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South Campus Plaza: Surf and Skate Shop Demand
Marketing Research
MKTG 470, Section 1
December 7th, 2015
Briana Albertson
Zack Oakley
Sarah Johanson
Andrew Salvatin
Jordan Welch
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Table of Contents
Executive Summary………………………………………………………………….……………………..3
Introduction………………………………………………………………….……………………………...4
Problem Definition……………………………………………………...………………………… 4
Research Question………………………………………………………...……………………… 4
Research Objective………………………………………………………………..……………… 4
Action Standards……………………………………………………………..…………………… 4
Secondary Data Analysis……………………………………………………….…………………………..6
Surf and Skate in the SDSU Culture……………………………………………………………… 6
Retail Locations……………………………………………………………………...…………… 7
Future Plans for SDSU……………………………………………………………….…………… 8
Research Method……………………………………………………………………………..……………..9
Primary Data Analysis…...……………………………………………………………….……………….10
Demographics and Psychographics…………………………………………………………… 10
Student Input…………………………………………………………………………..………… 11
Location Targeting………………………………………………………………………….…… 11
Appeal of Surf and Skate Shops to the Target Market…………..……………………………….12
Demand for a Surf and Skate Shop……………………………………………………………….13
Conclusion……………………………………………..…………………………………….……………16
Recommendations…………………………………………………………………….…...………………17
Limitations………………………………………………………………………….……………..………19
References……………………………………………………………………….…………………...……20
Appendix…………………………………………………………………….…………………….………21
Qualtrics Survey…………………………………………………………….…………………… 21
List of Figures and Tables.………………………………………………………….…………… 31
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Executive Summary
With the South Campus Plaza being built on the San Diego State University (SDSU)
campus, the main question that arises is what stores should be implemented. With a large surf
and skate culture here at SDSU, we took it upon ourselves to research if there was a demand for
a surf and skate shop on campus, more specifically, in the up and coming South Campus Plaza.
Currently, the closest surf and skate shop is four miles away which makes it hard for students
without cars to visit. With SDSU being one of the top 10 surfing colleges in the United States,
along with being just minutes from the beach, we predicted there to be demand.
We chose to distribute a survey to SDSU students via social media, email, and class
pages, in order to get an idea of the demand level for a surf and skate shop, and if there was
demand, to see if it was more focused toward surf and skate equipment or apparel. The South
Campus Plaza is looking to add retail stores to its location along with food and housing.
After closing our survey, we had a total of 280 respondents with the majority being
underclassmen that are on campus daily. While most of the respondents rated food variety as
being the most important when putting in stores to the South Campus Plaza, the ones who were
interested in the surf and skate shop were highly interested. We found that there were positive
appeals to the surf and skate culture within the SDSU community, and this kind of store would
most likely have a successful appeal among consumers. Since the South Campus Plaza is looking
to have a variety of stores, including retail, we suggest they should add a surf and skate store
which focuses on clothing rather than equipment. Further research would give light to the
question of what other types of stores should be implemented, including food locations which
have a high demand on the SDSU campus.
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Introduction
Problem Definition
With a community that has a culture surrounding surf and skate, this research project
aims to determine whether there would be demand for a shop at San Diego State University
(SDSU) that caters to the surf and skate needs of students and others in surrounding
communities. The closest surf and skate shop to SDSU is approximately four miles away,
making it inconvenient for those who lack proper transportation. Further, it is a hassle to
transport products back to campus if the purchases are too large, as is with the case with
surfboards. If a surf and skate shop were on campus, customers who live on-campus or near
SDSU could have the opportunity to make convenient purchases in their vicinity.
Research Question
Through research, we would like to find out if a surf and skate shop is something that is
largely demanded, especially by students on campus, for the new South Campus Plaza that is
currently under construction. We aim to find out respondents’ buying habits and how location
affects their purchases on campus. Then, we will question their current needs for different types
of stores at SDSU. Further, we plan on researching different types of surf and skate stores
including their likeability and demand.
Research Objective
The point of our research is to conclude whether or not SDSU and its’ surrounding
communities have the demand for a surf and skate shop. We would like to find out the needs and
wants of students and other customers in the area. We also plan on finding out the demographic
of prospective customers, including their appeal for the surf and skate culture.
Action Standards
We will be giving a questionnaire to students in order to determine their different
demands as well as spending habits to see if a surf and skate shop would be appropriate and
profitable on campus. We will also determine their attitudes towards different surf and skate
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shops, and what stores they classify in this category. These pieces of information can then be
used to see if there is a demand or interest for a surf and skate shop, as well as to find out which
customers to target.
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Secondary Data Analysis
Surf and Skate in the SDSU Culture
San Diego State University (SDSU) is one of the Top 10 surfing colleges in the country
(Surfer Mag, 2011). It is a quick drive from SDSU to any of the beaches around San Diego. Not
only is SDSU conveniently located to the beaches in San Diego, but Northern Baja is not too far
off (Greeninger, 2011). On campus itself, there is not only a surf club and surf classes available
but also a Center for Surf Research. The purpose of the Center for Surf Research is to “Facilitate
sustainability in surf tourism through research; Create life changing study abroad opportunities;
and, duckdive the greenwash to identify truly ‘eco’ surf products with our Sustainable Stoke
Catalogue” (Center for Surf Research, 2015). These new eco surf products could be great inside
a surf and skate shop on campus because it not only will raise awareness for these products but it
will also add variety to the items available to the store.
Surfing may seem like a popular sport, but a downside to it is that it is not available to
everyone around the world because, clearly, not everyone has access to the ocean. This can apply
to the highly diverse population San Diego brings in from all over the country and world.
According to an article by Kailee Bradstreet in Transworld Business, new technology for
manmade surf parks are coming into question so that the awareness and availability of surfing
can increase (Bradstreet, 2013). All of these new inventions and innovations can bring a greater
variety and diversity to campus for all the students to learn about as a whole and potentially get
involved.
Similarly, skating has a similar market, as the sports are extremely similar. While skating
had not been allowed in previous years, The Daily Aztec reports that a policy has been put in
place by the university police allowing skate boards on campus and in the bike lanes (Navarro,
2015). This provides a new opportunity to create a market for skateboards. By combining both
surf and skate shops, San Diego State University could create a place that will fulfill consumer
needs, with a target market that has a high chance of returning for more equipment.
On the other hand, according to the 2013 Board Retailer’s Association Summit, the size
of the skateboarding market has declined 2% since 2007. This may have to do with the fact that
the skater population is aging. In 2008, 71% of the skaters were 12-17 years of age. One of the
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key markets the industry focuses on is age 10-14. Due to a decline in this key audience, the
market has shrunk marginally. The industry remains optimistic as it is expected that the 5-9 year
old demographic is increasing in population. As far as retail stores go, skaters are spending most
of their money in the specialty market; 77% of the market shops there, while 10.9% shop on the
Internet, and 3.1% shop at sporting goods stores (The State of Skateboarding, 2013).
Retail Locations
Within the SDSU proximity, there are currently few shops offering surf and skate
products. According to Google Maps, when using the key search terms “surf and skate shop,” 3.9
miles away from SDSU is the closest store, Hanger94, an extreme sports equipment store with
access to both surf and skate supplies. In addition, the closest location specializing in surf and
skate apparel, Tilly’s, is 6.4 miles away (Google Maps, 2015). While these distances may not be
drastically far, it could cause significant struggles for those whose main transportation method is
walking, a high portion of the SDSU community. University of California, San Diego, on the
other hand, has an on-site location for outdoor supplies like surfing, Outback Surf Shop, which
has received a four-star review on Yelp from customers (Yelp, 2015). This is clearly a success at
a campus in the same city as SDSU, which is perhaps something our campus could model after.
To understand the surf and skate retail industry a bit further, one can look to the Surf
Industry Manufacturers Association (SIMA) which released The Specialty Retail Distribution
Study in 2012. This study is conducted by the Leisure Trends Group (LTG) who focuses
particularly on the surf and skate industry. The study predicts a bright future for the industry as
the core specialty surf and skate retail market brought in $1.46 billion in revenues in 2012. It
should be noted that the entire industry itself brought in $6.07 billion; however, this study
focused on the core specialty surf and skate industry only. All stores involved in the study had at
least 50% of overall sales coming from surf and skate products. Some of the highlight sales are
as follows: surf/skate equipment ($439 million), surf/skate men’s apparel ($202.5 million), and
surf/skate footwear ($225 million) (SIMA Specialty Retail Study, 2013).
The skate and surf shop could potentially carry men and woman’s clothing from different
surf brands such as Billabong and RVCA. The demand for these clothing stores really depends
on a variety of factors. “Industry-specific factors can determine demand for women's (and men’s)
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clothing sales, such as brand recognition, changes in fashion trends and seasonal weather
conditions. Many shoppers' purchasing patterns are guided by their perception of the value of
certain brands” (IBIS World).
