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Woody’s Gentlemen’s Clothiers
Marketing Research Live: Group 4
Tim Chung, Megan Grable, Jimmy Michaels, Paige Spinner, Devon Whitlock
Spring 2014
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TABLE&OF&CONTENTS!I.!!!LIST!OF!ILLUSTRATIONS!...............................................................................................................................!3!
II.!MANAGERIAL!SUMMARY!..............................................................................................................................!4!
III.!BACKGROUND!AND!OBJECTIVES!
RESEARCH!BACKGROUND!..........................................................................................................................................!6!
RESEARCH!PROBLEM!AND!LIST!OF!OBJECTIVES!.....................................................................................................!7!
SECONDARY!DATA!.......................................................................................................................................................!8!
IV.!METHODS!USED!TO!OBTAIN!INFORMATION!
DESCRIPTION!OF!QUESTIONNAIRE!...........................................................................................................................!9!
DATA!COLLECTION!METHOD!..................................................................................................................................!10!
DESCRIPTION!OF!SAMPLE!.......................................................................................................................................!11!
V.!SURVEY!RESULTS!!
OBJECTIVE!ONE:!DETERMINE!THE!VISIBILITY!.....................................................................................................!12!
OBJECTIVE!TWO:!MOST!LIKELY!TO!SHOP!FOR!CLOTHING!..................................................................................!15!
OBJECTIVE!THREE:!RETAIL!ENVIRONMENT!.........................................................................................................!16!
OBJECTIVE!FOUR:!BRANDS!......................................................................................................................................!19!
OBJECTIVE!FIVE:!AVERAGE!WOODY’S!CUSTOMER!!..............................................................................................!22!
OBJECTIVE!SIX:!MEDIA!USAGE!PATTERNS!............................................................................................................!25!
OBJECTIVE!SEVEN:!SOCIAL!MEDIA!AND!PATRONIZATION!..................................................................................!27!
VI.!LIMITATIONS,!SUMMARY!AND!RECOMMENDATIONS!
MAJOR!LIMITATIONS!OVERVIEW!!...........................................................................................................................!33!
KEY!FINDINGS!SUMMARY!........................................................................................................................................!35!
RECOMMENDATIONS!...............................................................................................................................................!38!
VII.!APPENDIX!
COPY!OF!THE!QUESTIONNAIRE!...............................................................................................................................!41!
RESEARCH!OBJECTIVES!SUMMARY!........................................................................................................................!44!
SPSS!DATA!OUTPUT!..................................................................................................................................................!45
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LIST%OF%ILLUSTRATIONS!Figure!1.1:!Location!Visibility,!Pie!Chart!..........................................................................................!!12!
Figure!1.2:!Location!Visibility!2,!Pie!Chart!.......................................................................................!!14!
Figure!2.1:!Shopping!Likelihood,!Pie!Chart!!....................................................................................!!15! !
Table!3.1:!Attractive!Store!Qualities,!Ordered!Rank!...................................................................!!16! !
Table!3.2:!Preferred!Music,!Frequency!Distribution!...................................................................!!17! !
Figure!3.3:!Music!Genre!Preference!While!Shopping,!Pie!Chart!.............................................!!18! !
Figure!4.1:!Brand!Desirability!Percentiles,!Bar!Graph!!..............................................................!!20! !
Table!4.2:!Qualifying!“Desirable”!Brands!!........................................................................................!!20! !
Figure!5.1:!Average!Shirt!Size,!Bar!Graph!!.......................................................................................!!22! !
Figure!5.2A:!Average!Pants!Size:!Length,!Bar!Graph!!..................................................................!!23! !
Figure!5.2B:!Average!Pants!Size:!Width,!Bar!Graph!!...................................................................!!23!
Figure!5.3:!Respondent!Age!Distribution,!Pie!Chart!!...................................................................!!24!
Figure!6.1:!Social!Media!Usage,!Pie!Chart!!.......................................................................................!!25!
Figure!6.2:!Social!Media!Preference!of!Respondents!!.................................................................!!26!
Table!7.1:!Comparing!Social!Media!Preferences!and!Scenarios!to!Shop!!...........................!!27!
Table!7.2:!Situational!Preferences!–!Facebook!vs.!Twitter,!Bar!Graph!!..............................!!28!
Table!7.3:!Facebook!User!Preferences,!Population!Parameter!!.............................................!!30!
Figure!7.4:!Twitter!vs.!Facebook!–!Situational!Preferences,!Pie!Charts!!.............................!!30!
Table!7.5:!Twitter!User!Preferences,!Population!Parameter!!..................................................!!31!
! !
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MANAGERIAL)SUMMARY!Methods!Used!to!Obtain!Information!This%section%begins%by%introducing%the%questionnaire%(an%exact%copy%of%the%survey%can%be%found%in%the%Appendix)%and%will%explain%the%design%of%the%survey%along%with%its%general%focus.%The%survey%was%strictly%administered%online%with%ten%close=ended%questions.%The%focus%of%the%survey%was%not%to%find%out%demographic%variables%of%the%target%market,%since%that%is%already%well%understood.%However,%the%focus%was%aimed%at%finding%out%different%trends%and%preferences%among%the%target%market.%%%Additionally,%this%section%also%goes%into%the%data%collection%methods%and%description%of%the%sample.%The%survey%was%created%using%Qualtrics,%an%online%data%collection%software.%The%sample%size%was%101%male%respondents%who%are%students%at%the%University%of%Missouri.%These%screening%variables%made%the%sample%more%representative%of%Woody's%actual%target%customer,%thus%making%the%findings%more%applicable.%After%the%survey%was%administered,%the%findings%were%compiled%and%exported%to%IBM's%SPSS%software%in%order%to%analyze%the%findings.%%%Background!and!Objectives!This%section%starts%by%identifying%the%background%of%the%store.%It%explains%when%it%opened,%the%current%location%at%which%it%resides,%and%some%of%the%problems%the%store%is%experiencing.%This%section%also%contains%the%purpose%for%conducting%the%study,%and%how%the%research%will%be%implemented%to%help%generate%more%awareness%and%visibility%for%the%store.%%%%In%addition,%this%section%explains%the%research%problem%the%store%is%experiencing,%as%well%as%the%research%objectives%to%solve%the%problem.%Each%research%objective%is%listed%in%the%order%that%is%to%be%explained%in%the%report.%Along%with%the%research%objectives%the%secondary%data%that%was%used%in%the%research%is%also%listed,%such%as%the%student%population%of%the%university%and%the%male%population%of%Mizzou.%%%Survey!Results!This%section,%from%page%13=29,%is%the%collective%group%research%objective%analyses%that%are%all%based%on%survey%response%data.%The*findings*for*each*of*the*objectives*can*be*found*in*the*Key*Findings*Summary*section.!*
