5.
Table of Contents
Content Page
Table of Contents 4
List of Exhibits 5
Executive Summary 7
1.0 Background and Purpose of Study 9
2.0 Research Objectives 11
3.0 Survey Research Method 13
3.1 Research Design 14
3.2 Data Collection Method 14
3.3 Data Collection Instrument 15
3.4 Sampling Plan 16
3.5 Data Processing Procedures 17
4.0 Survey Research Results 18
4.1 Sample Characteristics 19
4.2 Overall Results 22
4.3 Subgroup Differences 30
5.0 Conclusions and Recommendations 34
6.0 Limitations 36
References 38
Appendices 40
Appendix A: Survey Instrument 41
Appendix B: Survey Instrument Codebook 46
Appendix C: Charts of Subgroup Differences 51
Appendix D: Detailed Frequencies Table Results 71
Appendix E: Copy of the Marketing Research Proposal 78
Abercrombie & Fitch Satisfaction Survey 2016 | 4
6.
List of Exhibits
Figure Page
A1 What is your gender? [Q35] 20
A2 What is your age? [Q36] 20
A3 What is your race? [Q37] 21
1 Do you seek approval from a spouse, friend, relative, or
store associate for opinion before purchase? [Q1] 25
2 What factor do you consider first before you purchase your clothes? [Q2] 25
3 How often do you shop for clothes? [Q3] 26
4 I prefer practical clothing [Q4a] 26
5 I prioritize being fashionable [Q4b] 26
6 I have a personal style [Q4c] 26
7 I favor a few brand names [Q4d] 26
8 I wear brand names that my friends wear [Q4e] 26
9 I buy regardless of price if I like the garment [Q4f] 26
10 Store ambiance is important when shopping [Q4g] 27
11 Dim Lighting [Q5a] 27
12 Bright Lighting [Q5b] 27
13 Black and White [Q5c] 27
14 Colorful Scheme [Q5d] 27
15 Music [Q5e] 27
16 Store scent [Q5f] 27
17 Casual Greetings [Q5g] 27
18 Formal Greetings [Q5h] 27
19 At what clothing line do you purchase the most often from? [Q6] 27
20 On a scale of 1 to 5, how familiar are you with Abercrombie & Fitch? [Q7] 28
21 Price [Q8a]
22 Sales [Q8b] 28
23 Quality [Q8c] 28
24 Other [Q8d] 28
25 Fresh [Q9a] 29
26 Good quality [Q9b] 29
27 Controversies [Q9c] 29
28 Other [Q9d] 29
29 Abercrombie & Fitch’s Products [Q10a] 29
Abercrombie & Fitch Satisfaction Survey 2016 | 5
8.
Executive Summary
The purpose of this marketing research project is to determine consumer shopping factors
and shopper’s views on Abercrombie and Fitch. The target population for this study was
teenagers, young adults and adults. A total of 172 completed the survey. The survey was
conducted in May 2016.
Overall survey results show that consumers are only somewhat familiar with the brand
and the ones who are familiar with A&F associate controversies regarding the brand.
Consumers do seem to like their in store Models.
Survey results show the following:
● Seeking approval. 62% of respondents do not seek the opinion of others before
making a purchase
● Factors considered before a purchase. Price is the biggest deciding factor for
respondents with 65%, second was quality with 29.8%, third was brand with
5.8%, and forth was where it was produced with 1.2%.
● Shopping habits. Respondents tend to shop “once a month” (29.7%) and “every
3 months” (29.7%).
● Choosing clothes. Most respondents agreed upon “I have a personal style.”
● Shopping environment. Respondents found Music as the most important factor
regarding shopping environment 1st
with 75.6%.
● Prefered clothing line. The most popular choice for clothing line was Forever 21
with 31.4% and Abercrombie came in at last with 2.9%.
● Familiarity with A&F. Respondents are split in regards to how familiar they are
Abercrombie & Fitch. 41.28% are not familiar with Abercrombie.
● Liking about A&F. Most respondents chose ‘other’.
Abercrombie & Fitch Satisfaction Survey 2016 | 7
11.
1.0 Background and Purpose of Study
Abercrombie & Fitch (also known as A&F) is an American retailer that focuses on
upscale casual clothing for young consumers and adults. The company is headquartered
in New Albany, Ohio. Abercrombie & Fitch has over 300 locations in the United States
and has locations internationally as well. The company operates three offshoot brands:
Abercrombie & Fitch, abercrombie kids, and Hollister Co.
A&F is known for its controversy marketing photography. It is rendered to grayscale and
features outdoor settings, usually with seminude males and females for an increased tone
of sexuality. A&F casts only store employees for marketing campaigns.
The Abercrombie & Fitch brand image is heavily promoted as an international
nearluxury lifestyle concept. Abercrombie & Fitch is notable for using "brand
representatives" (previously called "models") for store customer service.
Abercrombie & Fitch has been in the news for decreasing sales, CEO resignation as well
as a declining customer base due to poor imaging. Since its reestablishment in 1988,
Abercrombie & Fitch has faced numerous accusations regarding its employment
practices, merchandise, and advertising campaigns which have been described as sexually
explicit and racist. The company has received criticism over its provocative
advertising.The company has been accused of promoting the sexualization of preteen
girls, for example by marketing thongs to 10yearolds and padded bikini tops to
7yearolds.
The purpose of this marketing research project is therefore to determine customer views
on Abercrombie & Fitch and if the negative image of the company affects customers
buying habits.
Abercrombie & Fitch Satisfaction Survey 2016 | 10
13.
2.0 Research Objectives
The purpose of this marketing research project was to determine customer views on
Abercrombie and Fitch and if the negative image of the company affects customers
buying habits.
