This report analyzes customer purchasing behavior in the chips category using transactional and demographic data provided by Quantium. The goal is to identify high-value customer segments and understand the factors driving chip sales. Key insights include sales by lifestage and premium category, average spend, pack size preferences, and recommendations for promotional strategy. Tools used: R, tidyverse, ggplot2, dplyr, lubridate. Prepared by: Priyanshi Singh Date: June 2025