Future Plans for SDSU
According to the SDSU Newscenter website, the new South Campus Plaza “will include
housing for more than 600 students, along with retail outlets designed to serve both the campus
and its surrounding neighborhoods, creating a pedestrian-friendly destination for shopping,
dining and living.” SDSU President Elliot Hirshman believes the new location “will enhance the
quality of life, not just for students, but for the campus community” (Breaking Ground on South
Campus Plaza, 2014). The website has a heavy focus on the aspect of retail outlets being an
addition to the Plaza, but no current specifics of what these stores will yet be.
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Research Method
Through the use of Qualtrics, our group will be using the research method of computer-
assisted surveys. This will ensure speed, convenience, and a lower chance of error. This also
allows for the use of pictures or graphics, as well as the reduction of “interview evaluation”
concern with respondents. We hope to use mainly categorical, closed-ended questions, with
some questions being scaled or open-ended when more information is required.
Our survey will transition into three sections. First, we will ask questions related to their
experiences at SDSU, including their current buying habits and desires for the new South
Campus Plaza. Then, we will question them on their opinions towards the culture of surfing and
skating. Finally, we will move into questioning respondents about their attitudes towards six
different stores that could be considered surf and skate shops, studying the likeability and
demand for them at SDSU. These stores will include Tilly’s, Sun Diego, Hanger94, Dick’s
Sporting Goods, Zumiez, and Pac Sun. We made sure to select stores that were apparel-based,
equipment-based, and a combination of the two in order to determine what respondents exactly
consider a “surf and skate shop.” The survey will then end with simple demographic questions.
We will be using convenience sample, a type of non-probability sampling.
Nonprobability sampling compromises the representativeness of the results, but that for the
purpose of this study, representativeness is not aimed for. The results will not be
generalized. Through Facebook class pages for SDSU, organizations, class emails, and word of
mouth, we will distribute the survey throughout the SDSU population. We hope to incorporate
some type of referral sampling, as we will ask the people we know, and hopefully they pass on
the message as well.
With this survey, we aim to accumulate responses from around 100 participants. If
possible, we are going to have about half of the respondents be upper division students, while the
other half will be made up of lower division students in order to accurately represent the student
population. We will be able to track the accuracy of this by measuring objective properties at the
beginning of the survey. There will be some sample error; however, we hope the sample is fairly
accurate.
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Primary Data Analysis
Demographics and Psychographics
After asking a variety of demographic questions to understand our audience, we had 280
completed respondents: 93 males, 181 females, and 4 preferred not to say. The average age of
respondents was 19.57. There were originally 456 respondents, but only 61% completed the
survey due to high dropout rates. The largest amount of students who took our survey were lower
division students (65% of all respondents, see Table 1), daily visitors to the SDSU campus (51%,
see Table 2), and lived in on-campus housing (38%, see Table 3). These types of participants
could be a positive when reporting the demand for stores in the new South Campus Plaza since
freshman and sophomores will be here for a longer amount of time in comparison to seniors.
These students are more prone to purchasing items on campus, especially food (see Table 4). Out
of our respondents, 44% said that they make daily purchases per week, followed by another 27%
making purchases 2-3 times a week, making them applicable for studying in our data as a key
market (see Table 5).
In order to study SDSU’s surf and skate culture, we asked multiple questions based on
their attitudes and habits towards the two sports. While 73% of respondents never skateboard
(see Table 6) and 72% never surf (see Table7), both sports received an average attitude
perspective of “like” to “somewhat like” (see Table 8). Then, when it comes to these sports and
the SDSU campus, skateboarding on campus had an average response of “indifferent” with the
rest of the variables split between liking and disliking it (see Table 9). Surfing through SDSU
with the classes, on the other hand, still had an average response of an “indifferent” attitude, but
was skewed heavily towards liking the option of a class (see Table 10). Based off of these
results, while not everyone may actually participate in the sports, the culture has a generally
positive attitude towards it. This is crucial to consider when deciding what kind of surf and skate
store, more apparel-based or equipment-based, should be considered.
As shown from our results, 94% of our respondents were aware of the South Campus
Plaza being built on the SDSU Campus, and of those, 88% voted “interested” or “very
interested” in its up-and-coming opening (see Table 11). For stores, on average, food and
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restaurants have the highest level of appeal to SDSU students (with an average of 6.5 on a 7
point scale) followed by entertainment and apparel (see Table 12).
Student Input
When questioned about any comments or improvements regarding the current shopping
atmosphere at SDSU, fifty-seven respondents offered possibilities for the upcoming South
Campus Plaza. Of the participants, twenty-one suggested a grocery store, with three specifically
requesting a Trader Joe’s. Five respondents commented that there were not enough options on
campus, while three noted that there does not need to be more food options on campus. One
specified that food chains do not need to be expanded on campus, with one noting that the Habit
and Chipotle are two chains restaurants already available on campus. Six students noted that the
items on campus are price insensitive, looking to find alternatives that are cheaper or budget
friendly. According to one student, “Shopping at SDSU is so expensive that it makes me drive to
other places where I can buy what I need for an affordable price.”
Alternatively, ten students believed that there can be more/better dining options on
campus, requesting more bars and restaurants available to SDSU students. On top of this, five
students noted that there were not enough options. One student criticized: “It’s literally a
bookstore, some convenience stores, and a bunch of restaurants. Not much else to talk about,”
nothing that the SDSU campus needs some variety. Five students voiced that they would like a
larger variety of ethnic choices, with one student noting that the food selection lacked
diversity. Two students noted that they would like better sushi choice. Two students requested
healthy and semi-cooked meals, while three students requested vegetarian or vegan
options. Additionally, four students were seeking organic or greener produce.
Three students requested a health and beauty shop, while two students were looking for a
nail salon. Further, one student was looking for “more girly clothes,” and two students preferred
a nearby nail salon. One student noted that they knew nothing about the shopping atmosphere,
with another suggesting that Boba be served on campus. One student spoke out that the SDSU
shopping area is “sketchy,” while three students requested a Panera bakery.
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Location Targeting
A crosstabs associative analysis was run to study the relationship between how close
participants live to the SDSU campus and how often purchases are made on campus (see Table
13). By far, the strongest variable was those who are living in on-campus housing make daily
purchases at SDSU (35.2% of respondents). Clearly, this is not all that surprising of an outcome,
for that those who live at SDSU make their purchases conveniently on-site. This data is a bit
biased, for the on-campus students were the highest respondents, but it still had the highest
percentage within its location group to respond with making daily purchases. The second most
popular variable was those who live less than a mile away from SDSU make purchases 2-3 times
a week (11.7% of respondents). One might believe that students who live a farther distance away
may make more purchases since they cannot go home as easily to eat, grab supplies, etc., but this
data has displayed a stronger trend for the students in closer proximity. By interpreting these two
data points and the general trend throughout the analysis, a conclusion can be made that, in
general, those who live closest to campus make the most purchases, and these consumers are
ones to market most to for the new South Campus Plaza stores.
Appeal of Surf and Skate Shops to the Target Market
Next, we wanted to study the relationship between our target audience and what kind of
surf and skate stores they prefer. When a crosstabs analysis was run between how often
participants make purchases on campus and how they rated the surf and skate stores on a scale of
1-7, we studied the general trends the data displayed for each store (see Tables 14-19).
Respondents only rated the stores if they had acknowledged in a previous question that they were
aware of the store’s existence. In this analysis, we placed a focus upon our target audience: those
who at least make purchases once a month or more. For Tilly’s, Sun Diego, and Pac Sun, they
had their highest percentage of respondents giving the stores a high rating and shopping on
campus 2-3 times a week or daily. Then, for Dick’s Sporting Goods and Zumiez, there was a
highest trend around the same SDSU shopping habits but a medium-low rating of the stores.
Hanger94 was somewhere in the middle of these two groups. Tilly’s highest respondent was a
daily shopper and given the store a 7 point rating (13.2%). Sun Diego’s was a daily shopper with
a 6 point rating (10.2%). Hanger94’s most common was someone who shopped at SDSU 2-3
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times a week with a 6 point rating of the store (11.6%). Dick’s Sporting Goods had their highest
as a daily shopper and gave the store a 4 point rating (11.1%). Zumiez, like Dick’s, also had a
daily shopper and a 4 point rating (13.6%). Finally, Pac Sun’s most common respondent, like
Tilly’s, was a daily SDSU consumer and gave the store a 7 point rating (18.0%). Judging solely
off of this analysis as well as the mean point ratings each store got, Pac Sun is arguably the best
option for this campus. It scored highest of all stores on the ratings, with a 5.31 average, and also
their most common respondent was a daily shopper. While Hanger94 came in second on the
store ratings, with a mean of 5.02, its most common respondent shopped less at SDSU than those
for Pac Sun. Also, it was far less known than the other choices, with only about 15% of
respondents knowing of the store, while every other store at least had 60% of respondents’
knowledge.