Objective!One:!Determining!the!visibility!of!Woody's!among!its!target!market!The%aim%of%this%objective%was%to%get%a%general%idea%of%how%prevalent%the%Woody's%store%name%is%among%the%college%campus.%How%many%people%know%where%Woody's%is%located%and%how%many%people%have%even%heard%of%Woody's?%These%are%the%questions%used%to%determine%the%visibility.%%%Objective!Two:!Determine!when!target!customers!are!most!likely!to!shop!for!new!clothing!%The%aim%of%this%objective%was%to%determine%which%scenarios%target%customers%are%most%likely%to%shop%for%new%clothing.%Woody’s%wanted%to%know%if%customers%are%more%likely%to%shop%during%a%sale,%change%of%season,%for%an%upcoming%event%or%after%receiving%a%discount%coupon.%
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%Objective!Three:!What!retail!environment!will!be!the!most!conducive!to!customer!retention?%The%goal%of%this%objective%was%to%identify%what%environmental%factors%of%Woody’s%will%attract%the%most%foot%traffic.%Participants%of%the%survey%were%asked%to%rank%what%aspects%of%a%store%atmosphere%are%of%the%highest%importance%to%them.%With%one%of%the%aspect%options%being%music,%respondents%were%then%asked%what%genre%of%music%they%preferred%most%while%shopping.%%Objective!Four:!Determining!what!brands!would!attract!customers%This%objective%was%aimed%at%asking%customers%to%select%brands%from%a%given%list%of%responses,%indicating%if%they%would%desire%Woody’s%to%carry%that%brand%in%the%store.%This%ignored%brands%Woody’s%already%had,%in%order%to%look%at%new%opportunities%for%adding%to%the%product%mix.%%%%Objective!Five:!Defining!the!average!Woody’s!target!consumer!%The%purpose%of%this%objective%was%to%determine%the%average%customer%so%that%Woody’s%can%better%tailor%their%products%and%inventory%to%the%desires%of%their%target%market.%It%asked%questions%in%regard%to%age%and%clothing%size.%%!Objective!Six:!Determining!the!media!usage!patterns!of!those!who!would!patronize!the!clothing!store:!The%purpose%for%this%objective%was%to%identify%what%types%of%social%media%Woody’s%should%utilize%the%most%in%order%to%attract%the%most%customers.%Information%collected%was%customers’%preferred%form%of%social%media.%%%Objective!Seven:!Determining!the!relationship!between!social!media!preference!and!shopping!preferences:!The%primary%goal%of%this%objective%was%to%see%if%there%were%differences%between%respondent’s%reaction%to%factors%that%would%entice%them%to%go%shopping,%grouping%respondents%by%preferred%social%media%sites.%This%information%can%be%used%to%aim%its%social%media%marketing%and%posts%at%the%most%effective%and%appropriate%platform.%%%Major!Limitations!This%section%simply%serves%as%a%disclaimer%that%explains%what%constraints%the%group%faced%while%conducting%and%analyzing%the%studies.%In%summary,%the%biggest%limitations%were%time,%money,%and%inexperience.%%%Key!Findings!Summary%This%section%outlines%our%main%takeaways,%in%bullet%form,%of%the%data%that%we%collected%through%SPSS%and%our%own%analysis.%This%is%the%main%summary%of%what%we%discovered%and%deduced.%%Recommendations!This%section%provides%numerous%suggestions%to%generate%higher%awareness%of%brand%and%shop%location,%customize%store%environment,%attract%more%customers%and%increase%sales,%and%improve%social%media%engagement.%These%are%all%based%off%of%our%research%findings%from%the%report.%%%Research!Objectives!Summary%Following%the%copy%of%the%questionnaire%is%a%table%that%outlines%which%questions%corresponded%to%the%proper%research%objective.%
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RESEARCH'BACKGROUND!Company!Overview: Sponsor:!Woody’s!Gentlemen’s!Clothiers,!GM!Alex!Weishaar %
Woody’s%Gentlemen’s%Clothiers%is%one%of%the%newest%retail%stores%to%open%in%downtown%
Columbia,%opening%just%fourth%months%ago%in%late%January.%The%current%location%of%the%store%is%
on%9th%Street%and%Cherry,%one%of%the%most%trafficked%places%in%the%downtown%area.%This%location%
should%be%a%prime%location%for%foot%traffic%and%visibility%among%Columbia’s%local%population.%
However,%since%Woody’s%is%such%a%new%store,%one%of%the%biggest%problems%it%faces%is%visibility%
and%awareness%among%the%target%market.%The%purpose%of%the%study%being%conducted%was%to%
gain%demographic%information%and%personal%preferences%of%customers%so%that%Woody’s%can%
tailor%their%product%offerings%and%store%environment%to%what%customers%feel%they%can%relate%to%
and%desire%the%most.%%
Through%information%gathered%in%the%survey,%Woody’s%will%implement%marketing%
techniques%to%enhance%sales%and%visibility%of%the%store.%The%study%was%conducted%by%MRL%Group%
Four%to%provide%Woody’s%with%preferences,%tendencies,%and%demographic%information%regarding%
its%desired%target%market.%!
! !
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RESEARCH'PROBLEM'&'OBJECTIVES!Research!Problem:
“How%can%Woody’s%Clothiers%brand%its%company%image%to%attract%its%desired%target%
market%as%an%‘upscale%casual’%clothing%retailer%in%Columbia,%Missouri?”!
Research!Objectives:%
1. Determine%the%visibility%of%Woody’s%among%the%target%market.%
2. In%which%scenarios%are%target%customers%most%likely%to%shop%for%new%clothing?%
3. What%retail%environment%will%be%the%most%conducive%to%customer%retention?%
4. What%brands%would%attract%the%target%market?%
5. Define%the%average%Woody’s%target%consumer.%
6. What%are%the%media%usage%patterns%of%those%who%would%patronize%the%clothing%
store?%
7. What%is%the%relationship%between%social%media%usage%and%preference%for%
patronizing%the%store?%
%
%
%
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SECONDARY*DATA!
Description!of!the!Secondary!Data!Used:! The%secondary%data%used%in%the%research%included%the%general%population%and%the%male%
population%of%the%University%of%Missouri.%These%figures%were%needed%in%determining%the%overall%
sample%frame%and%population%of%potential%male%customers.%According%to%the%Mizzou%
undergraduate%admissions%facts%located%on%the%University%of%Missouri%Admissions%website1:%
• A%total%of%34,658%students%attend%Mizzou1%
o Of%the%thirty=four%thousand%students,%16,635%of%them%are%males1%
! 48%%of%the%total%Mizzou%population%
Notes:
1Mizzou!Undergraduate!Admissions:!Fast!Facts!http://admissions.missouri.edu/mizzouf
life/fastffacts.php!
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METHODS(USED(TO(OBTAIN(INFORMATION!
Description!of!the!Questionnaire:!!
