% 130.000000 1.303670e+05 1.351830e+05 53.000000
00:00:00

2019-03-31
75% 203.000000 2.030840e+05 2.026538e+05 87.000000
00:00:00

2019-06-30
max 272.000000 2.373711e+06 2.415841e+06 114.000000
00:00:00

std NaN 76.787096 8.071528e+04 7.814772e+04 33.695428

VIEW OUTLIER CUSTOMER

In [74]: df.sort_values(by = "Quantity", ascending = False).head()

Out[74]: Store Card Transaction Product

Date Product Quantity Sales
Id No. Id Id

Dorito
2018- Corn Chp
69762 226 226000 226201 4 200 650.0 OLDE
08-19 Supreme
380g

Dorito
2019- Corn Chp
69763 226 226000 226210 4 200 650.0 OLDE
05-20 Supreme
380g

Doritos
2018-
32226 62 62057 58117 51 Mexicana 5 22.0 OLDE
08-19
170g

Infuzions
Mango
2019-
69541 86 86089 84699 38 Chutny 5 12.0 OLDE
05-16
Papadums
70g

RRD
Sweet
2019- Chilli &
238227 180 180111 181705 53 5 15.0
05-19 Sour SINGLE
Cream
165g

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SEE IF Card No. 226000 HAS OTHER TRANSACTIONS

In [76]: len(df[df["Card No."] == 226000])

Out[76]: 2

IT LOOKS LIKE THIS CUSTOMER HAS ONLY HAD THE TWO TRANSACTIONS OVER THE
YEAR AND IS NOT AN ORDINARY RETAIL CUSTOMER. THE CUSTOMER MIGHT BE
BUYING CHIPS FOR COMMERCIAL PURPOSES INSTEAD. WE WILL REMOVE THIS LOYALTY
CARD NUMBER FROM FURTHER ANALYSIS.

In [77]: df = df[df["Quantity"] < 6]

df.head()

Out[77]: Store Card Transaction Product

Date Product Quantity Sales
Id No. Id Id

Natural Chip
2018-
0 1 1000 1 5 Compny 2 6.0
10-17 SINGLES/
SeaSalt175g

2019- CCs Nacho

1 1 1307 348 66 3 6.3
05-14 Cheese 175g SINGLES/

Smiths Crinkle
2019-
2 1 1343 383 61 Cut Chips 2 2.9
05-20 SINGLES/
Chicken 170g

Smiths Chip
2018- Thinly
3 2 2373 974 69 5 15.0
08-17 S/Cream&Onion SINGLES/
175g

Kettle Tortilla
2018-
4 2 2426 1038 108 ChpsHny&Jlpno 3 13.8
08-18 SINGLES/
Chili 150g

COUNT THE NUMBER OF TRANSACTIONS BY DATE

In [78]: trans_by_date = df["Date"].value_counts()

trans_by_date

Out[78]: Date
2018-12-24 865
2018-12-23 853
2018-12-22 840
2018-12-19 839
2018-12-20 808
...
2019-06-24 612
2018-10-18 611
2018-11-25 610
2018-09-22 609
2019-06-13 607
Name: count, Length: 364, dtype: int64

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INSTEAD OF 365, THE DATE COLUMN ONLY HAS 364 UNIQUE VALUES. 1 IS MISSING.

In [80]: pd.date_range(start=df["Date"].min(), end=df["Date"].max()).difference(df["Date"

Out[80]: DatetimeIndex(['2018-12-25'], dtype='datetime64[ns]', freq='D')

INSERT MISSING VALUE

In [81]: merge_value = pd.merge(pd.Series(pd.date_range(start=df["Date"].min(), end=df["D

merge_value.head()

Out[81]: Store Card Transaction Product

Date Product Quantity Sales
Id No. Id Id

Smiths
2018- Crnkle Chip
0 47.0 47142.0 42540.0 14.0 2.0 11.8
07-01 Orgnl Big SINGLES/C
Bag 380g

Pringles
2018- Sthrn
1 55.0 55073.0 48884.0 99.0 2.0 7.4
07-01 FriedChicken SINGLES/C
134g

2018- CCs Tasty

2 55.0 55073.0 48884.0 91.0 2.0 4.2
07-01 Cheese 175g SINGLES/C

Kettle
2018- Mozzarella
3 58.0 58351.0 54374.0 102.0 2.0 10.8
07-01 Basil & SINGLES/C
Pesto 175g

