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.

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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.

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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.

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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.

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