The specific research objectives of study were to:
1. Determine purchase decision factors teens and adults make before buying
2. Determine shopping habits of teens and adults instore and online
3. Determine shopping experience instore and online
4. Determine clothing brands teens and adults shop for and why
5. Determine the image teens and adults see in Abercrombie & Fitch
Abercrombie & Fitch Satisfaction Survey 2016 | 12
15.
3.0 Survey Research Method
3.1 Research Design
Our research objectives were mainly concerned with the shopping experience, the overall
shopping habits and opinions related to Abercrombie & Fitch. We used the exploratory
research design to evaluate all of our objectives. Exploratory research is a useful tool to
help us understand the issue in more detail before attempting to analyze large data.
Once used correctly, this type of research will be able to provide us with enough quality
information to identify the main source of problems that should be emphasized
throughout our surveys and also eliminate any bias. This guides us towards a solution on
how Abercrombie & Fitch products and service can be improved. This will help us
address any customer dissatisfaction.
3.2 Data Collection Method
Our research team designed wellstructured survey that could be easily answered and
completed in a timely fashion.
Our efforts towards collecting data for our studies includes responses from local Bay
Area shopping malls through an iPad where data is stored electronically through Google
Forms. We have decided to take this route for our market research study due to the
demographics that we are targeting, teenagers to young adults. There are many benefits
to this method such as, it is convenient, we might be able to increase the amount of
responses that we get in return if we are able to administer our survey locally and
efficiently. However, there are setbacks that can also be encountered such as those who
will not have time or eagerness to participate. Moreover, this form of direct marketing
communication is likely to result in the most relevant responses to the surveys by
informing our participants that we value their time and willingness to complete our
survey; in terms of important daily engagements and obligations that our market
encounters we want to ensure them by giving them some assorted candy of gummies and
chocolate as we will be reaching our audience facetoface.
Abercrombie & Fitch Satisfaction Survey 2016 | 14
16.
Business students in Dr. Steve D. Ugbah’s Marketing Research course will be directing
the survey from May 2 to May 16, 2016.
3.3 Data Collection Instrument
The survey questionnaire is an instrument used to explore the thoughts and perceptions of
a population. For this questionnaire the population was teenagers, young adults and adults
at different shopping malls. The survey instrument consisted of 21 survey items including
respondent background items. The survey questionnaire was undisguised (customers
were told the purpose of the study) and highly structured (all respondents were given the
same response choices). The response choices to each of the survey items consisted of
dichotomous (Yes/No) responses, and multichotomous responses (more than two
responses such as Strongly Agree, Disagree, Neither Agree Nor Disagree, Agree, and
Strongly Agree). For multichotomous respondents were asked to choose among more
than 2 responses that they feel is closest to their position on the question. On other
questions respondents can choose all that apply to them. An order rank is also used to
determine importance.
The survey consisted of three parts: the preliminary section, the main body and the
demographic section. The survey consists of four parts with a total of 21 questions. The
four parts are designed to answer our objectives in this research study.
I. Preliminary Information
The preliminary section of the survey consisted basic information we requested
such as their name and date the surveyor took the survey. Also included was an
introduction to the survey and a spot for the Survey Code.
II. Main Body
A. Purchase decision factors. This section provides insight on important
variables that consumers consider before purchasing a product or service.
B. Shopping habits. This defines the shopping habits consumers have when
entering a store or website. This will help determine shopping flow.
Abercrombie & Fitch Satisfaction Survey 2016 | 15
17.
C. Shopping experience. The consumer’s experience of walking through a
store or website can influence presence and mood. The ambiance,
employees, or company image is observed.
D. Clothing brands. This section observes where customers are alternatively
shopping and why.
E. Attitude. This section provides insight on important variables that
consumers consider before purchasing
This survey questionnaire has the following responses: Openended answers, and
Multichotomous or Dichotomous. For dichotomous questions a “yes” or “no”
will be a response. For multichotomous respondents are asked to choose among
more than 2 responses that they feel is closest to their position on the question.
On other questions respondents can choose all that apply to them. An order rank
is also used to determine importance.
III. Demographics
The demographic section was designed to collect basic information about the
respondents such as gender, ethnicity and race.
3.4 Sampling Plan
We plan to target all consumers from teenagers, young adults and adults; such targets
include the following:
● Age 17 and under
● Age 18 24
● Age 25 34
● Age 35 44
● Age 45 and above
Sampling Type: NonProbability Convenience
Based on Sample size estimates we plan on surveying about 170 people. With 5050 split
on certain questions, 95 % confidence level and desired precision level of 5%.
Abercrombie & Fitch Satisfaction Survey 2016 | 16
18.
3.5 Data Processing Procedures
In order to analyze our data plan we plan to use SPSS Statistics version 24. We plan to
use general frequencies to analyze data overall and crosstabulation to analyze response
between different variables.
Both descriptive and inferential statistics were used to analyze survey data. The
descriptive statistics used included frequencies, means, medians, modes and standard
deviations. Inferential statistics used was the Chisquared test. Inferential statistics were
used to establish relationships between key variables. This procedure would give
Abercrombie and Fitch a better understanding of the needs and concerns of their
customers based on their characteristics. Inferential statistics were tested at the 0.05 level
of significance.
Abercrombie & Fitch Satisfaction Survey 2016 | 17
20.
4.0 Survey Research Results
4.1 Sample Characteristics
I. Demographics
Respondents’ gender [Q35]
❖ Majority of the respondents were female 75% and then Males 26.9%
(Figure A1).
Respondents’ age [Q36]
❖ Most respondents were between the ages of 1824 at 50.9% and second
largest age group was between 2534 at 40.9% and the others: Age 3544
2.9%, Age 45 and above 2.9% and the smallest age group was 17 and
under at 2.3% (Figure A2).
