Sales of "Apparels" on Jabong.com in April 2015

Sameer Mathur

Data Summary and Visualization

Summary of the entire dataset


  • 448,939 Jabong transactions from April 2015

  • 214,670 unique customers

  • 9 Categories (Apparels represent 87.1%)

  • 409 Subcatgories; 1034 Brands (long-tail)


  • Long Tail..

  • Many Categories, Subcategories, Brands

Subset


  • Let us focus attention on only one Category: Apparels

  • Why? It represented 87% of the dataset

  • Within Apparels, we will focus on the most popular 8 Subcategories

  • And for each Subcategory considered, we will focus on the top 10 most popular brands

Top 8 Bestselling SubCategories within Apparels

  SubCategory  Freq
1     DRESSES 15908
2      KURTAS 20086
3      KURTIS 15306
4       PANTS  8227
5      SAREES 18693
6      SHIRTS 19365
7    T-SHIRTS 32460
8        TOPS 24748

Top 10 Bestselling Brands within the Subcategory "Dresses"

           Brand    N
 1:  SHAKUMBHARI 1025
 2:     FLORENCE 1126
 3:       INDDUS 1137
 4:        MEIRA 1201
 5:     FABALLEY 1260
 6:  BELLE FILLE 1289
 7:        HARPA 1362
 8: TOUCH TRENDS 1612
 9:    THE VANCA 2245
10:       ATHENA 3651

Top 10 Bestselling Brands within the Subcategory "Sarees"

             Brand    N
 1: TRIVENI SAREES  998
 2:         INDDUS 1030
 3:  SOURBH SAREES 1299
 4:         AMBAJI 1313
 5:    SAREE SWARG 1515
 6:        FABDEAL 1753
 7:       FLORENCE 1921
 8:          ISHIN 2570
 9:     SILK BAZAR 3029
10:       BAHUBALI 3265

Total Transactions

[1] 154793

  • 154793 Transactions were associated with the top 10 brands belonging to the top 8 Subcategories of the Apparels Category.

  • Represented 34.5% of the original dataset

  • This subset of the original dataset tremedously reduced the Category–>Subcategory–>Brand heterogeneity and made analysis simpler.

Discounts

  • 1. Website Discounts: discounts offered by the website (i.e. Jabong)

  • 2. Vendor Discounts: discounts offered by individual vendors selling on the Jabong platform

One or both types of discounts were on offer.

Transactions by Website Discount

No of Transactions

WebsiteDiscount
    No    Yes 
121705  33088

Proportion of Transactions

WebsiteDiscount
   No   Yes   Sum 
 78.6  21.4 100.0
  • 21.4% transactions had a WebsiteDiscount

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Transactions by Vendor Discount

No of Transactions

VendorDiscount
    No    Yes 
 54348 100445

Proportion of Transactions

VendorDiscount
   No   Yes   Sum 
 35.1  64.9 100.0
  • 64.9% transactions had a VendorDiscount

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Transactions by Website and/or Vendor Discounts

No of Transactions

              WebsiteDiscount
VendorDiscount    No   Yes
           No  32503 21845
           Yes 89202 11243

Proportion of Transactions

               WebsiteDiscount    No   Yes   Sum
VendorDiscount                                  
No                              21.0  14.1  35.1
Yes                             57.6   7.3  64.9
Sum                             78.6  21.4 100.0

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Distribution of Transactions by City (Metro / Non-Metro)

No of Transactions

Metro
    No    Yes 
100734  54059

Proportion of Transactions

Metro
   No   Yes   Sum 
 65.1  34.9 100.0
  • 35% transactions were in Metro cities (Mumbai, Delhi, Chennai, Kolkatta)

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Distribution of Transactions by Weekend

No of Transactions

Weekend
    No    Yes 
104586  50207

Proportion of Transactions

Weekend
   No   Yes   Sum 
 67.6  32.4 100.0
  • 32% transactions took place on the weekend

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Distribution of Transactions by COD

No of Transactions

COD
   No   Yes 
60583 94210

Proportion of Transactions

COD
   No   Yes   Sum 
 39.1  60.9 100.0
  • 61% transactions had COD payment
  • 39% transactions had Electronic payment

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Distribution of Transactions by Weekend / Metro

No of Transactions

       Metro
Weekend    No   Yes
    No  68427 36159
    Yes 32307 17900

Proportion of Transactions

        Metro     No    Yes    Sum
Weekend                           
No             44.21  23.36  67.57
Yes            20.87  11.56  32.43
Sum            65.08  34.92 100.00

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Distribution of Transactions by COD / Metro

No of Transactions

     Metro
COD      No   Yes
  No  37255 23328
  Yes 63479 30731

Proportion of Transactions

    Metro     No    Yes    Sum
COD                           
No         24.07  15.07  39.14
Yes        41.01  19.85  60.86
Sum        65.08  34.92 100.00

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Distribution of Transactions by COD / Weekend

No of Transactions

     Weekend
COD      No   Yes
  No  39979 20604
  Yes 64607 29603

Proportion of Transactions

    Weekend     No    Yes    Sum
COD                             
No           25.83  13.31  39.14
Yes          41.74  19.12  60.86
Sum          67.57  32.43 100.00

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Effect of COD and Type of Discounts on MRP

on WebsiteDiscount

   COD WebsiteDiscount  AvgMRP
1: Yes              No 1198.38
2: Yes             Yes 1110.75
3:  No              No 1136.94
4:  No             Yes 1091.07

on VendorDiscount

   COD VendorDiscount  AvgMRP
1: Yes            Yes 1366.05
2:  No            Yes 1286.18
3: Yes             No  842.66
4:  No             No  828.04

Effect of COD and Type of Discounts on FinalTotalPrice

on WebsiteDiscount

   COD WebsiteDiscount AvgFinalTotalPrice
1: Yes              No             774.68
2: Yes             Yes             756.15
3:  No              No             710.87
4:  No             Yes             685.62

on VendorDiscount

   COD VendorDiscount AvgFinalTotalPrice
1: Yes            Yes             766.24
2:  No            Yes             694.31
3: Yes             No             781.01
4:  No             No             721.81

Price

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   Min. 1st Qu.  Median    Mean 3rd Qu.    Max. 
  100.1   500.0   650.0   745.0   878.9  8624.0

MRP

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   Min. 1st Qu.  Median    Mean 3rd Qu.    Max. 
    249     699     999    1160    1429   17498

Revenue (INR), Average MRP, Average Prices

   SubCategory     N  Revenue  AvgMRP  AvgFTP
1:       PANTS  8227  7420628 1465.93  901.98
2:      KURTIS 15306 10869956  957.00  710.18
3:      KURTAS 20086 14220826 1070.22  708.00
4:      SHIRTS 19365 15352080 1301.18  792.77
5:        TOPS 24748 15952132  923.19  644.58
6:     DRESSES 15908 16590341 1690.83 1042.89
7:    T-SHIRTS 32460 17039224  691.64  524.93
8:      SAREES 18693 17880587 1817.21  956.54

Revenue = computed by adding all FinalTotalPrice

AvgMRP = Average Maximum Recommended Price (MRP)

AvgFTP = Average Final Total Price paid by Customers