Analyst: Joy Ikwue

Date: June, 2026

Programme: QUANTIUM (Forage)

Dataset: Transaction Data (264,836 rows) & Customers Data (72,638 rows)

Tools: Excel

EXECUTIVE SUMMARY

| $1.9M Total Revenue | 504.7K Quantity Units Sold | $3.8 Average Price | 21 Customer Seg. | 264.83K Transactions | | --- | --- | --- | --- | --- |

This report presents a data-driven analysis of QVI customer chip purchasing behaviour for the period 2018–2019. The dataset was cleaned to remove outliers, correct inconsistent formats and remove duplicate values to ensure data integrity. Five key metrics were analysed across 21 customer segments using pivot tables in Excel. The analysis revealed that Older Families and Young Families are the most valuable and frequently shopping segments, while Mainstream Young Singles/Couples demonstrated the highest willingness to pay per unit. These findings provide actionable insights to support Julia, Category Manager, in making informed decisions around promotional strategy, range planning and chip category growth for the upcoming category review.

PROBLEM STATEMENT

The QVI chips category is approaching a scheduled category review and the Category Manager, Julia, requires a clear understanding of customer purchasing behaviour to inform strategic decisions. While transactional data exists across multiple customer segments, there is currently no structured analysis identifying which customer segments drive the most value, how frequently different segments purchase, and what factors influence their spending behaviour. Without this understanding, decisions around range planning, promotional strategy and category growth risk being made without sufficient data backing. This analysis therefore seeks to examine chip purchasing behaviour across 21 customer segments defined by lifestage and premium tier, in order to provide Julia with actionable and commercially relevant recommendations for the upcoming category review.

DATA OVERVIEW

Two datasets were used in this analysis. The first dataset contained transactional data recording 264,836 rows of chip purchases made between July 2018 and June 2019 across multiple stores. Each transaction recorded the date, store number, customer loyalty card number, transaction ID, product number, product name, quantity purchased and total sales value.

The second dataset contained customer behaviour data covering 72,637 unique customers, each classified by two attributes, lifestage and premium tier. Lifestage identifies where a customer is in their life journey, capturing seven categories including Young Singles/Couples, Young Families, Midage Singles/Couples, Older Families, Older Singles/Couples, Retirees and New Families. Premium tier differentiates customers by their price point preferences across three categories which are Budget, Mainstream and Premium.

Both datasets were joined using the customer loyalty card number as the primary key, resulting in a single merged dataset ready for analysis. Prior to merging, the transaction dataset was cleaned to remove 2 bulk purchase transactions belonging to a commercial buyer (Customer 226000) and 1 duplicate transaction, leaving a final clean dataset of 264,833 transactions. No missing values or formatting issues were identified in the customer behaviour dataset.

Transaction Data