Respondents’ Race [Q37]
❖ The respondents race/ethnicity of Asian/Pacific Islander were 28.2% as
well as Hispanic or Latinos at 28.2% while the third majority were White
at 23.5% and Black/African American at 15.9% with the smallest group
with Other races/ethnicities at 4.1% (Figure A3).
See next page for figures.
Abercrombie & Fitch Satisfaction Survey 2016 | 19
24.
regardless of price if I like the garment” ranked 6th and “I wear brand
names that my friends wear” ranked 7th (Figure 4).
III. Shopping Experience
What type of shopping environment do you prefer? [Q5]
❖ Respondents found Music as the most important regarding shopping
environment 1st with 75.6%.
❖ Here are the rankings: 1st Musing, 2nd Casual greeting, 3rd Bright
lighting, 4th Colorful Scheme, 5th Store scent, 6th Dim lighting, 7th
Formal greeting, 8th Black and White (Figure 5).
IV. Clothing Brands
At what clothing line do you purchase the most often from? [Q6]
❖ The most popular choice for clothing line was Forever 21 with 31.4%
and Abercrombie came in at last with 2.9% (Figure 6).
On a scale of 1 to 5, how familiar are you with Abercrombie & Fitch? [Q7]
❖ Respondents are split in regards to how familiar they are Abercrombie &
Fitch. 41.28% are not familiar with Abercrombie, 21.5% feel they are
neutral, and 37.21% are familiar with Abercrombie (Figure 7).
What do you like about Abercrombie & Fitch? [Q8]
❖ Most respondents were not really sure what they liked about
Abercrombie & Fitch with 52% choosing other. The least thing most
respondent liked about Abercrombie and Fitch was their pricing with
8.7% choosing price (Figure 8).
V. Abercrombie & Fitch Image
Abercrombie & Fitch Satisfaction Survey 2016 | 23
31.
4.3 Subgroup Differences
I. Subgroup differences by Respondents’ Gender
Do you seek approval from a spouse, friend, relative, or store associate for
opinion before purchase? [Q1]
❖ Majority 62.7% of females do not seek approval before purchase while
37.3% do. Similarly, 60.9% of males do not seek approval while 39.1%
do. There are no significant differences (Figure 1).
What factor do you consider first before you purchase your clothes? [Q2]
❖ 68.3% of females consider price, 27% quality, 4% brand, and less than
0.8% consider where it is produced/manufactured.
❖ The trend is similar to males, where 56.5% considered price, 30.4%
quality, 10.9% brand, and 2.2% where it was produced/manufactured.
There are no significant differences (Figure 2).
At what clothing line do you purchase the most often from? [Q6]
❖ There is a significant difference where females and males shop:
➢ Forever 21 (41.3% Female, 4.3% Male)
➢ H&M 16.7(% Female, 34.8% Male)
➢ GAP (8.7% Female, 13% Male)
➢ American Eagle (7.9% Female, 4.3% Male)
➢ Hollister (4% Female, 2.2% Male)
➢ Abercrombie (10% Female, 2.2% Male)
➢ Other (18.3% Female, 39.1% Male
❖ Significantly more females purchase from Forever 21 than males, while
males purchase significantly more at H&M than females (Figure 3).
Abercrombie & Fitch Satisfaction Survey 2016 | 30
38.
6.0 Limitations
Although our team and a high success rate in collecting the data needed for our
Abercrombie and Fitch project, we also did encounter a few limitations. These limitations
were mainly due to a low foot traffic rate in the malls that we surveyed at. Our limitations
were interfered with online vs. instore shopping, seasonal effects, and onsite
construction.
Our first limitation included having access to endless amounts of shoppers. Because our
surveys were done in person, this cut back our number of survey responses and actual
data collection of the information that we were seeking for. In today's generation, online
shopping for millennials is seen as much more convenient than having to physically go to
the designated store. According to Retail Data it has been reported that, “ 60% of adult
Americans are happy to know they won’t have to shop in a crowded mall or store” and
“71% of shoppers believe they will get a better deal online than in stores.” In addition,
many stores including Abercrombie & Fitch offer selection to buy from through their
online store or website which results into much more online shopping than instore
shopping.
Also, we noticed that the season time during our interview window for our surveys
played a large role in the amount of data that we were able to find. Abercrombie & Fitch
caters mostly to ‘Summer season’ consumers versus the everyday shopper or Spring
season shoppers, as this was the season that we were conducting our surveys in.
Therefore, our response rate was lower than what we think our response rate could have
been if we surveyed in the Summer season, when consumers are most likely to be
shopping.
Furthermore, mall construction at one of the locations that we gathered our data from,
Newpark Mall in Newark, has edited the preferences of consumer shopping habits from
January 2016 January 2017. The mall is currently in process of remodeling the entire
property, however the mall is still open and access to Abercrombie and Fitch in particular
is still available, but due to construction across the entire mall we saw that there was a set
back yet again on the amount of foot traffic coming in.
Overall, aside from our minor setbacks we were able to collect enough valuable data to
complete our research project and were satisfied with the results that we ended up with.
Abercrombie & Fitch Satisfaction Survey 2016 | 37
40.
References
Abercrombie & Fitch. (n.d.). Retrieved 2016, April 25, from
https://www.abercrombie.com/shop/us
Abercrombie & Fitch. (2016, April 18). Retrieved 2016, April 25, from
https://en.wikipedia.org/wiki/Abercrombie_&_Fitch
How Retailers Manipulate Sight, Smell, and Sound to Trigger Purchase Behavior in
Consumers (2015, May 21). Retrieved 2015, April 25, from
https://www.shopify.com/blog/14193377howretailersmanipulatesightsmellandsoun
dtotriggerpurchasebehaviorinconsumers
Four Suggestions to fix Abercrombie & Fitch. (5, November 15). Retrieved April 25,
2016 from
http://www.brittonmdg.com/thebrittonblog/abercrombieandfitchfourrebrandingtips
Abercrombie & Fitch Satisfaction Survey 2016 | 39
43.
