Cardio Good Fitness

Background
Cardio Good Fitness is a retail store that identifies the profile of a typical customer for the treadmill
offered by the store. The store collects data on customers buying treadmills and investigates
whether there are dissimilarities across the product lines with respect to customer behaviour.

Objective

Explore the dataset and by extracting basic observations about the data:

 Come up with a consumer profile (characteristics of a customer) of the different products

 Based on the outcomes of data analysis carried out, generate insights and endorsements
that will help the Cardio Good Fitness aim to on-board new customers.

Dataset Information:
The file provided has data related to customers who have purchased different model from Cardio
Good Fitness:

 Product - the model number of the treadmill

 Age - in number of years, of the customer

 Gender - of the customer

 Education - in number of years, of the customer

 Marital Status - of the customer

 Usage – Average in number of times the customer wants to use the treadmill every week

 Fitness - Self rated fitness score of the customer (5 - very fit, 1 - very unfit)

 Income – disposable of the customer

 Miles – Distance expected to run by the customer

Exploratory Data Analysis – Univariate
Univariate analysis refer to the analysis of a single variable. The main purpose of univariate
analysis is to summarize and find patterns in the data. The key point is that there is only one
variable involved in the analysis.

Observations:

 44.4% customers brought TM195. TM195 model is the most purchased model with 80
buys. TM498 was second most preferred model than TM798.
 57.8% males brought a treadmill. There number of male customers exceeds females.
 59.4% of the customers who purchased treadmill are married
Exploratory Data Analysis - Age, Usage & Income

Observations:

 Age is skewed towards right.

 Customers buying treadmill are younger and average age of customer is 28 , median is
26 and mode is 25
 Customers buying treadmill after age of 40 and before 20 are very less.
Observations:

 Most of customers expect they will be using the treadmill 3-4 days per week.
 There are few outliers where customer are expecting to use treadmill for 6 or 7 times a
week

Observations:

 Income is skewed towards right.

 Most of the customers are in lower pay range of less than 70, 000.
 Income has some outliers. A few customers earn above 80, 000.

Multivariate Analysis
Multivariate analysis is performed to understand interactions between different fields in the
dataset (or) finding interactions between variables more than two.

Exploratory Data Analysis – by Product

Observations:

 Male customer with higher income bought TM798 Model and expect to use treadmill 4-6
per week.
 Customer who bought TM195 and TM498 are in same income range and expect to use
treadmill 3-4 per week.

Exploratory Data Analysis - Correlation matrix

Observations:

 Age and Income has some in significant correlation

 Education and Income has very little correlation
 There is some correlation between Usage and Income
 Fitness and miles are correlated
 Miles and usage are positively correlated
Conclusion

Important Observations

 TM195 model is the most purchased model with sales of 44.4% making it the most popular.
TM498 was purchased more than TM798.

 57.8% males brought treadmill. The analysis shows that more male customers bought
treadmill than female customers.

 59.4% partnered customers purchased treadmill with average more male users than
females.

 Customers buying treadmill are younger and average age of customer is 28, median is 26
and mode is 25

 Most of the customers are in lower pay range and earn less than 70, 000 with average
around 46, 000

 Average Education is 16, median is 18, and average usage of treadmill is 3 to 4 times a
week.

Product (Treadmill) Summary

 TM195

o Majority of customers’ who earn around 55, 000 bought this treadmill maybe due
to its attractive and affordability. It looks this model is appealing to both males and
females with majority being partnered females and single males as compared to
Single females and partnered male. It is an entry-level product for shorter
distance and low frequency used by runners wanting to improve their pace
over longer distances.

 TM498
o This was the second most sold treadmill at 33% of units sold. The income of this
group is almost same as TM195 model. TM498 model expecting to use Treadmill
less frequently but to run more miles a week. Single Female customers bought
TM498 model more than Single male customers, may be cause of some feature
difference.
  TM798
o This treadmill appears to be the most popular with customer having high income
and partnered male customers. The model seems to have some advanced features
and people with high income are ready to spend more money to buy this treadmill.
Male customers are more inclined to buy this model maybe due to their fitness
desire or professionals who already have a training programme and want
advanced analytics to track their progress.

Recommendations:

 Do a sales strategy for TM195 and TM498, which attracts people with income less than
60, 000 due to cost. We should market these models as low-priced products for customers
and make big sales volume.

 TM798 should be targeted as a high-end product for customers who are professionals or
athletes. Since this product can make high profit, we can set a deluxe trademark-marketing
image for this product and target professional athletes and sport influencers to market this
product for Cardio Good Fitness. This move may generate more revenue with high profit.

 Other low-end customers can be enticed to switch to TM978 highlighting added features
that this product has hence more sales and profitability in the long run.

 Do a study across gender and different age groups by coming with activities that may
increase sales volumes for each product.