Sales Analysis of a Computer Store Using Data

Visualization

A report submitted in partial fulfilment of requirements for the group project in Business Intelligence
and Data Visualization

Master of Business Administration

In
Business Analytics

Submitted by:
GROUP – 4
Arjun Raja BA004-24
Kakileti Sri Rishitha BA024-24
N B Ramakrishnan BA030-24
Sidhartha Banra – BA049-24
Avin Abraham – BA055-24

Under the guidance of: Prof. Sobhan Sarkar

INDIAN INSTITUTE OF MANAGEMENT, RANCHI

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 Certificate

This is to certify that the report entitled “Sales Analysis of a Computer Store
Using Data Visualization”, submitted by Group 4 to the Indian Institute of
Management Ranchi, for the award of the degree of MBA-BA, is a record of the
original, bona fide research work carried out by him under our supervision and
guidance. The dissertation has reached the standards fulfilling the requirements
of the regulations related to the award of the degree.

The results contained in this report have not been submitted in part or in full to
any other University or Institute for the award of any degree or diploma to the
best of our knowledge.

....................................

Prof. Sobhan Sarkar

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 Declaration
I declare that this written submission represents the group’s ideas in its own
words. Where others’ ideas and words have been included, I have adequately
cited and referenced the original source. I declare that I have adhered to all
principles of academic honesty and integrity and have not misrepresented or
fabricated or falsified any idea/data/- fact/source in my submission. I understand
that any violation of the above will cause disciplinary action by the Institute and
can also evoke penal action from the source which has thus not been properly
cited or from whom proper permission has not been taken when needed.

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 Acknowledgement
We would like to express our sincere gratitude to everyone who has supported
and guided us throughout this project.

We are sincerely grateful to Professor Sobhan Sarkar, whose excellent guidance

and motivation were instrumental in the completion of this work. His expertise
and insights provided us with a deep understanding of Visualization tools like
PowerBI and Tableau and this knowledge would really assist us in our long runs.

Special thanks go to our peers and colleagues, for their constructive criticism and
collaboration, which enhanced the quality of our work.

Additionally, we are grateful to INDIAN INSTITUTE OF MANAGEMENT,

RANCHI. For giving us the opportunity and facilitating us with all our
requirements in the completion of the project.

Thank you all for your contributions and support.

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Table of Contents
Certificate ........................................................................................................................... 2
Declaration ......................................................................................................................... 3
Acknowledgment ......................................................................................................................... 4
Table of Figures ................................................................................................................... 5
Introduction ........................................................................................................................ 6
Background......................................................................................................................... 7
Problem Statement ............................................................................................................... 9
Data Collection And Pre-Processing ..................................................................................... 10
Data Description ................................................................................................................ 11
Parameters ........................................................................................................................ 12
Research Questions ............................................................................................................ 16
Solutions to the Research Questions ..................................................................................... 17
Results and Discussions ...................................................................................................... 32
References ........................................................................................................................ 34

Table of Figures
Figure 1: key driver of total sales and profit ............................................................................ 17
Figure 2: Brand performance by region and channel .............................................................. 18
Figure 3 : Relationship between discount rate and profit ........................................................ 19
Figure 4 : Customer age vs. spending patterns ....................................................................... 20
Figure 5 : Correlation between customer satisfaction ratings and product categories.............. 21
Figure 6 : Gender Based Product preferences ........................................................................ 22
Figure 7 : Regional contribution to sales ................................................................................ 23
Figure 8 : Sales according to channels by region .................................................................... 24
Figure 9 : Logistics Costs across regions and products .......................................................... 25
Figure 10 : Impact of logistics costs on gross profit ................................................................ 26
Figure 11 : Most Profitable Products ...................................................................................... 27
Figure 12 : Warranty trends by sales ...................................................................................... 28
Figure 13 : Logistics and Delivery Impact on Sales ................................................................. 29
Figure 14 : Combination of Factors for High Profit and Satisfaction ......................................... 30
Figure 15 : Sales Value(USD) by Brand and PC part ................................................................ 31
Figure 16: Sales Analysis Dashboard for the global Stores...................................................... 32
Figure 17: Analysis of Sales based on PC part ........................................................................ 32