Appendix A: Survey Instrument
This survey is intended to study the opinions and views of customers towards the
clothingline Abercrombie & Fitch’s marketing approach as well as customers buying
habits.
See next page for survey.
Abercrombie & Fitch Satisfaction Survey 2016 | 42
44.
CONSUMER OPINIONS ABOUT THEIR SHOPPING EXPERIENCE
Survey Code: ________ Researcher’s Name: _____________________________Date: __________
I. PURCHASE DECISION FACTORS
1. Do you seek approval from a spouse, friend, relative, or store associate for opinion before purchase?
1. Yes
2. No
2. What factor do you consider first before you purchase your clothes? Choose only one.
1. Price
2. Quality
3. Brand
4. Where it’s manufactured (produced)
II. SHOPPING HABITS
3. How often do you shop for clothes?
1. Every 2 weeks 4. Every 6 months
2. Once a month 5. Once a year
3. Every 3 months 6. Other
4. Using the scale below, please indicate the extent to which you Agree or Disagree with each of the statements
regarding your factors in shopping
Strongly Disagree 1 2 3 4 5 Strongly Agree
a. I prefer practical clothing 1 2 3 4 5
b. I prioritize being fashionable 1 2 3 4 5
c. I have a personal style 1 2 3 4 5
d. I favor few brand names 1 2 3 4 5
e. I wear brand names that my friends wear 1 2 3 4 5
f. I buy regardless of price if I like the garment 1 2 3 4 5
g. Store ambiance is important when shopping 1 2 3 4 5
Abercrombie & Fitch Satisfaction Survey 2016 | 43
45.
III. SHOPPING EXPERIENCE
5. What type of shopping environment do you prefer? Circle all that apply.
a. Dim lighting b.Bright lighting c. Black and White d. Colorful scheme
e. Music f. Store scent g. Casual greetings h. Formal greetings
IV. CLOTHING BRANDS
6. At what clothing line do you purchase the most often from? Circle Only One.
a. Abercrombie & Fitch
b. Hollister
c. American Eagle Outfitters
d. GAP
e. H&M
f. Forever 21
g. Other (please specify): _________________________
7. On a scale of 1 to 5, how familiar are you with Abercrombie & Fitch?
Not Familiar 1 2 3 4 5 Very Familiar
8. What do you like about Abercrombie & Fitch? Circle all that apply.
a. Price b.Sales c.Quality d.Other (please specify): _____________
V. ABERCROMBIE & FITCH IMAGE
9. What are your impressions of Abercrombie & Fitch from advertisement? Circle all that apply.
1. Fresh and exciting store
2. Good quality products
3. Controversies
4. Other (please specify): _____________________________
Abercrombie & Fitch Satisfaction Survey 2016 | 44
46.
10. Using the scale below, please indicate the extent to which you find most appealing or least appealing with each
of the statements regarding your factors in shopping.
Least Appealing 1 2 3 4 5 Most Appealing
1. How appealing are Abercrombie & Fitch products? 1 2 3 4 5
2. How appealing are Abercrombie & Fitch Models? 1 2 3 4 5
3. How appealing are Abercrombie & Fitch advertising? 1 2 3 4 5
4. How appealing is it to shop at Abercrombie & Fitch? 1 2 3 4 5
11. What is the first word or phrase that you think of when you hear “Abercrombie & Fitch”?
VI. GENERAL BACKGROUND INFORMATION
12. What is your gender?
1. Male
2. Female
13. What is your age group?
1. 17 or Under
2. 1824
3. 2534
4. 3544
5. 45 or Above
14. What is your race?
1. White
2. Hispanic or Latino
3. Black or African American
4. Native american or American Indian
5. Asian / Pacific Islander
6. Other
THANK YOU FOR YOUR TIME!
Abercrombie & Fitch Satisfaction Survey 2016 | 45
48.
Appendix B: Survey Instrument Codebook
Abercrombie & Fitch Opinion Survey Codebook
# of
Variable
s
VARIABL
E NAME
VARIABLE LABEL VALUES VALUE LABELS
[SCALE]
1 SCODE Survey code <leave
blank>
<leave blank>
2 LNAME Researcher’s Name <leave
blank>
<leave blank>
3 Q1 1. Do you seek approval from a
spouse, friend, relative, or store
associate for opinion before
purchase?
1 2 1=Yes
2=No
4 Q2 2. What factor do you consider
first before you purchase your
clothes?
1 2 3 4 1=Price
2=Quality
3=Brand
4=Produced
5 Q3.1 3. How often do you shop for
clothes?
1 2 3 4 5 6 1= Every 2 weeks
2=Once a month
3=Every 3 months
4=Every 6 months
5=Once a year
6=Other
6 Q4A 4a. I prefer practical clothing 1 2 3 4 5 1=Strongly
Disagree
2=Disagree
3=Neutral
4=Agree
5=Strongly Agree
7 Q4B 4b. I prioritize being fashionable 12 3 4 5 1=Strongly
Disagree
2=Disagree
3=Neutral
4=Agree
5=Strongly Agree
Abercrombie & Fitch Satisfaction Survey 2016 | 47
49.
