Aerofit is a leading brand in the fitness equipment industry, offering a wide range of products including treadmills, exercise bikes, gym equipment, and fitness accessories.
The brand’s mission is to help people of all fitness levels achieve their health goals efficiently and comfortably.
The Aerofit Market Research Team aims to identify target audience characteristics for each treadmill model.
The objective is to recommend the most suitable treadmill to new customers based on their demographics, income, fitness level, and usage behavior.
- Perform Descriptive Analytics to develop customer profiles for each treadmill.
- Create Contingency Tables to compute marginal and conditional probabilities.
- Derive insights and recommendations to support business decision-making.
📂 Dataset Link: Aerofit Treadmill Data
| Feature | Description |
|---|---|
| Product Purchased | Type of treadmill: KP281, KP481, or KP781 |
| Age | Customer’s age (in years) |
| Gender | Male / Female |
| Education | Years of education completed |
| MaritalStatus | Single / Partnered |
| Usage | Average number of times the treadmill is used per week |
| Income | Annual income (in USD) |
| Fitness | Self-rated fitness level (1 = Poor, 5 = Excellent) |
| Miles | Expected miles to walk/run per week |
| Product | Segment | Price (USD) | Description |
|---|---|---|---|
| KP281 | Entry-Level | $1,500 | Basic treadmill for light users |
| KP481 | Mid-Range | $1,750 | Ideal for regular runners |
| KP781 | Premium | $2,500 | Advanced treadmill with high-end features |
📊 Key Findings:
- 🔹 Most preferred product: KP281 (≈ 44.4% of total sales)
- 🔹 Least sold product: KP781 (≈ 22.2%)
- 🔹 Customer Characteristics:
- KP781: Popular among high-income, high-fitness users with frequent usage (>4/week).
- KP281: Favored by partnered customers with moderate income and lower usage (<4/week).
- KP481: Customer profile similar to KP281, but with slightly higher income and fitness levels.
- Education:
- KP281 & KP481 buyers → typically education < 16 years
- KP781 buyers → often education > 16 years
- Gender Distribution:
- Males: 55.8%
- Females: 42.2%
- Marital Status:
- Partnered: 59.4%
- Single: 40.6%
- Usage Frequency:
- Average = 3 times per week
- Income Bracket (75th Percentile):
- KP281 & KP481 → ≤ $53,000
- KP781 → ≤ $90,000
| Scenario | Probability |
|---|---|
| Male & Single buying KP281 | 44.19% |
| Male & Partnered buying KP281 or KP481 | 34.43% |
| Female & Single buying KP281 | 43.33% |
| Female & Partnered buying KP281 | 58.7% |
✅ 1. Boost Awareness for Low-Reach Products
Increase promotional efforts for KP481 and KP781, which have lower market share.
✅ 2. Highlight KP481’s Value Proposition
Since KP281 and KP481 attract similar customers, market KP481 as a feature-upgraded version of KP281 to increase conversions.
✅ 3. Target Young Consumers
Introduce features like:
- Music connectivity 🎵
- Motion sensors 🏃♂️
- Body temperature tracking 🌡️
- Interactive virtual routes 🎮
✅ 4. Focus KP781 Marketing on High-End Users
Promote KP781 among high-income, male, and frequent treadmill users who value advanced performance features.
✅ 5. Strengthen Digital Presence
Leverage social media marketing and e-commerce platforms to reach a wider audience and enhance brand visibility.
This project uses Descriptive Statistics and Probability Analysis to uncover customer behavior patterns and preferences across Aerofit treadmill models.
These insights enable data-driven marketing strategies and help Aerofit align product recommendations with customer needs effectively.
| Tool | Purpose |
|---|---|
| Python (Pandas, NumPy, Matplotlib, Seaborn) | Data cleaning, analysis & visualization |
| Excel | Data summarization & cross-tabulation |
| Jupyter Notebook | Exploratory Data Analysis |
| Probability Concepts | Conditional & Marginal probability calculations |
Ankit Verma
Data Analyst | SQL • Python • Power BI • Machine Learning
🔗 LinkedIn • GitHub
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