Thins Chips
2018-
4 68.0 68193.0 65598.0 44.0 Light& 2.0 6.6
07-01 SINGLES/C
Tangy 175g

ALL TIME SALES GRAPH

In [85]: trans_by_date = merge_value["Date"].value_counts()

all_time = trans_by_date[(trans_by_date.index >= pd.Timestamp(2018,7,1)) & (tran
all_time.index = all_time.index.strftime('%d')
ax = all_time.plot(figsize=(15,3))
ax.set_xticks(np.arange(len(all_time)))
ax.set_xticklabels(all_time.index)
plt.title("All Time Sales")
plt.savefig("All Time Sales.png", bbox_inches="tight")
plt.show()

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DECEMBER SALES GRAPH

In [86]: trans_by_date = merge_value["Date"].value_counts()

dec = trans_by_date[(trans_by_date.index >= pd.Timestamp(2018,12,1)) & (trans_by
dec.index = dec.index.strftime('%d')
ax = dec.plot(figsize=(15,3))
ax.set_xticks(np.arange(len(dec)))
ax.set_xticklabels(dec.index)
plt.title("December Sales")
plt.savefig("December Sales.png", bbox_inches="tight")
plt.show()

EXPLORE PRODUCT PACK SIZE

In [ ]: # Ensure no spaces between the number and "g"/"G" in the regex

df["Product"] = df["Product"].str.replace(r"(\d+)\s*[gG]", r"\1g", regex=True)
# Extract the numeric part before "g" or "G" and convert to float
pack_size = df["Product"].str.extract(r"(\d+)[gG]")[0].astype(float)
print(pack_size)

0 175.0
1 175.0
2 170.0
3 175.0
4 150.0
...
264831 175.0
264832 175.0
264833 170.0
264834 150.0
264835 175.0
Name: 0, Length: 246740, dtype: float64

SUMMARY OF PACK SIZE

In [91]: pack_size.describe()

Out[91]: count 246740.000000

mean 175.583521
std 59.432118
min 70.000000
25% 150.000000
50% 170.000000
75% 175.000000
max 380.000000
Name: 0, dtype: float64

HISTOGRAM SHOWING TRANSACTION FREQUENCY OF PACK SIZE

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In [94]: pack_size.plot.hist()
plt.show()

FREQUENCY OF PRODUCT BRAND NAMES

In [96]: df["Product"].str.split().str[0].value_counts()

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Out[96]: Product
Kettle 41288
Smiths 27390
Pringles 25102
Doritos 22041
Thins 14075
RRD 11894
Infuzions 11057
WW 10320
Cobs 9693
Tostitos 9471
Twisties 9454
Tyrrells 6442
Grain 6272
Natural 6050
Cheezels 4603
CCs 4551
Red 4427
Dorito 3183
Infzns 3144
Smith 2963
Cheetos 2927
Snbts 1576
Burger 1564
Woolworths 1516
GrnWves 1468
Sunbites 1432
NCC 1419
French 1418
Name: count, dtype: int64

INCLUDE BRAND NAME COLUMN

In [97]: df["Brand"] = df["Product"].str.split().str[0]

df.head()

Out[97]: Store Card Transaction Product

Date Product Quantity Sales
Id No. Id Id

Natural Chip
2018-
0 1 1000 1 5 Compny 2 6.0
10-17 SINGLES/
SeaSalt175g

2019- CCs Nacho

1 1 1307 348 66 3 6.3
05-14 Cheese 175g SINGLES/

Smiths Crinkle
2019-
2 1 1343 383 61 Cut Chips 2 2.9
05-20 SINGLES/
Chicken 170g

Smiths Chip
2018- Thinly
3 2 2373 974 69 5 15.0
08-17 S/Cream&Onion SINGLES/
175g

Kettle Tortilla
2018-
4 2 2426 1038 108 ChpsHny&Jlpno 3 13.8
08-18 SINGLES/
Chili 150g

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COMBINE SAME BRANDS

In [98]: def clear_brand_names(line) :

brand = line["Brand"]
if brand == "Dorito" :
return "Doritos"
elif brand == "GrnWves" or brand == "Grain" :
return "Grain Waves"
elif brand == "Infzns" :
return "Infuzions"
elif brand == "Natural" or brand == "NCC" :
return "Natural Chip Co"
elif brand == "Red" :
return "RRD"
elif brand == "Smith" :
return "Smiths"
elif brand == "Snbts" :
return "Sunbites"
elif brand == "WW" :
return "Woolworths"
else :
return brand