!!!!! !!!!!! All%of%the%formal%data%was%collected%through%an%online%survey%administered%to%101%
respondents,%of%which%there%was%a%100%%response%rate%to%each%question.%The%survey%consisted%
of%10%closed=ended%questions%with%a%couple%of%options%for%open=ended%answers.%For%example,%
when%asked%which%brands%the%respondents%would%like%to%see%in=store,%they%were%given%a%list%to%
choose%from%as%well%as%a%box%to%write%in%their%own%answer.%The%overall%aim%of%the%survey%was%
not%geared%towards%identifying%demographic%variables,%but%more%about%finding%the%trends%and%
preferences%within%the%target%market.%Woody’s%already%has%a%strong%grasp%on%who%the%ideal%
customer%is,%so%the%goal%was%to%target%those%individuals%and%simply%learn%more%about%them,%so%
that%Woody’s%can%cater%its%products%and%services%accordingly.%%
%%%%%%%%%%%%%%%%%%%%The%question%topics%range%from%finding%out%whether%the%respondents%know%about%
Woody’s,%to%finding%out%favorite%brands,%and%even%average%t=shirt%sizes.%The%construct%of%each%
question%was%to%further%the%research%objectives,%which%will%be%detailed%in%the%following%section%
labeled%Results.%%A%copy%of%the%survey%can%be%found%in%the%Appendix.%
%%% The%survey%was%restricted%to%male%University%of%Missouri%students,%because%that%is%
essentially%the%majority%of%the%market%Woody’s%is%trying%to%reach.%Woody’s,%an%upscale%clothing%
store,%does%not%necessarily%appeal%to%a%large%portion%of%the%population.%It%would%seem%
unnecessary%to%assess%the%preferences%of%individuals%who%have%no%interest%in%what%Woody’s%has%
to%offer.%Therefore,%students%affiliated%in%Greek%Life%made%up%the%majority%of%%
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the%respondents%in%order%to%obtain%a%more%accurate%view.%Of%course,%there%are%demographic%
pockets%outside%of%Greek%Life%that%would%be%interested%in%Woody’s%clothing,%but%this%specific%
screening%allowed%for%the%sample%size%to%be%more%representative%of%Woody’s%target%market.%The%
sample%size%was%101%males%and%the%population%size%of%all%of%Mizzou’s%males%totals%close%to%
17,000.%
% Qualtrics%online%survey%software%was%used%to%create%and%administer%the%surveys.%This%
software%is%one%of%the%most%reputable%and%customer%friendly%data%collection%tools%out%there.%
Many%companies%use%Qualtrics%for%market%research,%customer%satisfaction%studies,%employee%
evaluations,%etc.%In%order%to%make%sense%of%the%survey%results,%Qualtrics%combines%the%findings%
into%an%“SPSS”%file.%Through%IBM’s%SPSS%software,%quantitative%analyses%were%conducted%to%find%
out%the%trends%and%patterns%of%the%respondents.%The%following%section%will%go%into%specific%detail%
on%the%study’s%findings.%%
Data!Collection!Method:! ! All%of%the%formal%data%was%collected%through%an%online%survey%administered%to%101%
respondents,%of%which%there%was%a%100%%response%rate%to%each%question.%Qualtrics%online%
survey%software%was%used%to%create%and%administer%the%surveys.%This%software%is%one%of%the%
most%reputable%and%user%friendly%data%collection%tools%out%there.%Many%companies%use%Qualtrics%
for%market%research,%customer%satisfaction%studies,%employee%evaluations,%etc.%In%order%to%make%
sense%of%the%survey%results,%Qualtrics%combines%the%findings%into%an%“SPSS”%file.%Through%IBM’s%
SPSS%software,%quantitative%analyses%were%conducted%to%find%out%the%trends%and%patterns%of%the%
respondents.%The%following%section%will%go%into%specific%detail%on%the%study’s%findings.%%
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Description!of!Sample:! % The%survey%was%restricted%to%male%University%of%Missouri%students,%because%that%is%
essentially%the%majority%of%the%market%Woody’s%is%trying%to%reach.%Woody’s,%an%upscale%clothing%
store,%doesn’t%necessarily%appeal%to%a%large%portion%of%the%population.%It%would%seem%
unnecessary%to%assess%the%preferences%of%individuals%who%have%no%interest%in%what%Woody’s%has%
to%offer.%Therefore,%students%affiliated%in%Greek%Life%made%up%the%majority%of%%
the%respondents%in%order%to%obtain%a%more%accurate%view.%Of%course,%there%are%demographic%
pockets%outside%of%Greek%Life%that%would%be%interested%in%Woody’s%clothing,%but%this%specific%
screening%allowed%for%the%sample%size%to%be%more%representative%of%Woody’s%target%market.%The%
sample%size%was%101%males%and%the%population%size%of%Mizzou’s%male%population%totals%close%to%
17,000.
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SURVEY'RESULTS!RESEARCH!OBJECTIVE!#1:!
Objective:%Determine%the%visibility%of%Woody’s%among%the%target%market.%
Questions:!!
• (#1)%“Do*you*know*the*location*of*Woody’s*in*Columbia?”!
• (#2)%“How*did*you*hear*about*Woody’s*Gentlemen’s*Clothiers?”%
The%first%objective%was%intended%to%be%an%overall%gauge%of%how%prominent%or%well%known%the%
Woody’s%store%is%among%the%target%demographic%in%Columbia.%Two%questions%within%the%online%
survey%were%dedicated%to%gathering%insight%on%this%objective.%The%first%question%pertained%to%
how%many%people%knew%the%store’s%location.%It%was%a%simple%yes%or%no%question,%but%the%results%
were%surprising.%Figure%1.1%illustrates%the%data:%
Fig 1.1: Location Visibility, Pie Chart
!
Yes!44%!No!
56%!
Do!you!know!the!location!of!Woody's?!!