8 Q4C 4c. I have a personal style 1 2 3 4 5 1=Strongly
Disagree
2=Disagree
3=Neutral
4=Agree
5=Strongly Agree
9 Q4D 4d. I favor a few brand
names
1 2 3 4 5 1=Strongly
Disagree
2=Disagree
3=Neutral
4=Agree
5=Strongly Agree
10 Q4E 4e. I wear brand names that
my friends wear
1 2 3 4 5 1=Strongly
Disagree
2=Disagree
3=Neutral
4=Agree
5=Strongly Agree
11 Q4F 4f. I buy regardless of price
if I like the garment
1 2 3 4 5 1=Strongly
Disagree
2=Disagree
3=Neutral
4=Agree
5=Strongly Agree
12 Q4G 4g. Store ambiance is
important when shopping
1 2 3 4 5 1=Strongly
Disagree
2=Disagree
3=Neutral
4=Agree
5=Strongly Agree
13 Q5A 5a. Dim lighting 1 2 1=Yes
2=No
14 Q5B 5b. Bright lighting 1 2 1=Yes
2=No
15 Q5C 5c. Black and White 1 2 1=Yes
2=No
16 Q5D 5d. Colorful scheme 1 2 1=Yes
2=No
17 Q5E 5e. Music 1 2 1=Yes
2=No
18 Q5F 5f. Store scent 1 2 1=Yes
2=No
19 Q5G 5g. Casual Greeting 1 2 1=Yes
2=No
Abercrombie & Fitch Satisfaction Survey 2016 | 48
50.
20 Q5H 5h. Formal Greetings 1 2 1=Yes
2=No
21 Q6A 6a. At what clothing line do
you purchase the most often
from?
1 2 3 4 5 6
7
1=Abercrombie
2=Hollister
3=American Eagle
Outfitters
4=GAP
5=H&M
6=Forever 21
7=Other
22 Q7 7. On a scale of 1 to 5, how
familiar are you with
Abercrombie & Fitch
1 2 3 4 5 1=Not Familiar
2=Some what
Familiar
3=Neutral
4=Familiar
5=Very Familiar
23 Q8A 8a. Price 1 2 1=Yes
2=No
24 Q8B 8b. Sales 1 2 1=Yes
2=No
25 Q8C 8c. Quality 1 2 1=Yes
2=No
26 Q8D 8d. Other 1 2 1=Yes
2=No
27 Q9A 9a. Fresh and exciting store 1 2 1=Yes
2=No
28 Q9B 9b. Good quality 1 2 1=Yes
2=No
29 Q9C 9c. Controversies 1 2 1=Yes
2=No
30 Q9D 9d. Other 1 2 1=Yes
2=No
31 Q10A 10a. Abercrombie & Fitch’s
Products
1 2 3 4 5 1=Least Appealing
2=Some what
Appealing
3=Neutral
4=Appealing
5=Most Appealing
32 Q10B 10b. Abercrombie & Fitch’s
Models
1 2 3 4 5 1=Least Appealing
2=Some what
Appealing
3=Neutral
4=Appealing
Abercrombie & Fitch Satisfaction Survey 2016 | 49
51.
5=Most Appealing
33 Q10C 10c. Abercrombie & Fitch’s
Advertising
1 2 3 4 5 1=Least Appealing
2=Some what
Appealing
3=Neutral
4=Appealing
5=Most Appealing
34 Q10D 10d. Shopping at
Abercrombie & Fitch
1 2 3 4 5 1=Least Appealing
2=Some what
Appealing
3=Neutral
4=Appealing
5=Most Appealing
35 GEND
ER
6. What is your gender? 1 2 1=Male
2=Female
36 AGE 6. What is your Age? 1 2 3 4 5 1= 17 or under
2=1824
3=2534
4=3544
5=45 or Above
37 RACE 7. What is your
race/ethnicity?
1 2 3 4 5 6 1=White
2=Hispanic or
Latino
3=Black or African
American
4=Native American
or American Indian
5= Asian/Pacific
Islander
6=Other
Abercrombie & Fitch Satisfaction Survey 2016 | 50
72.
Appendix D: Detailed Frequencies Table Results
All data results collected are displayed here.
Total 172 100.0 100.0
1. Do you seek approval from a spouse, friend, relative, or store associate for opinion
before purchase?