CLEANED TRANSACTIONAL DATA

In [99]: df["Brand"] = df.apply(lambda line : clear_brand_names(line), axis=1)

df.head()

Out[99]: Store Card Transaction Product

Date Product Quantity Sales
Id No. Id Id

Natural Chip
2018-
0 1 1000 1 5 Compny 2 6.0
10-17 SINGLES/
SeaSalt175g

2019- CCs Nacho

1 1 1307 348 66 3 6.3
05-14 Cheese 175g SINGLES/

Smiths Crinkle
2019-
2 1 1343 383 61 Cut Chips 2 2.9
05-20 SINGLES/
Chicken 170g

Smiths Chip
2018- Thinly
3 2 2373 974 69 5 15.0
08-17 S/Cream&Onion SINGLES/
175g

Kettle Tortilla
2018-
4 2 2426 1038 108 ChpsHny&Jlpno 3 13.8
08-18 SINGLES/
Chili 150g

HISTOGRAM OF BRAND FREQUENCY

In [100… df["Brand"].value_counts(ascending=True).plot.barh(figsize = (10, 5))

plt.show()

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DATA ANALYSIS

---> WHO SPENDS THE MOST ON CHIPS (TOTAL SALES), DESCRIBING CUSTOMERS BY
LIFESTAGE AND HOW PREMIUM THEIR GENERAL PURCHASING BEHAVIOUR IS ---> HOW
MANY CUSTOMERS ARE IN EACH SEGMENT ---> HOW MANY CHIPS ARE BOUGHT PER
CUSTOMER BY SEGMENT ---> WHAT IS THE AVERAGE CHIPS PRICE BY CUSTOMER
SEGMENT

In [ ]: # 1/ WHO SPENDS THE MOST ON CHIPS (TOTAL SALES), DESCRIBING CUSTOMERS BY LIFESTA
most_shopping = df.groupby(["Group", "Subscription"])["Sales"].agg(["sum"]).sort
most_shopping

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Out[ ]: sum

Group Subscription

OLDER FAMILIES Budget 156863.75

YOUNG SINGLES/COUPLES Mainstream 147582.20

RETIREES Mainstream 145168.95

YOUNG FAMILIES Budget 129717.95

OLDER SINGLES/COUPLES Budget 127833.60

Mainstream 124648.50

Premium 123537.55

RETIREES Budget 105916.30

OLDER FAMILIES Mainstream 96413.55

RETIREES Premium 91296.65

YOUNG FAMILIES Mainstream 86338.25

MIDAGE SINGLES/COUPLES Mainstream 84734.25

YOUNG FAMILIES Premium 78571.70

OLDER FAMILIES Premium 75242.60

YOUNG SINGLES/COUPLES Budget 57122.10

MIDAGE SINGLES/COUPLES Premium 54443.85

YOUNG SINGLES/COUPLES Premium 39052.30

MIDAGE SINGLES/COUPLES Budget 33345.70

NEW FAMILIES Budget 20607.45

Mainstream 15979.70

Premium 10760.80

HISTOGRAM OF CUSTOMER SEGMENTS CONTRIBUTE TO CHIPS SALES

In [103… most_shopping["sum"].sort_values().plot.barh(figsize = (12, 7))

plt.show()

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TOP 3 TOTAL SALES CONTRIBUTOR SEGMENTS ARE - 1/ OLDER FAMILIES (BUDGET)

156863.752/Y OU N GSI N GLES/COU P LES(M ainstream) 147582.20 3/
RETIREES (Mainstream) $145168.95

TOP SHOPPING PER GROUP BY SUBSCRITION

In [109… stage_agg_prem = df.groupby("Group")["Subscription"].agg(pd.Series.mode).sort_va

print("Top contributor per Group by Subscription")
print(stage_agg_prem)

Top contributor per Group by Subscription

Group
NEW FAMILIES Budget
OLDER FAMILIES Budget
OLDER SINGLES/COUPLES Budget
YOUNG FAMILIES Budget
MIDAGE SINGLES/COUPLES Mainstream
RETIREES Mainstream
YOUNG SINGLES/COUPLES Mainstream
Name: Subscription, dtype: object

In [ ]: # 2/ HOW MANY CUSTOMERS ARE IN EACH SEGMENT

cust_seg = df.groupby(["Group", "Subscription"])["Card No."].nunique().sort_valu
pd.DataFrame(cust_seg)

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Out[ ]: Card No.

