How to identify Customers who have NOT bought a product

[gng]

Hello! I am trying to build this report where I have to identify customers who have NOT bought a particular product but has bought other products.

I have attached an example spreadsheet which Customer, Item and Sales tables. Objective is to dynamically select an item from a slicer and the resulting table should give Customers who have NOT bought that item with a Total Sales Amount (from other products) in descending order.

[gng · Accepted solution]

Found the solution:

Measure =
IF (
    HASONEVALUE ( Items[Item] ),
    CALCULATE (
        SUM ( Sales[Sales] ),
        FILTER (
            Sales,
            NOT ( CONTAINS ( Sales, Sales[Item], VALUES ( Items[Item] ) ) )
        )
    ),
    SUM ( Sales[Sales] )
)

Thanks for your reply! 

[MattAllington]

assuming you have loaded a customer table, products table and sales table, you could write this measure

count of cust not purchasing =
CALCULATE (
    COUNTROWS ( customers ),
    FILTER ( customers, CALCULATE ( SUM ( sales[sales] ) ) = 0 )
)

 put product code onto rows in a table and add this measure.

Or put customers on rows and products on columns and this measure will show you the intersection of missing sales