Frequency Percent Valid Percent Cumulative Percent
Valid YES 65 37.8 37.8 37.8
NO 107 62.2 62.2 100.0
Total 172 100.0 100.0
2. What factor do you consider first before you purchase your clothes?
Frequency Percent Valid Percent Cumulative Percent
Valid PRICE 112 65.1 65.1 65.1
QUALITY 48 27.9 27.9 93.0
BRAND 10 5.8 5.8 98.8
PRODUCED 2 1.2 1.2 100.0
Total 172 100.0 100.0
3. How often do you shop for clothes?
Frequency Percent Valid Percent Cumulative Percent
EVERY 2 WEEKS 29 16.9 16.9 16.9
ONCE A MONTH 51 29.7 29.7 46.5
EVERY 3 MONTHS 45 26.2 26.2 72.7
EVERY 6 MONTHS 29 16.9 16.9 89.5
ONCE A YEAR 13 7.6 7.6 97.1
OTHER 5 2.9 2.9 100.0
Total 172 100.0 100.0
4a. I prefer practical clothing
Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 3 1.7 1.7 1.7
DISAGREE 8 4.7 4.7 6.4
NEUTRAL 72 41.9 41.9 48.3
AGREE 58 33.7 33.7 82.0
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STRONGLY AGREE 31 18.0 18.0 100.0
Total 172 100.0 100.0
4b. I prioritize being fashionable
Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 11 6.4 6.4 6.4
DISAGREE 17 9.9 9.9 16.3
NEUTRAL 73 42.4 42.4 58.7
AGREE 56 32.6 32.6 91.3
STRONGLY AGREE 15 8.7 8.7 100.0
Total 172 100.0 100.0
4c. I have a personal style
Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 6 3.5 3.5 3.5
DISAGREE 10 5.8 5.8 9.3
NEUTRAL 48 27.9 27.9 37.2
AGREE 63 36.6 36.6 73.8
STRONGLY AGREE 45 26.2 26.2 100.0
Total 172 100.0 100.0
4d. I favor a few brand names
Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 13 7.6 7.6 7.6
DISAGREE 30 17.4 17.4 25.0
NEUTRAL 42 24.4 24.4 49.4
AGREE 63 36.6 36.6 86.0
STRONGLY AGREE 24 14.0 14.0 100.0
Total 172 100.0 100.0
4e. I wear brand names that my friends wear
Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 49 28.5 28.5 28.5
DISAGREE 60 34.9 34.9 63.4
NEUTRAL 38 22.1 22.1 85.5
AGREE 18 10.5 10.5 95.9
STRONGLY AGREE 7 4.1 4.1 100.0
Total 172 100.0 100.0
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4f. I buy regardless of price if I like the garment
Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 28 16.3 16.3 16.3
DISAGREE 50 29.1 29.1 45.3
NEUTRAL 44 25.6 25.6 70.9
AGREE 32 18.6 18.6 89.5
STRONGLY AGREE 18 10.5 10.5 100.0
Total 172 100.0 100.0
4g. Store ambiance is important when shopping
Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 9 5.2 5.2 5.2
DISAGREE 26 15.1 15.1 20.3
NEUTRAL 55 32.0 32.0 52.3
AGREE 56 32.6 32.6 84.9
STRONGLY AGREE 26 15.1 15.1 100.0
Total 172 100.0 100.0
5a. Dim lighting
Frequency Percent Valid Percent Cumulative Percent
Valid YES 32 18.6 18.6 18.6
NO 140 81.4 81.4 100.0
Total 172 100.0 100.0
5b. Bright lighting
Frequency Percent Valid Percent Cumulative Percent
Valid YES 91 52.9 52.9 52.9
NO 81 47.1 47.1 100.0
Total 172 100.0 100.0
5c. Black and White
Frequency Percent Valid Percent Cumulative Percent
Valid YES 22 12.8 12.8 12.8
NO 149 86.6 86.6 99.4
22.00 1 0.6 0.6 100.0
Total 172 100.0 100.0
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5d. Colorful scheme
Frequency Percent Valid Percent Cumulative Percent
Valid YES 71 41.3 41.3 41.3
NO 101 58.7 58.7 100.0
Total 172 100.0 100.0
5e. Music
Frequency Percent Valid Percent Cumulative Percent
Valid YES 130 75.6 75.6 75.6
NO 42 24.4 24.4 100.0
Total 172 100.0 100.0
5f. Store scent
Frequency Percent Valid Percent Cumulative Percent
Valid YES 61 35.5 35.5 35.5
NO 111 64.5 64.5 100.0
Total 172 100.0 100.0
5g. Casual Greeting
Frequency Percent Valid Percent Cumulative Percent
Valid YES 101 58.7 58.7 58.7
NO 71 41.3 41.3 100.0
Total 172 100.0 100.0
5h. Formal Greetings
Frequency Percent Valid Percent Cumulative Percent
Valid YES 27 15.7 15.7 15.7
NO 145 84.3 84.3 100.0
Total 172 100.0 100.0
6. At what clothing line do you purchase the most often from?
Frequency Percent Valid Percent Cumulative Percent
Valid Abercrombie 5 2.9 2.9 2.9
Hollister 6 3.5 3.5 6.4
American Eagle Outfitters 12 7.0 7.0 13.4
GAP 17 9.9 9.9 23.3
H&M 37 21.5 21.5 44.8
Forever 21 54 31.4 31.4 76.2
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Other 41 23.8 23.8 100.0
Total 172 100.0 100.0
7. On a scale of 1 to 5, how familiar are you with Abercrombie & Fitch
Frequency Percent Valid Percent Cumulative Percent
Valid NOT FAMILIAR 35 20.3 20.3 20.3
SOME WHAT FAMILIAR 36 20.9 20.9 41.3
NEUTRAL 37 21.5 21.5 62.8
FAMILIAR 30 17.4 17.4 80.2
VERY FAMILIAR 34 19.8 19.8 100.0
Total 172 100.0 100.0
8a. Price
Frequency Percent Valid Percent Cumulative Percent
Valid YES 15 8.7 8.7 8.7
NO 157 91.3 91.3 100.0
Total 172 100.0 100.0
8b. Sales
Frequency Percent Valid Percent Cumulative Percent
Valid YES 25 14.5 14.5 14.5
NO 147 85.5 85.5 100.0
Total 172 100.0 100.0
8c. Quality
Frequency Percent Valid Percent Cumulative Percent
Valid YES 34 19.8 19.8 19.8
NO 138 80.2 80.2 100.0
Total 172 100.0 100.0
8d. Style
Frequency Percent Valid Percent Cumulative Percent
Valid YES 46 26.7 26.7 26.7
NO 126 73.3 73.3 100.0
Total 172 100.0 100.0
8e. Other
Frequency Percent Valid Percent Cumulative Percent
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Valid YES 91 52.9 52.9 52.9
NO 81 47.1 47.1 100.0
Total 172 100.0 100.0
9a. Fresh and exciting store
Frequency Percent Valid Percent Cumulative Percent
Valid YES 30 17.4 17.4 17.4
NO 142 82.6 82.6 100.0
Total 172 100.0 100.0
9b. Good quality
Frequency Percent Valid Percent Cumulative Percent
Valid YES 53 30.8 30.8 30.8
NO 119 69.2 69.2 100.0
Total 172 100.0 100.0
9c. Controversies
Frequency Percent Valid Percent Cumulative Percent
Valid YES 73 42.4 42.4 42.4
NO 99 57.6 57.6 100.0
Total 172 100.0 100.0
9d. Other
Frequency Percent Valid Percent Cumulative Percent
Valid YES 28 16.3 16.3 16.3
NO 144 83.7 83.7 100.0
Total 172 100.0 100.0
10a. Abercrombie & Fitch’s Products
Frequency Percent Valid Percent Cumulative Percent
Valid LEAST APPEALING 49 28.5 28.5 28.5
SOME WHAT APPEALING 44 25.6 25.6 54.1
NEUTRAL 45 26.2 26.2 80.2
APPEALING 30 17.4 17.4 97.7
MOST APPEALING 4 2.3 2.3 100.0
Total 172 100.0 100.0
10b. Abercrombie & Fitch’s Models
