Consumer Behavior - Mini test@Korea university
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The document summarizes two observations of women's fashion choices at different university campuses. The first observation found that women at a campus with higher female density were more likely to wear mini skirts and heels. The second observation at a women's university found a similar but not statistically significant trend. Limitations included inability to control all variables and potential special events. The researchers recommend providing more women-only spaces and fashion promotions to encourage women to dress up.
![Motivation
[Preceding research]
Fashion,
means of one's expression, satisfaction of one's needs
Creekmore's study on 300 female university students.
shows considerable correlation between fashion and self-
confidence.
If it's true, is interest in appearance a way to be seemed
unique?
Motivation](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Consumer Behavior - Mini test@Korea university
- 1. Dressed To Kill Consumer Behavior Observation research Group 4 You Jeonghwan 2004130212 Song Youngjun 2005120271 Ham Seunghoon 2005130016 Kang Eunbi 2006130047 Lee Duri 2008120334
- 2. Motivation [Preceding research] Fashion, means of one's expression, satisfaction of one's needs Creekmore's study on 300 female university students. shows considerable correlation between fashion and self- confidence. If it's true, is interest in appearance a way to be seemed unique? Motivation
- 3. Motivation Is there any relationship between the density of women and the wearing heel and mini skirt? Motivation
- 4. Motivation Is there any relationship between the density of women and the wearing heel and mini skirt? Motivation
- 5. Research hypothesis More High wearing Density of mini skirt women & Girls surrounded by many other girls focus on their appearance more than those surrounded by the few. Research hypothesis
- 6. First observation design [Observation] • Date : 09/09/30 • Time : 12 pm ~ 2 pm • Location : business school, Central library, Hana square in Korea university • Objective : 300 female students (150 in main campus & 150 in science and engineering campus) [Variables] • Independent variables : Density of the girls in the campus [girls in main campus vs science and engineering campus] • Dependent variable : wearing heels or mini skirts /wearing both First observation design
- 7. First observation design Variable1 Variable1 Variable1 Variable1 (wearing (not wearing (wearing (not wearing mini skirts) mini skirts) mini skirts) mini skirts) Variable2 Variable2 VS. (wearing (wearing heels) heels) Main Science Campus Campus Variable2 Variable2 (not wearing (not wearing heels) heels) First observation design
- 8. First observation design Variable1 Variable1 Variable1 Variable1 (wearing (not wearing (wearing (not wearing mini skirts) mini skirts) mini skirts) mini skirts) 2 x 2VS. matrix Variable2 Variable2 (wearing (wearing heels) heels) Main Science Campus Campus Variable2 Variable2 (not wearing (not wearing heels) heels) First observation design
- 9. First observation finding Main camp. Science camp. 11% 20% 33% 22% 58% 25% 9% 23% None Skirt only None Skirt only Heel only Both Heel only Both First observation finding
- 10. First observation finding None Skirt only Heel only Both Main camp 49 34 37 30 150 Science camp 87 14 33 16 150 136 48 70 46 300 Degree of freedom 68 24 35 23 68 24 35 23 P-value 0.0000327 CHITEST: Returns the value from the chi-square distribution for the given data. First observation finding
- 11. First observation finding None Skirt only Heel only Both Main camp 49 34 37 30 150 Science camp 87 14 33 16 150 136 48 70 46 300 an t! fic Degree of freedom 68 24 35 23 68 gn i 24 35 23 P-value Si 0.0000327 CHITEST: Returns the value from the chi-square distribution for the given data. First observation finding
- 12. First Observation Conclusion Female students tend to care more about their appearances if they are in an atmosphere where the density of women is relatively higher.
- 13. Motivation II (expansion of first observation) • From the result, could we generalize our findings to other female students? • Thus, we have conducted another observation to apply our findings to schools with an extreme female
- 14. Second observation design [Observation] • Date : 09/10/05 • Time : 12 pm ~ 2 pm • Location : Sung shin women’s university and Korea university • Objective : 200 female students in sung-shin 200 female students in Korea university [Variables] • Independent variables : Density of the girls in the campus [girls in Sung shin women’s university vs Korea university] • Dependent variable : wearing heels or mini skirts / wearing both Second observation design
- 15. Second observation design Variable1 Variable1 Variable1 Variable1 (wearing (not wearing (wearing (not wearing mini skirts) mini skirts) mini skirts) mini skirts) Variable2 Variable2 VS. (wearing (wearing heels) heels) Sung shin Korea women’s university university Variable2 Variable2 (not wearing (not wearing heels) heels) Second observation design
- 16. Second observation design Variable1 Variable1 Variable1 Variable1 (wearing (not wearing (wearing (not wearing mini skirts) mini skirts) mini skirts) mini skirts) Variable2 2 x 2 matrix Variable2 VS. (wearing (wearing heels) heels) Sung shin Korea women’s university university Variable2 Variable2 (not wearing (not wearing heels) heels) Second observation design
- 17. Second observation finding Sung Shin women’s university Korea university 13% 10% 21% 22% 46% 57% 13% 20% None Skirt only None Skirt only Heel only Both Heel only Both Second observation finding
- 18. Second observation finding None Skirt only Heel only Both Sung shin 91 40 43 26 200 Korea 113 25 42 20 200 204 65 85 46 400 102 32.5 42.5 23 102 32.5 42.5 23 p-value 0.08473169111 CHITEST: Returns the value from the chi-square distribution for the given data. Second observation finding
- 19. Second observation finding None Skirt only Heel only Both Sung shin 91 40 43 26 200 Korea 113 25 42 20 200 ht ly 204 65 85 46 400 102 S lig ant 32.5 42.5 23 c 102 32.5 42.5 23 ig n ifi S p-value 0.08473169111 CHITEST: Returns the value from the chi-square distribution for the given data. Second observation finding
- 20. Second Observation Conclusion Even though we expected the same tendency with the first observation, result shows numerical difference but it doesn’t mean that there is a statistical difference. Second observation conclusion
- 21. Limitation 1. We couldn't control all the climate variables. 2. We couldn't control the fact that a special event occurred. Limitation
- 22. Recommendation Female students dare to wear heels and skirts 1. Resting place for women could be utilized highly. ex) Exclusive place for female students in DongWon leadership center. 2. Make use of it more properly for fashion and cosmetic related promotion. Recommendation