MRL Woodys Final PDF

Woody’s Gentlemen’s Clothiers

Marketing Research Live: Group 4

Tim Chung, Megan Grable, Jimmy Michaels, Paige Spinner, Devon Whitlock

Spring 2014

2

TABLE OF CONTENTS I. LIST OF ILLUSTRATIONS ............................................................................................................................... 3

II. MANAGERIAL SUMMARY .............................................................................................................................. 4

III. BACKGROUND AND OBJECTIVES

RESEARCH BACKGROUND .......................................................................................................................................... 6

RESEARCH PROBLEM AND LIST OF OBJECTIVES ..................................................................................................... 7

SECONDARY DATA ....................................................................................................................................................... 8

IV. METHODS USED TO OBTAIN INFORMATION

DESCRIPTION OF QUESTIONNAIRE ........................................................................................................................... 9

DATA COLLECTION METHOD .................................................................................................................................. 10

DESCRIPTION OF SAMPLE ....................................................................................................................................... 11

V. SURVEY RESULTS

OBJECTIVE ONE: DETERMINE THE VISIBILITY ..................................................................................................... 12

OBJECTIVE TWO: MOST LIKELY TO SHOP FOR CLOTHING .................................................................................. 15

OBJECTIVE THREE: RETAIL ENVIRONMENT ......................................................................................................... 16

OBJECTIVE FOUR: BRANDS ...................................................................................................................................... 19

OBJECTIVE FIVE: AVERAGE WOODY’S CUSTOMER .............................................................................................. 22

OBJECTIVE SIX: MEDIA USAGE PATTERNS ............................................................................................................ 25

OBJECTIVE SEVEN: SOCIAL MEDIA AND PATRONIZATION .................................................................................. 27

VI. LIMITATIONS, SUMMARY AND RECOMMENDATIONS

MAJOR LIMITATIONS OVERVIEW ........................................................................................................................... 33

KEY FINDINGS SUMMARY ........................................................................................................................................ 35

RECOMMENDATIONS ............................................................................................................................................... 38

VII. APPENDIX

COPY OF THE QUESTIONNAIRE ............................................................................................................................... 41

RESEARCH OBJECTIVES SUMMARY ........................................................................................................................ 44

SPSS DATA OUTPUT .................................................................................................................................................. 45

3

LIST OF ILLUSTRATIONS Figure 1.1: Location Visibility, Pie Chart .......................................................................................... 12

Figure 1.2: Location Visibility 2, Pie Chart ....................................................................................... 14

Figure 2.1: Shopping Likelihood, Pie Chart .................................................................................... 15

Table 3.1: Attractive Store Qualities, Ordered Rank ................................................................... 16

Table 3.2: Preferred Music, Frequency Distribution ................................................................... 17

Figure 3.3: Music Genre Preference While Shopping, Pie Chart ............................................. 18

Figure 4.1: Brand Desirability Percentiles, Bar Graph .............................................................. 20

Table 4.2: Qualifying “Desirable” Brands ........................................................................................ 20

Figure 5.1: Average Shirt Size, Bar Graph ....................................................................................... 22

Figure 5.2A: Average Pants Size: Length, Bar Graph .................................................................. 23

Figure 5.2B: Average Pants Size: Width, Bar Graph ................................................................... 23

Figure 5.3: Respondent Age Distribution, Pie Chart ................................................................... 24

Figure 6.1: Social Media Usage, Pie Chart ....................................................................................... 25

Figure 6.2: Social Media Preference of Respondents ................................................................. 26

Table 7.1: Comparing Social Media Preferences and Scenarios to Shop ........................... 27

Table 7.2: Situational Preferences – Facebook vs. Twitter, Bar Graph .............................. 28

Table 7.3: Facebook User Preferences, Population Parameter ............................................. 30

Figure 7.4: Twitter vs. Facebook – Situational Preferences, Pie Charts ............................. 30

Table 7.5: Twitter User Preferences, Population Parameter .................................................. 31

4

MANAGERIAL SUMMARY Methods Used to Obtain Information This section begins by introducing the questionnaire (an exact copy of the survey can be found in the Appendix) and will explain the design of the survey along with its general focus. The survey was strictly administered online with ten close-‐ended questions. The focus of the survey was not to find out demographic variables of the target market, since that is already well understood. However, the focus was aimed at finding out different trends and preferences among the target market. Additionally, this section also goes into the data collection methods and description of the sample. The survey was created using Qualtrics, an online data collection software. The sample size was 101 male respondents who are students at the University of Missouri. These screening variables made the sample more representative of Woody's actual target customer, thus making the findings more applicable. After the survey was administered, the findings were compiled and exported to IBM's SPSS software in order to analyze the findings. Background and Objectives This section starts by identifying the background of the store. It explains when it opened, the current location at which it resides, and some of the problems the store is experiencing. This section also contains the purpose for conducting the study, and how the research will be implemented to help generate more awareness and visibility for the store. In addition, this section explains the research problem the store is experiencing, as well as the research objectives to solve the problem. Each research objective is listed in the order that is to be explained in the report. Along with the research objectives the secondary data that was used in the research is also listed, such as the student population of the university and the male population of Mizzou. Survey Results This section, from page 13-‐29, is the collective group research objective analyses that are all based on survey response data. The findings for each of the objectives can be found in the Key Findings Summary section. Objective One: Determining the visibility of Woody's among its target market The aim of this objective was to get a general idea of how prevalent the Woody's store name is among the college campus. How many people know where Woody's is located and how many people have even heard of Woody's? These are the questions used to determine the visibility. Objective Two: Determine when target customers are most likely to shop for new clothing The aim of this objective was to determine which scenarios target customers are most likely to shop for new clothing. Woody’s wanted to know if customers are more likely to shop during a sale, change of season, for an upcoming event or after receiving a discount coupon.