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Findings:%Out%of%the%101%respondents,%56%%responded%that%they%did%not%know%where%Woody’s%
was%located.%This%number%seemed%much%higher%than%expected,%given%the%current%location%of%
the%store%on%9th%Street.%The%odds%are%that%most,%if%not%all%Mizzou%students,%have%passed%by%
Woody’s%on%multiple%occasions.%
However,%the%percentage%of%students%who%are%not%familiar%with%the%location%shows%that%
there%is%a%problem%with%the%visibility%of%the%store%from%the%street%view.%This%was%even%common%
among%some%of%the%members%within%the%group;%they%admitted%to%passing%by%the%store%dozens%
of%times%but%still%never%knowing%that%it%was%there.%
An%obvious%suggestion%to%this%problem%is%to%adjust%and/or%amplify%the%outdoor%signage.%
The%location%of%Woody’s%is%probably%one%of%the%largest%strengths%in%drawing%customers%there%
because%of%convenience,%yet%that%strength%is%not%being%fully%taken%advantage%of.%One%
observation%is%that%the%largest%Woody’s%logo%is%found%on%a%canopy%that%is%only%fully%visible%from%
the%other%side%of%the%street.%This%probably%plays%a%large%role%in%the%lack%of%recognition%the%store%
is%getting%as%hundreds%of%students%walk%passed%it%but%are%not%remembering%it.%%A%more%visible%
logo%coupled%with%the%brand%names%sold%in=store,%could%allow%for%more%familiarity%with%the%
store%name%and%the%brands%it%associates%with.%
The%second%question%asked,%in%regards%to%the%first%objective%(determining%the%visibility),%
was%how%did%people%hear%about%Woody’s?%%%In%relation%to%the%results%of%the%first%question,%only%
6%%said%they%had%heard%about%Woody’s%because%they%walked%by%the%store.%Making%the%store%
more%recognizable%and%distinguished%from%the%outside%view%could%allow%Woody’s%to%create%a%
lot%more%awareness.%%
Figure%1.2%on%the%next%page%illustrates%the%distribution%of%all%101%responses.%
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Fig 1.2: Visibility 2, Pie Chart
The%most%popular%response,%more%than%doubling%that%of%Social%Media,%was%people%who%
were%referred%to%Woody’s%by%a%friend.%Word=of=mouth%is%typically%one%of%the%strongest%forms%of%
advertisement%on%a%college%campus.%Within%the%Greek%community,%referrals%and%
recommendations%can%be%passed%on%very%quickly%due%to%sheer%numbers%of%patrons%living%
together.%Therefore,%incentivizing%referrals%could%be%a%worthwhile%investment%for%both%Woody’s%
and%current%Woody’s%shoppers.%A%program%where%both%the%referrer%and%the%referee%are%given%
some%kind%of%reward%would%be%relatively%cheap%and%easy%to%administer.%It%could%also%work%in%
conjunction%with%a%Woody’s%loyalty%program,%where%reward%points%would%be%added%to%the%
customer’s%“account”%for%giving%out%a%Woody’s%coupon%to%a%friend%who%then%used%that%
coupon.%%With%a%loyalty%program,%customers%will%be%more%enticed%to%make%return%visits%more%
frequently,%driving%sales%up.%
Referred!by!a!friend,!43.60%!
Walked!by,!5.90%!
Social!Media,!14.90%!
I!have!never!heard!of!Woody's,!32.70%!
Other,!3%!
How!did!you!hear!about!Woody's?!
Referred!by!a!friend!
Walked!by!
Social!Media!
I!have!never!heard!of!Woody's!
Other!
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RESEARCH!OBJECTIVE!#2:
Objective:%In%which%scenarios%are%target%customers%most%likely%to%shop%for%new%clothing?!
Questions:!(#3)*“In*which*situation*are*you*most*likely*to*shop*for*new*clothing?”!
The%goal%of%the%second%research%objective%was%to%determine%which%scenarios%Woody’s%
target%customers%are%most%likely%to%shop%for%new%clothing.%This%information%would%be%used%to%
determine%the%best%methods%to%market%its%products%to%customers.%!
Fig 2.1: Shopping Likelihood, Pie Chart
!
!
!
!
!
!
!
Findings:%Based%on%the%survey%results%in%Figure%2.1,%65%%of%respondents%said%they%are%most%likely%
to%shop%during%a%sale,%but%beyond%that,%other%methods%do%not%seem%to%differentiate%themselves%
from%one%another%as%far%as%effectiveness.%Upcoming%events,%change%of%season,%and%coupons%all%
fall%within%4%%of%each%other%as%far%as%effectiveness,%and%all%at%less%than%a%15%%preference%rate.%
This%information%helps%Woody’s%Gentlemen’s%Clothiers%better%understand%its%target%market%and%
when%those%customers%are%most%likely%to%shop%for%new%clothing.%With%this%in%mind,%Woody’s%can%
now%cater%more%towards%its%target%market%by%executing%promotions%that%draw%in%the%majority%of%
its%target%market.%
During!!a!sale!65%!7.90%!
11.90%!
10.90%!4%!
In!which!scenarios!are!target!customers!most!likely!to!shop!for!new!clothing?!
During!a!sale!
When!I!receive!discount!coupon!Change!of!season!
For!an!upcoming!event!Other!
16
RESEARCH!OBJECTIVE!#3:!
Objective:!What%retail%environment%will%be%most%conducive%to%customer%retention?%
Questions:!%
• (#4)%“Please*rank*which*aspects*of*a*store*atmosphere*contribute*most*to*a*pleasant*
shopping*experience.*Arrange*from*top*to*bottom*based*on*level*of*importance.”%• (#5)%“What*genre*of*music*do*you*prefer*most*while*shopping*inLstore?*Select*one.”%
%The%goal%of%the%third%objective%was%to%figure%out%what%environmental%factors%of%Woody’s%
will%bring%in%the%most%foot%traffic.%The%participants%of%the%survey%were%asked%two%questions%
pertaining%to%this%objective.%The%first%question%asked%respondents%to%rank%which%aspects%of%a%
store%atmosphere%are%of%highest%importance%to%them.%It%is%important%to%understand%what%kind%of%
environment%the%customers%enjoy%most,%so%that%Woody’s%can%cater%its%store’s%appearance%or%
atmosphere%to%its%target%market’s%liking.%
% Table%3.1%illustrates%the%resulting%rankings%by%the%respondents%for%Question%#4.%Of%these%
aspects,%those%with%the%lowest%sum%totals%are%of%a%higher%priority%than%others,%because%a%#1%
ranking%designates%the%most%preferred%aspect%of%the%store%to%the%respondent.%
%
Table 3.1: Attractive Store Qualities, Ordered Rank
Which!aspects!of!a!store!atmosphere!contribute!most!to!a!pleasant!shopping!experience?!!
Recognizable!brands!
Store!Layout/!Décor! Friendly!Staff! Knowledgeable!
Staff! Music!
361! 489! 530! 630! 855!
#1! #2! #3! #4! #5!
17
Findings:%The%results%of%this%question%show%“recognizable%brands”,%scoring%the%group%low%of%361,%
was%of%greatest%importance%to%customers%when%it%comes%to%influential%store%aspects.%The%least%
important%aspect,%scoring%an%855,%was%in=store%music.%
% These%rankings%show%Woody’s%that%recognizable%brands%should%be%its%most%focused%on%
aspect%in%order%to%give%customers%the%most%pleasant%shopping%experience.%%
%% While%having%such%a%large%assortment%of%brands%is%valuable,%customers%want%to%see%
brands%they%recognize%and%trust,%because%they%have%developed%loyalties%to%these%brands.%In%
Objective%#4,%we%will%further%explore%this%important%aspect%for%Woody’s.%%%
% The%second%question%of%Objective%#3%focuses%on%what%type%of%music%Woody’s%should%play%
in%its%store%to%give%its%customers%a%more%enjoyable%shopping%experience.%Originally,%it%was%
hypothesized%that%music%would%be%more%valued%than%the%findings%in%Table%3.1%would%ultimately%
show.%Although%this%may%be%the%case,%this%survey%still%collected%our%101%respondents%thoughts%
on%what%genres%of%music%they%prefer%most%while%shopping.%Respondents%were%asked%“What*
genre*of*music*do*you*prefer*most*while*shopping*inLstore?”*and%were%able%to%select%one%
response.*Table%3.2%and%Figure%3.3%show%overall%distribution%of%responses%for%this%question.%
Table 3.2: Preferred Music Genre, Frequency Distribution
What!genre!of!music!do!you!prefer!most!while!shopping!incstore?