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Frequency Percent Valid Percent Cumulative Percent
Valid LEAST APPEALING 23 13.4 13.4 13.4
SOME WHAT APPEALING 31 18.0 18.0 31.4
NEUTRAL 53 30.8 30.8 62.2
APPEALING 42 24.4 24.4 86.6
MOST APPEALING 23 13.4 13.4 100.0
Total 172 100.0 100.0
10c. Abercrombie & Fitch’s Advertising
Frequency Percent Valid Percent Cumulative Percent
Valid LEAST APPEALING 32 18.6 18.6 18.6
SOME WHAT APPEALING 37 21.5 21.5 40.1
NEUTRAL 64 37.2 37.2 77.3
APPEALING 32 18.6 18.6 95.9
MOST APPEALING 7 4.1 4.1 100.0
Total 172 100.0 100.0
10d. Shopping at Abercrombie & Fitch
Frequency Percent Valid Percent Cumulative Percent
Valid LEAST APPEALING 48 27.9 27.9 27.9
SOME WHAT APPEALING 45 26.2 26.2 54.1
NEUTRAL 52 30.2 30.2 84.3
APPEALING 21 12.2 12.2 96.5
MOST APPEALING 6 3.5 3.5 100.0
Total 172 100.0 100.0
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Contents
Research Background
Research Objectives
Research Design
Data Collection Method
Data Collection Instrument
Sampling Plan
Statistical Data Processing Procedures
Timelines and Deliverables
References
Appendices
Appendix A: Survey Instrument
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Research Background
Abercrombie & Fitch (also known as A&F) is an American retailer that focuses on
upscale casual clothing for young consumers and adults. The company is headquartered
in New Albany, Ohio. Abercrombie and Fitch has over 300 locations in the United States
and has locations internationally as well.The company operates two offshoot brands:
Abercrombie Kids and Hollister Co.
A&F is known for its controversy marketing photography. It is rendered to grayscale and
features outdoor settings, usually with seminude males and females for an increased tone
of sexuality. A&F casts only store employees for marketing campaigns.
The Abercrombie & Fitch brand image is heavily promoted as an international
nearluxury lifestyle concept. Abercrombie & Fitch is notable for using "brand
representatives" (previously called "models") for store customer service.
Abercrombie and Fitch has been in the news for decreasing sales, CEO resignation as
well as a declining customer base due to poor imaging. Since its reestablishment in
1988, Abercrombie & Fitch has faced numerous accusations regarding its employment
practices, merchandise, and advertising campaigns which have been described as sexually
explicit and racist. The company has received criticism over its provocative
advertising.The company has been accused of promoting the sexualization of preteen
girls, for example by marketing thongs to 10yearolds and padded bikini tops to
7yearolds.
The purpose of this marketing research project is therefore to determine customer views
on Abercrombie and Fitch and if the negative image of the company affects customers
buying habits.
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Research Objectives
The purpose of this marketing research project is to determine why sales are declining at
Abercrombie & Fitch stores/online.
Here are the objectives of this research project:
1. Determine purchase decision factors teens and adults make before buying
2. Determine shopping habits of teens and adults instore and online
3. Determine shopping experience instore and online
4. Determine clothing brands teens and adults shop at and why
5. Determine the image teens and adults see in Abercrombie & Fitch
Research Design
Our research objectives were mainly concerned with the shopping experience, the overall
shopping habits and opinions related to Abercrombie and Fitch. We used the exploratory
research design to evaluate all of our objectives. Exploratory research is a useful tool to
help us understand the issue in more detail before attempting to analyze large data.
Once used correctly, this type of research will be able to provide us with enough quality
information to identify the main source of problems that should be emphasized
throughout our surveys and also eliminate any bias. This guides us towards a solution on
how Abercrombie & Fitch products and service can be improved. This will help us
address any customer dissatisfaction.
Data Collection Method
Our research team designed wellstructured survey that could be easily answered and
completed in a timely fashion.
Our efforts towards collecting data for our studies includes responses from local Bay
Area shopping malls through an iPad where data is stored electronically through Google
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Forms. We have decided to take this route for our market research study due to the
demographics that we are targeting, teenagers to young adults. There are many benefits
to this method such as, it is convenient, we might be able to increase the amount of
responses that we get in return if we are able to administer our survey locally and
efficiently. However, there are setbacks that can also be encountered such as those who
will not have time or eagerness to participate. Moreover, this form of direct marketing
communication is likely to result in the most relevant responses to the surveys by
informing our participants that we value their time and willingness to complete our
survey; in terms of important daily engagements and obligations that our market
encounters we want to ensure them by giving them some assorted candy of gummies and
chocolate as we will be reaching our audience facetoface.
Business students in Dr. Steve D. Ugbah’s Marketing Research course will be directing
the survey from May 2 to May 16, 2016.
Data Collection Instrument
We will be collecting our data through both structured and unstructured survey
questionnaire. All the participants surveyed will receive the same questions. Our survey
will not be disguised so participants know what they are being surveyed for in terms of
general shopping habits and thoughts of Abercrombie and Fitch clothing line.