Group Subscription

YOUNG SINGLES/COUPLES Mainstream 7917

RETIREES Mainstream 6358

OLDER SINGLES/COUPLES Mainstream 4858

Budget 4849

Premium 4682

OLDER FAMILIES Budget 4611

RETIREES Budget 4385

YOUNG FAMILIES Budget 3953

RETIREES Premium 3812

YOUNG SINGLES/COUPLES Budget 3647

MIDAGE SINGLES/COUPLES Mainstream 3298

OLDER FAMILIES Mainstream 2788

YOUNG FAMILIES Mainstream 2685

YOUNG SINGLES/COUPLES Premium 2480

YOUNG FAMILIES Premium 2398

MIDAGE SINGLES/COUPLES Premium 2369

OLDER FAMILIES Premium 2231

MIDAGE SINGLES/COUPLES Budget 1474

NEW FAMILIES Budget 1087

Mainstream 830

Premium 575

HISTOGRAM OF CUSTOMER SEGMENTS FREQUENCY

In [111… cust_seg.sort_values().plot.barh(figsize = (12, 7))

plt.show()

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YOUNG SINGLES/COUPLES (Mainstream) HAS THE HIGHEST POPULATION, FOLLOWED

BY RETIREES (Mainstream). WHICH EXPLAIN THEIR HIGH TOTAL SALES.

In [ ]: # 3/ HOW MANY CHIPS ARE BOUGHT PER CUSTOMER BY SEGMENT

# INDIVIDUAL CUSTOMER CHIPS SHOPPING BY DATE
chips_shop_per_segment = df.groupby(["Card No.", "Group", "Subscription"]).count
chips_shop_per_segment.to_frame()

Out[ ]: Date

Card No. Group Subscription

1000 YOUNG SINGLES/COUPLES Premium 1

1002 YOUNG SINGLES/COUPLES Mainstream 1

1003 YOUNG FAMILIES Budget 2

1004 OLDER SINGLES/COUPLES Mainstream 1

1005 MIDAGE SINGLES/COUPLES Mainstream 1

... ... ... ...

2370651 MIDAGE SINGLES/COUPLES Mainstream 1

2370701 YOUNG FAMILIES Mainstream 1

2370751 YOUNG FAMILIES Premium 1

2370961 OLDER FAMILIES Budget 1

2373711 YOUNG SINGLES/COUPLES Mainstream 1

71287 rows × 1 columns

In [113… # CHIPS SHOPPING FROM GROUPS BY INDIVIDUAL (AVG)

segment_shop_chips = chips_shop_per_segment.groupby(["Group", "Subscription"]).a
segment_shop_chips

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Out[113… mean

Group Subscription

OLDER FAMILIES Mainstream 4.749283

Budget 4.665799

Premium 4.662931

YOUNG FAMILIES Premium 4.497081

Budget 4.493549

Mainstream 4.449534

OLDER SINGLES/COUPLES Budget 3.541349

Premium 3.536950

Mainstream 3.511939

MIDAGE SINGLES/COUPLES Mainstream 3.364160

RETIREES Budget 3.244014

MIDAGE SINGLES/COUPLES Premium 3.213170

RETIREES Premium 3.209864

MIDAGE SINGLES/COUPLES Budget 3.182497

RETIREES Mainstream 3.140925

NEW FAMILIES Mainstream 2.632530

Budget 2.597976

Premium 2.587826

YOUNG SINGLES/COUPLES Mainstream 2.468612

Premium 2.359677

Budget 2.350699

HISTOGRAM OF CHIPS SHOPPING BY SEGMENT

In [114… segment_shop_chips["mean"].sort_values().plot.barh(figsize = (12, 7))

plt.show()

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1/ DESPITE OLDER FAMILIES NOT HAVING THE HIGHEST POPULATION, THEY HAVE THE
HIGHEST FREQUENCY OF PURCHASE, WHICH CONTRIBUTES TO THEIR HIGH TOTAL
SALES. 2/ OLDER FAMILIES FOLLOWED BY YOUNG FAMILIES HAS THE HIGHEST AVERAGE
QUANTITY OF CHIPS BOUGHT PER PURCHASE.