Genre Percent Preferred
Valid Percent
Cumulative Percent
Population parameter at 95% confidence
Country 34.70 34.7 34.7 25.4%-44% Soft Rock/ Indie 19.80 19.8 54.5 12%-28% Rock 13.90 13.9 68.4 7.1%-20.6% Hip Hop/Rap 11.90 11.9 80.3 8.7%-15% Pop 10.90 10.9 91.2 7.8%-14%
18
Fig 3.3: Music Genre Preference While Shopping, Pie Chart
!
Findings:%The%results%of%this%question%shows%34%%of%respondents%prefer%to%hear%country%music%
when%shopping%in=store.%After%conducting%a%95%%confidence%test%for%the%population,%our%analysis%
concluded%that%between%25.4%=44%%of%Woody’s%target%population%would%potentially%prefer%
country%as%the%genre%of%choice%while%shopping.%The%population%parameters%for%all%genres%can%be%
seen%on%the%previous%page%in%Table%3.2.%While%country%was%the%genre%with%the%highest%rate%of%
preference,%it%still%only%accounts%for%just%over%one%third%of%the%total%population.%Because%of%this,%
it%would%be%beneficial%for%Woody’s%to%include%other%genres%in%the%mix.%The%second%highest%
preferred%genre%was%soft%rock/indie,%and%the%third%highest%was%rock.%If%Woody’s%combined%these%
three%as%its%main%mix%of%music%in%the%store,%it%would%please%almost%70%%of%the%total%customer%
base.%The%least%preferred%music%of%the%given%choices%was%pop,%at%11%.%It%would%be%advisable%to%
avoid%playing%this%genre%too%much%because%it%isn’t%as%preferred%as%other%genres%and%may%not%be%
as%enjoyable.%%
Country!34.7%!
10.9%!Rock!14%!
11.9%!
Soft!Rock!20%!
2%! 6.9%!
Genres!of!music!which!customers!enjoy!most!while!shopping!
Country!
Pop!
Rock!
Hip!Hop/Rap!
Soft!Rock/Indie!
No!Music!
Other!
19
RESEARCH!OBJECTIVE!#4:
Objective:%Which%brands%would%attract%the%target%market?%
Question:!(#6)!Which*brands*would*you*like*to*see*available*at*Woody’s?%
After%finding%that%having%recognizable%brands%in=store%is%the%single%most%important%factor%for%
Woody’s%customers,%it%was%important%for%us%to%find%out%which%brands%customers%prefer.%While%
having%a%large%assortment%is%something%Woody’s%touts,%the%group%believed%that%having%brands%
that%its%customers%preferred*was%even%more%important.%The%group%wanted%to%ask%a%question%
that%was%aimed%at%finding%out%which%brands%Woody’s%should%potentially%add%to%its%product%mix,%
in%order%to%attract%more%customers%from%its%target%market.%%So,%the%group%asked:%Which*brands*
would*you*like*to*see*available*at*Woody’s?*This%question%was%a%simple%description%question,%as%
it%was%used%solely%for%finding%a%majority%of%respondents’%preference.%As%for%all%of%the%other%
questions,%all%101%people%surveyed%responded.%%
The%survey%listed%the%following%brands:%Vineyard%Vines,%Southern%Tide,%Patagonia,%
Fayettechill,%%Sperry%Topsider,%%Southern%Proper,%Maui%Jim,%and%Ray%Ban.%The%survey%also%
included%the%option%“Other”,%leaving%customers%the%opportunity%to%list%a%brand%they%would%like%
to%see%if%it%wasn’t%already%listed.%The%survey%allowed%the%respondents%to%select%all%brands%that%
applied%among%those%listed.%With%Woody’s%vision%to%be%Columbia’s%premiere%“upscale=casual%
clothing”%retailer,%these%are%all%brands%the%group%identified%that%fit%Woody’s%image%and%are%well=
known%brands%among%its%target%demographic.%%
Findings:%The%group%was%not%surprised%by%the%results%of%this%question.%Following%our%analysis%
of%the%raw%data,%the%group%declared%that%“desired”%brands%were%brands%that%at%least%two%in%
every%three%people%(67%)%would%prefer%to%have%in%the%store.%With%that%in%mind,%data%showed%
20
four%brands%that%fit%the%requirement:%Vineyard%Vines,%Southern%Tide,%Sperry,%and%Patagonia.%
These%four%brands%were%desired%by%at%least%67%%of%respondents.%%
As%you%can%see%below%in%Figure%4.1,%no%other%brands%even%reached%50%%as%far%as%
desirability,%so%there%was%no%further%analysis%on%those%brands,%deeming%them%irrelevant%for%
analyses%purposes.%
Fig 4.1: Brand Desirability Percentiles, Bar Graph
!
Table 4.2: Qualifying “Desirable” Brands
“Desired”!brands!by!respondents!Brand! Total!%! Population!parameter!
Vineyard!Vines! 80%! 72.2%f87.8%!Southern!Tide! 76%! 67.7%!f!84.3%!Sperry!Topsider! 70%! 61%f79%!Patagonia! 67%! 59.34%f74.66%!
!
!
80%!76%!
70%! 67%!
45%!
27%!
15%! 13%! 10%!0%!
10%!
20%!
30%!
40%!
50%!
60%!
70%!
80%!
90%!
Brand!desirability!by!Woody's!Clothiers!customers!
Vineyard!Vines!
Southern!Tide!
Sperry!
Patagonia!
Southern!Proper!
Maui!Jim!
Fayettechill!
Other!
Ray!Ban!
21
% Table%4.2%represents%the%results%of%confidence%tests%at%a%95%%confidence%level%conducted%
on%the%four%“desired”%brands%to%find%out%what%percent%of%the%total%population%would%also%desire%
the%same%brands.%Vineyard%Vines,%Southern%Tide%and%Sperry%were%desirable%in%any%scenario%from%
our%population.%On%the%low%end,%Patagonia%and%Sperry%Topsider%miss%the%mark%for%being%a%top%
choice,%at%59.34%%and%61%.%These%brands%both%easily%fit%the%requirement%on%the%high%end%of%the%
parameter.%Based%on%this,%it%would%take%a%gut%decision%by%management%to%decide%if%it%was%
beneficial%for%them%to%carry%those%two%brands.%However,%Woody’s%should%carry%Southern%Tide%
and%Vineyard%Vines.%%
!