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 Introduction
Sales performance and customer satisfaction pose big challenges in the competitive PC parts
sector of businesses. These factors are good indicators of effectiveness in generating revenue
and commanding sustainable loyalty towards brand image. When a business doesn't use the
right sales strategy, doesn't have the best assortment of products, and doesn't excite customers,
things don't work right – not in the business, not in the company. And that means higher
operating costs, lack of growth, and stunted business growth. Thus, it is necessary for firms to
be able to identify Key Performance Drivers, in the areas of sales, customer satisfaction,
profitability and the logistics. The objective of this project is to create an actionable data driven
analysis of sales data using data visualisation; thus, these insights will help the companies in
improving operations efficiency, optimising product offerings and enhancing overall customer
satisfaction. They will use analytical methods Power BI and tools to visualize the data that
makes complex data more relevant for stakeholders. Such analysis will reveal trends and
patterns that are not obvious.

Sales performance depends on many factors such as customer demographics, product

categories, brand reputation, region-based demand, and logistics efficiency; these elements
differently affect profitability and customer loyalty. In analyzing historical sales data, the
project seeks to discover insights that could direct strategic decisions. For example,
visualizations based on the gross profit margins of a region or the customer ratings of a product
category can expose those areas that have substantial potential for improvement.

The report looks at the most important drivers of sales and profitability which includes
differences between regions, spending habits of customers, logistics costs, delays in delivery
and per product profitability. Insights are gained through data visualization to see how discount
rates logistics costs affect profitability. The use of tools such as Power BI enables the
development of an interactive dashboard that could allow businesses to explore specific
products, regions, or sales channels, thus facilitating the discussion of actionable insight.

Essentially, this "Sales Analysis of a Computer Store Using Data Visualization" is a Power BI
project that aims to present certain raw sales data into insight. Understanding the factors
responsible for profitability, customer satisfaction, and operational efficiency allows a business
to anticipate future trends in sales, resolve inefficiencies, and improve its strategy for continued
growth and a competitive edge with better customer relationships.

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 Background
The sales performance of PC parts and their customer satisfaction is an important thing for
businesses. Further, an analysis of these will also impact operations, revenue, and more. When
we think about sales underperforming or customers being unhappy, it isn’t just about increasing
profitability. But also about improving logistics, brand perceptions and changing consumer
habits. Reports indicate that businesses that don’t align their strategies with customer
preference and market trend, often struggle to remain competitive. As a result, companies are
now taking data-driven decisions to smartly improve sales and customer experience.

Historically, companies have used reports, industry surveys, and complaints to spot trends in
the sale of the product. Even though they can provide valuable insights, it is a very time-
consuming task, and they also do not provide deep insights. Also, these old-fashioned methods
often fail to capture the relationship between things, for example, the impact of customer
demographics, product quality and performance, region-wise trends and logistics efficiency.
Although as more detailed sales data become more readily available, firms can now further
employ advanced analytic techniques that allow for a more accurate and holistic view.

With advancements in data visualization tools such as Power BI, businesses can now transform
raw sales data into actionable insights through intuitive and interactive dashboards. The use of
data visualization allows organizations to express patterns and relationships that are masked in
tabular data. For example, with data visualization, the association between logistics costs and
customer satisfaction or sales volumes across regions gives a clear picture of performance
drivers. Powerful in this respect, the visualization allows the identification of actionable links
between product pricing, regional preferences, and profitability, all of which are essential in
coordinating widely informed strategic planning.