In [116… # 4/ WHAT IS THE AVERAGE CHIPS PRICE BY CUSTOMER SEGMENT

avg_chips_price_cust_segment = df.groupby(["Group", "Subscription"])["Sales"].ag

avg_chips_price_cust_segment

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Out[116… mean

Group Subscription

MIDAGE SINGLES/COUPLES Mainstream 7.637156

YOUNG SINGLES/COUPLES Mainstream 7.551279

RETIREES Premium 7.461315

OLDER SINGLES/COUPLES Premium 7.459997

RETIREES Budget 7.445786

OLDER SINGLES/COUPLES Budget 7.444305

NEW FAMILIES Mainstream 7.313364

OLDER SINGLES/COUPLES Mainstream 7.306049

YOUNG FAMILIES Budget 7.302705

NEW FAMILIES Budget 7.297256

OLDER FAMILIES Budget 7.291241

YOUNG FAMILIES Premium 7.285951

OLDER FAMILIES Mainstream 7.281440

RETIREES Mainstream 7.269352

OLDER FAMILIES Premium 7.232779

NEW FAMILIES Premium 7.231720

YOUNG FAMILIES Mainstream 7.226772

MIDAGE SINGLES/COUPLES Premium 7.152371

Budget 7.108442

YOUNG SINGLES/COUPLES Premium 6.673325

Budget 6.663023

HISTOGRAM OF AVERAGE CHIPS PRICE BY CUSTOMER SEGMENT

In [117… avg_chips_price_cust_segment.plot.barh(figsize = (12, 7))

Out[117… <Axes: ylabel='Group,Subscription'>

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THE Mainstream CATEGORY OF THE "YOUNG & MIDAGE SINGLES/COUPLES" HAVE THE
HIGHEST SPENDING OF CHIPS PER PURCHASE. AND THE DIFFERENCE TO THE non-
Mainstream "YOUNG & MIDAGE SINGLES/COUPLES" ARE STATISTICALLY SIGNIFICANT.

T-TEST

THE DIFFERENCE BETWEEN Mainstream & non-Mainstream GROUP MIGHT SEEM

INSIGNIFICANT (7.6 Vs 6.6), BUT WE WILL FIND OUT BY EXAMINING IF THE DIFFERENCE
IS STATISTICALLY SIGNIFICANT.

In [118… mainstream = df["Subscription"] == "Mainstream"

budget_premium = (df["Subscription"] == "Budget") | (df["Subscription"] == "Prem
young_midage = (df["Group"] == "YOUNG SINGLES/COUPLES") | (df["Group"] == "MIDAG

a = df[young_midage & mainstream]["Sales"]

b = df[young_midage & budget_premium]["Sales"]

stat, pval = ttest_ind(a.values, b.values, equal_var=False)

print(pval)
pval < 0.0000001

1.834645908180742e-237
Out[118… np.True_

P-VALUE IS CLOSE TO 0. THERE IS A STATISTICALLY SIGNIFICANT DIFFERENCE TO THE

TOTAL SALES BETWEEN THE "Mainstream YOUNG MIDAGE" SEGMENT TO THE "Budget &
Premium YOUNG MIDAGE" SEGMENT.

EXAMINE WHAT BRAND OF CHIPS THE TOP 3 SEGMENTS CONTRIBUTING TO TOTAL

SALES ARE BUYING.

In [119… df.groupby(["Group", "Subscription"])["Brand"].agg(pd.Series.mode).sort_values()

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Out[119… Brand

Group Subscription

MIDAGE SINGLES/COUPLES Budget Kettle

YOUNG SINGLES/COUPLES Budget Kettle

YOUNG FAMILIES Premium Kettle

Mainstream Kettle

Budget Kettle

RETIREES Premium Kettle

Mainstream Kettle

Budget Kettle

OLDER SINGLES/COUPLES Premium Kettle

YOUNG SINGLES/COUPLES Mainstream Kettle

OLDER SINGLES/COUPLES Mainstream Kettle

OLDER FAMILIES Premium Kettle

Mainstream Kettle

Budget Kettle

NEW FAMILIES Premium Kettle

Mainstream Kettle

Budget Kettle

MIDAGE SINGLES/COUPLES Premium Kettle

Mainstream Kettle

OLDER SINGLES/COUPLES Budget Kettle

YOUNG SINGLES/COUPLES Premium Kettle

CHIPS BRAND "Kettle" IS DOMINATING EVERY SEGMENT AS THE MOST PURCHASED

BRAND .