5

Objective Three: What retail environment will be the most conducive to customer retention? The goal of this objective was to identify what environmental factors of Woody’s will attract the most foot traffic. Participants of the survey were asked to rank what aspects of a store atmosphere are of the highest importance to them. With one of the aspect options being music, respondents were then asked what genre of music they preferred most while shopping. Objective Four: Determining what brands would attract customers This objective was aimed at asking customers to select brands from a given list of responses, indicating if they would desire Woody’s to carry that brand in the store. This ignored brands Woody’s already had, in order to look at new opportunities for adding to the product mix. Objective Five: Defining the average Woody’s target consumer The purpose of this objective was to determine the average customer so that Woody’s can better tailor their products and inventory to the desires of their target market. It asked questions in regard to age and clothing size. Objective Six: Determining the media usage patterns of those who would patronize the clothing store: The purpose for this objective was to identify what types of social media Woody’s should utilize the most in order to attract the most customers. Information collected was customers’ preferred form of social media. Objective Seven: Determining the relationship between social media preference and shopping preferences: The primary goal of this objective was to see if there were differences between respondent’s reaction to factors that would entice them to go shopping, grouping respondents by preferred social media sites. This information can be used to aim its social media marketing and posts at the most effective and appropriate platform. Major Limitations This section simply serves as a disclaimer that explains what constraints the group faced while conducting and analyzing the studies. In summary, the biggest limitations were time, money, and inexperience. Key Findings Summary This section outlines our main takeaways, in bullet form, of the data that we collected through SPSS and our own analysis. This is the main summary of what we discovered and deduced. Recommendations This section provides numerous suggestions to generate higher awareness of brand and shop location, customize store environment, attract more customers and increase sales, and improve social media engagement. These are all based off of our research findings from the report. Research Objectives Summary Following the copy of the questionnaire is a table that outlines which questions corresponded to the proper research objective.

6

RESEARCH BACKGROUND Company Overview: Sponsor: Woody’s Gentlemen’s Clothiers, GM Alex Weishaar

Woody’s Gentlemen’s Clothiers is one of the newest retail stores to open in downtown

Columbia, opening just fourth months ago in late January. The current location of the store is

on 9th Street and Cherry, one of the most trafficked places in the downtown area. This location

should be a prime location for foot traffic and visibility among Columbia’s local population.

However, since Woody’s is such a new store, one of the biggest problems it faces is visibility

and awareness among the target market. The purpose of the study being conducted was to

gain demographic information and personal preferences of customers so that Woody’s can

tailor their product offerings and store environment to what customers feel they can relate to

and desire the most.

Through information gathered in the survey, Woody’s will implement marketing

techniques to enhance sales and visibility of the store. The study was conducted by MRL Group

Four to provide Woody’s with preferences, tendencies, and demographic information regarding

its desired target market.

7

RESEARCH PROBLEM & OBJECTIVES Research Problem:

“How can Woody’s Clothiers brand its company image to attract its desired target

market as an ‘upscale casual’ clothing retailer in Columbia, Missouri?”

Research Objectives:

1. Determine the visibility of Woody’s among the target market.

2. In which scenarios are target customers most likely to shop for new clothing?

3. What retail environment will be the most conducive to customer retention?

4. What brands would attract the target market?

5. Define the average Woody’s target consumer.

6. What are the media usage patterns of those who would patronize the clothing

store?

7. What is the relationship between social media usage and preference for

patronizing the store?

8

SECONDARY DATA

Description of the Secondary Data Used: The secondary data used in the research included the general population and the male

population of the University of Missouri. These figures were needed in determining the overall

sample frame and population of potential male customers. According to the Mizzou

undergraduate admissions facts located on the University of Missouri Admissions website1:

• A total of 34,658 students attend Mizzou1

o Of the thirty-‐four thousand students, 16,635 of them are males1

§ 48% of the total Mizzou population

Notes:

1Mizzou Undergraduate Admissions: Fast Facts http://admissions.missouri.edu/mizzou-‐

life/fast-‐facts.php

9

METHODS USED TO OBTAIN INFORMATION

Description of the Questionnaire:

All of the formal data was collected through an online survey administered to 101

respondents, of which there was a 100% response rate to each question. The survey consisted

of 10 closed-‐ended questions with a couple of options for open-‐ended answers. For example,

when asked which brands the respondents would like to see in-‐store, they were given a list to

choose from as well as a box to write in their own answer. The overall aim of the survey was

not geared towards identifying demographic variables, but more about finding the trends and

preferences within the target market. Woody’s already has a strong grasp on who the ideal

customer is, so the goal was to target those individuals and simply learn more about them, so

that Woody’s can cater its products and services accordingly.

The question topics range from finding out whether the respondents know about

Woody’s, to finding out favorite brands, and even average t-‐shirt sizes. The construct of each

question was to further the research objectives, which will be detailed in the following section

labeled Results. A copy of the survey can be found in the Appendix.

The survey was restricted to male University of Missouri students, because that is

essentially the majority of the market Woody’s is trying to reach. Woody’s, an upscale clothing

store, does not necessarily appeal to a large portion of the population. It would seem

unnecessary to assess the preferences of individuals who have no interest in what Woody’s has

to offer. Therefore, students affiliated in Greek Life made up the majority of

10

the respondents in order to obtain a more accurate view. Of course, there are demographic

pockets outside of Greek Life that would be interested in Woody’s clothing, but this specific

screening allowed for the sample size to be more representative of Woody’s target market. The

sample size was 101 males and the population size of all of Mizzou’s males totals close to

17,000.

Qualtrics online survey software was used to create and administer the surveys. This

software is one of the most reputable and customer friendly data collection tools out there.

Many companies use Qualtrics for market research, customer satisfaction studies, employee

evaluations, etc. In order to make sense of the survey results, Qualtrics combines the findings

into an “SPSS” file. Through IBM’s SPSS software, quantitative analyses were conducted to find

out the trends and patterns of the respondents. The following section will go into specific detail

on the study’s findings.

Data Collection Method: All of the formal data was collected through an online survey administered to 101

respondents, of which there was a 100% response rate to each question. Qualtrics online

survey software was used to create and administer the surveys. This software is one of the

most reputable and user friendly data collection tools out there. Many companies use Qualtrics

for market research, customer satisfaction studies, employee evaluations, etc. In order to make

sense of the survey results, Qualtrics combines the findings into an “SPSS” file. Through IBM’s

SPSS software, quantitative analyses were conducted to find out the trends and patterns of the

respondents. The following section will go into specific detail on the study’s findings.

11

Description of Sample: The survey was restricted to male University of Missouri students, because that is

essentially the majority of the market Woody’s is trying to reach. Woody’s, an upscale clothing

store, doesn’t necessarily appeal to a large portion of the population. It would seem

unnecessary to assess the preferences of individuals who have no interest in what Woody’s has

to offer. Therefore, students affiliated in Greek Life made up the majority of

the respondents in order to obtain a more accurate view. Of course, there are demographic

pockets outside of Greek Life that would be interested in Woody’s clothing, but this specific

screening allowed for the sample size to be more representative of Woody’s target market. The

sample size was 101 males and the population size of Mizzou’s male population totals close to

17,000.

12

SURVEY RESULTS RESEARCH OBJECTIVE #1:

Objective: Determine the visibility of Woody’s among the target market.

Questions:

• (#1) “Do you know the location of Woody’s in Columbia?”

• (#2) “How did you hear about Woody’s Gentlemen’s Clothiers?”

