DRAFT: Beer Survey
John Bullock
Scott Crowder
Ted Dickey
Jason Suchanek
Analia Villagomez
Introduction
Consumer survey results of and analysis on beer, cider, and seltzer purchasers. The survey consisted of 15 questions plus 4 demographic questions. We received 151 returned questionnaires.
Findings
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Descriptive Statistics
Summary statistics are presented below.
| Name | survey |
| Number of rows | 151 |
| Number of columns | 27 |
| _______________________ | |
| Column type frequency: | |
| character | 7 |
| logical | 1 |
| numeric | 19 |
| ________________________ | |
| Group variables | None |
Variable type: character
| skim_variable | n_missing | complete_rate | min | max | empty | n_unique | whitespace |
|---|---|---|---|---|---|---|---|
| Q6_5_TEXT | 143 | 0.05 | 3 | 18 | 0 | 8 | 0 |
| Q8_5_TEXT | 148 | 0.02 | 7 | 16 | 0 | 3 | 0 |
| Q9 | 11 | 0.93 | 4 | 171 | 0 | 94 | 0 |
| Q10_6_TEXT | 149 | 0.01 | 5 | 8 | 0 | 2 | 0 |
| Q13 | 11 | 0.93 | 2 | 93 | 0 | 129 | 0 |
| Q16 | 13 | 0.91 | 3 | 195 | 0 | 85 | 0 |
| Q19 | 0 | 1.00 | 1 | 2 | 0 | 6 | 0 |
Variable type: logical
| skim_variable | n_missing | complete_rate | mean | count |
|---|---|---|---|---|
| Q11_8_TEXT | 151 | 0 | NaN | : |
Variable type: numeric
| skim_variable | n_missing | complete_rate | mean | sd | p0 | p25 | p50 | p75 | p100 | hist |
|---|---|---|---|---|---|---|---|---|---|---|
| Q1 | 0 | 1.00 | 1.00 | 0.00 | 1 | 1 | 1 | 1 | 1 | ▁▁▇▁▁ |
| Q2 | 0 | 1.00 | 0.77 | 0.42 | 0 | 1 | 1 | 1 | 1 | ▂▁▁▁▇ |
| Q3 | 0 | 1.00 | 0.84 | 0.37 | 0 | 1 | 1 | 1 | 1 | ▂▁▁▁▇ |
| Q4 | 0 | 1.00 | 4.71 | 0.61 | 2 | 5 | 5 | 5 | 5 | ▁▁▁▂▇ |
| Q5 | 0 | 1.00 | 0.99 | 0.08 | 0 | 1 | 1 | 1 | 1 | ▁▁▁▁▇ |
| Q6_1 | 51 | 0.66 | 1.00 | 0.00 | 1 | 1 | 1 | 1 | 1 | ▁▁▇▁▁ |
| Q6_2 | 90 | 0.40 | 1.00 | 0.00 | 1 | 1 | 1 | 1 | 1 | ▁▁▇▁▁ |
| Q6_3 | 17 | 0.89 | 1.00 | 0.00 | 1 | 1 | 1 | 1 | 1 | ▁▁▇▁▁ |
| Q6_4 | 74 | 0.51 | 1.00 | 0.00 | 1 | 1 | 1 | 1 | 1 | ▁▁▇▁▁ |
| Q6_5 | 138 | 0.09 | 1.00 | 0.00 | 1 | 1 | 1 | 1 | 1 | ▁▁▇▁▁ |
| Q7 | 0 | 1.00 | 1.72 | 0.76 | 1 | 1 | 2 | 2 | 4 | ▇▇▁▂▁ |
| Q8 | 0 | 1.00 | 2.70 | 1.05 | 1 | 2 | 3 | 3 | 5 | ▃▁▇▂▁ |
| Q10 | 11 | 0.93 | 2.79 | 1.12 | 1 | 2 | 3 | 4 | 6 | ▇▃▅▁▁ |
| Q11 | 11 | 0.93 | 4.03 | 1.21 | 1 | 3 | 4 | 4 | 7 | ▁▆▇▁▃ |
| Q12 | 0 | 1.00 | 0.81 | 0.40 | 0 | 1 | 1 | 1 | 1 | ▂▁▁▁▇ |
| Q14 | 11 | 0.93 | 3.51 | 1.52 | 0 | 3 | 4 | 5 | 5 | ▃▂▅▆▇ |
| Q15 | 11 | 0.93 | 3.98 | 1.08 | 1 | 3 | 4 | 5 | 5 | ▁▁▅▆▇ |
| Q17 | 13 | 0.91 | 2.10 | 0.70 | 1 | 2 | 2 | 2 | 4 | ▂▇▁▃▁ |
| Q18 | 13 | 0.91 | 2.80 | 0.95 | 1 | 2 | 3 | 3 | 5 | ▁▆▇▁▂ |
Exploratory Data Analysis
Q2
76.82% of respondents (116 people) indicate being the primary grocery shopper in household.
