Determine the potential and the extent to which geographic socio-demographic data impacts retail performance revenue and consumer behavior and determine how much discounts impact revenue
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business IntelligenceThe objective of this thesis is to describe and analyze the sales and revenue of a food distribution
company, Tasty and Sweet, by product or product type and relate it to geographic socio-demographic
data provided by National Bureau of Statistics (INE). Tasty and Sweet operates and covers the entire
Portuguese national territory, distributing and selling their products to any retailer company who is
willing to resell them. The goal of this work is to develop an analytical model that allows the tracking
of all the sales and revenue, by group item or by item, relating them, eventually, to the social and
demographic characterization of a specific geography so that patterns may be (or not) identified.
Another goal of the thesis is to determine the extent to which sales promotions have an impact on
retailer sales. In order to achieve these objectives several methods of data analysis will be developed,
supported and backed up by software from SAS Institute (Sas Guide and Sas Miner).
It was possible to come to the following conclusions: firstly there are relevant socio-demographic
variables that impact, or are more related, with de retailer’s revenue like: Indicators of enterprises by
municipality N. º/km2 - enterprise density, 2016; Territorial structure by municipality - weight of
resident population, 2011; Distribution of declared gross income less individual tax income paid of tax
households by municipality (less 5k), 2016 are in fact more impacting; Secondly revenue volume is in
fact impacted by discounts and promotions