The first objective was intended to be an overall gauge of how prominent or well known the

Woody’s store is among the target demographic in Columbia. Two questions within the online

survey were dedicated to gathering insight on this objective. The first question pertained to

how many people knew the store’s location. It was a simple yes or no question, but the results

were surprising. Figure 1.1 illustrates the data:

Fig 1.1: Location Visibility, Pie Chart

Yes 44% No

56%

Do you know the location of Woody's?

13

Findings: Out of the 101 respondents, 56% responded that they did not know where Woody’s

was located. This number seemed much higher than expected, given the current location of

the store on 9th Street. The odds are that most, if not all Mizzou students, have passed by

Woody’s on multiple occasions.

However, the percentage of students who are not familiar with the location shows that

there is a problem with the visibility of the store from the street view. This was even common

among some of the members within the group; they admitted to passing by the store dozens

of times but still never knowing that it was there.

An obvious suggestion to this problem is to adjust and/or amplify the outdoor signage.

The location of Woody’s is probably one of the largest strengths in drawing customers there

because of convenience, yet that strength is not being fully taken advantage of. One

observation is that the largest Woody’s logo is found on a canopy that is only fully visible from

the other side of the street. This probably plays a large role in the lack of recognition the store

is getting as hundreds of students walk passed it but are not remembering it. A more visible

logo coupled with the brand names sold in-‐store, could allow for more familiarity with the

store name and the brands it associates with.

The second question asked, in regards to the first objective (determining the visibility),

was how did people hear about Woody’s? In relation to the results of the first question, only

6% said they had heard about Woody’s because they walked by the store. Making the store

more recognizable and distinguished from the outside view could allow Woody’s to create a

lot more awareness.

Figure 1.2 on the next page illustrates the distribution of all 101 responses.

14

Fig 1.2: Visibility 2, Pie Chart

The most popular response, more than doubling that of Social Media, was people who

were referred to Woody’s by a friend. Word-‐of-‐mouth is typically one of the strongest forms of

advertisement on a college campus. Within the Greek community, referrals and

recommendations can be passed on very quickly due to sheer numbers of patrons living

together. Therefore, incentivizing referrals could be a worthwhile investment for both Woody’s

and current Woody’s shoppers. A program where both the referrer and the referee are given

some kind of reward would be relatively cheap and easy to administer. It could also work in

conjunction with a Woody’s loyalty program, where reward points would be added to the

customer’s “account” for giving out a Woody’s coupon to a friend who then used that

coupon. With a loyalty program, customers will be more enticed to make return visits more

frequently, driving sales up.

Referred by a friend, 43.60%

Walked by, 5.90%

Social Media, 14.90%

I have never heard of Woody's, 32.70%

Other, 3%

How did you hear about Woody's?

Referred by a friend

Walked by

Social Media

I have never heard of Woody's

Other

15

RESEARCH OBJECTIVE #2:

Objective: In which scenarios are target customers most likely to shop for new clothing?

Questions: (#3) “In which situation are you most likely to shop for new clothing?”

The goal of the second research objective was to determine which scenarios Woody’s

target customers are most likely to shop for new clothing. This information would be used to

determine the best methods to market its products to customers.

Fig 2.1: Shopping Likelihood, Pie Chart

Findings: Based on the survey results in Figure 2.1, 65% of respondents said they are most likely

to shop during a sale, but beyond that, other methods do not seem to differentiate themselves

from one another as far as effectiveness. Upcoming events, change of season, and coupons all

fall within 4% of each other as far as effectiveness, and all at less than a 15% preference rate.

This information helps Woody’s Gentlemen’s Clothiers better understand its target market and

when those customers are most likely to shop for new clothing. With this in mind, Woody’s can

now cater more towards its target market by executing promotions that draw in the majority of

its target market.

During a sale 65% 7.90%

11.90%

10.90% 4%

In which scenarios are target customers most likely to shop for new clothing?

During a sale

When I receive discount coupon Change of season

For an upcoming event Other

16


Objective: What retail environment will be most conducive to customer retention?

Questions:

• (#4) “Please rank which aspects of a store atmosphere contribute most to a pleasant shopping experience. Arrange from top to bottom based on level of importance.”

• (#5) “What genre of music do you prefer most while shopping in-‐store? Select one.”

The goal of the third objective was to figure out what environmental factors of Woody’s

will bring in the most foot traffic. The participants of the survey were asked two questions

pertaining to this objective. The first question asked respondents to rank which aspects of a

store atmosphere are of highest importance to them. It is important to understand what kind of

environment the customers enjoy most, so that Woody’s can cater its store’s appearance or

atmosphere to its target market’s liking.

Table 3.1 illustrates the resulting rankings by the respondents for Question #4. Of these

aspects, those with the lowest sum totals are of a higher priority than others, because a #1

ranking designates the most preferred aspect of the store to the respondent.

Table 3.1: Attractive Store Qualities, Ordered Rank

Which aspects of a store atmosphere contribute most to a pleasant shopping experience?

Recognizable brands

Store Layout/ Décor Friendly Staff Knowledgeable

Staff Music

361 489 530 630 855

#1 #2 #3 #4 #5

17

Findings: The results of this question show “recognizable brands”, scoring the group low of 361,

was of greatest importance to customers when it comes to influential store aspects. The least

important aspect, scoring an 855, was in-‐store music.

These rankings show Woody’s that recognizable brands should be its most focused on

aspect in order to give customers the most pleasant shopping experience.

While having such a large assortment of brands is valuable, customers want to see

brands they recognize and trust, because they have developed loyalties to these brands. In

Objective #4, we will further explore this important aspect for Woody’s.

The second question of Objective #3 focuses on what type of music Woody’s should play

in its store to give its customers a more enjoyable shopping experience. Originally, it was

hypothesized that music would be more valued than the findings in Table 3.1 would ultimately

show. Although this may be the case, this survey still collected our 101 respondents thoughts

on what genres of music they prefer most while shopping. Respondents were asked “What

genre of music do you prefer most while shopping in-‐store?” and were able to select one

response. Table 3.2 and Figure 3.3 show overall distribution of responses for this question.

Table 3.2: Preferred Music Genre, Frequency Distribution

What genre of music do you prefer most while shopping in-‐store?

