Ethnography Results, Week 5

Group members include:
Chris Kam (myself)
Steven Hennessey

For our third day of observation, we went to American Eagle. American Eagle targets a very different demographic than Express. They seem more interested in selling to teenage kids (versus 20+ year olds at Express). This is evident in their pricing, marketing and product.


Our data:
# of customers that walked in: 201
# of males:100
# of females:101
50% male, 50% female


# of customers that purchased something: 43
21% of customers that walked in bought something
# of items bought: 99
2.3 units/transaction
# of coupons used: 5
# of males: 21
# of females: 22
11% of customers buying used a coupon

# of people that visited the fitting rooms:78
# of males: 35
# of females:43
45% male, 55% female
55% of people that visited the fitting rooms bought something


# of items total people brought to the fitting rooms:191
2.45 items per customer brought to fitting room
females tended to spend 4 minutes longer in fitting room

The amount of customers that came into the store vs. those who bought was remarkably similar to Express. Our first assumption was that people would purchase more items/transaction in AE because of the price. That proved to be false however. We  think  that this is because the demographic AE targets isn't as affluent as the Express demographic.