Demand for a Surf and Skate Shop
To gain further insight into what kind of demand there is for a surf and skate shop at
SDSU, we conducted associative analysis based upon two variables: whether respondents said
they would buy the clothing (surf and skate styled apparel) pictured in the survey and whether
they would shop at the specific stores listed if they were in a convenient location (see Tables 20
and 21). The test concluded that Zumiez, Pac Sun, Tilly’s, and Sun Diego exhibited p< .05. This
suggests that there is a significant correlation between those who said they would purchase this
style of clothing and those who said they would shop at these stores if they were in a convenient
location. It should be noted that Hanger94 did not register a significant correlation and Dick’s
sporting Goods was not included in the analysis as it does not sell the style of clothes pictured in
the survey. The Pearson Coefficients of the significantly correlated stores returned a relatively
weak positive relationship: the lowest with an r = .345 (Zumiez) and the highest with r = .463
(Pac Sun).
Predictive analysis was done to see whether consumers who shopped at stores in the past
would shop at the same store again if they were in a convenient location. The variables we used
to run the multiple regression were obtained through a series of statements delivered via a seven
point likert scale. Respondents were asked to rank on the scale their opinion from strongly
disagree to strongly agree. The dependent variable was “I would shop at this store if it was in a
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convenient location.” The independent variables were “I have shopped at this store before”,
“When I think of a ‘surf and skate’ store, I think of this type of location”, and “This type of store
would make my life easier.” Separate multiple regression analyses were conducted for each
store consisting of the same variables. The stores included in the analysis were Zumiez, Pac Sun,
Hanger94, Sun Diego, and Tilly’s. Looking at the ANOVA values, it was concluded that a linear
relationship was present between the variables for each store.
Zumiez (see Tables 22-24)
The regression analysis run for Zumiez turned up an R square of .579 suggesting 57.9%
of the regression can be explained by the independent variables. Each of the individual predictors
was significant (p < .05). The standardized beta coefficients efficients of the first two variables
showed a weak, positive relationship was present. It should be noted that the third variable, “This
type of store would make my life easier,” showed a moderate relationship with a beta coefficient
of .495. The VIFs were <10 showing there is no existing multicollinearity.
Pac Sun (see Tables 25-27)
The regression analysis run for Pac Sun produced an R square of .640, suggesting 64.0%
of the regression can be explained by the independent variables. Again, each of the individual
predictors was significant (p < .05). The standardized beta coefficients of the first two variables
showed a weak, positive relationship. The third variable, “This type of store would make my life
easier,” showed another moderate positive relationship with a beta coefficient of .516. The VIF
was <10 showing there is no existing multicollinearity.
Hanger94 (see Tables 28-30)
The regression analysis run for Hanger94 exhibited an R square of .793, suggesting
79.3% of the regression can be explained by the independent variables. The individual predictor
variables were significant (p< .05) except for the variable, “When I think of a ‘surf and skate’
store, I think of this type of location.” This variable was not significant (p> .05). The
standardized beta coefficients for the significant variables showed a moderate positive
relationship. The VIF was <10 showing there is no existing multicollinearity.
15
Sun Diego (see Tables 31-33)
The regression analysis run for Sun Diego realized an R square of .632, suggesting 63.2%
of the regression can be explained by the independent variables. Each of the individual predictors
was significant (p < .05). The standardized beta coefficients showed a weak, positive
relationship. However, the variable, “This type of store would make my life easier,” showed a
strong, positive relationship with a standard beta coefficient of .631. The VIF was <10 showing
there is no existing multicollinearity.
Tilly’s (see Tables 34-36)
Finally, the regression analysis run for Tilly’s calculated an R square of .524, suggesting
52.4% of the regression can be explained by the independent variables. Each of the individual
predictors was significant (p < .05). The standard beta coefficients showed relatively weak,
positive relationships. The VIF was <10 showing there is no existing multicollinearity.
This regression analysis tells us a couple of things. Although some of the beta
coefficients were not strongly positive, the model predicts that people who have shopped at these
locations before would shop at them again if they were in a convenient location. The relatively
high R square values tell us that a majority of the regression model can be explained by the
individual predictors. These predictors were chosen because we felt they might help explain
whether or not consumers would shop at a surf and skate shop if it were on the SDSU campus.
This also gives insight into which stores, if any, would be best fit to be located on campus at
SDSU.
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Conclusion
When we began this research project, we set out to determine whether or not there was
large enough demand to place a surf and skate store on the San Diego State University campus in
the new South Campus Plaza. After conducting and gathering primary and secondary data, we
carefully analyzed this data and looked at it from many different angles in an effort to determine
the answer to our research question. Subsequently, we concluded that SDSU does have demand
for a surf and skate store; however, the extent to whether the demand is enough for a surf and
skate store to thrive is a tougher question to answer. The biggest deterrent to demand for a surf
and skate shop is the demand for other types of stores. Through comments from respondents,
various food options also had a relatively large demand. However, the attitudes towards surf and
skate apparel and lifestyle are mostly positive at San Diego State University. There is a fair
amount of people who responded that they would shop at the surf and skate stores featured in the
study if they were in a convenient location. It is important to note the “convenient location”
aspect since most of our respondents live in on-campus housing and are daily visitors to the
campus. Since they are the target market for the new South Campus Plaza, being the biggest
consumers already on campus, it is a great sign that they said they would shop at this location if
it was provided conveniently at SDSU.
While there were a lot of comments from students demanding various restaurant
locations, as we mentioned in our secondary analysis, the SDSU Newscenter website specifically
said in a quote about South Campus Plaza, “[It] will include housing for more than 600 students,
along with retail outlets designed to serve both the campus and its surrounding neighborhoods,
creating a pedestrian-friendly destination for shopping, dining and living” (Breaking Ground on
South Campus Plaza, 2014). Based off of this this description of the goals for the new Plaza, not
all of the spaces can be used for food demands, and they need to implement shopping locations
that are fitting for the SDSU community.
Moreover, some of the relationships we found of the surf and skate stores during the
predictive analysis were moderately strong and positive. We think that specific surf and skate
stores would perform better than other retail stores based on the research and analysis we have
found. It is our conclusion that there would be enough demand for a surf and skate shop if the
proper surf and skate shop were implemented in the proper setting.
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Recommendations
Although we have concluded that there would be enough demand for a surf and skate
store at San Diego State University, there are a few stipulations we think the University must
follow in order to ensure this store experiences success. As we mentioned in our conclusion, we
believe there is enough demand for a surf and skate shop if the proper surf and skate shop were
implemented in the proper setting. According to our research, we think certain stores would
perform better than others. Two stores in particular stood out during our research as having the
best opportunity to thrive at SDSU. These two stores are Pac Sun and Sun Diego. Both stores are
more apparel based, and they both exemplify the “San Diego” lifestyle. Also, in our crosstabs
analysis, Pac Sun and Sun Diego’s most common respondents were daily SDSU consumers and
gave the stores very high appeal ratings. Our predictive analysis showed that people were more
likely to shop at these stores, given the predictor variables, more than any of the other stores,
with the exception of Hanger94. The issue with Hanger94 is that it was the least recognized
store, and the high positive ratings distract from the fact that not nearly as many people knew of
this company. We recommend that San Diego State University places a Pac Sun or a Sun Diego
on campus. These stores are predicted to bring in more business than the other stores we used in
our study.
Also, as we mentioned before, there should be more studies run to specifically study the
food options to be included at South Campus Plaza. Clearly, students and the surrounding
community are very passionate about what restaurants are included on campus. Some students
would probably even prefer the entire Plaza to have only various food locations. But as we saw
from the location’s goals, this is not realistic, so there needs to be careful thought into
specifically which food locations get placed in the Plaza and will receive the largest success.
These successful restaurant locations will also help this new surf and skate shop thrive by
bringing in consumers and attention to the Plaza.
Furthermore, when this new South Campus Plaza is to open, it is important that the
correct marketing is done to the community in order to ensure success. As we found out, the
biggest consumers on campus are those that live in on-campus housing and make daily visits to
campus. Therefore, there should be the strongest marketing effort throughout campus, including
at the housing locations. The new stores that are being implemented in the Plaza should be
18
highlighted on marketing materials, as it will gain excitement for the grand opening. As we
found when distributing our survey, there is a lot of anticipation for this new location on campus.
Therefore, if consumers knew exactly when it was opening and what they can expect, there will
be success at the Plaza.