In [122… for stage in df["Group"].unique() :

for subs in df["Subscription"].unique() :
print("==========", stage, "-", subs, "==========")
summary = df[(df["Group"] == stage) & (df["Subscription"] == subs)]["Bra
print(summary)
plt.figure()
summary.plot.barh(figsize = (5, 1))
plt.show()

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========== YOUNG SINGLES/COUPLES - Premium ==========

Brand
Kettle 838
Smiths 787
Pringles 537
Name: count, dtype: int64

========== YOUNG SINGLES/COUPLES - Budget ==========

Brand
Kettle 1211
Smiths 1185
Pringles 832
Name: count, dtype: int64

========== YOUNG SINGLES/COUPLES - Mainstream ==========

Brand
Kettle 3844
Doritos 2379
Pringles 2315
Name: count, dtype: int64

========== MIDAGE SINGLES/COUPLES - Premium ==========

Brand
Kettle 1206
Smiths 923
Pringles 781
Name: count, dtype: int64

========== MIDAGE SINGLES/COUPLES - Budget ==========

Brand
Kettle 713
Smiths 591
Doritos 479
Name: count, dtype: int64

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========== MIDAGE SINGLES/COUPLES - Mainstream ==========

Brand
Kettle 2136
Smiths 1276
Doritos 1210
Name: count, dtype: int64

========== NEW FAMILIES - Premium ==========

Brand
Kettle 247
Pringles 165
Smiths 155
Name: count, dtype: int64

========== NEW FAMILIES - Budget ==========

Brand
Kettle 510
Smiths 328
Doritos 315
Name: count, dtype: int64

========== NEW FAMILIES - Mainstream ==========

Brand
Kettle 414
Doritos 257
Smiths 244
Name: count, dtype: int64

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========== OLDER FAMILIES - Premium ==========

Brand
Kettle 1512
Smiths 1448
Pringles 1014
Name: count, dtype: int64

========== OLDER FAMILIES - Budget ==========

Brand
Kettle 3320
Smiths 2948
Doritos 2032
Name: count, dtype: int64

========== OLDER FAMILIES - Mainstream ==========

Brand
Kettle 2019
Smiths 1742
Doritos 1263
Name: count, dtype: int64

========== OLDER SINGLES/COUPLES - Premium ==========

Brand
Kettle 2947
Smiths 1952
Doritos 1784
Name: count, dtype: int64

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========== OLDER SINGLES/COUPLES - Budget ==========

Brand
Kettle 3065
Smiths 2010
Pringles 1843
Name: count, dtype: int64

========== OLDER SINGLES/COUPLES - Mainstream ==========

Brand
Kettle 2835
Smiths 2070
Doritos 1791
Name: count, dtype: int64

========== RETIREES - Premium ==========

Brand
Kettle 2216
Smiths 1395
Pringles 1331
Name: count, dtype: int64

========== RETIREES - Budget ==========

Brand
Kettle 2592
Smiths 1612
Doritos 1592
Name: count, dtype: int64

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========== RETIREES - Mainstream ==========

Brand
Kettle 3386
Smiths 2367
Pringles 2103
Name: count, dtype: int64

========== YOUNG FAMILIES - Premium ==========

Brand
Kettle 1745
Smiths 1384
Pringles 1007
Name: count, dtype: int64

========== YOUNG FAMILIES - Budget ==========

Brand
Kettle 2743
Smiths 2334
Doritos 1767
Name: count, dtype: int64

========== YOUNG FAMILIES - Mainstream ==========

Brand
Kettle 1789
Smiths 1681
Pringles 1148
Name: count, dtype: int64

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EVERY SEGMENT HAD "Kettle" AS THE MOST PURCHASED BRAND. EVERY SEGMENT
EXCEPT "YOUNG SINGLES/COUPLES Mainstream" HAD "Smiths" AS THEIR SECOND
MOST PURCHASED BRAND. "YOUNG SINGLES/COUPLES Mainstream" HAD "Doritos" AS
AS THEIR SECOND MOST PURCHASED BRAND.

