Ethnography Results, Week 6

Group members include:

Chris Kam (myself)

Steven Hennessey

For our fourth day of observation, we went to American Eagle for the second time. We went the Saturday at the start of Spring Break (3/12).

Our data:

# of customers that walked in: 88

# of males: 35

# of females: 53

39% male, 61% female

# of customers that purchased something: 22

25% of customers that walked in bought something

# of items bought: 85

3.86 units/transaction

# of coupons used: 1

# of males: 10

# of females: 12

5% of customers buying used a coupon

# of people that visited the fitting rooms: 53

# of males: 25

# of females: 28

47% male, 53% female

42% of people that visited the fitting rooms bought something

# of items total people brought to the fitting rooms: 150

2.83 items per customer brought to fitting room

females tended to spend 9 minutes longer in fitting room

There was a lot less foot traffic today than in other days, obviously because of the start of spring break. It seemed like there were more parents and teenage children than in any other day.