Shopping Behavior Analysis in Power BI 💸

This analysis explores customer shopping behaviour patterns to uncover actionable insights for business optimization. Comprehensive exploratory data analysis (EDA) is applied to assess customer demographics, purchasing patterns, seasonal trends, and marketing effectiveness. The findings offer data-driven recommendations for targeted marketing, inventory management, and customer experience enhancement.

Target Audience 🎯

Sales and Product Management

Key Objectives

• Understand customer demographics and purchasing behaviour
• Analyze seasonal and categorical sales patterns
• Evaluate marketing campaign effectiveness
• Identify opportunities for revenue optimization
• Develop customer segmentation strategies

Dataset 🗒️

The dataset was downloaded from Kaggle, then examined for missing values and preprocessed using DAX language.

• Customer ID – Unique identifier for each customer
• Age – Age of the customer
• Gender – Gender of the customer (e.g., Male, Female)
• Item Purchased – Specific product bought by the customer
• Category – Broader product category (e.g., Clothing, Footwear)
• Purchase Amount (USD) – Total amount spent on the purchase in U.S. dollars
• Location – Customer’s geographical location (usually state or region)
• Size – Product size (e.g., S, M, L)
• Color – Color of the purchased item
• Season – Season during which the purchase was made (e.g., Winter, Spring)
• Review Rating – Customer’s rating for the purchase (numerical score)
• Subscription Status – Indicates if the customer has an active subscription (Yes/No)
• Shipping Type – Shipping option selected (e.g., Express, Free Shipping)
• Discount Applied – Whether a discount was used for the purchase (Yes/No)
• Promo Code Used – Whether a promo code was applied (Yes/No)
• Previous Purchases – Number of purchases made by the customer before this one
• Payment Method – Method used to pay (e.g., Credit Card, PayPal, Cash)
• Frequency of Purchases– How often the customer makes purchases (e.g., Weekly, Annually)

Results

You can scroll through the Power BI project visualizations here ➡️ ShoppingBehavior.pdf
❗Please note that this version is in PDF format, so interactive features are not available, it’s intended for a quick overview only. If you have Power BI Desktop installed and would like to explore the interactive dashboard, you can download the .pbix file from the main branch.