EXAMINE IF OUR TARGET SEGMENT TENDS TO BUY LARGER PACKS OF CHIPS

In [123… # MERGE DF WITH PACK SIZE

merged_pack = pd.concat([df, pack_size.rename("Size")], axis=1)
merged_pack.head()

Out[123… Store Card Transaction Product

Date Product Quantity Sales
Id No. Id Id

Natural Chip
2018-
0 1 1000 1 5 Compny 2 6.0
10-17 SINGLES/
SeaSalt175g

2019- CCs Nacho

1 1 1307 348 66 3 6.3
05-14 Cheese 175g SINGLES/

Smiths Crinkle
2019-
2 1 1343 383 61 Cut Chips 2 2.9
05-20 SINGLES/
Chicken 170g

Smiths Chip
2018- Thinly
3 2 2373 974 69 5 15.0
08-17 S/Cream&Onion SINGLES/
175g

Kettle Tortilla
2018-
4 2 2426 1038 108 ChpsHny&Jlpno 3 13.8
08-18 SINGLES/
Chili 150g

In [124… for stage in merged_pack["Group"].unique() :

for subs in merged_pack["Subscription"].unique() :
print("==========", stage, "-", subs, "==========")
summary = merged_pack[(merged_pack["Group"] == stage) & (merged_pack["Su
print(summary)
plt.figure()
summary.plot.barh(figsize = (5, 1))
plt.show()

========== YOUNG SINGLES/COUPLES - Premium ==========

Size
134.0 537
150.0 933
175.0 1618
Name: count, dtype: int64

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========== YOUNG SINGLES/COUPLES - Budget ==========

Size
134.0 832
150.0 1390
175.0 2338
Name: count, dtype: int64

========== YOUNG SINGLES/COUPLES - Mainstream ==========

Size
134.0 2315
150.0 3080
175.0 4997
Name: count, dtype: int64

========== MIDAGE SINGLES/COUPLES - Premium ==========

Size
134.0 781
150.0 1207
175.0 2082
Name: count, dtype: int64

========== MIDAGE SINGLES/COUPLES - Budget ==========

Size
134.0 449
150.0 771
175.0 1277
Name: count, dtype: int64

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========== MIDAGE SINGLES/COUPLES - Mainstream ==========

Size
134.0 1159
150.0 1777
175.0 2975
Name: count, dtype: int64

========== NEW FAMILIES - Premium ==========

Size
134.0 165
150.0 233
175.0 376
Name: count, dtype: int64

========== NEW FAMILIES - Budget ==========

Size
134.0 309
150.0 440
175.0 777
Name: count, dtype: int64

========== NEW FAMILIES - Mainstream ==========

Size
134.0 224
150.0 374
175.0 589
Name: count, dtype: int64

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========== OLDER FAMILIES - Premium ==========

Size
134.0 1014
150.0 1673
175.0 2816
Name: count, dtype: int64

========== OLDER FAMILIES - Budget ==========

Size
134.0 1996
150.0 3588
175.0 5808
Name: count, dtype: int64

========== OLDER FAMILIES - Mainstream ==========

Size
134.0 1234
150.0 2189
175.0 3588
Name: count, dtype: int64

========== OLDER SINGLES/COUPLES - Premium ==========

Size
134.0 1744
150.0 2768
175.0 4458
Name: count, dtype: int64

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========== OLDER SINGLES/COUPLES - Budget ==========

Size
134.0 1843
150.0 2811
175.0 4625
Name: count, dtype: int64

========== OLDER SINGLES/COUPLES - Mainstream ==========

Size
134.0 1720
150.0 2773
175.0 4525
Name: count, dtype: int64

========== RETIREES - Premium ==========

Size
134.0 1331
150.0 1943
175.0 3306
Name: count, dtype: int64

========== RETIREES - Budget ==========

Size
134.0 1517
150.0 2319
175.0 3847
Name: count, dtype: int64

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========== RETIREES - Mainstream ==========

Size
134.0 2103
150.0 3290
175.0 5295
Name: count, dtype: int64

========== YOUNG FAMILIES - Premium ==========

Size
134.0 1007
150.0 1778
175.0 2998
Name: count, dtype: int64

========== YOUNG FAMILIES - Budget ==========

Size
134.0 1674
150.0 2862
175.0 4921
Name: count, dtype: int64

========== YOUNG FAMILIES - Mainstream ==========

Size
134.0 1148
150.0 2004
175.0 3174
Name: count, dtype: int64

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MOST FREQUENT CHIPS SIZE PURCHASED IS 175g FOLLOWED BY THE 150g CHIPS SIZE
FOR ALL SEGMENTS.