Genre Percent Preferred

Valid Percent

Cumulative Percent

Population parameter at 95% confidence

Country 34.70 34.7 34.7 25.4%-44% Soft Rock/ Indie 19.80 19.8 54.5 12%-28% Rock 13.90 13.9 68.4 7.1%-20.6% Hip Hop/Rap 11.90 11.9 80.3 8.7%-15% Pop 10.90 10.9 91.2 7.8%-14%

18

Fig 3.3: Music Genre Preference While Shopping, Pie Chart

Findings: The results of this question shows 34% of respondents prefer to hear country music

when shopping in-‐store. After conducting a 95% confidence test for the population, our analysis

concluded that between 25.4%-‐44% of Woody’s target population would potentially prefer

country as the genre of choice while shopping. The population parameters for all genres can be

seen on the previous page in Table 3.2. While country was the genre with the highest rate of

preference, it still only accounts for just over one third of the total population. Because of this,

it would be beneficial for Woody’s to include other genres in the mix. The second highest

preferred genre was soft rock/indie, and the third highest was rock. If Woody’s combined these

three as its main mix of music in the store, it would please almost 70% of the total customer

base. The least preferred music of the given choices was pop, at 11%. It would be advisable to

avoid playing this genre too much because it isn’t as preferred as other genres and may not be

as enjoyable.

Country 34.7%

10.9% Rock 14%

11.9%

Soft Rock 20%

2% 6.9%

Genres of music which customers enjoy most while shopping

Country

Pop

Rock

Hip Hop/Rap

Soft Rock/Indie

No Music

Other

19


Objective: Which brands would attract the target market?

Question: (#6) Which brands would you like to see available at Woody’s?

After finding that having recognizable brands in-‐store is the single most important factor for

Woody’s customers, it was important for us to find out which brands customers prefer. While

having a large assortment is something Woody’s touts, the group believed that having brands

that its customers preferred was even more important. The group wanted to ask a question

that was aimed at finding out which brands Woody’s should potentially add to its product mix,

in order to attract more customers from its target market. So, the group asked: Which brands

would you like to see available at Woody’s? This question was a simple description question, as

it was used solely for finding a majority of respondents’ preference. As for all of the other

questions, all 101 people surveyed responded.

The survey listed the following brands: Vineyard Vines, Southern Tide, Patagonia,

Fayettechill, Sperry Topsider, Southern Proper, Maui Jim, and Ray Ban. The survey also

included the option “Other”, leaving customers the opportunity to list a brand they would like

to see if it wasn’t already listed. The survey allowed the respondents to select all brands that

applied among those listed. With Woody’s vision to be Columbia’s premiere “upscale-‐casual

clothing” retailer, these are all brands the group identified that fit Woody’s image and are well-‐

known brands among its target demographic.

Findings: The group was not surprised by the results of this question. Following our analysis

of the raw data, the group declared that “desired” brands were brands that at least two in

every three people (67%) would prefer to have in the store. With that in mind, data showed

20

four brands that fit the requirement: Vineyard Vines, Southern Tide, Sperry, and Patagonia.

These four brands were desired by at least 67% of respondents.

As you can see below in Figure 4.1, no other brands even reached 50% as far as

desirability, so there was no further analysis on those brands, deeming them irrelevant for

analyses purposes.

Fig 4.1: Brand Desirability Percentiles, Bar Graph

Table 4.2: Qualifying “Desirable” Brands

“Desired” brands by respondents Brand Total % Population parameter

Vineyard Vines 80% 72.2%-‐87.8% Southern Tide 76% 67.7% -‐ 84.3% Sperry Topsider 70% 61%-‐79% Patagonia 67% 59.34%-‐74.66%

80% 76% 70% 67%

45%

27%

15% 13% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Brand desirability by Woody's Clothiers customers

Vineyard Vines

Southern Tide

Sperry

Patagonia

Southern Proper

Maui Jim

Fayettechill

Other

Ray Ban

21

Table 4.2 represents the results of confidence tests at a 95% confidence level conducted

on the four “desired” brands to find out what percent of the total population would also desire

the same brands. Vineyard Vines, Southern Tide and Sperry were desirable in any scenario from

our population. On the low end, Patagonia and Sperry Topsider miss the mark for being a top

choice, at 59.34% and 61%. These brands both easily fit the requirement on the high end of the

parameter. Based on this, it would take a gut decision by management to decide if it was

beneficial for them to carry those two brands. However, Woody’s should carry Southern Tide

and Vineyard Vines.

Conclusion and suggestions: If added to the store’s product mix, these four brands would

attract a significant amount of Woody’s target market because it would be able to have all of

these popular brands in one location. Currently, all of these brands are offered in the city of

Columbia. However, these brands are only offered at select stores, some even exclusively.

Currently, Vineyard Vines clothing is only sold at Glik’s, Southern Tide products are only offered

at Bingham's, Patagonia is only available at Alpine Shop, and Sperry Topsider can be found in a

select few department stores near the Columbia Mall. Having these brands in one place would

drastically increase store visibility, because students on campus have come to know over time

which stores offer these specific brands in Columbia. By carrying these brands, Woody’s could

combine a highly desirable clothing selection with the added convenience of proximity to the

Mizzou campus. Because many students may not own a car, yet desire these brands, having a

store within a ten minute walk of campus could increase foot traffic into Woody’s for these

brands on their own.

22

RESEARCH OBJECTIVE #5

Objective: Define the average Woody’s target consumer

Questions:

• (#7)“What is your average shirt size?” • (#8)“What is your average pant size: Pant length, Pant width?” • (#10)“What is your age?”

When defining the average Woody’s customer, it was decided to figure out the average

shirt and pants sizes as well as the average age of the typical consumer. Each respondent was

asked to list their preferred shirt size and the size of their waste and length of pants. Each

average was calculated to help Woody’s determine the typical customer that will patronize the

store. Woody’s wanted to know this specific information for inventory purchasing purposes. By

knowing its average customer’s shirt size, it can make sure to order enough of that size up front

so it can meet demand and satisfy customer needs.

Findings: In the figures below are the data achieved to determine the average Woody’s

customer. Question 7 was asked to determine the shirt size for each respondent on average. Fig

5.1 illustrates that the shirt sizes worn the most were Large and Medium.

Fig 5.1: Average Shirt Size, Bar Graph

4

35 44

17 1

0 5 10 15 20 25 30 35 40 45 50

Small Medium Large XL XXL

Frequency

Average Shirt Size n=101

23

When respondents were asked to record their average pant waist and length, results

showed that the average length is between a 32-‐34, and the average waist is approximately the

same. Figures 5.2A & 5.2B illustrate the entire distribution of responses for both questions.

Fig 5.2A: Average Pants Size: Length, Bar Graph

Fig 5.2B: Average Pant Width, Bar Graph

1 2 10

12

36

9

23

2 4 0 2 0 0 0

5

10

15

20

25

30

35

40

28 29 30 31 32 33 34 35 36 37 38 40 44

Frequency

Measurement (in inches)

Average Pants Size: Length

Inseam

2 3 4 7

28

14

20

3

10

1 6 2 1 0

5

10

15

20

25

30

28 29 30 31 32 33 34 35 36 37 38 40 44

Frequency

Measurement (in inches)

Average Pants Size: Width

Waist

24

Fig 5.3: Respondent Age Distribution, Pie Chart

Findings: Question 10 of the survey was asked to determine the average age of potential

customers. The results, summarized in Figure 5.3, concluded that the average age of the

respondents was exactly 21 years old. One interesting piece of data found was that there was

an equal amount of respondents over the age of 21 as there were under 21 (50%). When

excluding low frequency responses, 80% of respondents were between ages 19-‐21. This is not

surprising, as Woody’s brands themselves as a company that offers “upscale casual clothing”

for young professionals who are just entering the work force or rounding out college.

