Business Case: Aerofit - Data Exploration and Visualisation

🎯 Objective

To identify the characteristics of the target audience for each type of treadmill offered by the company, to provide a better recommendation of the treadmills to the new customers. To investigate whether there are differences across the product with respect to customer characteristics. ✓ Perform descriptive analytics to create a customer profile for each AeroFit treadmill product by developing appropriate tables and charts. ✓ For each AeroFit treadmill product, construct two-way contingency tables and compute all conditional and marginal probabilities along with their insights/impact on the business.

📝 Project Report

• You can access the complete project python file here - [Python] (https://github.com/nikhilsree5/AerofitCasestudy/blob/main/Aerofit_Businesscase.ipynb)
• You can access the complete project in pdf format here - [Report] (https://github.com/nikhilsree5/AerofitCasestudy/blob/main/Business%20Cas3%20Aerofit%20-%20NIkhil%20K%20A.pdf)

📚 About Data

The company collected the data on individuals who purchased a treadmill from the AeroFit stores during three months.The data is available in a single csv file

Product Portfolio

• The KP281 is an entry-level treadmill that sells for USD 1,500.

• The KP481 is for mid-level runners that sell for USD 1,750.

• The KP781 treadmill is having advanced features that sell for USD 2,500.

Feature	Description
Product	Product Purchased: KP281, KP481, or KP781
Age	Age of buyer in years
Gender	Gender of buyer (Male/Female)
Education	Education of buyer in years
MaritalStatus	MaritalStatus of buyer (Single or partnered)
Usage	The average number of times the buyer plans to use the treadmill each week
Income	Annual income of the buyer (in $)
Fitness	Self-rated fitness on a 1-to-5 scale, where 1 is the poor shape and 5 is the excellent shape
Miles	The average number of miles the buyer expects to walk/run each week

Insights from analysis

• The customer profile of KP281 shows that the product is used by both men and women of age 18 to 30 and of income level $25000 to $55000. The major share of customers confined to moderate-fitness level. The usage of this model is found to be moderate.
• The customer profile of KP481 shows that the product is used by both men and women of age 20 to 25 and 30 to 35 and of income level $40000 to $55000. The major share of customers confined to moderate-fitness level. The usage of this model is found to be moderate.
• Another interesting trend is in the case KP781. Unlike other two models of treadmill, KP781 is a more sophisticated and costly product. From the analysis it is found that the customers of KP781 is concentrated on high fitness level. Even though large part of the customers of this model is from high income group, there are also a considerable number of lower-income customers who are good in shape and irrespective of the income level, they expect it to be used frequently. The expected milage and usage shows that this product is exclusively expected to be of high usage. Unlike other two models, 82.5% of the customers of this product are men.

Business Recommendations

Promotions and Offers for Target Customers

• There are ways to optimise the products KP 281 and KP 481 for there preffered usage and promote the product among its target customers.

Tailored Promotion for Limited Customers

• The target customers of KP 781 are comparatively concentrated and well defined. Promotional activities for this model can be thus very focused and much cost-effective.