Here is where Power BI, as a powerful exploratory software tool for getting different
perspectives on the data, appears in our project. Certain parameters within the dataset, like
product categories, customer demographics, brand performance, and delivery lead time, are
instrumental in determining customer satisfaction and profitability in our context. With filters,
drill down, and data modeling in Power BI, we shall conduct the analysis in order to distinguish
the performing products, evaluate sales tendencies of regions, and identify inefficiencies of
logistics. With the illustration of these aspects, businesses will have the ability to better monitor
and respond to sales trends and customer satisfaction; thus, they will be able to evolve and
enhance operational efficiency and customer loyalty.
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The Certification Work emphasizes and underlines the paramount importance of Data
Visualization when it comes to understanding the sales performance drivers and customer
satisfaction in the PC parts industry. Tools such as Power BI provide companies with
opportunities for data-driven decision-making by implementing approaches that would
improve customer experience and sustain growth within the ever-challenging marketplace.

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 Problem Statement
To this end, sales optimization and profitability improvement within customer satisfaction are
thus very difficult to achieve for companies in the PC parts industry. Various other factors
where product performance, logistics, and regional trends could be mapped against variability
in customer behaviours and preferences can greatly slacken revenue and growth. This study
looks to uncover what potential prolific forces work towards the improvement of sales
performance, profits, and customer satisfaction along with the forecast of future sales trends.
Uncovering these factors can also allow the companies in creating targeted strategies in
enhancing product offerings, lowering costs, and, hence, increasing customer experience.

This combines both predictive and descriptive analytics perspectives:

 Predictive Analysis: Forecast future sales performance and identify potential factors
influencing customer satisfaction and profitability.

 Descriptive Analysis: Analyze historical data to understand key drivers of sales, trends
in customer demographics, and regional performance variations.

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 Data Collection And Pre-Processing
The dataset used for this project is sourced from Kaggle, an extremely popular platform for
publicly available datasets and data science projects. The dataset gives a detailed overview
about sales of PC parts with descriptions and transactions in a few demographics and regions.
Customer demographics include customer name, gender, and age; product information such as
PC parts and brands; as well as transactional information that includes units sold, purchase
price, total sales value, and gross profit. Apart from this, there are logistics costs, ratings by the
customers, and warranty lengths provided. The dataset seems clean and fit for analysis and
requires very minimal preprocessing, thereby making it ideal for direct visualization and
analysis through Tableau and PowerBI.

The only preprocessing that was required was to remove some blank spaces and remove some
small portions of the dataset. Since the dataset had been pre-cleaned, the project could focus
directly on visualization and analysis, ensuring that their time was maximized to generate
actionable insights.

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 Data Description
The dataset provided here concerns sales of PC parts about the sales and customers across
multiple regions and demographics. It contains details about the products, such as PC parts,
brands, and prices, along with sales performance indicators, which include units sold, total
sales value, logistics cost, and gross profit. The key features in this dataset include Customer
Age, Region of Sale, Sales Channel (Online/Offline), Delivery Time, Warranty Period, and
Customer Ratings. An analysis and visualization of sales trends, customer preferences, and
profitability trends in the PC parts market will be conducted on this dataset.

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 Parameters

Customer Name:

Mostly a nominal label, this allows analysts to look backward and track purchase history,
follow repeating customers, and see customer-oriented implications. Allows analysts to
further personalize and gain insights for relationship management by cross-referencing with
such fields such as location and product type.

Gender:

Shows the gender of each customer, like Male, Female. Segmentation on the basis of gender
brings out varying behaviours, preferences, and trends between the two sexes. For instance,
some brands or parts for personal computers could resonate with one sex more than the other,
which would assist in targeted marketing campaigns.

PC Part:

Type of computer component sold. e.g. mouse pad, mouse. This is a key parameter with respect
to product analysis that helps in identifying high-demand or underperforming products for a
business. Insights available through this data may impact decisions regarding inventory
planning, product development, and sales strategies.