The results of the survey help confirm that Woody’s is attracting its desired age group

and market. With the sizing information of the average customer, Woody’s can now fix its

inventory levels to accurately reflect the majority of their customers’ sizing.

18 years 2%

19 years 25%

20 years 23%

21 years 32%

22 years 14%

23 years 2%

25 years 1% 29 years

1% Other

Age of respondents n=101

18 years 19 years 20 years 21 years 22 years

Other 23 years 25 years 29 years

25


Objective: What are the media usage patterns of those who would patronize the clothing

store?

Questions: (#11) “What source of social media do you use the most? Select one.”

The goal of the sixth objective was to figure out what types of social media Woody’s

should use to bring in the most foot traffic to its store. The participants were asked one

question pertaining to this objective. It is important for Woody’s to obtain this information so

that it can spend an appropriate amount of effort and time on the right social media platforms,

instead of simply guessing what might work. In doing so, Woody’s can promote its store within

the right media channels. The results are summarized in Figure 6.1 below.

Fig 6.1: Social Media Usage, Pie Chart

Facebook 41%

Twitter 53%

Instagram 3%

Youtube 1% Other

2%

What source of social media do you use the most?

n=101

26

Findings: An analysis of our survey responses show that there are only two relevant forms of

social media among the results. 53% of respondents use Twitter the most, and Facebook at

41%. That leaves just 7% between Instagram, Youtube, Pinterest, and all other forms of social

media. 0% of respondents selected Pinterest as their main source of social media. Below, Figure

6.2 contains the complete data for social media preferences of all respondents, omitting

Pinterest for lack of any data.

Fig 6.2: Social Media Preference of Respondents

Social Media Preference Frequency Valid

Percent Cumulative

Percent

Facebook 41 40.6 40.6

Twitter 54 53.5 94.1

Instagram 3 3.0 97.0 Youtube 1 1.0 98.0

Other 2 2.0 100.0

101 100% 100%

These results show that Woody’s should be using Twitter and Facebook the most to

relay new information about Woody’s, as it accounts for a cumulative 94.1% of all social media

usage from the sample. The information addressed on these types of social media should

include sale and special events, chances to receive a discount and a change of season for their

clothing items. The results also show that Woody’s should give little to no consideration for

Instagram, Youtube, and Pinterest as channels to market on.

27


Objective: What is the relationship between social media usage and preference for patronizing

the store?

Questions:

• (#3) “In which situation are you most likely to shop for new clothing?” • (#11) “What source of social media do you use the most?”

In question 11, the results found the media usage patterns of Woody’s target customers. It

was determined that Twitter (53%) and Facebook (41%) were by far the most frequently used

social media platform by respondents. With that in mind, it important if there was a difference

between preferences for reasoning to shop based on social media usage. Since Facebook and

Twitter users grossly outnumbered the rest (94 of 101 respondents), the other forms of social

media were dismissed for purposes of this analysis. The responses for all Twitter and Facebook

users in regard to question #3 were then compiled. The data and results were broken down and

compiled into the following visuals.

Table 7.1: Comparing Social Media Preferences and Scenarios to Shop

In which situation are you most likely to shop for new clothing?

Scenario Facebook users # Twitter users #

During a sale or promotion 65.85% 27 62.96% 33 When I have received a discount coupon 4.88% 2 9.26% 5

Change of season 17.07% 7 9.26% 5

For an upcoming event 4.88% 2 16.67% 9 Other 7.32% 3 1.85% 1

TOTALS 100% 41 100% 53

28

Findings: In Table 7.1 and Figure 7.2, the collective data between all of our respondents who

use Facebook and Twitter is summarized. Just as was the case in Question 3, both Facebook and

Twitter users heavily favored shopping during a sale over all other scenarios combined. With

the calculation of our population parameter, it was found that between 50% and 80% of

Woody’s target population that spends the majority of their social media time on Facebook

would find sales an effective way to get them in the store. The results found that between 50-‐

76% of Woody’s target market on Twitter would find sales effective as well. With both of these

social media profiles having at minimum a 50% approval, this is where Woody’s should focus

the majority of its efforts with social media. Other than that, there were sizable differences in

which users preferred certain attractors to shop. The only two significant scenarios in which we

found users to have a sizable response rate were during a change of season and in anticipation

of an upcoming event.

Table 7.2: Situational Preferences – Facebook vs. Twitter, Bar Graph

65.85%

4.88%

17.07%

4.88% 7.32%

62.96%

9.26% 9.26% 16.67%

1.85% 0%

10%

20%

30%

40%

50%

60%

70%

During a sale When I receive discount coupon

Change of season For an upcoming event

Other

Situations in which customer is most likely to shop

Facebook Twitter

29

Findings: Looking at Figure 7.2, discount coupons seemed to have little to no effect for either

Facebook or Twitter users on incentivizing them to shop, as both averaged less than 10%

selection rates for this option Because of this, it is suggested that Woody’s not use coupons as a

form of marketing at any point in time, because it would just be a waste of the store’s money.

Just as was the case in Question 3, both Facebook and Twitter users heavily favored

shopping during a sale over all other scenarios combined. This is clearly seen in Figure 7.2, as

“During a sale” literally towers over all other responses. Other than that, there were smaller but

still important differences in which users preferred certain attractors to go shopping. Two

scenarios in which the competing users have sizable differing response rates were “during a

change of season” and in anticipation of “an upcoming event”.

One of the biggest surprises noticed between the sample group came in regard to

shopping for an upcoming event. Facebook as a social media site highly leverages its ability to

create and join events on its website, where Twitter does not. Based on this, it would be

reasonable to think that Facebook users would be more likely to shop for clothes in the case of

upcoming events than an avid twitter user would.

The results in Table 7.2 showed that Twitter users were actually more than four times

more likely to shop for clothes given an upcoming event than Facebook users. 16.67% of

respondents who use Twitter the most selected this option, while just 5% of avid Facebook

users selected this.

When it came to a change of season, this is where Facebook users responded much

higher; 17% selected this response. Once a population parameter was calculated, it was

concluded that between 5% and 29% of the population of Woody’s target on Facebook would

30

give seasonal change as a reason to go shop. Since Facebook has pages to visit that contain less

frequent posts, it gives businesses the opportunity to advertise new seasonal clothing or sales

of season clothing without those posts being immediately overlooked or eroded as often as it

would in the continual clutter of posts on Twitter.

