2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 16
RESEARCH
OBJECTIVE
#3:
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. 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. 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. 19
RESEARCH
OBJECTIVE
#4:
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. 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. 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. 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. 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. 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. 25
RESEARCH
OBJECTIVE
#6:
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. 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. 27
RESEARCH
OBJECTIVE
#7:
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. 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. 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. 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. 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
Scenario
#
Avg
%
Population
parameter
(95%
Confidence)
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. 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. 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. 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. 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. 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. 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. 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. 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. 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”.
44. 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. 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. 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. 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
49. 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
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%