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Limitations
When conducting market search there will always be limitations, no matter how careful
one is with their methods and preparation. For this project specifically, there were many
constraints and biases that took place that skewed our findings in the end. From our Qualtrics
survey that was facilitated online, 39% of the participants dropped out of the survey. There are
many aspects that could have contributed to this percentage, for example, our survey being too
long or the participant not being interested in the topic. In our survey, we asked a lot of questions
about specific retail stores, which some people have never heard about. This could include
international students, students who aren’t San Diego natives, or people who don’t have a “surf
and skate” type of style. Instead of focusing on the specific retail stores, we could have focused
more on surf and skate on campus, and rephrased some questions in a way that everyone would
understand so that they could answer accordingly. There also could have been some bias within
the survey. We tried to give the questions an order that was hard to identify our purpose in order
to get the most accurate responses possible. However, when respondents saw questions about
SDSU and South Campus Plaza followed by questions about surf and skate retail stores, it was
not hard to come to a conclusion of what our objective was. Therefore, there could be bias in
their responses by responding the way they think that want us researchers to respond.
In addition to these survey errors, since we are college students, this survey could have
had more success if there were not budget or time restraints. All of us have different schedules;
whether it is for other classes, for work, or personal lives. Therefore, we were not able to focus
on this project specifically as much as if it were our careers and top priority in our professional
life. Also, a larger budget could have provided us other ways to test our respondents and provide
new insights. Given these setbacks, we believe our work is commendable and are proud of the
amount of effort that was placed into this research.
20
References
Bradstreet, Kailee. (2013, July 21). Growing the Surf Industry Through Wave Technology &
Sustainable Tourism. Retrieved from http://business.transworld.net/features/surf-park-
summit-growing-the-surf-industry-through-wave-technology-sustainable-
tourism/#h2w0PoJlqEA4MBDo.97
Bradstreet, Kailee. (2013, June 7). SIMA Specialty Retail Study Shows Bright Future For
Surf/Skate. Retrieved from http://business.transworld.net/ features/sima-specialty-
retail-study-shows-bright-future-for-surfskate
Breaking Ground on South Campus Plaza. (2014, November 19). Retrieved from
http://newscenter.sdsu.edu/sdsu_newscenter/news_story.aspx?sid=75311
The Center For Surf Research. (2015). Retrieved from http://centerforsurfresearch.org/
Cronin, M., (2015, April 4). San Diego's 5 best surf shops. Retrieved from
http://sandiego.suntimes.com/sd-news/sd-business/7/92/113455/san-diegos-best-surf
shops/
Google Maps. (2015). San Diego State University. Retrieved from https://www.google.com/
maps/search/surf+and+skate+shop/@32.7634278,-117.0893245,12z
Greeninger, Nick. (2011, April) Top 10 Surf Colleges. Retrieved from
http://www.surfermag.com/features/top-10-surf-colleges/#rZcYjvviGLmARoOo.97
Harvey, Katherine P. (2013, June 10). Surf and Skate Retail Hold Strong. Retrieved from
http://www.sandiegouniontribune.com/news/2013/jun/10/surf-skate-retail-study-2013/
Hernandez, Magda. (Ed.). (2013, May 13). The State of the Skateboarding Industry. Retrieved
from http://www.shop-eat-surf.com/2009/05/the-state-of-the-skateboarding- industry
Imbruglia, Melissa. (2015, June). Clothing Stores In The US. Retrieved from
http://clients1.ibisworld.com/reports/us/industry/productsandmarkets.aspx?entid=
1067#DD
Navarro, E., (2015, September 8). SDSU Police to Allow Skateboards in Campus Bike Lanes.
Retrieved from http://www.thedailyaztec.com/68330/news/sdsu-police-to-allow-
skateboards-in-campus-bike- lanes/
Yelp. (2015). Outback Surf Shop. Retrieved from http://www.yelp.com/biz/outback-surf-shop- la-
jolla-2
21
Appendix
Qualtrics Survey
Q1 Thank you for your participation in the following survey. We will begin by asking you about your
experiences at San Diego State University.
Q2 Are you a current student at San Diego State University (SDSU)?
❍ Yes (1)
❍ No (2)
Answer If Are you a current student at San Diego State University (SDSU)? No Is Selected
Q3 Please indicate your following status.
❍ SDSU Alumni (1)
❍ SDSU Staff (2)
❍ Student at another university (please provide) (3) ____________________
❍ Other (4) ____________________
Q4 How close do you live to the SDSU campus?
❍ On-campus housing (1)
❍ Less than a mile away (2)
❍ 1-5 miles away (3)
❍ More than 5 miles away (4)
Q5 How often are you on the SDSU campus?
❍ Less than Once a Week (1)
❍ Once a Week (2)
❍ 2-3 Days a Week (3)
❍ 4-6 Days a Week (4)
❍ Daily (5)
Q6 Up until now, were you aware of the incoming South Campus Plaza that is under construction for Fall
2016?
❍ Yes (1)
❍ No (2)
22
Answer If Are you aware of the incoming South Campus Plaza that is under construction for Fall 2016?
Yes Is Selected
Q7 Please indicate your level of interest in the upcoming South Campus Plaza.
❍ Strongly interested (1)
❍ Interested (2)
❍ Indifferent (3)
❍ Uninterested (4)
❍ Strongly uninterested (5)
Answer If Are you aware of the incoming South Campus Plaza that is under construction for Fall 2016?
No Is Selected
Q8 According to the SDSU Newscenter on the South Campus Plaza, "[President Hirshman] said the
project — which is slated for completion in fall 2016 —will enhance the quality of life, not just for
students, but for the campus community. South Campus Plaza will include housing for more than 600
students, along with retail outlets designed to serve both the campus and its surrounding neighborhoods,
creating a pedestrian-friendly destination for shopping, dining and living. Located immediately south of
the SDSU Transit Center, between Hardy Avenue and Montezuma Road, South Campus Plaza will
provide a dynamic gateway to the university, helping to create a sense of place, while also helping SDSU
become a more residential campus. The project will be constructed in two phases. Phase one consists of
two residential buildings above ground-floor retail outlets and an adjacent parking structure to serve retail
customers. The California State University Board of Trustees unanimously approved plans for the
project in spring 2014. It is funded by system-wide revenue bonds that will be paid back by retail,
housing and parking revenue generated by the project. No state funds, tuition or fees are being
used." Source: http://newscenter.sdsu.edu/sdsu_newscenter/news_story.aspx?sid=75311
Q9 How often do you make purchases on the SDSU campus?
❍ Never (1)
❍ Less than Once a Month (2)
❍ Once a Month (3)
❍ 2-3 Times a Month (4)
❍ Once a Week (5)
❍ 2-3 Times a Week (6)
❍ Daily (7)
Q10 What type of purchases have you made on campus? Select all that apply.
❑ Food (1)
❑ Electronics (2)
❑ Apparel (3)
❑ School supplies (4)
❑ Other (5) ____________________
23
Q11 On a scale of 1-7, please rank the following store categories by level of appeal to be included in the
new South Campus Plaza.
______ Food/Restaurants (1)
______ Apparel (2)
______ Electronics (3)
______ Health & Beauty Services (4)
______ Sporting Goods (5)
______ Entertainment (6)
Q12 Please state any comments or improvements about the current shopping atmosphere at SDSU.
Q13 We will now ask the following questions based on your attitudes towards the surf and skate industry.
Q14 Please indicate your attitude in the following.
Strongly Dislike
(1)
Dislike (2)
Somewhat Dislike
(3)
Indifferent (4)
Somewhat Like (5)
Like (6) Strongly Like (7)
Surfing (1) ❍ ❍ ❍ ❍ ❍ ❍ ❍
Skateboardin
g (2) ❍ ❍ ❍ ❍ ❍ ❍ ❍
Q15 How often do you skateboard?
❍ Never (1)
❍ Less than Once a Month (2)
❍ Once a Month (3)
❍ 2-3 Times a Month (4)
❍ Once a Week (5)
❍ 2-3 Times a Week (6)
❍ Daily (7)
Q16 How often do you surf?
❍ Never (1)
❍ Less than Once a Month (2)
❍ Once a Month (3)
❍ 2-3 Times a Month (4)
❍ Once a Week (5)
❍ 2-3 Times a Week (6)
❍ Daily (7)
24
Q17 What is your opinion of skateboarding on the SDSU campus?
❍ Strongly Dislike (1)
❍ Dislike (2)
❍ Indifferent (3)
❍ Like (4)
❍ Strongly Like (5)
Q18 What is your opinion of surfing classes at SDSU?
❍ Strongly Dislike (1)
❍ Dislike (2)
❍ Indifferent (3)
❍ Like (4)
❍ Strongly Like (5)
Q19 Please respond to the following statements based on your attitudes on the clothing pictured.
