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Pelican Stores is a subsidiary of the National Clothing concentrating operations on women apparel throughout the country. Recently, Pelican Stores conducted a promotion by giving out discount coupons to interested National Clothing Stores shoppers. Data was then collected relating to purchases made by various customers. The coupons were not issued to regular Pelican Store customers. Any sale thus made is attributed to the discount coupons issued. Data obtained shows that majority of shoppers used their proprietary cards to buy items. The following is an analysis of data obtained from Pelican Stores.

  1. Percent frequency tables

Below is the percent frequencies of various variables (gender, type of customer, form of credit card, marital status, & items purchased) obtained from the data.

Table 1.1: Percent frequencies for various payment methods

Payment method Frequency Percent frequency
Proprietary Card 70 70%
Discover 4 4%
MasterCard 14 14%
American Express 2 2%
Visa 10 10%
Total 100 100%


Table 1.2: Percent frequencies by customer type

Customer type Frequency Percent frequency (%)
Regular 30 30
Promotional customer 70 70
Total 100 100


Table 1.3: Percent frequency by gender

Gender Frequency Percent frequency (%)
Male 7 7
Female 93 93


Table 1.4: Percent frequency by customer marital status

Marital Status Frequency Percent frequency
Single 16 16%
Married 84 84%
Total 100 100%


Table 1.5: Percent frequency by number of items bought by customers

Items purchased Frequency Percent frequency (%)
1 29 29
2 27 27
3 10 10
4 10 10
5 9 9
6 7 7
7 1 1
8 1 1
9 3 3
10 1 1
11 0 0
12 0 0
13 1 1
14 0 0
15 0 0
16 0 0
17 1 1


From the above, it is possible to see from Table 1.1 that majority of customers (70 percent) made payments using proprietary cards, followed by MasterCard with 14 percent. From Table 1.2, it is possible to see that majority of customers were the promotional type with 70 percent and regular customers follow with 30 percent. Female shoppers were more compared to male shoppers with 93% and 7% respectively in Table 1.3. More married shoppers (84%) visited Pelican Stores compared to male shoppers at 16%. From Table 1.5, most shoppers (29%) purchased only one item.

Figure 2.1: Bar chart showing customer transactions by payment method

Figure 2.2: Chart showing total items purchased and payment method

Figure 2.1 and Figure 2.2 give clear details relating to total number of customer transactions by payment type and the total number of items purchased using a particular payment method respectively. Figure 2.1 makes it easier to compare data relating to the use of various payment methods. In Figure 2.2, the proprietary Card was used to purchase the majority of items at 234. This indicates that majority of shoppers prefer using Proprietary Card. Discover is the least preferred method of payment.

Figure 2.3: Scatter diagram for sales and age of shoppers

From the above scatter diagram, there is no correlation between the age of shoppers and the total sales made. However, it clear from this diagram that majority of shoppers are in the age bracket of 30 and 50 years. This means that Pelican Store can target more young shoppers as a growth strategy, specifically those below 30 years. The store can use sales promotions targeted at the young in order to capture this segment. In addition, the retailer should also target the elderly or those above 50 years.

In conclusion, the promotional campaign yielded the desired results. The largest number of shoppers in terms of gender is female shoppers. Pelican Store is frequented by married shoppers as compared to singles. The Propriety Card is the most popular among shoppers. From the analysis, it is clear that a large proportion of shoppers are female. Pelican Store management should devise strategies to attract male shoppers as well. For instance, it can develop a promotional strategy where men are encouraged to buy their spouses/daughters gifts at discounted prices. This can be implemented around Mother’s Day or Valentine’s Day to encourage in order to increase the male shoppers.

One -Real-Time Case 29: Wal-Mart


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