Brand:

This specifies each PC part's manufacturer or brand: e.g. Logitech, Redgear, Corsair. Brand
performance under scrutiny lets one evaluate customer loyalty, market share, competition, etc.
For instance, the most profitable brands would be revealed through a comparison of gross profit
across brands.

Region of Sale:

This shows where in the world that the sale takes place (e.g. Australia, Asia, Africa). To
identify sales trends and consumer behaviour in a region and adjust their strategy according
to regional market conditions and preferences.

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Sub-Region:

It offers a more specific geographical indication related to the wider region (for example,
Perth, Japan plus Kenya) that can aid in recognizing local trends, assessing the performance
of the regional campaign, and any market opportunities that one has yet to enter.

Sales Channel:

Specifies whether the transaction was executed in an online or offline sales channel. This
parameter holds huge importance in understanding the other growing trends in e-commerce
and the significance of brick-and-mortar retailing. Based on the performance of the channel,
businesses can adjust the resource allocation and customer reach strategies.

Units Sold:

The quantity of products sold in each transaction. Units sold reflect direct sales volume; hence,
this parameter is utmost importance to understand the popularity of the product in question and
forecast more sales in the coming time. Besides, this closely relates to revenue generation and
market share studies.

Purchase Price (USD):

This is representative of the cost price of a single product in USD. Purchase prices must be
tracked to determine profit margins and measure the effectiveness of procurement processes.
This allows businesses to catch the fluctuating prices and drive pricing curves.

Total Sales Value (USD):

The total revenue from the transaction, derived from the product of the price of the unit sold
times the number of units sold. Revenues are very significant in determining the strength of the
business. They may be used to trace high-value customers, regions, or products.

Logistics Cost Per Unit (USD):

Indicates the cost of transportation for one unit of the product. High logistics costs can cut into
profit margins: thus, this is a metric deemed very vital in almost every supply chain
consideration. It also finds its bearing in ascertaining total cost of serving for different
customers or even regions.

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Average Spend per Transaction (USD):

This metric tells how much on average, a customer spends in one transaction. It signifies the
buying behavior and can determine premium customers or opportunities to increase spend
through upselling or bundling strategies.

Gross Profit (USD):

The profit earned from the sale of a product after costs incurred (including purchase price and
logistics cost) are deducted. Gross profit is an important key for all three items of interest:
profitability, cost, and efficiency in running the entire product.

Discount Rate:

Discount represents the percent-off that has been provided on the product. This indicator is
useful for assessing the impact on sales volumes and profit from promotional strategies. Thanks
to the deduction trend, differences in pricing and promotion strategies can take place for
achieving the desired results.

Delivery Time (days):

The series of days it takes before the item is delivered to the customer. Delivery is an essential
element against which customer satisfaction and retention are often evaluated. Analyzing this
helps you identify the bottlenecks that slow down logistics and pinpoints where enhancement
of service levels may be exercised.

Warranty Period (months):

Specifies how long the warranty will cover for the product. An extended warranty period may
point towards better quality of the product and reliability, influencing the customer to make a
purchase. Warranty credentials may prove helpful even in assessing brand image as well as
after-sales support effectiveness.

Customer Rating:

Represents the rating given by the customer for the purchase experience or from the point of
view of product (on a scale, e.g., 1 to 5). The customer rating itself serves as a clear indication
of the satisfaction degree and offers insight to the areas needing work in product design, quality,
or service.

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Age:

The age of the customer expressed in years. Age-based segmentation generally gives insight
into one generation's likes and dislikes to build campaigns accordingly. For instance, younger
customers may go for certain brands or online sales, while older ones may prefer purchases
made through non-online channels or stick to specific product types.

