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Short Summary of Findings

1. Top 3 Most Profitable Products

The most profitable products based on total sales:

  1. Dorito Corn Chip Supreme 380g – $40,352
  2. Smiths Crinkle Chip Original Big Bag 380g – $36,367.6
  3. Smiths Crinkle Chips Salt & Vinegar 330g – $34,804.2

Key Insights:

  • Large chip bags dominate the top sales, suggesting a preference for bulk purchases.
  • Popular brands like Doritos and Smiths are strong market leaders.

2. Most Loyal Customer Characteristics

Loyal customers were identified based on purchase frequency and total spending. Most of them belong to these groups:

Life Stage Customer Type Number of Loyal Customers
Older Families Budget 2
Older Families Mainstream 2
Young Families Budget 2
Young Families Mainstream 1
Young Families Premium 2
Young Singles/Couples Mainstream 1

Key Insights:

  • Families (young and older) make the most repeat purchases.
  • Budget-conscious and mainstream buyers dominate loyalty.
  • Premium buyers are fewer but still exhibit high spending habits.

3. Hypothesis on Customer Loyalty

  • Families buy in bulk, making large chip packs a frequent purchase.
  • Budget and mainstream buyers seek value, leading to high loyalty.
  • Popular brands retain loyal customers, reinforcing purchasing habits.

Recommendations for Marketing

📌 Target families in promotions, especially budget & mainstream segments. 📌 Offer discounts on bulk purchases to increase sales volume. 📌 Position chips as a “family-friendly” snack to strengthen loyalty. 📌 Explore loyalty programs to retain high-value customers.

This analysis provides valuable insights to refine marketing strategies and maximize profitability.