Ethnography Results, Week 8

Group members include:

Chris Kam (myself)

Steven Hennessey 

We chose to go back to Buckle this week because we were sort of unsure about last weeks findings. Some of the stats seemed to be a lot lower than the other stores so we are hoping to get another set of data to extrapolate our results.

Our data:

# of customers that walked in: 52

# of males: 26

# of females: 26

50% male, 50% female

# of customers that purchased something: 10

19% of customers that walked in bought something

# of items bought: 22

2.2 units/transaction

# of coupons used: 0

# of males:6

# of females:4

0% of customers buying used a coupon

# of people that visited the fitting rooms: 27

# of males: 16

# of females: 11

59% male, 41% female

37% of people that visited the fitting rooms bought something

# of items total people brought to the fitting rooms: 54

2 items per customer brought to fitting room

females tended to spend 2 minutes longer in fitting room

The number of people that walked into the store was roughly similar to last week. It seemed pretty low in regards to how many people in the mall. We're thinking that Buckle just has a much more limited demographic that they target which is probably 18-30 year olds. There a lot of those in College Station but a lot of those people might not have as discretionary income as say, someone that shops at Express or American Eagle.