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 Research Questions
Sales and Profitability

1. What are the key factors driving total sales value and gross profit for different PC parts?

2. How does brand performance vary across regions and sales channels?

3. What is the relationship between the discount rate and gross profit margins?

Customer Behavior

4. How does customer age influence purchase decisions and spending patterns?

5. What is the correlation between customer satisfaction ratings and product categories or
brands?

6. Do male and female customers prefer different types of PC parts?

Regional Insights

7. Which regions or sub-regions contribute the most to overall sales and profitability?

8. How do sales channels (online vs. offline) perform in different regions?

Logistics and Costs

9. How do logistics costs vary by region, product type, and brand?

10. What is the impact of logistics costs on gross profit?

Product Performance

11. Which PC parts have the highest profitability?

12. Is there a trend in warranty periods offered by different brands, and how does it
influence sales?

13. How do delivery times and logistics costs influence the sales?

Strategic Improvements

14. What combinations of factors (e.g., brand, region, channel) yield the highest gross profit
and customer satisfaction?

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 15. How can businesses better align product offerings and pricing strategies with customer
preferences?

Solutions to the Research Questions

1. What are the key factors driving total sales value and gross profit for different PC
parts?

Figure 1: key driver of total sales and profit

The chart shows the nexus between units sold and gross profit, delineating distinctly separate
performance trends among the brands: Corsair, Logitech, Razer, and Redgear. For instance, the
data win out in the sense of high gross profits with low-unit sales for Logitech and Razer. This
indicates that perhaps they are going in the direction of premium pricing or cost efficiency. On
the other hand, Redgear is positioned poorly despite high sales volume compared to its revenue.
This possibly means a great deal of development might still lie in pricing or production costs.
Gross profits amounting to $20K to $50K and units sold between 0K and 100K might allow
for some insightful studies of the customer demographic, attractiveness of the product, and
pricing structures to align strategies for increased profitability across all the brands.

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2. How does brand performance vary across regions and sales channels?

Figure 2: Brand performance by region and channel

Significant nuances exist in sales performance variances across the regions and channels within
Redgear, Corsair, Logitech, and Razer. The total sales values pour into a range of $123K-$328K
per brand, with the lion's share of gross sales accrued from the North American and Asia-Pacific
regions. Upwards of $298K from Logitech in North America and $267K from Asia garnishing
Redgear's appeal. Therein lies equal distribution for online and offline channels, while certain
channels over-dominate in respective regions. The suggestions here for the found validities
underline the need for marketing and sales approaches that are modeled for region preference
while using the most effective sales channels.

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3. What is the relationship between the discount rate and gross profit margins?

Figure 3 : Relationship between discount rate and profit

This analysis reveals the finer aspects of the relationship between discount rate and gross profit.
Moderate discounts-due-5%-15% with the corresponding average gross profits peaking up to
$18.4K. However, for discounts higher than 20%, the case is almost reverse: profits dwindle
by all means, averaging at $7K or less. This data implies finding a fine balance in discounting
for the purposes of wooing customers without wrecking the profitability. For instance, a
strategic promotion of select items with discount levels optimum for driving sales while
keeping gross margins steady is feasible.

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4. How does customer age influence purchase decisions and spending patterns?

Figure 4 : Customer age vs. spending patterns

The findings reveal much more inline with spending behavior, as millennials in their thirties
and above are observed spending $4.9K per transaction. Younger and older age groups display
low spending generally below $2K. The above insight can be seen to stake a strong claim in
terms of middle-aged consumers being a target demographic for marketers as there is a
preference shown for premium or high-value products. With such data in hand, age-specific
campaigns and product bundles could enhance spending in geographic areas witnessing low
sales performance.

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5. What is the correlation between customer satisfaction ratings and product categories
or brands?

Figure 5 : Correlation between customer satisfaction ratings and product categories

The given chart provides a comparison of the four brands-Corsair, Logitech, Razer, and
Redgear-on the basis of their performance for Computer peripherals such as headphones,
keyboards, mice, and other mouse pads. Corsair performs the best in headphones with a score
of 3.81 and Logitech in keyboards with a score of 3.67; Redgear, with scores between 3.34 and
3.45, has some catching up to do. The data, therefore, suggests that each brand should focus on
their strong areas while improving the weaker products to capture a larger market. Investing
resources into R&D for poorly performing products can make it increasingly competitive.

