Festive Retail Consumer Segmentation

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Objective

Identify what customers buy and which customer segments are most active during the Indian festive season.

Dataset Summary

The dataset contains customer information including demographics, product details, and purchase behaviour during Diwali.

Process

Exploratory data analysis was performed using Python with charts plotted at multiple demographic cuts to surface the key buyer cohorts.

Key Insights

• Most buyers are female, and the total amount purchased is also higher for females.
• The 26–35 age group spends most on the platform, followed by the 36–45 group.
• Uttar Pradesh, Maharashtra, and Karnataka are the top three selling states.
• Married women aged 26–35 from UP, Maharashtra, and Karnataka working in IT, Healthcare, and Aviation are most likely to buy Food, Clothing, and Electronics.