Pelican Case Study
Pelican Stores, based on a random sample of a 100 customers during promotional event, determined that a majority of their customers are married females in the 30-49 year age bracket. Customers showed to be susceptible to promotional advertising, and have a strong propensity for coupon usage. This data can help Pelican Stores to better identify and meet the needs of their most prominent clientele.
The customer profile we have created has come from the data analysis below (1-4). This data will be used to profile Pelican Stores’ clientele in order to better meet the needs of their customers and increase their sales.
1. Percent frequency distribution for key variables. The key variables in the data set in relation to Pelican Stores understanding their customer profile would be:
a) Customer type
b) Net sales range
c) Quantity of items
d) Method of payment
e) Gender
f) Marital status
g) Age (range)
Table A: Frequency distribution for Customer type
Customer type Frequency (Or Percentage) (Number of customers)
Promotional 70
Regular 30 Total 100
Interpretation:
Customer type frequency distribution shows a strong trend towards promotional customers, meaning that during the sales period there were more customers who were invited through the promotional offer compared to regular customers. Pelican stores might be inclined to have such promotional offers sent out at periodical intervals to promote their sales.
Table B: Net sales range spent by customers
Net sales range Frequency (Or Percentage)
Promotional customers Regular Customer Total
$0 - $49.99 24 15 39
$50.00 - $99.99 25 10 35
$100.00 - $199.99 17 5 22
$200.00 and above 4 0 4 Total 70 30 100
Interpretation:
This frequency distribution demonstrates that overall more than 50% of the customers, promotional and regular customers combined spent on an average less than $100. Therefore this might lead Pelican to think about
The customer profile we have created has come from the data analysis below (1-4). This data will be used to profile Pelican Stores’ clientele in order to better meet the needs of their customers and increase their sales.
1. Percent frequency distribution for key variables. The key variables in the data set in relation to Pelican Stores understanding their customer profile would be:
a) Customer type
b) Net sales range
c) Quantity of items
d) Method of payment
e) Gender
f) Marital status
g) Age (range)
Table A: Frequency distribution for Customer type
Customer type Frequency (Or Percentage) (Number of customers)
Promotional 70
Regular 30 Total 100
Interpretation:
Customer type frequency distribution shows a strong trend towards promotional customers, meaning that during the sales period there were more customers who were invited through the promotional offer compared to regular customers. Pelican stores might be inclined to have such promotional offers sent out at periodical intervals to promote their sales.
Table B: Net sales range spent by customers
Net sales range Frequency (Or Percentage)
Promotional customers Regular Customer Total
$0 - $49.99 24 15 39
$50.00 - $99.99 25 10 35
$100.00 - $199.99 17 5 22
$200.00 and above 4 0 4 Total 70 30 100
Interpretation:
This frequency distribution demonstrates that overall more than 50% of the customers, promotional and regular customers combined spent on an average less than $100. Therefore this might lead Pelican to think about