Conclusion!and!suggestions:!If%added%to%the%store’s%product%mix,%these%four%brands%would%
attract%a%significant%amount%of%Woody’s%target%market%because%it%would%be%able%to%have%all%of%
these%popular%brands%in%one%location.%Currently,%all%of%these%brands%are%offered%in%the%city%of%
Columbia.%However,%these%brands%are%only%offered%at%select%stores,%some%even%exclusively.%
Currently,%Vineyard%Vines%clothing%is%only%sold%at%Glik’s,%Southern%Tide%products%are%only%offered%
at%Bingham's,%Patagonia%is%only%available%at%Alpine%Shop,%and%Sperry%Topsider%can%be%found%in%a%
select%few%department%stores%near%the%Columbia%Mall.%Having%these%brands%in%one%place%would%
drastically%increase%store%visibility,%because%students%on%campus%have%come%to%know%over%time%
which%stores%offer%these%specific%brands%in%Columbia.%By%carrying%these%brands,%Woody’s%could%
combine%a%highly%desirable%clothing%selection%with%the%added%convenience%of%proximity%to%the%
Mizzou%campus.%Because%many%students%may%not%own%a%car,%yet%desire%these%brands,%having%a%
store%within%a%ten%minute%walk%of%campus%could%increase%foot%traffic%into%Woody’s%for%these%
brands%on%their%own.%%
22
RESEARCH!OBJECTIVE!#5!
Objective:%Define%the%average%Woody’s%target%consumer%
Questions:!!
• (#7)“What*is*your*average*shirt*size?”*
• (#8)“What*is*your*average*pant*size:*Pant*length,*Pant*width?”*
• (#10)“What*is*your*age?”%%%% When%defining%the%average%Woody’s%customer,%it%was%decided%to%figure%out%the%average%
shirt%and%pants%sizes%as%well%as%the%average%age%of%the%typical%consumer.%Each%respondent%was%
asked%to%list%their%preferred%shirt%size%and%the%size%of%their%waste%and%length%of%pants.%Each%
average%was%calculated%to%help%Woody’s%determine%the%typical%customer%that%will%patronize%the%
store.%Woody’s%wanted%to%know%this%specific%information%for%inventory%purchasing%purposes.%By%
knowing%its%average%customer’s%shirt%size,%it%can%make%sure%to%order%enough%of%that%size%up%front%
so%it%can%meet%demand%and%satisfy%customer%needs.%
Findings:!In%the%figures%below%are%the%data%achieved%to%determine%the%average%Woody’s%
customer.%Question%7%was%asked%to%determine%the%shirt%size%for%each%respondent%on%average.%Fig%
5.1%illustrates%that%the%shirt%sizes%worn%the%most%were%Large%and%Medium.!
Fig 5.1: Average Shirt Size, Bar Graph
4!
35!
44!
17!1!
0!5!10!15!20!25!30!35!40!45!50!
Small! Medium! Large! XL! XXL!
Frequency!
Average!Shirt!Size!n=101!
23
When%respondents%were%asked%to%record%their%average%pant%waist%and%length,%results%
showed%that%the%average%length%is%between%a%32=34,%and%the%average%waist%is%approximately%the%
same.%Figures%5.2A%&%5.2B%illustrate%the%entire%distribution%of%responses%for%both%questions.%
Fig 5.2A: Average Pants Size: Length, Bar Graph
Fig 5.2B: Average Pant Width, Bar Graph
%
1! 2!10!
12!
36!
9!
23!
2! 4! 0! 2! 0! 0!0!
5!
10!
15!
20!
25!
30!
35!
40!
28! 29! 30! 31! 32! 33! 34! 35! 36! 37! 38! 40! 44!
Frequency!
Measurement!(in!inches)!
Average!Pants!Size:!Length!
Inseam!
2! 3! 4!7!
28!
14!
20!
3!
10!
1! 6! 2! 1!0!
5!
10!
15!
20!
25!
30!
28! 29! 30! 31! 32! 33! 34! 35! 36! 37! 38! 40! 44!
Frequency!
Measurement!(in!inches)!
Average!Pants!Size:!Width!
Waist!
24
Fig 5.3: Respondent Age Distribution, Pie Chart
Findings:%Question%10%of%the%survey%was%asked%to%determine%the%average%age%of%potential%
customers.%The%results,%summarized%in%Figure%5.3,%concluded%that%the%average%age%of%the%
respondents%was%exactly%21%years%old.%One%interesting%piece%of%data%found%was%that%there%was%
an%equal%amount%of%respondents%over%the%age%of%21%as%there%were%under%21%(50%).%When%
excluding%low%frequency%responses,%80%%of%respondents%were%between%ages%19=21.%This%is%not%
surprising,%as%Woody’s%brands%themselves%as%a%company%that%offers%“upscale%casual%clothing”%
for%young%professionals%who%are%just%entering%the%work%force%or%rounding%out%college.%%
The%results%of%the%survey%help%confirm%that%Woody’s%is%attracting%its%desired%age%group%
and%market.%With%the%sizing%information%of%the%average%customer,%Woody’s%can%now%fix%its%
inventory%levels%to%accurately%reflect%the%majority%of%their%customers’%sizing.! !
18!years!2%!
19!years!25%!
20!years!23%!
21!years!32%!
22!years!14%!
23!years!2%!
25!years!1%!
29!years!1%!
Other!
Age!of!respondents!n=101!
18!years! 19!years! 20!years! 21!years! 22!years!
Other! 23!years! 25!years! 29!years!
25
RESEARCH!OBJECTIVE!#6:!
Objective:!What%are%the%media%usage%patterns%of%those%who%would%patronize%the%clothing%
store?%
Questions:!(#11)!“What*source*of*social*media*do*you*use*the*most?*Select*one.”*
% The%goal%of%the%sixth%objective%was%to%figure%out%what%types%of%social%media%Woody’s%
should%use%to%bring%in%the%most%foot%traffic%to%its%store.%The%participants%were%asked%one%
question%pertaining%to%this%objective.%It%is%important%for%Woody’s%to%obtain%this%information%so%
that%it%can%spend%an%appropriate%amount%of%effort%and%time%on%the%right%social%media%platforms,%
instead%of%simply%guessing%what%might%work.%In%doing%so,%Woody’s%can%promote%its%store%within%
the%right%media%channels.%The%results%are%summarized%in%Figure%6.1%below.%%
Fig 6.1: Social Media Usage, Pie Chart
Facebook!41%!
Twitter!53%!
Instagram!3%!
Youtube!1%! Other!
2%!
What!source!of!social!media!do!you!use!the!most?!!
n=101!
26
Findings:%An%analysis%of%our%survey%responses%show%that%there%are%only%two%relevant%forms%of%
social%media%among%the%results.%53%%of%respondents%use%Twitter%the%most,%and%Facebook%at%
41%.%That%leaves%just%7%%between%Instagram,%Youtube,%Pinterest,%and%all%other%forms%of%social%
media.%0%%of%respondents%selected%Pinterest%as%their%main%source%of%social%media.%Below,%Figure%
6.2%contains%the%complete%data%for%social%media%preferences%of%all%respondents,%omitting%
Pinterest%for%lack%of%any%data.!!
