Sales Analysis of a

Computer Store
Data
UsingVisualisation
Group 4
Arjun Raja - BA004-24
Kakileti Sri Rishitha -
BA024-24
N B Ramakrishnan - BA030-
24
Sidhartha Banra - BA049-24
Avin Abraham
Presented to - BA055-24
Prof. Sobhan Sarkar
 Introductio Background
n
This project focuses on analyzing sales performance
and customer satisfaction in the competitive PC
parts sector using data visualization tools like Power
This project highlights the importance of data-driven
decision-making in addressing sales performance
and customer satisfaction in the competitive PC
BI. By examining factors such as regional parts industry. By leveraging Power BI's advanced
performance, customer demographics, product visualization capabilities, businesses can transform
categories, logistics efficiency, and profitability raw sales data into actionable insights, uncovering
trends, the analysis aims to uncover actionable patterns in customer demographics, regional sales,
insights. The goal is to help businesses optimize product performance, logistics efficiency, and
product offerings, improve operational efficiency, profitability. This approach enables organizations to
and enhance customer satisfaction. Visualizations of move beyond traditional methods, offering deeper,
gross profit margins, customer ratings, and logistics more immediate insights into the interplay of factors
costs will provide clarity on areas needing influencing sales. Through interactive dashboards
improvement, enabling data-driven strategic and detailed analyses, companies can refine
decisions. This interactive approach empowers strategies, resolve inefficiencies, enhance customer
stakeholders to explore trends and patterns, driving experiences, and achieve sustained growth in a
growth and long-term competitiveness. dynamic market.
Problem Statement
Optimizing sales and profitability while improving customer satisfaction is
a critical challenge for businesses in the PC parts industry. Inefficiencies
in product performance, logistics, and regional trends, coupled with
varying customer behaviours and preferences, can significantly impact
revenue and growth. This analysis seeks to uncover the most significant
drivers of sales performance, profitability, and customer satisfaction,
while predicting future sales trends. By identifying these factors,
businesses can develop targeted strategies to enhance product offerings,
reduce costs, and improve customer experiences.

• Predictive Analytics
• Descriptive Analytics
Data Collection
& 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.
Data Description
The dataset provided here concerns sales of PC parts about the sales and customers
across multiple regions and demographics.
The following are Parameters
Customer name Average Spend per
Gender Transaction(USD)
Gross Profit(USD)
PC parts Discount Rate

Brand Brand
Region of Sale Delivery Time (days)
Sub-Region Warranty Period
Sales Channel (months)
Customer Rating

Units Sold Age

Purchase Price(USD)

Total Sales
Value(USD)
Logistics Cost per
Unit(USD)
Data Description
Research Questions
Sales and Profitability Logistics and Costs
1. What are the key factors driving total sales value and 9. How do logistics costs vary by region, product type,
gross profit for different PC parts? and brand?
2. How does brand performance vary across regions and 10. What is the impact of logistics costs on gross profit?
sales channels? Product Performance
3. What is the relationship between the discount rate and 11. Which PC parts have the highest profitability?
gross profit margins? 12. Is there a trend in warranty periods offered by
Customer Behavior different brands, and how does it influence sales?
4. How does customer age influence purchase decisions and 13. How do delivery times and logistics costs influence
spending patterns? the sales?
5. What is the correlation between customer satisfaction Strategic Improvements
ratings and product categories or brands? 14. What combinations of factors (e.g., brand, region,
6. Do male and female customers prefer different types of PC channel) yield the highest gross profit and customer
parts? satisfaction?
Regional Insights 15. How can businesses better align product offerings
7. Which regions or sub-regions contribute the most to and pricing strategies with customer preferences?
overall sales and profitability?
8. How do sales channels (online vs. offline) perform in
different regions?
 Results
1. What are the key factors driving total sales value and gross profit for different PC
parts?
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.
 Results
2. How does brand performance vary across regions and sales channels?

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 $75K-$328K per brand,
with the lion's share of gross sales accrued from the
North America and Asia. 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.
 Results
3. What is the relationship between the discount rate and gross profit margins?

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
$17.4K. 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.
 Results
4. How does customer age influence purchase decisions and spending patterns?

The findings reveal much more inline with spending

behavior, as millennials in their thirties and above
are observed spending more than $3K 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.
 Results
5. What is the correlation between customer satisfaction ratings and product
categories or brands?

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

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

Regional sales contributions diverged considerably;

with North America, South America and Australia
leading, and it is widely distributed among Africa,
Europe and East Asian regions.
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.
 Results
8. How do sales channels (online vs. offline) perform in different regions?

Offline channels continue to dominate in the

developed regions, boasting over $0.7M in sales
from South America. Onine channels, while
comparatively less intense on a worldwide scale, do
show some measure of superlative performance in
regions such Europe 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.
 Results
9. How do logistics costs vary by region, product type, and brand?

There is a wide spectrum of variance seen regarding

the logistics average costs from one region to the
next, taking $17K in Europe to $55K in South
America. For the products in question, mousepad
runs the highest average logistics cost and keyboard
runs the least 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.
 Results
10. What is the impact of logistics costs on gross profit?

This analysis draws attention to that direct

relationship between logistics costs and gross profit,
that is, the more high the cost, the more the profit.
For example, logistics costs above $40K correspond
to gross profit averaging more than $4K.
This highlights the necessity for streamlining supply
chain operations. Streamlined operations, along with
technology-based logistics solutions, can help in cost
reduction and increased profitability.
 Results
11. Which PC parts have the highest profitability?

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.
 Results
12. Is there a trend in warranty periods offered by different brands, and how does it
influence sales?
Sales trends by warranty period indicate that short-
range warranties have greater unit sales, peaking
visibly at 15 months with 1,004 units sold. Mid
warranties (25 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.
 Results
13. How do delivery times and logistics costs influence the sales?

Delivery times greatly affect sales, whereby

sales value of above $17K can be achieved if
deliveries are made in between five days and
ten 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.
 Results
14. What combinations of factors (e.g., brand, region, channel) yield the highest gross profit and customer
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.
 Results
15. How can businesses better align product offerings and pricing strategies with customer preferences?

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.
Dashboard
Dashboard
 Conclusion
Overall Sales Performance: The store has generated $4.48M in total sales with 15K units sold, $839.95K
in logistics costs, and $3.64M in gross profit, indicating strong profitability and efficiency.

Regional Sales Trends: Offline sales dominate in all markets, with South America leading in offline sales.
Online sales are more significant in Asia and Europe but remain underutilized in South America and Africa,
presenting growth opportunities.

Brand Performance: Logitech and Razer are the top-performing brands across regions, while Corsair and
Redgear have lower sales, suggesting room for tailored marketing to boost performance.

Logistics Cost Insights: Logistics costs are consistent but slightly higher in Europe and North America,
likely due to extended supply chains. Headphones and keyboards incur the highest logistics costs.

Product Profitability: Headphones lead in profitability, contributing over $1M in sales, followed by mouse
pads. Mice and keyboards have lower sales, indicating a need for improved marketing or bundling strategies.

Geographical Heatmap: North America, Asia, and South America are the most active regions, while
Europe has relatively lower sales, offering potential for targeted growth strategies.

Actionable Opportunities: The insights suggest optimizing online sales, enhancing logistics efficiency,
focusing on high-performing brands and products, and developing strategies for underperforming regions
like Europe.
References

https://www.kaggle.com/datasets/desisid/
pc-parts-computer-store
Thank
you!
Group 4