AVERAGE AMOUNT OF CHIPS BOUGHT PER CUSTOMER SEGMENT

In [125… avg_chips = (df.groupby(["Group", "Subscription"])["Quantity"].sum() / df.groupb

avg_chips

Out[125… 0

Group Subscription

OLDER FAMILIES Mainstream 9.255380

Budget 9.076773

Premium 9.071717

YOUNG FAMILIES Budget 8.722995

Premium 8.716013

Mainstream 8.638361

OLDER SINGLES/COUPLES Budget 6.781398

Premium 6.769543

Mainstream 6.712021

MIDAGE SINGLES/COUPLES Mainstream 6.432080

RETIREES Budget 6.141847

Premium 6.103358

MIDAGE SINGLES/COUPLES Premium 6.078514

Budget 6.026459

RETIREES Mainstream 5.925920

NEW FAMILIES Mainstream 4.891566

Budget 4.821527

Premium 4.815652

YOUNG SINGLES/COUPLES Mainstream 4.575597

Premium 4.264113

Budget 4.250069

HISTOGRAM OF AVERAGE AMOUNT OF CHIPS BOUGHT PER CUSTOMER SEGMENT

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In [126… avg_chips.unstack().plot.bar(figsize = (15, 4), rot = 0)

plt.title("Average amount of chips bought per customer segment")
plt.legend(loc = "center left", bbox_to_anchor = (1.0, 0.5))
plt.ylabel("Quantity")
plt.show()

AVERAGE CHIPS PRICE PER TRANSACTION BY SEGMENTS

In [ ]: # Calculate "Unit Price" only where "Quantity" is non-zero and both columns are
df["Unit Price"] = df["Sales"] / df["Quantity"].replace(0, pd.NA)
# Group by "Group" and "Subscription" and calculate the mean of "Unit Price"
chips_segment = df.groupby(["Group", "Subscription"], dropna=False)["Unit Price"
# Display the resulting DataFrame
chips_segment

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Out[ ]: Unit Price

Group Subscription

YOUNG SINGLES/COUPLES Mainstream 4.065642

MIDAGE SINGLES/COUPLES Mainstream 3.994241

RETIREES Budget 3.924404

Premium 3.920942

NEW FAMILIES Budget 3.917688

Mainstream 3.916133

OLDER SINGLES/COUPLES Premium 3.893182

Budget 3.882096

NEW FAMILIES Premium 3.872110

RETIREES Mainstream 3.844294

OLDER SINGLES/COUPLES Mainstream 3.814665

MIDAGE SINGLES/COUPLES Premium 3.770698

YOUNG FAMILIES Premium 3.762150

Budget 3.760737

OLDER FAMILIES Budget 3.745340

MIDAGE SINGLES/COUPLES Budget 3.743328

OLDER FAMILIES Mainstream 3.737077

YOUNG FAMILIES Mainstream 3.724533

OLDER FAMILIES Premium 3.717000

YOUNG SINGLES/COUPLES Premium 3.665414

Budget 3.657366

In [129… chips_segment.unstack().plot.bar(figsize = (15, 4), rot = 0)

plt.legend(loc = "center left", bbox_to_anchor = (1.0, 0.5))
plt.show()

RECOMMENDATIONS

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1/ OLDER FAMILIES - Focus on the Budget Segment. - Strength: Frequent Purchase. We

can give promotions that encourages more frequency of purchase. - Strength: High
quantity of chips are purchased per visit. We can give promotions that encourage them
to buy more quantity of chips per purchase.

2/ YOUNG SINGLES/COUPLES - Focus on the Mainstream Segment. - This segment is the

only segment that had "Doritos" as their 2nd most purchased brand (after "Kettle"). To
specifically target this segment it might be a good idea to collaborate with "Doritos"
merchant to do some branding promotion catered to "YOUNG SINGLES/COUPLES
Mainstream" segment. - Strength: Population quantity. We can spend more effort on
making sure our promotions reach them, and it reaches them frequently.

3/ RETIREES - Focus on the Mainstream Segment. - Strength: Population quantity. Again,

since their population quantity is the contributor to the high total sales, we should spend
more effort on making sure our promotions reaches as many of them as possible and
frequent.

4/ GENERAL - All segments has "Kettle" as the most frequently purchased brand, and
175g (regardless of brand) followed by 150g as the preferred chips size. - When
promoting chips in general to all segments it is good to take advantage of these two
points.

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