Fig 6.2: Social Media Preference of Respondents !
Social Media Preference Frequency Valid
Percent Cumulative
Percent
Facebook 41 40.6 40.6
Twitter 54 53.5 94.1
Instagram 3 3.0 97.0 Youtube 1 1.0 98.0
Other 2 2.0 100.0
101 100% 100%
!
! These%results%show%that%Woody’s%should%be%using%Twitter%and%Facebook%the%most%to%
relay%new%information%about%Woody’s,%as%it%accounts%for%a%cumulative%94.1%%of%all%social%media%
usage%from%the%sample.%The%information%addressed%on%these%types%of%social%media%should%
include%sale%and%special%events,%chances%to%receive%a%discount%and%a%change%of%season%for%their%
clothing%items.%The%results%also%show%that%Woody’s%should%give%little%to%no%consideration%for%
Instagram,%Youtube,%and%Pinterest%as%channels%to%market%on.%%
%
!
27
RESEARCH!OBJECTIVE!#7:!%
Objective:%What%is%the%relationship%between%social%media%usage%and%preference%for%patronizing%
the%store?%
Questions:!!
• (#3)!“In*which*situation*are*you*most*likely*to*shop*for*new*clothing?”!• (#11)!“What*source*of*social*media*do*you*use*the*most?”*
!In%question%11,%the%results%found%the%media%usage%patterns%of%Woody’s%target%customers.%It%
was%determined%that%Twitter%(53%)%and%Facebook%(41%)%were%by%far%the%most%frequently%used%
social%media%platform%by%respondents.%With%that%in%mind,%it%important%if%there%was%a%difference%
between%preferences%for%reasoning%to%shop%based%on%social%media%usage.%Since%Facebook%and%
Twitter%users%grossly%outnumbered%the%rest%(94%of%101%respondents),%the%other%forms%of%social%
media%were%dismissed%for%purposes%of%this%analysis.%The%responses%for%all%Twitter%and%Facebook%
users%in%regard%to%question%#3%were%then%compiled.%The%data%and%results%were%broken%down%and%
compiled%into%the%following%visuals.!
Table 7.1: Comparing Social Media Preferences and Scenarios to Shop!
In!which!situation!are!you!most!likely!to!shop!for!new!clothing?!
Scenario! Facebook!users! #! Twitter!users! #!
During!a!sale!or!promotion! 65.85%! 27! 62.96%! 33!When!I!have!received!a!discount!coupon!
4.88%! 2! 9.26%! 5!
Change!of!season! 17.07%! 7! 9.26%! 5!
For!an!upcoming!event! 4.88%! 2! 16.67%! 9!
Other! 7.32%! 3! 1.85%! 1!
TOTALS! 100%! 41! 100%! 53!
28
Findings:%In%Table%7.1%and%Figure%7.2,%the%collective%data%between%all%of%our%respondents%who%
use%Facebook%and%Twitter%is%summarized.%Just%as%was%the%case%in%Question%3,%both%Facebook%and%
Twitter%users%heavily%favored%shopping%during%a%sale%over%all%other%scenarios%combined.%With%
the%calculation%of%our%population%parameter,%it%was%found%that%between%50%%and%80%%of%
Woody’s%target%population%that%spends%the%majority%of%their%social%media%time%on%Facebook%
would%find%sales%an%effective%way%to%get%them%in%the%store.%The%results%found%that%between%50=
76%%of%Woody’s%target%market%on%Twitter%would%find%sales%effective%as%well.%With%both%of%these%
social%media%profiles%having%at%minimum%a%50%%approval,%this%is%where%Woody’s%should%focus%
the%majority%of%its%efforts%with%social%media.%Other%than%that,%there%were%sizable%differences%in%
which%users%preferred%certain%attractors%to%shop.%The%only%two%significant%scenarios%in%which%we%
found%users%to%have%a%sizable%response%rate%were%during%a%change%of%season%and%in%anticipation%
of%an%upcoming%event.%%
Table 7.2: Situational Preferences – Facebook vs. Twitter, Bar Graph
!
65.85%!
4.88%!
17.07%!
4.88%!7.32%!
62.96%!
9.26%! 9.26%!16.67%!
1.85%!0%!
10%!
20%!
30%!
40%!
50%!
60%!
70%!
During!a!sale! When!I!receive!discount!coupon!
Change!of!season!For!an!upcoming!event!
Other!
Situations!in!which!customer!is!most!likely!to!shop!
Facebook! Twitter!
29
Findings:!Looking%at%Figure%7.2,%discount%coupons%seemed%to%have%little%to%no%effect%for%either%
Facebook%or%Twitter%users%on%incentivizing%them%to%shop,%as%both%averaged%less%than%10%%
selection%rates%for%this%option%Because%of%this,%it%is%suggested%that%Woody’s%not%use%coupons%as%a%
form%of%marketing%at%any%point%in%time,%because%it%would%just%be%a%waste%of%the%store’s%money.%%
Just%as%was%the%case%in%Question%3,%both%Facebook%and%Twitter%users%heavily%favored%
shopping%during%a%sale%over%all%other%scenarios%combined.%This%is%clearly%seen%in%Figure%7.2,%as%
“During%a%sale”%literally%towers%over%all%other%responses.%Other%than%that,%there%were%smaller%but%
still%important%differences%in%which%users%preferred%certain%attractors%to%go%shopping.%Two%
scenarios%in%which%the%competing%users%have%sizable%differing%response%rates%were%“during%a%
change%of%season”%and%in%anticipation%of%“an%upcoming%event”.%
One%of%the%biggest%surprises%noticed%between%the%sample%group%came%in%regard%to%
shopping%for%an%upcoming%event.%Facebook%as%a%social%media%site%highly%leverages%its%ability%to%
create%and%join%events%on%its%website,%where%Twitter%does%not.%Based%on%this,%it%would%be%
reasonable%to%think%that%Facebook%users%would%be%more%likely%to%shop%for%clothes%in%the%case%of%
upcoming%events%than%an%avid%twitter%user%would.%%
The%results%in%Table%7.2%showed%that%Twitter%users%were%actually%more%than%four*times*
more*likely%to%shop%for%clothes%given%an%upcoming%event%than%Facebook%users.%16.67%%of%
respondents%who%use%Twitter%the%most%selected%this%option,%while%just%5%%of%avid%Facebook%
users%selected%this.%%
When%it%came%to%a%change%of%season,%this%is%where%Facebook%users%responded%much%
higher;%17%%selected%this%response.%Once%a%population%parameter%was%calculated,%it%was%
concluded%that%between%5%%and%29%%of%the%population%of%Woody’s%target%on%Facebook%would%
30
give%seasonal%change%as%a%reason%to%go%shop.%Since%Facebook%has%pages%to%visit%that%contain%less%
frequent%posts,%it%gives%businesses%the%opportunity%to%advertise%new%seasonal%clothing%or%sales%
of%season%clothing%without%those%posts%being%immediately%overlooked%or%eroded%as%often%as%it%
would%in%the%continual%clutter%of%posts%on%Twitter.%%
Table 7.3: Facebook User Preferences, Population Parameter
In!which!situation!are!you!most!likely!to!shop!for!new!clothing?!!Source:!Facebook!Users;!n=41!
