Jumia Product Data Analysis Reveals Discounts Have Little Impact on Customer Engagement

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A data analyst conducted an Excel-based analysis of a Jumia product dataset comprising 112 products to explore how pricing, discounts, ratings, and reviews interact. Before analysis, the dataset underwent thorough cleaning, including fixing price formats, standardizing discount percentages, correcting negative review counts, and removing three confirmed duplicate records. Using Pearson's Correlation Coefficient, the analyst tested relationships between key variables, finding only weak correlations across all tested pairs. The average product discount stood at 37%, yet showed a weak negative correlation with customer engagement (r = -0.131), suggesting heavy discounting does not drive reviews or ratings. Medium-priced products outperformed others with an average rating of 4.1, leading the analyst to recommend reserving discounts for inventory clearance rather than customer acquisition.

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