Table 7.3: Facebook User Preferences, Population Parameter

In which situation are you most likely to shop for new clothing? Source: Facebook Users; n=41

Scenario # Avg % Population parameter (95% Confidence)

During a sale or promotion 27 66% 51.3-‐80.4%

Change of season 7 17% 5.5-‐28.6%

When I have received a discount coupon 2 5% 0-‐11.5%

For an upcoming event 2 5% 0-‐11.5%

Other 3 7% 0-‐15.3% Fig 7.4: Twitter vs. Facebook – Situational Preferences, Pie Charts

66%

17%

5%

5% 7%

Situations in which I would shop

During a sale or promotion Change of season

When I have received a discount coupon For an upcoming event Other

63% 17%

9%

9% 2%

n=53 n=41

31

Conclusions and suggestions: When it came down to it, change of season was the only other

significant reasoning for Facebook users to justify shopping for new clothes. As seen in Figure

7.4, “Coupons”, “upcoming events”, and “other” account for a total of just 17%, compared to

the 83% between sales and season change. It is suggested that Woody’s ignore creating

Facebook events and instead focus on posting pictures of its new (or old) seasonal clothing for

its fans to see on Facebook. Because Woody’s so heavily leverages its ability to offer the best

seasonal selection, it can also use this to leverage sales of out-‐of-‐season apparel when the

season is ending, along with the new clothing as it comes into season. This caters to that 83% of

respondents who spend the majority of their social media time on Facebook.

Table 7.5: Twitter User Preferences, Population Parameter

In which situation are you most likely to shop for new clothing? Source: Twitter Users; n=53


During a sale or promotion 33 63% 50-‐76%

For an upcoming event 9 17% 6.7-‐26.6%

When I have received a discount coupon 5 9% 1.5-‐17%

Change of season 5 9% 1.5-‐17%

Other 1 2% 0-‐5.8%

As compared to Facebook, Twitter users seemed somewhat more flexible

when giving responses to what could impact them to go shopping for new clothes. After

conducting the population parameter for Twitter (as shown in Table 7.5), the group identified

that between 6.7% and 26.6% of the target population on Twitter would patronize the store if

customers had an upcoming event they needed new clothes for. 63% of respondents selected

32

that a sale or promotional event would attract them to go shop, so coupling that with the 17%

of respondents who would come in looking to purchase new clothes for upcoming events,

Woody’s will potentially reach 80% of its local target market on Twitter.

With this in mind, we suggest that Woody’s do more events in its store in conjunction

with other local businesses, as it has done in the past. At its grand opening, Woody’s partnered

with Harpo’s to supply free beer and free wine to all customers who came into the store. This

event was coupled with a sale, making it even more desirable to show up and take a look at

store offerings. The event, which Woody’s has repeated multiple times, has always resulted in

big crowds and revenues. Woody’s should continue to seek partnership opportunities with

established Columbia businesses, as it could increase its credibility by association.

33

LIMITATIONS

LIMITATIONS OVERVIEW:

As undergraduate students performing a research project, there were many constraints

that affected the results of the study. To be open and honest about the limitations and possible

flaws of the research is something the group regards as very important. To begin, there was

inevitably a time and money constraint to the research that was done. It would have been

preferred to spend much more time conducting and also analyzing the data results, but it just

was not feasible as full-‐time students. In addition, there were limitations on the kinds of studies

and research methods that could be used because of the money constraints.

There were also limitations and possible biases in the sampling method. Because the

survey targeted male college students, respondents had to be asked in a more individualized

way to filter out possible female respondents. Although there was over 100 respondents, many

of them came from similar fraternities and academic majors as the members of the group.

Therefore, the sample population was not as diverse and encompassing as would have been

preferred.

Lastly, there was the limitation of only using online surveys to gather the data. This

allowed for possible misunderstandings between the questions’ intent and the way it was

perceived by the respondent. Certain questions, like the one involving store atmosphere, would

have been much easier to record and analyze with proctors and in-‐person interviews. The

format limited the ability to gain deeper insight on the various opinions the respondents had

but could not express through multiple choice.

34

Without making the survey too overbearing or burdensome, the question total was

limited to ten. Therefore, it was difficult to add too many follow-‐up questions that would really

tie it back and make it applicable to the store. For example, there was a question about which

organization the respondents were involved in. However, there was not a question asked on

whether those individuals had previously shopped at Woody’s, so it was difficult to correlate if

organizational involvement had an affect on their interest in Woody’s.

35

KEY FINDINGS SUMMARY • OBJECTIVE #1: DETERMINE THE VISIBILITY OF WOODY’S AMONG THE TARGET MARKET.

o A majority, over half, of respondents indicated that they did not know the location of

Woody’s. This was a problem related to the street visibility of the Woody's store. Given

the location, most Mizzou students should be familiar with the location of Woody's;

however, they were not.

o Regarding the second question of the survey, the most popular response to how

respondents had heard about Woody’s was “being referred to by a friend”. The second

highest response was 33% of our respondents indicating that they had “never heard of

Woody's”. The next biggest were social media, followed by seeing it passing by.

• OBJECTIVE #2: IN WHICH SCENARIOS ARE TARGET CUSTOMERS MOST LIKELY TO SHOP FOR NEW CLOTHING?

o A majority, 65%, responded that they are most likely to shop for new clothing during a

sale. Coming in second at almost 12% was change of season. Woody’s prides itself with

having the most up-‐to-‐date clothing selection, so it is important that Woody’s continues

this. The other three responses were relatively equal, around 8-‐12% each

• OBJECTIVE #3: WHAT RETAIL ENVIRONMENT WILL BE THE MOST CONDUCIVE TO CUSTOMER RETENTION?

o This objective was evaluated in two sections. The first section asked respondents to rank

what aspects of a store atmosphere are of most importance to them. Respondents

indicated a strong preference for “Recognizable Brands” as the most important aspect

36

that would attract them to a store. The least important aspect was music.

o Although irrelevant based on the prior finding, when asked, respondents indicated their

preferred music genre to listen to while shopping would be Country (35%)

o The country music preference only accounts for about one third of the total population.

Because of this, it would be beneficial for Woody’s to include other higher rated genres.

Results indicate the next two highest genres were Soft Rock/Indie (20%) and Rock (14%).

• OBJECTIVE #4: WHAT BRANDS WOULD ATTRACT THE TARGET MARKET?

o With respondents indicating in the prior objective that having recognizable brands is the

most important aspect to them when it comes to patronizing a store, Woody’s has an

opportunity to increase its product mix by carrying more popular brands. Respondents

identified four brands that they would like to see available at Woody’s: Vineyard Vines,

Southern Tide, Sperry, and Patagonia. Each were desired by at least 67% of all

respondents.