Strongly
Disagree (1) Disagree (2)
Neither Agree nor Disagree
(3)
Agree (4) Strongly
Agree (5)
I identify with
this style
clothing. (1)
❍ ❍ ❍ ❍ ❍
I would
purchase this
style of
clothing. (2)
❍ ❍ ❍ ❍ ❍
I would borrow
this style of
clothing from a
friend. (3)
❍ ❍ ❍ ❍ ❍
I would dislike
seeing this
clothing on
another
individual. (4)
❍ ❍ ❍ ❍ ❍
My current
wardrobe
consists mainly
of this style of
❍ ❍ ❍ ❍ ❍
25
clothing. (5)
I would not
wear this style
of clothing. (6)
❍ ❍ ❍ ❍ ❍
I wear this style
of clothing for
certain
occasions. (7)
❍ ❍ ❍ ❍ ❍
Q20 Please select which of the following stores you have heard of.
❑ Tilly's (1)
❑ Sun Diego (2)
❑ Hanger94 (3)
❑ Dick's Sporting Goods (4)
❑ Zumiez (5)
❑ Pac Sun (6)
Answer If Please select the following stores that you have heard of. q://QID28/SelectedChoicesCount Is
Greater Than 0
Q21 Please respond to the following statements based upon the store listed.
Answer If Please select the following stores that you have heard of. Tilly's Is Selected
Q22 Tilly's
Strongly
Disagree (1) Disagree (2)
Neither Agree nor Disagree
(3)
Agree (4) Strongly
Agree (5)
I have shopped
at this store
before. (1)
❍ ❍ ❍ ❍ ❍
I would drive at
least 5 miles to
shop at this
location. (2)
❍ ❍ ❍ ❍ ❍
I would shop at
this location if it
was at a
convenient
location. (3)
❍ ❍ ❍ ❍ ❍
When I think of
a "surf and
skate" store, I
think of this
type of location.
(4)
❍ ❍ ❍ ❍ ❍
This type of
store
disinterests me.
(5)
❍ ❍ ❍ ❍ ❍
I feel that this
type of store ❍ ❍ ❍ ❍ ❍
26
does not
complement the
SDSU lifestyle.
(6)
This type of
store would
make my life
easier. (7)
❍ ❍ ❍ ❍ ❍
Answer If Please select the following stores that you have heard of. Sun Diego Is Selected
Q23 Sun Diego
Strongly
Disagree (1) Disagree (2)
Neither Agree nor Disagree
(3)
Agree (4) Strongly
Agree (5)
I have shopped
at this store
before. (1)
❍ ❍ ❍ ❍ ❍
I would drive at
least 5 miles to
shop at this
location. (2)
❍ ❍ ❍ ❍ ❍
I would shop at
this location if it
was at a
convenient
location. (3)
❍ ❍ ❍ ❍ ❍
When I think of
a "surf and
skate" store, I
think of this
type of location.
(4)
❍ ❍ ❍ ❍ ❍
This type of
store
disinterests me.
(5)
❍ ❍ ❍ ❍ ❍
I feel that this
type of store
does not
complement the
SDSU lifestyle.
(6)
❍ ❍ ❍ ❍ ❍
This type of
store would
make my life
easier. (7)
❍ ❍ ❍ ❍ ❍
27
Answer If Please select the following stores that you have heard of. Hanger94 Is Selected
Q24 Hanger94
Strongly
Disagree (1) Disagree (2)
Neither Agree nor Disagree
(3)
Agree (4) Strongly
Agree (5)
I have shopped
at this store
before. (1)
❍ ❍ ❍ ❍ ❍
I would drive at
least 5 miles to
shop at this
location. (2)
❍ ❍ ❍ ❍ ❍
I would shop at
this location if it
was at a
convenient
location. (3)
❍ ❍ ❍ ❍ ❍
When I think of
a "surf and
skate" store, I
think of this
type of location.
(4)
❍ ❍ ❍ ❍ ❍
This type of
store
disinterests me.
(5)
❍ ❍ ❍ ❍ ❍
I feel that this
type of store
does not
complement the
SDSU lifestyle.
(6)
❍ ❍ ❍ ❍ ❍
This type of
store would
make my life
easier. (7)
❍ ❍ ❍ ❍ ❍
Answer If Please select the following stores that you have heard of. Dick's Sporting Goods Is Selected
Q25 Dick's Sporting Goods
Strongly
Disagree (1) Disagree (2)
Neither Agree nor Disagree
(3)
Agree (4) Strongly
Agree (5)
I have shopped
at this store
before. (1)
❍ ❍ ❍ ❍ ❍
I would drive at
least 5 miles to
shop at this
location. (2)
❍ ❍ ❍ ❍ ❍
I would shop at
this location if it ❍ ❍ ❍ ❍ ❍
28
was at a
convenient
location. (3)
When I think of
a "surf and
skate" store, I
think of this
type of location.
(4)
❍ ❍ ❍ ❍ ❍
This type of
store
disinterests me.
(5)
❍ ❍ ❍ ❍ ❍
I feel that this
type of store
does not
complement the
SDSU lifestyle.
(6)
❍ ❍ ❍ ❍ ❍
This type of
store would
make my life
easier. (7)
❍ ❍ ❍ ❍ ❍
Answer If Please select the following stores that you have heard of. Zumiez Is Selected
Q26 Zumiez
Strongly
Disagree (1) Disagree (2)
Neither Agree nor Disagree
(3)
Agree (4) Strongly
Agree (5)
I have shopped
at this store
before. (1)
❍ ❍ ❍ ❍ ❍
I would drive at
least 5 miles to
shop at this
location. (2)
❍ ❍ ❍ ❍ ❍
I would shop at
this location if it
was at a
convenient
location. (3)
❍ ❍ ❍ ❍ ❍
When I think of
a "surf and
skate" store, I
think of this
type of location.
(4)
❍ ❍ ❍ ❍ ❍
This type of
store
disinterests me.
(5)
❍ ❍ ❍ ❍ ❍
I feel that this
type of store ❍ ❍ ❍ ❍ ❍
29
does not
complement the
SDSU lifestyle.
(6)
This type of
store would
make my life
easier. (7)
❍ ❍ ❍ ❍ ❍
Answer If Please select the following stores that you have heard of. Pac Sun Is Selected
Q27 Pac Sun
Strongly
Disagree (1) Disagree (2)
Neither Agree nor Disagree
(3)
Agree (4) Strongly
Agree (5)
I have shopped
at this store
before. (1)
❍ ❍ ❍ ❍ ❍
I would drive at
least 5 miles to
shop at this
location. (2)
❍ ❍ ❍ ❍ ❍
I would shop at
this location if it
was at a
convienent
location. (3)
❍ ❍ ❍ ❍ ❍
When I think of
a "surf and
skate" store, I
think of this
type of location.
(4)
❍ ❍ ❍ ❍ ❍
This type of
store
disinterests me.
(5)
❍ ❍ ❍ ❍ ❍
I feel that this
type of store
does not
complement the
SDSU lifestyle.
(6)
❍ ❍ ❍ ❍ ❍
This type of
store would
make my life
easier. (7)
❍ ❍ ❍ ❍ ❍
30
Answer If Please select the following stores that you have heard of. q://QID28/SelectedChoicesCount Is
Greater Than 0
Q28 How often do you shop at any of these locations?
❍ Never (1)
❍ Less than Once a Month (2)
❍ Once a Month (3)
❍ 2-3 Times a Month (4)
❍ Once a Week (5)
❍ 2-3 Times a Week (6)
❍ Daily (7)
Answer If Please select the following stores that you have heard of. q://QID28/SelectedChoicesCount Is
Greater Than 1
Q29 On a scale of 1-7, please rank the following stores by level of appeal.
If Please select the following stores that you have heard of. Tilly's Is Selected
______ Tilly's (1)
If Please select the following stores that you have heard of. Sun Diego Is Selected
______ Sun Diego (2)
If Please select the following stores that you have heard of. Hanger94 Is Selected
______ Hanger94 (3)
If Please select the following stores that you have heard of. Dick's Sporting Goods Is Selected
______ Dick's Sporting Goods (4)
If Please select the following stores that you have heard of. Zumiez Is Selected
______ Zumiez (5)
If Please select the following stores that you have heard of. Pac Sun Is Selected
______ Pac Sun (6)
Q30 Please state your gender.
❍ Male (1)
❍ Female (2)
❍ Prefer not to say (3)
Q31 Please enter your age.
Answer If Are you a current student at San Diego State University (SDSU)? Yes Is Selected
Q32 Please state your SDSU class level.
❍ Freshman (1)
❍ Sophomore (2)
❍ Junior (3)
❍ Senior (4)
❍ Other (5) ____________________
❍ Prefer not to say (6)
31
List of Figures and Tables
Table 1: “Please state your SDSU class level.”
