Cb Mini Test 2009 10 07

You Jeonghwan 2004130212Song Youngjun 2005120271Ham Seunghoon 2005130016Kang Eunbi 2006130047Lee Duri 2008120334

Group 4

Dressed To KillConsumer BehaviorObservation research

Thursday, October 8,

Motivation

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?

[Preceding research]

MotivationThursday, October 8,

Is there any relationship between the density of women and the wearing heel and mini skirt?

Motivation


Is there any relationship between the density of women and the wearing heel and mini skirt?

Motivation


Research hypothesis

Girls surrounded by many other girls focus on their appearance more than those surrounded by the few.

High Density ofwomen

More wearing mini skirt

&heel

Research hypothesisThursday, October 8,

[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

First observation designThursday, October 8,



Variable1(wearing mini skirts)

Variable1(not wearing mini skirts)

Variable2(wearing heels)

Variable2(not wearing heels)





VS.MainCampus

Science Campus












VS.MainCampus

Science Campus

2 x 2 matrix


First observation finding


20%

25%

23%

33%

Main camp.

None Skirt onlyHeel only Both

11%

22%

9%

58%

Science camp.




Main campScience camp

Degree of freedom

P-value

None Skirt only Heel only Both49 34 37 30 15087 14 33 16 150136 48 70 46 300

68 24 35 2368 24 35 23

0.0000327

CHITEST: Returns the value from the chi-square distribution for the given data.

First observation findingThursday, October 8,


Main campScience camp

Degree of freedom

P-value

None Skirt only Heel only Both49 34 37 30 15087 14 33 16 150136 48 70 46 300

68 24 35 2368 24 35 23

0.0000327



Significant!


Female students tend to care more about their appearances if they are in an atmosphere where the density of women is relatively higher.

First Observation Conclusion


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 density : women’s university


[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

Second observation designThursday, October 8,











Sung shin women’s university

Korea university

VS.












Sung shin women’s university

Korea university

VS.2 x 2 matrix


Second observation finding


13%

22%

20%

46%

Sung Shin women’s university


10%

21%

13%

57%

Korea university



None Skirt only Heel only Both

Sung shinKorea

p-value

91 40 43 26 200113 25 42 20 200204 65 85 46 400

102 32.5 42.5 23102 32.5 42.5 23

0.08473169111



Second observation findingThursday, October 8,

None Skirt only Heel only Both

Sung shinKorea

p-value

91 40 43 26 200113 25 42 20 200204 65 85 46 400

102 32.5 42.5 23102 32.5 42.5 23

0.08473169111




Slightly

Significant


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

Second observation conclusionThursday, October 8,

Limitation1. We couldn't control all the climate variables.

2. We couldn't control the fact that a special event occurred.

3. We cannot help observing women who wearing skirts and heel.

LimitationThursday, October 8,

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

RecommendationThursday, October 8,

Thank youThank you


Business

Cb Mini Test 2009 10 07