• OBJECTIVE #5: DEFINE THE AVERAGE WOODY’S TARGET CONSUMER.

o To define the average Woody’s customer, the survey collected information on average

clothing size as well as age. The average age of the target consumer was 21 years old.

The results also showed an equal distribution of under-‐21 respondents, as there were

21 and older. Excluding the “other” respondents, 80% of respondents were between the

ages of 19-‐21. This information is significant because this is the age group that Woody’s

would like to target.

37

• OBJECTIVE #6: WHAT ARE THE MEDIA USAGE PATTERNS OF THOSE WHO WOULD PATRONIZE THE STORE?

o This objective was evaluated by asking respondents what source of social media they

used most often. The results showed 53% of the population uses Twitter and 41% uses

Facebook. This left just 7% between Instagram, Youtube, Pinterest, and all other forms

of social media. These results show that Woody’s should be relying most of its

information to its targeted market on Twitter and Facebook. Woody’s website gives

online customers the option to pin their clothing on Pinterest or view pictures on

Instagram. However, the results showed Woody’s should be giving little to no social

media presence on Instagram and Pinterest.

• OBJECTIVE #7: WHAT IS THE RELATIONSHIP BETWEEN SOCIAL MEDIA USAGE AND PREFERENCE FOR

PATRONIZING THE STORE?

o Facebook users prefer sales promotions and changing seasonal clothing as the most

effective ways to get them into the store. Twitter users are more apt to shop when they

see sales promotions as well as when

38

RECOMMENDATIONS After meeting with Woody’s, conducting a survey to its target market, and analyzing the data,

the group suggested a variety of recommendations for the clothing store. The group’s

recommendations include:

1. Generate higher awareness of brand & shop location

• On-‐campus promotional events (with a map located on coupons/pamphlets)

• Creating a “slogan” to help clarify its brand image

• More consistency with vision

Summary

For Woody’s to generate higher awareness of brand and shop location it should have more

on-‐campus promotional events. Since, its target market is primarily young professionals and

college-‐aged men, having more on-‐campus promotional events will generate a higher

awareness. Based on the survey, 56% of respondents did not know the location of Woody’s.

The group recommends in addition to having promotional events, to also include a map of

Woody’s location or the address of the store.

Also, Woody’s is inconsistent with its vision. Having a “slogan” that could be posted on

its website, social media sites, and even on paper copy items would clarify its brand image.

Many people are not aware that Woody’s targets the younger male population, so having a

slogan or phrase to define its clothing items, such as “upscale casual clothing” would generate

awareness and clarify customers who may be confused about what the store has to offer.

39

RECOMMENDATIONS

2. Customize store environment • Purchase clothing sizes based on average customer size form the survey

• Add Southern Tide, Vineyard Vines, Sperry, and Patagonia products to store

• Add country music (34% compared to #2 Indie at 20%)

Summary

To create a more customized store environment, Woody’s should use the survey results to

purchase clothing sizes that represent the average customer size. Based on the survey, most

males wear a size large and following close after is a size medium. This information is

important, because Woody’s can purchase clothing sizes based on the average customer size

and decrease the risk of running out of stock on certain sizes.

Another suggestion is for Woody’s to broaden its brand selection. Many of its

competitors sell brands such as Sperry, Vineyard Vines, and a variety of others and if Woody’s

were to offer all of these brands in one location, it would give the store a competitive edge.

80% of respondents indicated they would like to see Woody’s carry Vineyard Vines. That being

said, if Woody’s had those brands, they would become even more attractive to their target.

Lastly, Woody’s Gentlemen’s Clothiers should add country music to its soundtrack. 34%

of respondents said that the type of music they enjoy most while shopping was country music.

This is yet another small way for Woody’s to customize the customers’ shopping experience.

40

RECOMMENDATIONS

3. Attract more customers & increase sales • Partnership with local established businesses (ex: Grand Opening event)

Summary

For Woody’s grand opening in January, it partnered with Harpo’s Bar and Grill. Customers

could shop at Woody’s while drinking beer from Harpo’s. This is an effective marketing

technique to attract Woody’s target market since the survey showed that the average age is 21.

The grand opening was a huge success and Woody’s should implement more partnerships with

local bars for on-‐campus promotional events or in-‐store sales.

4. Broadcast certain events based on social media preference • Focus primarily on Facebook and Twitter to reach target audience

• Reassess how Instagram should be part of its online and social media presence

Summary

Based on the survey, most respondents use Facebook (41%) and Twitter (53%) as their

main form of social media engagement. Woody’s should focus primarily on these two social

media sites to reach its target market, leading into the second recommendation.

With the knowledge that Woody’s has more followers on Instagram than either Twitter

or Facebook, Woody’s should reevaluate how they use Instagram in conjunction with Facebook

or Twitter. Linking pictures from their Instagram to its Facebook profile may be able to utilize

both sites effectively. With Twitter, using its native TwitPic as opposed to Instagram may prove

more successful at increasing “clicks”.

41

APPENDIX: COPY OF QUESTIONNAIRE

42


43


44

APPENDIX: RESEARCH OBJECTIVES SUMMARY

Research Objective

Questionnaire Question

#1: Determine the visibility of Woody’s among the target market

#1: Do you know the location of Woody's store?

#1: Determine the visibility of Woody’s among the target market

#2: How did you hear about Woody’s?

#2: In which scenarios are target customers most likely to shop for new clothing?

#3: in which situation are you most likely to shop for new clothing?

#3: What retail environment is going to be most conductive to customer retention?

#4: Rank which aspects of store atmosphere contribute most to a pleasant shopping experience?

#3: What retail environment is going to be most conductive to customer retention?

#5: Which genre of music do you prefer while shopping?

#4: What brands would attract the target market? #6: Which brands would you like to see available at Woody’s?

#5: Define the average Woody’s target consumer #7: What is your average shirt size?

#5: Define the average Woody’s target consumer #8: What is your average pant size?

#5: Define the average Woody’s target consumer #10: What is your age?

#6: What are the media usage patterns of those who would patronize the clothing store?

#11: What source of social media do you use the most?

#7: What is the relationship between social media usage and preference for patronizing the store?

#3, #11

45

APPENDIX: SPSS OUTPUT PAGE 1

Research Objective #1, Question #2 How did you hear about Woody's Gentlemen's Clothiers?