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6. Do male and female customers prefer different types of PC parts?

Figure 6 : Gender Based Product preferences

The analysis identifies gender-directed differences in the product-based preferences, with

overall sales units overreported for men. For example, males purchased 3.4K units of
headphones, while females bought only 1K units. Similarly, male purchases dominate keyboard
(3K units) and mouse (2.9K units) sales. These territories speak of emphasizing product forms
or features, as well as marketing campaigns, in its intent to better engage female consumers.
Such opportunities for market pursuits open when performance insufficiencies in female-
directed product lines recalls due effort from marketers.

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7. Which regions or sub-regions contribute the most to overall sales and profitability?

Figure 7 : Regional contribution to sales

Regional sales contributions diverged considerably; with North America ($0.77M) and Europe
($0.68M) leading, South America and Africa followed much behind, with contributions less
than $0.1M for both. These variations indicate that the emerging markets offer unexploited
potential; marketing specific to the regions, consolidating improved supply chains, and/or
locally tailored offerings could boost sales in lagging regions. In developed regions, growth
may also require innovative strategies coupled with enhancements in customer experiences.

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8. How do sales channels (online vs. offline) perform in different regions?

Figure 8 : Sales according to channels by region

Offline channels continue to dominate in the developed regions, boasting over $0.6M in sales
from North America and Europe. Online channels, while comparatively less intense on a
worldwide scale, do show some measure of superlative performance in regions such as Asia
and Africa, where they have been able to bring forth interests worth in excess of $0.1 million
apiece. Those observations point to a fundamental need for a balanced channel strategy;
alongside an outstretch of the digital channeling systems in mature markets.

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9. How do logistics costs vary by region, product type, and brand?

Figure 9 : Logistics Costs across regions and products

There is a wide spectrum of variance seen regarding the logistics average costs from one region
to the next, taking $17K in Africa to $49K in Europe. For the products in question, headphones
and keyboards run the highest average logistics cost. This implies that when certain regions
and certain products are concerned, inefficiencies adversely affect profitability. An attempt to
augment a solution could then include better supply-chain management, the consolidation of
shipments, and negotiating favorable rates with suppliers, and, hence, augmenting profit
margins.

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10. What is the impact of logistics costs on gross profit?

Figure 10 : Impact of logistics costs on gross profit

This analysis draws attention to that inverse relationship between logistics costs and gross
profit, that is, the more high the cost, the more low the profit. For example, logistics costs
above $40K correspond to gross profit averaging less than $20K. This highlights the acute
necessity for streamlining supply chain operations. Streamlined operations, along with
technology-based logistics solutions, can help in cost reduction and increased profitability.

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11. Which PC parts have the highest profitability?

Figure 11 : Most Profitable Products

Headphones grew out to be the most profitable items with $1.09M in gross profits, followed
by mouse pads ($0.97M) and keyboards ($0.82M). In fact, mice only achieved profits of
$0.75M. Thus, resource orientation to better marketing of higher-margin products-mouse pads-
becomes majorly significant. At the same time, attempts to improve profitability on lower-
margin products would balance the mix of revenues.

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12. Is there a trend in warranty periods offered by different brands, and how does it
influence sales?

Figure 12 : Warranty trends by sales

Sales trends by warranty period indicate that mid-range warranties have greater unit sales,
peaking visibly at 25 months with 1,004 units sold. Shorter warranties (15 months) and longer
ones (35 months) are less favorably performing, with sales recorded of less than 500 units each.
This suggests that customers prefer a balanced warranty, providing coverage while remaining
affordable. Warranty policy adjustments in accordance with these preferences would result in
increased unit sales.

