Ethnography Results, Week 3

Group members include:
Chris Kam (myself)
Steven Hennessey

For our first actual day of observation, we chose Express. In terms of price, they are probably the overall priciest store in Post Oak Mall, at least out of the stores we are choosing to look at. We mostly stayed on the men's side, fitting rooms and registers. In terms of feel of the store, it was relatively clean. A lot of things were folded nicely. The music was pop-techno-ish. It made for a "fun" environment, moreso than what you would find at say, Macy's. The sales associates were nice and offered help. They were all female. We spent about an hour in the store.


Our data:
# of customers that walked in: 94
# of males: 40
# of females: 54
43% male, 57% female


# of customers that purchased something: 19
20.2% of customers that walked in bought something
# of items bought: 52
2.74 units/transaction
# of coupons used: 11
58% of customers buying used a coupon

# of people that visited the fitting rooms: 40
# of males: 14
# of females:26
35% male, 65% female
47.5% of people that visited the fitting rooms bought something


# of items total people brought to the fitting rooms: 124
3.1 items per customer brought to fitting room
females tended to spend 8 minutes longer in fitting room