SUPERMARKET

SALES ANALYSIS IN
MYANMAR
Understanding Consumer Behavior and Regional Variations

Analysis of supermarket sales in Myanmar to understand

consumer behavior and regional variations.
Introduction

•Supermarkets are an essential part of modern life, providing a

wide range of products in a self-service format.
•Importance of Supermarkets: Beyond being places to buy
groceries, supermarkets serve as organized retail spaces that
offer convenience, promotions, and cost-saving opportunities for
consumers.
•Customer-Centric Approach: Supermarkets thrive on satisfying
customer needs and preferences, making customer satisfaction a
top priority for success.
•Key Performance Metrics: The success of a supermarket can be
evaluated through metrics such as time tracking, customer
behavior analysis, sales figures, and gross profit percentages.
Dataset Overview

•Dataset Source (Kaggle): The dataset used in this analysis is

sourced from Kaggle, providing transparency and credibility to
the data.
•Analysis of Myanmar's 3 major cities--Naypyidaw, Yangon, &
Mandalay--due to economic & consumer behavior importance.
•Product Types Analyzed: The dataset includes a variety of
product categories, enabling a comprehensive examination of
supermarket sales.
•Gross Income Definition: Gross income in this context refers to
the total revenue generated before any deductions or taxes are
applied, providing insights into overall sales performance.
Urban Centers and Product Preferences

•Regional Variations in Product Success: Different cities in

Myanmar exhibit varying product preferences and sales
patterns, reflecting local consumer behaviors.
•Mandalay: Sports and Travel: Mandalay's central location
has made it a hub for sports and travel goods, shaping the
consumer landscape in this city.
•Naypyidaw: Food and Drinks: Residents predominantly
favor food and beverage products, driving sales in this
category.
•Yangon: Home and Leisure: Yangon stands out for its
preference for home and leisure items, influencing inventory
and marketing strategies.
Product Ratings vs. Gross Revenue

•Fashion accessories have the highest ratings, but food and

beverages generate more revenue.
•Consistency in Food and Beverage Sales: Food and
beverage sales demonstrate consistent patterns over time
despite fluctuations in other product categories.
•Seasonal Sales Patterns: The data highlights seasonal sales
trends that require further investigation to understand their
underlying factors.
Gender Comparisons

•Men spend more on health and

cosmetics, women on electronics.
•High Female and Male
Contribution in Food and
Beverage: The food and beverage
industry shows a balanced
contribution from both genders,
indicating gender-specific
preferences within this category.
Branch Performance Comparison

•Branches A, B, and C: The presentation introduces three

supermarket branches, with Branch C performing the best,
followed by Branch A, and then Branch B.
•Gross Margin Percentage Analysis: The analysis includes an
evaluation of the gross margin percentage, which serves as a
key performance indicator revealing shifts in profitability.
•Gross margin % dropped from Jan-Feb, then increased in
March, requiring further investigation into the cause of the
fluctuations.
Background Information Recap

•Supermarket Concept and Scale: The presentation revisits

the concept of supermarkets as large-scale, self-service retail
establishments offering convenience and a wide range of
products.
•Importance of Customer Satisfaction: The importance of
prioritizing customer satisfaction is reiterated, as it directly
influences a supermarket's success.
•Myanmar's 3 largest cities - Naypyidaw, Yangon &
Mandalay - have different demographics influencing
consumer behavior.
Conclusion

•Key Findings: The presentation summarizes the key findings of

the analysis, including regional variations, product preferences,
and profitability trends.
•Implications for Supermarket Management: It emphasizes how
these findings can inform decision-making for supermarket
management, from inventory planning to pricing strategies.
•Future Research Directions: The presentation suggests
potential areas for future research, indicating that further
exploration of supermarket sales in Myanmar is warranted to
gain deeper insights into consumer behavior and market
dynamics.
ANALYTICAL OBSERVATIONS IN
THE SUPERMARKET INDUSTRY

This introduces the presentation's main focus on analytical observations within

the supermarket industry as revealed by respected journal articles.
ONLINE GROCERY
SHOPPING'S RISE
This slide highlights the impact of the COVID-19
pandemic on the surge in online grocery sales,
citing a 53% increase in 2020 in the United States.
BALANCING IN-STORE AND
ONLINE SHOPPING
We have explained the challenge of striking the right balance between in-store and
online shopping experiences to cater to diverse customer preferences. We stress the
importance of adopting a hybrid approach, ensuring convenience and accessibility
for all customers, regardless of their shopping channel preferences.
EXPECTATIONS FROM CONSUMERS AND
SUSTAINABILITY