Mean Mean With 95% confidence 1. Referred by a friend 43.60% 34%-53.2%

2. Walked by 5.90% 1.3%-10.5% 3. Social media 14.90% 7.9%-21.8% 4. I have never heard of Woody's 32.70% 23.5%-41.8% 5. other 3% 0-6.33%

Research Objective #2, Question #3 In which situation are you most likely to shop for new clothing? Select one. Frequency Percent

Valid Percent

Cumulative Percent

During a sale or promotion 66 65.3 65.3 65.3

When I have received a discount coupon

8 7.9 7.9 73.3

Change of season 12 11.9 11.9 85.1 For an upcoming event 11 10.9 10.9 96.0 Other 4 4.0 4.0 100.0 Total 101 100.0 100.0

Research Objective #1, Question #1 Do you know the location of Woody's in Columbia?

Frequency Percent Valid Percent Cumulative Percent Population parameter with 95% confidence

Yes 44 43.6 43.6 43.6 33.93-52.27%

No 57 56.4 56.4 100.0 46.44-66.36%

46

APPENDIX: SPSS OUTPUT PAGE 2 Research Objective #3, Question #4: Ranked order of store aspects that contribute most to a pleasant shopping experience We took the sum of all responses to calculate rank order. Lower sums = higher priority during shopping experience

Recognizable brands

Store Layout/Décor

Friendly Staff

Knowledgeable Staff Music

361 489 530 630 855 #1 rank #2 rank #3 rank #4 rank #5 rank

Research Objective #3, Question #5

What genre of music do you prefer most while shopping in-store? Top 5 Responses

Percent Valid Percent Cumulative Percent

Population parameter

95% confidence Country 34.7 34.7 34.7 25.4%-44%

Soft Rock/Indie 19.8 19.8 91.1 12%-28% Rock 13.9 13.9 59.4 7.1%-20.6%

Hip Hop/Rap 11.9 11.9 71.3 8.7%-15% Pop 10.9 10.9 45.5 7.8%-14%

100.0 100.0 Research Objective #4, Question #6 “Which brands would you like to see available at Woody’s?” Accepted 80% Vineyard Vines 76% Southern Tide 70% Sperry 67% Patagonia Rejected 45% Southern Proper 27% Maui Jim 15% Fayettechill 10% Ray Ban 13% Other (5% Costa Del Mar, 8% Other)

47

APPENDIX: SPSS OUTPUT PAGE 3 Research Objective #5, Question #7, #8

What is your average shirt size?

Size Frequency Percent Valid Percent Cumulative Percent Small 4 4.0 4.0 4.0 Medium 35 34.7 34.7 38.6 Large 44 43.6 43.6 82.2 XL 17 16.8 16.8 99.0 XXL 1 1.0 1.0 100.0 Total 101 100.0 100.0

What is your average shirt size? Means with 95% confidence #1 Large- 34% - 53.3% #2 Medium- 25.4% - 44% #3 X-Large- 9.5% - 24% #4 Small- .02% - 7.8% #5 XXL: 0% - 2.03%

Research Objective #5, Question #7, #8

One-Sample Statistics

N Mean Std. Deviation

Std. Error Mean

What is your average shirt size? 101 2.76 .814 .081

What is your average pants size?-Pants length

101 32.4653 1.78642 .17776

What is your average pants size?-Pants waist

101 33.3861 2.61140 .25984

#8 What is your average pant size: average pant length: 32-33, average waist: 33-34

Research Objective: Define the average Woody’s target consumer

95% Confidence Interval of the Difference

Lower Upper What is your average pants size? -Pants length What is your average pants size? -Pants waist

32.1127 32.8706

32.8180 33.9017

48


Research Objective #5, Question #7, #8 What is your average pants size? Pants waist

Valid Frequency Percent Valid Percent Cumulative Percent

28.00 2 2.0 2.0 2.0 29.00 3 3.0 3.0 5.0 30.00 4 4.0 4.0 8.9 31.00 7 6.9 6.9 15.8 32.00 28 27.7 27.7 43.6 33.00 14 13.9 13.9 57.4 34.00 20 19.8 19.8 77.2 35.00 3 3.0 3.0 80.2 36.00 10 9.9 9.9 90.1 37.00 1 1.0 1.0 91.1 38.00 6 5.9 5.9 97.0 40.00 2 2.0 2.0 99.0 44.00 1 1.0 1.0 100.0

Research Objective #5, Question #7, #8

What is your average pants size? Pants length Valid Frequency Percent Valid Percent Cumulative Percent

28.00 1 1.0 1.0 1.0 29.00 2 2.0 2.0 3.0 30.00 10 9.9 9.9 12.9 31.00 12 11.9 11.9 24.8 32.00 36 35.6 35.6 60.4 33.00 9 8.9 8.9 69.3 34.00 23 22.8 22.8 92.1 35.00 2 2.0 2.0 94.1 36.00 4 4.0 4.0 98.0 38.00 2 2.0 2.0 100.0 Total 101 100.0 100.0

49

APPENDIX: SPSS OUTPUT PAGE 5 Research Objective #5, Question #10:

“What is your age?” Age Quantity % of total 18 years 2 1.98% 19 years 25 24.75% 20 years 23 22.77% 21 years 33 32.67% 22 years 14 13.86% 23 years 2 1.98% 25 years 1 0.99% 29 years 1 0.99% TOTALS 101 100%

Avg = 21.00

Research Objective #6, Question #11 What source of social media do you use the most? Select one.

Percent Valid Percent Cumulative Percent

With 95% confidence

Facebook 40.6 40.6 40.6 31-51.2% Twitter 53.5 53.5 94.1 43.8-63% Instagram 3.0 3.0 97.0 dnm Youtube 1.0 1.0 98.0 dnm Other 2.0 2.0 100.0 dnm 100.0 100.0

Research Objective #7, Questions #3 and #11 In which situation are you most likely to shop for new clothing?

Source: Facebook Users; n=41


During a sale or promotion 27 66% 51.3-‐80.4%

Change of season 7 17% 5.5-‐28.6% When I have received a discount coupon 2 5% 0-‐11.5%

For an upcoming event 2 5% 0-‐11.5%

Other 3 7% 0-‐15.3%

50



Source: Facebook Users; n=41


During a sale or promotion 33 63% 50-76%

For an upcoming event 9 17% 6.7-26.6%

When I have received a discount coupon 5 9% 1.5-17%

Change of season 5 9% 1.5-17%

Other 1 2% 0-5.8%


Response FB user preferences

TW user preferences

During a sale or promotion 65.85% 62.96% When I have received a discount coupon 4.88% 9.26%

Change of season 17.07% 9.26% For an upcoming event 4.88% 16.67% Other 7.32% 1.85% Total 1 1

Date post:	21-Jan-2017
Category:	Documents
Upload:	jimmy-michaels
View:	248 times
Download:	0 times

MRL Woodys Final PDF

Documents