Q3
84.11% of respondents say that they are the primary purchasers of the alcoholic beverages in question.
Q4
118 of the respondents consume at least one of the target alcoholic drinks weekly.
Q5
150 people of the 151 respondents say that they have purchased their alcoholic products at a store.
Q6
| Total | |
|---|---|
| liqStore | 100 |
| convStore | 61 |
| grocStore | 134 |
| gasStation | 77 |
| other | 13 |
Respondents were allowed to select all places where they typically purchase beer/cider/seltzer. 134 selected grocery stores and 100 choose liquor stores as being the most prevalent locations. 13 selected other locations which are discussed in the Text Mining section below.
Q7
69 respondents report purchasing beer/seltzer/cider once a week. Another 58 indicate that these beverages are bought at least monthly. Collectively, these two groups represent 84.1% of all respondents.
Q8
Of the 151 survey responses received, 79 state that their beer, seltzer, or cider is primarily purchased at a grocery store.
Q10
Respondents indicate that Domestic Beer ( 36.4 %) is the most preferred purchase type. This is followed by Seltzers at 28.5 % of total survey responses.
Q11
12-pack quantity ( 42.4 %) represents the most frequent purchase size. This is followed by 6-packs with 29.1 % of total survey responses.
Q12
122 people or 80.79% of respondents say that they have purchased beer, seltzer, or cider at Kroger.
Q14
47 indicated that they always purchase at Kroger.
Another 29 claim to mostly buy the beverages at this grocery store chain.
Q15
The overwhelming majority of respondents consider their shoppping experience to be good or best.
Q17
After filtering out the NA responses,there are 82 2-person households, which represents 54.3% of all survey respondents.
Q18
The age group with the most survey respondents falls within the 31-40 group. This is followed closely by those within the 26-30 age group.
Q19
Over half of the respondents report household income levels exceeding $100k. Less than 5% have incomes below $50k. Nearly 20% of the respondents failed to report household income level.
More to come…
Advanced Analytics (Coming soon)
Shoppers that do not purchase alcoholic beverages at Kroger
Kroger shoppers that buy beer, seltzer or cider but not at Kroger give the following reasons:
Where these Kroger shoppers purchase their alcoholic beverages:
Other Analytics
Purchasers at Kroger by Age group:
Purchasers at Kroger by HHI level:
Purchasers at Kroger by HH size:
Target Customer Segmentation (Stretch goal):
Text Mining
Q6_5_Text_Other: Which stores do you purchase at?
Q8_5_Text: Where do you primarily purchase? “Other”
Q9: Why do you primarily purchase at this location?
Q10_6_Text: What type of beer, selter, or cider do you primarily purchase? “Other”
Q11_8_Text: Which quantity size do you typically purchase? “Other”
No responses entered for this question.
Q13: Why or Why not purchase from Kroger? Word cloud
Q16: What would you change about your Kroger Experience?