The survey consists of four parts with a total of 21 questions. The four parts are designed
to answer our objectives in this research study. The survey is broken down in the
following manner:
I. Preliminary Information
For basic information we requested just their name and date the surveyor
took the survey. Also included an introduction to the survey and a spot
for the Survey Code.
II. Body
A. Purchase decision factors. This section provides insight on important
variables that consumers consider before purchasing a product or service.
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B. Shopping habits. This defines the shopping habits consumers have when
entering a store or website. This will help determine shopping flow.
C. Shopping experience. The consumer’s experience of walking through a
store or website can influence presence and mood. The ambiance,
employees, or company image is observed.
D. Clothing brands. This section observes where customers are alternatively
shopping and why.
E. Attitude. This section provides insight on important variables that
consumers consider before purchasing
This survey questionnaire has the following responses: Openended answers, and
Multichotomous or Dichotomous. For dichotomous questions a “yes” or “no”
will be a response. For multichotomous respondents are asked to choose among
more than 2 responses that they feel is closest to their position on the question.
On other questions respondents can choose all that apply to them. An order rank
is also used to determine importance.
III. Demographics
A. General Information. This sections will classify the survey participant by
gender, ethnicity, and age.
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Sampling Plan
We plan to target all consumers from teenagers, young adults and adults; such targets
include the following ranges:
● Age 17 or under
● Age 18 24
● Age 25 34
● Age 35 44
● Age 45 above
Based on Sample size estimates we plan on surveying about 170 people. With 5050 split
on certain questions, 95 % confidence level and desired precision level of 5%.
Statistical Data Processing Procedures
In order to analyze our data plan we plan to use SPSS Statistics version 24. We plan to
use general frequencies to analyze data overall and crosstabulation to analyze response
between different variables.
Both descriptive and inferential statistics were used to analyze survey data. The
descriptive statistics used included frequencies, means, medians, modes and standard
deviations. Inferential statistics used was the Chisquared test. Inferential statistics were
used to establish relationships between key variables. This procedure would give
Abercrombie and Fitch a better understanding of the needs and concerns of their
customers based on their characteristics. Inferential statistics were tested at the 0.05 level
of significance.
Timelines and Deliverables
Deliverables and deadlines are below.
Marketing Research Proposal April 28, 2016
Marketing Research Report June 2, 2016
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CONSUMER OPINIONS ABOUT THEIR SHOPPING EXPERIENCE
Survey Code: ________ Researcher’s Name: _____________________________Date: __________
I. PURCHASE DECISION FACTORS
1. Do you seek approval from a spouse, friend, relative, or store associate for opinion before purchase?
1. Yes
2. No
2. What factor do you consider first before you purchase your clothes? Choose only one.
1. Price
2. Quality
3. Brand
4. Where it’s manufactured (produced)
II. SHOPPING HABITS
3. How often do you shop for clothes?
1. Every 2 weeks 4. Every 6 months
2. Once a month 5. Once a year
3. Every 3 months 6. Other
4. Using the scale below, please indicate the extent to which you Agree or Disagree with each of the statements
regarding your factors in shopping
Strongly Disagree 1 2 3 4 5 Strongly Agree
a. I prefer practical clothing 1 2 3 4 5
b. I prioritize being fashionable 1 2 3 4 5
c. I have a personal style 1 2 3 4 5
d. I favor few brand names 1 2 3 4 5
e. I wear brand names that my friends wear 1 2 3 4 5
f. I buy regardless of price if I like the garment 1 2 3 4 5
g. Store ambiance is important when shopping 1 2 3 4 5
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III. SHOPPING EXPERIENCE
5. What type of shopping environment do you prefer? Circle all that apply.
a. Dim lighting b.Bright lighting c. Black and White d. Colorful scheme
e. Music f. Store scent g. Casual greetings h. Formal greetings
IV. CLOTHING BRANDS
6. At what clothing line do you purchase the most often from? Choose one.
1. Abercrombie & Fitch
2. Hollister
3. American Eagle Outfitters
4. GAP
5. H&M
6. Forever 21
7. Other (please specify): _________________________
7. On a scale of 1 to 5, how familiar are you with Abercrombie & Fitch?
Not Familiar 1 2 3 4 5 Very Familiar
8. What do you like about Abercrombie & Fitch? Circle all that apply.
a. Price b.Sales c.Quality d.Other (please specify): _____________
V. ABERCROMBIE & FITCH IMAGE
9. What are your impressions of Abercrombie & Fitch from advertisement? Choose only one.
a. Fresh and exciting store
b. Good quality products
c. Controversies
d. Other (please specify): _____________________________
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10. Using the scale below, please indicate the extent to which you find most appealing or least appealing with each
of the statements regarding your factors in shopping.
Least Appealing 1 2 3 4 5 Most Appealing
1. How appealing are Abercrombie & Fitch products? 1 2 3 4 5
2. How appealing are Abercrombie & Fitch Models? 1 2 3 4 5
3. How appealing are Abercrombie & Fitch advertising? 1 2 3 4 5
4. How appealing is it to shop at Abercrombie & Fitch? 1 2 3 4 5
11. What is the first word or phrase that you think of when you hear “Abercrombie & Fitch”?
VI. GENERAL BACKGROUND INFORMATION
12. What is your gender?
1. Male
2. Female
13. What is your age group?
1. 17 or Under
2. 1824
3. 2534
4. 3544
5. 45 or Above
14. What is your race?
1. White
2. Hispanic or Latino
3. Black or African American
4. Native american or American Indian
5. Asian / Pacific Islander
6. Other
THANK YOU FOR YOUR TIME!
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