# Answer
Response % 1 Freshman
108 40% 2 Sophomore
67 25% 3 Junior
32 12% 4 Senior
58 21% 5 Other
2 1%
6 Prefer not to say
3 1%
Total 270 100%
Table 2: “How often are you on the SDSU campus?”
# Answer
Response %
1 Less than Once a Week
13 3%
2 Once a Week
0 0%
3 2-3 Days a Week
41 10%
4 4-6 Days a Week
158 37%
5 Daily
218 51% Total 430 100%
Table 3: “How close do you live to the SDSU campus?”
# Answer
Response %
1 On-campus housing
163 38%
2 Less than a mile away
127 30%
3 1-5 miles away
52 12%
4 More than 5 miles away
88 20%
Total 430 100%
32
Table 4: “What type of purchases have you made on campus? Select all that apply.”
# Answer
Response % 1 Food
390 97% 2 Electronics
52 13% 3 Apparel
213 53% 4 School supplies
257 64% 5 Other
4 1%
Table 5: “How often do you make purchases on the SDSU campus?”
# Answer
Response % 1 Never
2 0%
2 Less than Once a Month
20 5%
3 Once a Month
10 2%
4 2-3 Times a Month
36 9%
5 Once a Week
50 12%
6 2-3 Times a Week
107 27%
7 Daily
178 44% Total 403 100%
Table 6: “How often do you skateboard?”
# Answer
Response % 1 Never
270 73%
2 Less than Once a Month
28 8%
3 Once a Month
12 3%
4 2-3 Times a Month
18 5%
5 Once a Week
8 2%
6 2-3 Times a Week
10 3%
7 Daily
25 7%
Total 371 100%
33
Table 7: “How often do you surf?”
# Answer
Response % 1 Never
266 72%
2 Less than Once a Month
52 14%
3 Once a Month
23 6%
4 2-3 Times a Month
15 4%
5 Once a Week
8 2%
6 2-3 Times a Week
6 2%
7 Daily
1 0% Total 371 100%
Table 8: “Please indicate your attitude in the following.”
# Question Strongl
y Dislike
Dislike
Somewhat Dislike
Indifferent
Somewhat Like
Like
Strongly Like
Total Respons
es
Mean
1 Surfing 10 9 5 154 49 85 59 371 4.92
2 Skateboarding
20 25 18 158 46 61 43 371 4.46
Table 9: “What is your opinion of skateboarding on the SDSU campus?”
# Answer
Response % 1 Strongly Dislike
23 6% 2 Dislike
43 12% 3 Indifferent
186 50% 4 Like
69 19% 5 Strongly Like
50 13%
Total 371 100%
34
Table 10: “What is your opinion of surfing classes at SDSU?”
# Answer
Response % 1 Strongly Dislike
7 2% 2 Dislike
2 1% 3 Indifferent
135 36% 4 Like
145 39% 5 Strongly Like
82 22%
Total 371 100%
Table 11: “Please indicate your level of interest in the upcoming South Campus Plaza.”
# Answer
Response %
1 Strongly interested
188 46%
2 Interested
171 42% 3 Indifferent
38 9% 4 Uninterested
8 2%
5 Strongly uninterested
0 0%
Total 405 100%
Table 12: “On a scale of 1-7, please rank the following store categories by level of appeal to be included in the new South Campus Plaza.”
# Answer Min Value Max Value Average
Value Standard Deviation
Responses
1 Food/Restaurants 1.00 7.00 6.49 0.94 382 2 Apparel 1.00 7.00 4.81 1.70 355 3 Electronics 1.00 7.00 3.74 1.64 335
4 Health & Beauty Services
1.00 7.00 4.43 1.72 336
5 Sporting Goods 1.00 7.00 3.63 1.76 325 6 Entertainment 1.00 7.00 5.39 1.49 369
35
Table 13: A crosstabs analysis between how close respondents live to campus and how often purchases are made at SDSU
How close do you live to the SDSU campus? * How often do you make purchases on the SDSU campus? Crosstabulation
How often do you make purchases on the SDSU campus?
Total Never
Less than
Once a
Month Once a
Month 2-3 Times
a Month Once a
Week 2-3 Times
a Week Daily
How close do you
live to the SDSU
campus?
On-campus
housing Count 0 1 0 1 3 9 142 156
% of
Total 0.0% 0.2% 0.0% 0.2% 0.7% 2.2% 35.2% 38.7%
Less than a
mile away Count 0 8 6 16 25 47 16 118
% of
Total 0.0% 2.0% 1.5% 4.0% 6.2% 11.7% 4.0% 29.3%
1-5 miles
away Count 0 3 1 10 11 14 10 49
% of
Total 0.0% 0.7% 0.2% 2.5% 2.7% 3.5% 2.5% 12.2%
More than 5
miles away Count 2 8 3 9 11 37 10 80
% of
Total 0.5% 2.0% 0.7% 2.2% 2.7% 9.2% 2.5% 19.9%
Total Count 2 20 10 36 50 107 178 403
% of
Total 0.5% 5.0% 2.5% 8.9% 12.4% 26.6% 44.2% 100.0%
.
36
Table 14: A crosstabs analysis between how often purchases are made on campus and the rating
of Tillys.
How often do you make purchases on the SDSU campus? * On a scale of 1-7, please rank the following stores by level of
appeal.-Tilly's Crosstabulation
On a scale of 1-7, please rank the follow ing stores by level of
appeal.-Tilly's
Total 1.00 2.00 3.00 4.00 5.00 6.00 7.00
How often do you
make purchases on
the SDSU campus?
Less than Once a
Month
Count 0 1 0 2 2 2 2 9
% of
Total 0.0% 0.4% 0.0% 0.9% 0.9% 0.9% 0.9% 4.0%
Once a Month Count 0 0 1 0 2 3 0 6
% of
Total 0.0% 0.0% 0.4% 0.0% 0.9% 1.3% 0.0% 2.6%
2-3 Times a Month Count 1 1 3 3 1 6 5 20
% of
Total 0.4% 0.4% 1.3% 1.3% 0.4% 2.6% 2.2% 8.8%
Once a Week Count 0 0 3 1 6 8 7 25
% of
Total 0.0% 0.0% 1.3% 0.4% 2.6% 3.5% 3.1% 11.0%
2-3 Times a Week Count 5 5 11 12 13 7 7 60
% of
Total 2.2% 2.2% 4.8% 5.3% 5.7% 3.1% 3.1% 26.4%
Daily Count 7 4 7 21 18 20 30 107
% of
Total 3.1% 1.8% 3.1% 9.3% 7.9% 8.8% 13.2% 47.1%
Total Count 13 11 25 39 42 46 51 227
% of
Total 5.7% 4.8% 11.0% 17.2% 18.5% 20.3% 22.5%
100.0
%
37
Table 15: A crosstabs analysis between how often purchases are made on campus and the rating
of Sun Diego.
How often do you make purchases on the SDSU campus? * On a scale of 1-7, please rank the following
stores by level of appeal.-Sun Diego Crosstabulation
On a scale of 1-7, please rank the following stores by
level of appeal.-Sun Diego
Total 1.00 2.00 3.00 4.00 5.00 6.00 7.00
How often do you
make purchases
on the SDSU
campus?
Less than Once a
Month
Count 1 0 1 1 2 3 1 9
% of
Total 0.6% 0.0% 0.6% 0.6% 1.2% 1.8% 0.6% 5.4%
Once a Month Count 0 0 0 1 3 3 0 7
% of
Total 0.0% 0.0% 0.0% 0.6% 1.8% 1.8% 0.0% 4.2%
2-3 Times a
Month
Count 0 1 1 2 5 4 4 17
% of
Total 0.0% 0.6% 0.6% 1.2% 3.0% 2.4% 2.4% 10.2%
Once a Week Count 1 1 2 2 6 7 4 23
% of
Total 0.6% 0.6% 1.2% 1.2% 3.6% 4.2% 2.4% 13.8%
2-3 Times a
Week
Count 0 7 3 12 8 9 6 45
% of
Total 0.0% 4.2% 1.8% 7.2% 4.8% 5.4% 3.6% 26.9%
Daily Count 3 1 6 16 13 17 10 66
% of
Total 1.8% 0.6% 3.6% 9.6% 7.8% 10.2% 6.0% 39.5%
Total Count 5 10 13 34 37 43 25 167
% of
Total 3.0% 6.0% 7.8% 20.4% 22.2% 25.7% 15.0%
100.0
%
38
Table 16: A crosstabs analysis between how often purchases are made on campus and the rating
of Hanger94.