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13. How do delivery times and logistics costs influence the sales?

Figure 13 : Logistics and Delivery Impact on Sales

Delivery times greatly affect sales, whereby sales value of above $17K can be achieved if
deliveries are made in under five days. On the other hand, logistics costs are evidenced to affect
sales whereby the higher they are, the less buyers seem to be interested. For example, over
$3,000 in logistics costs comes with an average below $15K for sales. In all these instances,
this posits that sales performance and customer satisfaction can be vastly improved through
faster and cheaper delivery solutions.

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14. What combinations of factors (e.g., brand, region, channel) yield the highest gross
profit and customer satisfaction?

Figure 14 : Combination of Factors for High Profit and Satisfaction

The multiple bubble chart visualizes a combination of factors that make for high profit and
satisfaction as grouped by region. Larger bubbles seem to signify greater contribution to the
profitability and customer satisfaction. The visualization serves to highlight Africa and Asia as
the main regions, with Africa having the consolidated larger bubble of midst, representing
stronger impact on the overall performance. Meanwhile, Asia displaces a considerable number
in the outlying layers in other terms, opportunity to made contributions, just slightly less
outright. Varying sizes and colors indicate diversity in the drivers or strategies that brought
about these outcomes. This indicates opportunities for deeper investigation regarding regional
influences, such as customer preferences, market dynamics, and operational efficiencies, that
can produce this result, along with replication of such working models across other regions.

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15. How can businesses better align product offerings and pricing strategies with
customer preferences?

Figure 15 : Sales Value(USD) by Brand and PC part

Respective brands fight for supremacy, with Redgear leading the pack on mouse pads sales
with $468.63K while Logitech dominates headphones with $438.43K. Corsair and Razer trail
in the most categories with all of their PC parts falling below $350K in sales. The observation
leads to an exit agreement that suggests a product-specific strategy to work around their
strength to successfully improve on weak performing categories.

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 Results and Discussions

Figure 16: Sales Analysis Dashboard for the global Stores

Figure 17: Analysis of Sales based on PC part

The dashboard provides a comprehensive view of the sales performance of a computer store
across regions. It highlights that the total sales value stands at $4.48M, with 15K units sold,
indicating strong overall performance. The logistics costs amount to $839.95K, and the gross
profit reaches $3.64M, demonstrating an efficient and profitable operation.

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Regional analysis reveals that offline sales dominate across all markets, with South America
leading in offline sales value. Online sales contribute more significantly in regions like Asia
and Europe but remain underutilized in others, such as South America and Africa. This
highlights an opportunity to grow digital sales channels in these regions.

The brand performance indicates that Logitech and Razer are the most popular, with strong
sales across multiple regions. Corsair and Redgear also contribute but have lower sales
volumes. Regional preferences for certain brands suggest that tailored marketing campaigns
could further enhance brand-specific sales.

Logistics cost analysis shows that costs are consistent across most regions, though slightly
higher in Europe and North America, potentially due to longer supply chains. Product-wise,
headphones and keyboards incur higher logistics costs, which may reflect demand patterns or
additional handling requirements.

In terms of product profitability, headphones emerge as the top contributor, generating over
$1M in sales, followed by mouse pads. Meanwhile, mice and keyboards have lower sales,
suggesting a need for improved marketing or bundling strategies to boost their contribution.

The geographical heatmap indicates that North America, Asia, and South America are the most
active sales regions. Europe, while contributing, has relatively lower sales, presenting an
opportunity for growth with targeted strategies.

Overall, the dashboard provides actionable insights to optimize online sales, enhance logistics
efficiency, focus on high-performing brands and products, and tap into untapped potential in
regions like Europe. These insights offer a pathway to further strengthening the store’s sales
and operational efficiency.

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 References

1. Source for the dataset:

https://www.kaggle.com/datasets/desisid/pc-parts-computer-store

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