•Supermarkets can lead the way to sustainability by reducing single-use plastics,

promoting ethical sourcing, and offering eco-friendly products to meet consumer
demand.
SUSTAINABLE SOURCING
Supermarkets must meet customer expectations for ethically and sustainably sourced
products, such as fair labor practices and responsible agriculture, to satisfy an eco-
conscious customer base.
REDUCING SINGLE-
USE PLASTICS
Supermarkets are taking steps to reduce plastic
packaging and promote eco-friendly alternatives,
while also launching recycling programs, in order
to help tackle environmental issues.
WASTE
REDUCTION

Supermarkets are reducing waste by optimizing

inventory, donating excess food, and implementing
waste reduction techniques, contributing to
sustainability goals and responsible business
practices.
 DATA COLLECTION AND PREPARATION

Kaggle was selected as The dataset provides Significant number of Temporal dimension of Supermarkets likely Data cleaning and
the data source for its detailed coverage of key observations in the the data (January to collect the dataset as preprocessing (handling
relevance to Myanmar's factors, such as sales and dataset: The dataset's March): The dataset's part of their regular missing data,
grocery market, offering product categories, ample observations time coverage facilitates operations, though it's harmonization,
a comprehensive dataset making it essential for allow for robust research tracking sales trends, not specified. removing duplicates,
with many observations. studying Myanmar's and meaningful insights seasonality, and data transformation)
grocery market. into sales and product variations in customer ensure a clean and
trends. behavior over a specific accurate dataset,
period. essential for successful
analysis.
DATA ANALYSIS AND
VISUALIZATION
• Tableau as a robust data visualization tool: Tableau's capabilities in
transforming data into interactive visualizations enhance the
exploration and presentation of complex datasets.
• Visualizations of gross revenue, product categories, city-specific
performance, product ratings, and sales patterns help to gain a
comprehensive understanding of supermarket sales.
• Importance of visualizations for in-depth analysis: Visualizations
make complex data more accessible and reveal patterns and trends
that might be missed in raw data.
• Tableau enables a multi-faceted data exploration through visual
representation of key indicators (bar charts, line charts, heatmaps,
gender-based charts).
 Comparative analysis helps to uncover patterns, trends
and discrepancies, e.g. variations in product performance
or branch profitability.

Product category comparisons: Comparative analysis of

product categories helps discern which categories are
more successful and may require strategic adjustments.
COMPARATIV
E ANALYSIS Regional variations in customer preferences:
Understanding how customers in different cities prefer
certain product categories aids in tailoring marketing
strategies.

Assessment of revenue and Gross Margin Percentage

(GMP) for different supermarket branches: Comparative
analysis of branch performance highlights areas for
improvement and informs decision-making.
 Explanation of GMP as a crucial profitability metric:
GMP is vital for evaluating supermarket profitability by
considering revenue retained as profit after accounting for
the cost of goods sold.

ANALYSIS OF
GROSS Temporal analysis of GMP (January to March):
MARGIN Examining GMP over time uncovers trends and shifts in
profitability that may inform strategic decisions.
PERCENTAGE
(GMP)
Investigation of price fluctuations and their influence on
GMP: Analyzing product price changes helps determine if
pricing strategies impact GMP.
MAKING DECISIONS BASED
ON DATA
•Value of data-driven decisions in understanding customer behavior: Data-driven
decisions are essential for adapting to customer preferences and enhancing
supermarket operations.
•Adaptation to regional preferences for revenue enhancement: Tailoring product
selection and marketing to regional preferences can boost income and customer
satisfaction.
•Operational efficiency as a key factor in profitability: Operational efficiency is
critical for maintaining profitability, as identified through GMP analysis.
•Holistic business management looks at multiple factors for success, such as
customers, quality, price, and efficiency, and emphasizes a comprehensive approach.
MAJOR TOOLS
USED
•Role of Tableau in data visualization: Tableau played a
pivotal role in creating interactive and dynamic
visualizations to explore and present complex data
effectively.
•Excel's functions in data preparation and cleaning: Excel
was utilized for initial data processing, including
handling missing data, harmonizing data, removing
duplicates, and data transformation.
•Statistical analysis was used to compare data, helping to
gain meaningful insights into product categories,
customer preferences, and branch performance.
•Product Ratings vs. Performance:

•Fashion accessories, despite high ratings, contribute only 4% to

the industry's total revenue.
•Suggests that factors like marketing and pricing may outweigh
product quality in influencing sales for fashion accessories.
•In contrast, the food and beverage industry, the top earner,
received the second-highest ratings.
•Demonstrates a strong correlation between excellent ratings and
robust financial performance.
•Indicates that exceptional product quality and satisfied
customers directly contribute to higher revenue.
Sales Patterns Over
Time:
Most product categories, except for
food and drinks, experienced
changes in sales volume between
January and February.
Consistent demand for food and
drinks may be due to their essential
nature.
Many sales patterns indicate an
increase between February and
March, possibly reflecting seasonal
fluctuations or market dynamics.
Emphasizes the dynamic nature of
retail and the importance of
adapting strategies to meet diverse
customer preferences.
Gender-Based Analyses:
Men slightly outperform women in
the sales of electronic accessories.
Men tend to spend more on health
and cosmetic items.
Women contribute more to the food
and drink industry.
Highlights the significance of
understanding customer
demographics and tailoring
marketing strategies accordingly.
Indicates the potential for targeted
marketing approaches to attract
specific gender groups.
•Supermarket Branch Performance:Branches A, B, and C
were evaluated based on their overall revenue performance.
•Branch C emerged as the top performer, followed by Branch A
and then Branch B.
•Signifies the importance of customizing strategies and
management approaches for each branch.
•Provides valuable insights for resource allocation and setting
improvement priorities to optimize performance.
•Gross Margin Percentage (GMP) Analysis:GMP is examined
as a critical performance indicator to assess the company's
financial health.
•Data reveals a consistent drop in GMP across all months in
January and February.
•However, GMP experiences an increase in March.
•This fluctuation in GMP raises questions regarding the factors
influencing profit variations.
•Suggests that external influences or managerial decisions
during these periods may have impacted GMP.
PRODUCT CATEGORIES AND
GROSS REVENUES
Supermarkets in Myanmar are most profitable in the food and beverage sector,
similar to global trends. To remain competitive, supermarkets must diversify their
selections to include health and beauty products to meet the demands of health-
conscious consumers
VARIATIONS IN PRODUCT
PERFORMANCE BY REGION
Regional Preferences: Different regions show distinct product
preferences influenced by factors like strategic location and
customer needs.

Customized Product Offerings: Supermarkets must tailor product

selections to local preferences to enhance market competitiveness.

Explanation: This slide emphasizes the importance of adapting

products to regional preferences for successful supermarket
operations.
PRODUCT REVIEWS AND SALES RESULTS

Positive Correlation: High-rated products Data-Driven Decisions: Supermarkets Explanation: This slide highlights the
consistently perform well, underlining the should consider customer reviews and significance of customer reviews and
link between quality, customer ratings when making inventory and product ratings in shaping inventory and
satisfaction, and sales. marketing decisions. marketing strategies.
CHANGES IN
SALES OVER TIME
Steady Food Sales: Food and beverage sales remain
consistent year-round.
Seasonal Sales Fluctuations: Other product
categories experience increased sales between
February and March, indicating the need for
adaptable strategies.
Explanation: This slide underscores the dynamic
nature of retail and the importance of adapting
strategies to changing consumer behaviors.
 Gender-Based Insights: Women contribute
significantly to the food and beverage
sector, while men spend more on health
and aesthetics.
ANALYSIS
BASED Demographic Influence: Understanding
gender-based preferences can guide
ON targeted marketing strategies.

GENDER Explanation: This slide highlights the

impact of demographics on consumer
behavior and the potential for tailored
marketing strategies based on gender
preferences.
KEY STUDY FINDINGS

Product Categories Influence Revenue: The food and beverage sector leads in supermarket
revenue, emphasizing the importance of staple products.

Room for Growth in Health and Beauty: Health and beauty categories show potential for
improvement, necessitating specific measures to boost sales.

Local Factors Impact Preferences: Regional variations in consumer preferences highlight

the need for tailored product offerings in different cities.

Marketing and Price Matter: High product ratings suggest that factors beyond quality, such
as marketing and pricing, significantly affect profitability.

Dynamic Sales Patterns: Sales patterns change over time, particularly in January and
February, underscoring the need for adaptable strategies.
MANAGEMENT AND
OPERATIONAL INSIGHTS
•Branch-Specific Strategies: Branch C outperformed A and B, indicating the need for
tailored branch-specific strategies and management practices.
•GMP and Price Analysis: GMP fluctuations may result from external price changes
or internal operational improvements, emphasizing holistic management.
•Data-Driven Decision-Making: The study highlights the importance of data-driven
decision-making, customer satisfaction, and context-specific tactics for retail
success.
•Adapting to Industry Changes: The dynamic retail industry requires supermarkets to
adapt to evolving customer preferences and market trends to thrive.