How often do you make purchases on the SDSU campus? * On a scale of 1-7, please rank the following
stores by level of appeal.-Hanger94 Crosstabulation
On a scale of 1-7, please rank the following stores by
level of appeal.-Hanger94
Total 1.00 2.00 3.00 4.00 5.00 6.00 7.00
How often do you
make purchases
on the SDSU
campus?
Less than Once a
Month
Count 0 0 1 1 1 0 1 4
% of
Total 0.0% 0.0% 2.3% 2.3% 2.3% 0.0% 2.3% 9.3%
Once a Month Count 0 0 0 0 0 0 1 1
% of
Total 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 2.3% 2.3%
2-3 Times a
Month
Count 0 0 1 1 1 0 1 4
% of
Total 0.0% 0.0% 2.3% 2.3% 2.3% 0.0% 2.3% 9.3%
Once a Week Count 1 0 0 0 1 2 1 5
% of
Total 2.3% 0.0% 0.0% 0.0% 2.3% 4.7% 2.3%
11.6
%
2-3 Times a
Week
Count 0 0 1 1 3 5 4 14
% of
Total 0.0% 0.0% 2.3% 2.3% 7.0% 11.6% 9.3%
32.6
%
Daily Count 0 1 4 3 4 1 2 15
% of
Total 0.0% 2.3% 9.3% 7.0% 9.3% 2.3% 4.7%
34.9
%
Total Count 1 1 7 6 10 8 10 43
% of
Total 2.3% 2.3% 16.3% 14.0% 23.3% 18.6% 23.3%
100.0
%
39
Table 17: A crosstabs analysis between how often purchases are made on campus and the rating
of Dick’s Sporting Goods.
How often do you make purchases on the SDSU campus? * On a scale of 1-7, please rank the following
stores by level of appeal.-Dick's Sporting Goods Crosstabulation
On a scale of 1-7, please rank the following stores by level of
appeal.-Dick's Sporting Goods
Total 1.00 2.00 3.00 4.00 5.00 6.00 7.00
How often do
you make
purchases on the
SDSU campus?
Less than Once
a Month
Count 0 0 2 1 2 2 3 10
% of
Total 0.0% 0.0% 0.9% 0.5% 0.9% 0.9% 1.4% 4.6%
Once a Month Count 0 0 0 1 1 2 1 5
% of
Total 0.0% 0.0% 0.0% 0.5% 0.5% 0.9% 0.5% 2.3%
2-3 Times a
Month
Count 2 3 2 3 1 3 4 18
% of
Total 0.9% 1.4% 0.9% 1.4% 0.5% 1.4% 1.8% 8.3%
Once a Week Count 2 1 4 4 5 6 3 25
% of
Total 0.9% 0.5% 1.8% 1.8% 2.3% 2.8% 1.4%
11.5
%
2-3 Times a
Week
Count 5 6 5 15 13 7 6 57
% of
Total 2.3% 2.8% 2.3% 6.9% 6.0% 3.2% 2.8%
26.3
%
Daily Count 9 5 13 24 22 9 20 102
% of
Total 4.1% 2.3% 6.0% 11.1% 10.1% 4.1% 9.2%
47.0
%
Total Count 18 15 26 48 44 29 37 217
% of
Total 8.3% 6.9% 12.0% 22.1% 20.3% 13.4% 17.1%
100.0
%
40
Table 18: A crosstabs analysis between how often purchases are made on campus and the rating
of Zumiez.
How often do you make purchases on the SDSU campus? * On a scale of 1-7, please rank the following stores by
level of appeal.-Zumiez Crosstabulation
On a scale of 1-7, please rank the following stores by level
of appeal.-Zumiez
Total 1.00 2.00 3.00 4.00 5.00 6.00 7.00
How often do you
make purchases on
the SDSU campus?
Never Count 1 0 0 0 0 0 0 1
% of
Total 0.5% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.5%
Less than Once a
Month
Count 0 0 4 2 2 1 0 9
% of
Total 0.0% 0.0% 1.8% 0.9% 0.9% 0.5% 0.0% 4.1%
Once a Month Count 0 1 0 0 5 0 0 6
% of
Total 0.0% 0.5% 0.0% 0.0% 2.3% 0.0% 0.0% 2.7%
2-3 Times a Month Count 2 2 1 2 4 3 5 19
% of
Total 0.9% 0.9% 0.5% 0.9% 1.8% 1.4% 2.3% 8.6%
Once a Week Count 0 0 3 4 6 6 3 22
% of
Total 0.0% 0.0% 1.4% 1.8% 2.7% 2.7% 1.4% 10.0%
2-3 Times a Week Count 6 14 8 10 13 3 3 57
% of
Total 2.7% 6.4% 3.6% 4.5% 5.9% 1.4% 1.4% 25.9%
Daily Count 8 11 14 30 17 10 16 106
% of
Total 3.6% 5.0% 6.4% 13.6% 7.7% 4.5% 7.3% 48.2%
Total Count 17 28 30 48 47 23 27 220
% of
Total 7.7% 12.7% 13.6% 21.8% 21.4% 10.5% 12.3%
100.0
%
41
Table 19: A crosstabs analysis between how often purchases are made on campus and the rating
of Dick’s Sporting Goods.
How often do you make purchases on the SDSU campus? * On a scale of 1-7, please rank the following stores
by level of appeal.-Pac Sun Crosstabulation
On a scale of 1-7, please rank the following stores by level
of appeal.-Pac Sun
Total 1.00 2.00 3.00 4.00 5.00 6.00 7.00
How often do you
make purchases
on the SDSU
campus?
Less than Once a
Month
Count 0 0 1 4 2 2 1 10
% of
Total 0.0% 0.0% 0.4% 1.6% 0.8% 0.8% 0.4% 4.1%
Once a Month Count 1 0 1 0 1 3 2 8
% of
Total 0.4% 0.0% 0.4% 0.0% 0.4% 1.2% 0.8% 3.3%
2-3 Times a
Month
Count 0 2 0 2 4 5 8 21
% of
Total 0.0% 0.8% 0.0% 0.8% 1.6% 2.0% 3.3% 8.6%
Once a Week Count 0 0 1 7 1 9 8 26
% of
Total 0.0% 0.0% 0.4% 2.9% 0.4% 3.7% 3.3% 10.6%
2-3 Times a Week Count 2 2 7 12 12 19 8 62
% of
Total 0.8% 0.8% 2.9% 4.9% 4.9% 7.8% 3.3% 25.3%
Daily Count 4 6 4 17 20 23 44 118
% of
Total 1.6% 2.4% 1.6% 6.9% 8.2% 9.4% 18.0% 48.2%
Total Count 7 10 14 42 40 61 71 245
% of
Total 2.9% 4.1% 5.7% 17.1% 16.3% 24.9% 29.0%
100.0
%
42
Table 20: A descriptive analysis of how likely consumers would shop at the surf and skate
location if it was at a convenient location.
Please respond to the following statements based on your attitudes on the clothing pictured above* I would shop at this location if it was at a convenient location (Scale of 1-5)
Descriptive Statistics
Mean Std.
Dev iation N Please respond to the f ollowing statements based on y our attitudes on the clothing pictured abo... -I would purchase this sty le of clothing. 3.49 1.079 345 Zumiez-I would shop at this location if it was at a conv enient location. 3.27 1.184 235 Pac Sun-I would shop at this location if it was at a conv enient location. 3.78 1.135 261 Sun Diego-I would shop at this location if it was at a conv enient location. 3.46 1.160 178 Tilly 's-I would shop at this location if it was at a conv enient location. 3.64 1.135 245 Hanger94-I would shop at this location if it was at a conv enient location. 3.51 1.218 45
43
Table 21: Associative Analysis between whether respondents said they would buy the clothing
(surf and skate styled apparel) pictured in the survey and whether they would shop at the specific stores listed if they were in a convenient location. Please respond to the following statements based on your attitudes on the clothing pictured above* I would shop at this location if it was at a convenient location (Scale of 1-5)
Correlations
Please respond to
the f ollowing
statements based on
y our attitudes on the clothing pictured
abo...-I would
purchase this sty le of
clothing.
Zumiez-I would
shop at this location if it
was at a
conv enient
location.
Pac Sun-I
would shop at this location if it
was at a
conv ienent
location.
Sun Diego-I
would shop at this location if it
was at a
conv enient
location.
Tilly 's-I would
shop at this location if it
was at a
conv enient
location.
Hanger94-I
would shop at this location if it
was at a
conv enient
location.
Please respond to the
f ollowing statements
based on y our attitudes
on the clothing pictured abo...-I would purchase
this sty le of clothing.
Pearson Correlation 1 .345** .463** .414** .424** .188 Sig. (2-tailed) .000 .000 .000 .000 .217 N
345 235 261 178 245 45
Zumiez-I would shop at this location if it was at
a conv enient location.
Pearson Correlation .345** 1 .516** .432** .517** .441** Sig. (2-tailed) .000 .000 .000 .000 .003 N 235 235 232 161 221 42
Pac Sun-I would shop
at this location if it was at a conv ienent
location.
Pearson Correlation .463** .516** 1 .505** .509** .416** Sig. (2-tailed) .000 .000 .000 .000 .005 N 261 232 261 172 240 44
Sun Diego-I would
shop at this location if it was at a conv enient
location.
Pearson Correlation .414** .432** .505** 1 .547** .772** Sig. (2-tailed) .000 .000 .000 .000 .000 N 178 161 172 178 167 39
Tilly 's-I would shop at this location if it was at
a conv enient location.
Pearson Correlation .424** .517** .509** .547** 1 .416** Sig. (2-tailed) .000 .000 .000 .000 .005 N 245 221 240 167 245 44
Hanger94-I would shop
at this location if it was at a conv enient
location.
Pearson Correlation .188 .441** .416** .772** .416** 1 Sig. (2-tailed) .217 .003 .005 .000 .005
N 45 42 44 39 44 45
**. Correlation is
signif icant at the 0.01 lev el (2-tailed).
Table 22: Predictive Analysis to gain insight into possible demand for a surf and skate shop on
SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. -Zumiez
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .761a .579 .574 .773
a. Predictors: (Constant), Zumiez-I hav e shopped at this store bef ore., Zumiez-When I think of a “surf and skate” store, I think of this ty pe of location.,
Zumiez-This ty pe of store would make my lif e easier.
44
Table 23: Predictive Analysis to gain insight into possible demand for a surf and skate shop on
SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. -Zumiez
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 190.119 3 63.373 106.087 .000b Residual 137.992 231 .597
Total 328.111 234
a. Dependent Variable: Zumiez-I would shop at this location if it was at a conv enient location.
b. Predictors: (Constant), Zumiez-This ty pe of store would make my lif e easier., Zumiez-When I think of a "surf and skate" store, I think of this ty pe of
location., Zumiez-I hav e shopped at this store bef ore.
Table 24: Predictive Analysis to gain insight into possible demand for a surf and skate shop on
SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. -Zumiez
Coefficientsa
Model
Unstandardized Coef f icients Standardized
Coef f icients t
Sig. Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1 (Constant) .240 .199 1.205 .229
Zumiez-I hav e shopped at this store bef ore. .246 .047 .267 5.196 .000 .691 1.448 Zumiez-When I think of a "surf and skate" store, I think of this ty pe of location. .173 .055 .152 3.127 .002 .772 1.295
Zumiez-This ty pe of store would make my lif e
easier. .541 .058 .495 9.281 .000 .639 1.565
a. Dependent Variable: Zumiez-I would shop at this location if it was at a conv enient location.
45
Table 25: Predictive Analysis to gain insight into possible demand for a surf and skate shop on
SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Pac Sun
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .800a .640 .636 .685
a. Predictors: (Constant), Pac Sun-I hav e shopped at this store bef ore., Pac Sun-When I think of a “surf and skate” store, I think of this ty pe of location., Pac Sun-This ty pe of store would make my lif e easier.
Table 26: Predictive Analysis to gain insight into possible demand for a surf and skate shop on SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Pac Sun
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 214.506 3 71.502 152.365 .000b Residual 120.605 257 .469
Total 335.111 260
a. Dependent Variable: Pac Sun-I would shop at this location if it was at a conv enient location.
b. Predictors: (Constant), Pac Sun-This ty pe of store would make my lif e easier., Pac Sun-When I think of a "surf and skate" store, I think of this ty pe
of location., Pac Sun-I hav e shopped at this store bef ore.
46
Table 27: Predictive Analysis to gain insight into possible demand for a surf and skate shop on
SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Pac Sun
Coefficients
Model Unstandardized Coef f icients Standardized
Coef f icients t Sig. Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) .178 .188 .944 .346
Pac Sun-I hav e shopped at this store bef ore. .258 .047 .256 5.460 .000 .637 1.569 Pac Sun-When I think of a "surf and skate" store, I think of this ty pe of location. .200 .047 .180 4.204 .000 .763 1.310
Pac Sun-This ty pe of store would make my lif e
easier. .545 .051 .516 10.704 .000 .602 1.660
a. Dependent Variable: Pac Sun-I would shop at this location if it was at a conv ienent location.
Table 28: Predictive Analysis to gain insight into possible demand for a surf and skate shop on
SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Hanger94
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .890a .793 .778 .574
a. Predictors: (Constant), Hanger94-I hav e shopped at this store bef ore, Hanger94-When I think of a “surf and skate” store, I think of this ty pe of location., Hanger94-This ty pe of store would make my lif e easier.
47
Table 29: Predictive Analysis to gain insight into possible demand for a surf and skate shop on
SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Hanger94
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 51.732 3 17.244 52.322 .000b Residual 13.513 41 .330
Total 65.244 44
a. Dependent Variable: Hanger94-I would shop at this location if it was at a conv enient location.
b. Predictors: (Constant), Hanger94-This ty pe of store would make my lif e easier., Hanger94-I hav e shopped at this store bef ore., Hanger94-When I
think of a "surf and skate" store, I think of this ty pe of location.
Table 30: Predictive Analysis to gain insight into possible demand for a surf and skate shop on SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Hanger94
Coefficientsa
Model Unstandardized Coef f icients Standardized
Coef f icients t Sig. Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) .222 .339 .656 .516
Hanger94-I hav e shopped at this store bef ore. .278 .072 .333 3.837 .000 .670 1.493 Hanger94-When I think of a "surf and skate"
store, I think of this ty pe of location. .150 .112 .126 1.337 .189 .572 1.747
Hanger94-This ty pe of store would make my life
easier. .605 .102 .574 5.949 .000 .543 1.843
a. Dependent Variable: Hanger94-I would shop at this location if it was at a conv enient location.
48
Table 31: Predictive Analysis to gain insight into possible demand for a surf and skate shop on
SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Sun Diego
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .554a .307 .303 1.165
a. Predictors: (Constant), Sun Diego-I would shop at this location if it was at a conv enient location.
Table 32: Predictive Analysis to gain insight into possible demand for a surf and skate shop on SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Sun Diego
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 150.506 3 50.169 99.515 .000b Residual 87.719 174 .504
Total 238.225 177
a. Dependent Variable: Sun Diego-I would shop at this location if it was at a conv enient location.
b. Predictors: (Constant), Sun Diego-This ty pe of store would make my lif e easier., Sun Diego-When I think of a "surf and skate" store, I think of this
ty pe of location., Sun Diego-I hav e shopped at this store bef ore.
49
Table 33: Predictive Analysis to gain insight into possible demand for a surf and skate shop on
SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Sun Diego
Coefficientsa
Model Unstandardized Coef f icients Standardized
Coef f icients t Sig. Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) .329 .253 1.299 .196
Sun Diego-I hav e shopped at this store bef ore. .155 .046 .186 3.376 .001 .697 1.435 Sun Diego-When I think of a "surf and skate" store, I think of this ty pe of location. .152 .064 .118 2.376 .019 .852 1.173
Sun Diego-This ty pe of store would make my
lif e easier. .668 .058 .631 11.511 .000 .705 1.418
a. Dependent Variable: Sun Diego-I would shop at this location if it was at a conv enient location.
Table 34: Predictive Analysis to gain insight into possible demand for a surf and skate shop on
SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Tilly’s
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .561a .314 .312 .890
a. Predictors: (Constant), Tilly 's-I would shop at this location if it was at a conv enient location.
50
Table 35: Predictive Analysis to gain insight into possible demand for a surf and skate shop on
SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Tilly’s
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 164.863 3 54.954 88.572 .000b Residual 149.529 241 .620
Total 314.392 244
a. Dependent Variable: Tilly 's-I would shop at this location if it was at a conv enient location.
b. Predictors: (Constant), Tilly 's-This ty pe of store would make my lif e easier., Tilly 's-I hav e shopped at this store bef ore., Tilly 's-When I think of a "surf
and skate" store, I think of this ty pe of location.
Table 36: Predictive Analysis to gain insight into possible demand for a surf and skate shop on SDSU campus
Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Tilly’s
Coefficientsa
Model
Unstandardized Coef f icients Standardized
Coef f icients t
Sig. Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1 (Constant) .292 .227 1.289 .199
Tilly 's-I hav e shopped at this store bef ore. .374 .052 .354 7.232 .000 .825 1.212 Tilly 's-When I think of a "surf and skate" store, I
think of this ty pe of location. .187 .050 .185 3.746 .000 .805 1.242
Tilly 's-This ty pe of store would make my lif e easier. .403 .054 .393 7.453 .000 .708 1.412
a. Dependent Variable: Tilly 's-I would shop at this location if it was at a conv enient location.