Scenario! #! Avg!%! Population!parameter!(95%!Confidence)!
During!a!sale!or!promotion! 27! 66%! 51.3f80.4%!
Change!of!season! 7! 17%! 5.5f28.6%!
When!I!have!received!a!discount!coupon!
2! 5%!0f11.5%!!
For!an!upcoming!event! 2! 5%! 0f11.5%!
Other! 3! 7%! 0f15.3%!
Fig 7.4: Twitter vs. Facebook – Situational Preferences, Pie Charts
66%!
17%!
5%!
5%!7%!
Situations!in!which!I!would!shop!
During!a!sale!or!promotion!
Change!of!season!
When!I!have!received!a!discount!coupon!
For!an!upcoming!event!
Other!
63%!17%!
9%!
9%!2%!
!!n=53!! ! ! ! ! ! ! ! !!!!!!n=41!
31
Conclusions!and!suggestions:!When%it%came%down%to%it,%change%of%season%was%the%only%other%
significant%reasoning%for%Facebook%users%to%justify%shopping%for%new%clothes.%As%seen%in%Figure%
7.4,%“Coupons”,%“upcoming%events”,%and%“other”%account%for%a%total%of%just%17%,%compared%to%
the%83%%between%sales%and%season%change.%It%is%suggested%that%Woody’s%ignore%creating%
Facebook%events%and%instead%focus%on%posting%pictures%of%its%new%(or%old)%seasonal%clothing%for%
its%fans%to%see%on%Facebook.%Because%Woody’s%so%heavily%leverages%its%ability%to%offer%the%best%
seasonal%selection,%it%can%also%use%this%to%leverage%sales%of%out=of=season%apparel%when%the%
season%is%ending,%along%with%the%new%clothing%as%it%comes%into%season.%This%caters%to%that%83%%of%
respondents%who%spend%the%majority%of%their%social%media%time%on%Facebook.%%
Table 7.5: Twitter User Preferences, Population Parameter
In!which!situation!are!you!most!likely!to!shop!for!new!clothing?!!Source:!Twitter!Users;!n=53!
Scenario! #! Avg!%! Population!parameter!(95%!Confidence)!
During!a!sale!or!promotion! 33! 63%! 50f76%!
For!an!upcoming!event! 9! 17%! 6.7f26.6%!
When!I!have!received!a!discount!coupon!
5! 9%! 1.5f17%!
Change!of!season! 5! 9%! 1.5f17%!
Other! 1! 2%! 0f5.8%!
As%compared%to%Facebook,%Twitter%users%seemed%somewhat%more%flexible%%
when%giving%responses%to%what%could%impact%them%to%go%shopping%for%new%clothes.%After%
conducting%the%population%parameter%for%Twitter%(as%shown%in%Table%7.5),%the%group%identified%
that%between%6.7%%and%26.6%%of%the%target%population%on%Twitter%would%patronize%the%store%if%
customers%had%an%upcoming%event%they%needed%new%clothes%for.%63%%of%respondents%selected%
32
that%a%sale%or%promotional%event%would%attract%them%to%go%shop,%so%coupling%that%with%the%17%%
of%respondents%who%would%come%in%looking%to%purchase%new%clothes%for%upcoming%events,%
Woody’s%will%potentially%reach%80%%of%its%local%target%market%on%Twitter.%
With%this%in%mind,%we%suggest%that%Woody’s%do%more%events%in%its%store%in%conjunction%
with%other%local%businesses,%as%it%has%done%in%the%past.%At%its%grand%opening,%Woody’s%partnered%
with%Harpo’s%to%supply%free%beer%and%free%wine%to%all%customers%who%came%into%the%store.%This%
event%was%coupled%with%a%sale,%making%it%even%more%desirable%to%show%up%and%take%a%look%at%
store%offerings.%%The%event,%which%Woody’s%has%repeated%multiple%times,%has%always%resulted%in%
big%crowds%and%revenues.%Woody’s%should%continue%to%seek%partnership%opportunities%with%
established%Columbia%businesses,%as%it%could%increase%its%credibility%by%association.%%%
% %
33
LIMITATIONS!
LIMITATIONS!OVERVIEW:!!
As%undergraduate%students%performing%a%research%project,%there%were%many%constraints%
that%affected%the%results%of%the%study.%To%be%open%and%honest%about%the%limitations%and%possible%
flaws%of%the%research%is%something%the%group%regards%as%very%important.%To%begin,%there%was%
inevitably%a%time%and%money%constraint%to%the%research%that%was%done.%It%would%have%been%
preferred%to%spend%much%more%time%conducting%and%also%analyzing%the%data%results,%but%it%just%
was%not%feasible%as%full=time%students.%In%addition,%there%were%limitations%on%the%kinds%of%studies%
and%research%methods%that%could%be%used%because%of%the%money%constraints.%%
There%were%also%limitations%and%possible%biases%in%the%sampling%method.%Because%the%
survey%targeted%male%college%students,%respondents%had%to%be%asked%in%a%more%individualized%
way%to%filter%out%possible%female%respondents.%Although%there%was%over%100%respondents,%many%
of%them%came%from%similar%fraternities%and%academic%majors%as%the%members%of%the%group.%
Therefore,%the%sample%population%was%not%as%diverse%and%encompassing%as%would%have%been%
preferred.%%%
Lastly,%there%was%the%limitation%of%only%using%online%surveys%to%gather%the%data.%This%
allowed%for%possible%misunderstandings%between%the%questions’%intent%and%the%way%it%was%
perceived%by%the%respondent.%Certain%questions,%like%the%one%involving%store%atmosphere,%would%
have%been%much%easier%to%record%and%analyze%with%proctors%and%in=person%interviews.%The%
format%limited%the%ability%to%gain%deeper%insight%on%the%various%opinions%the%respondents%had%
but%could%not%express%through%multiple%choice.%%
34
Without%making%the%survey%too%overbearing%or%burdensome,%the%question%total%was%
limited%to%ten.%Therefore,%it%was%difficult%to%add%too%many%follow=up%questions%that%would%really%
tie%it%back%and%make%it%applicable%to%the%store.%For%example,%there%was%a%question%about%which%
organization%the%respondents%were%involved%in.%However,%there%was%not%a%question%asked%on%
whether%those%individuals%had%previously%shopped%at%Woody’s,%so%it%was%difficult%to%correlate%if%
organizational%involvement%had%an%affect%on%their%interest%in%Woody’s.%%
% !
35
KEY$FINDINGS$SUMMARY!• OBJECTIVE!#1:!DETERMINE!THE!VISIBILITY!OF!WOODY’S!AMONG!THE!TARGET!MARKET.!!
o A%majority,%over%half,%of%respondents%indicated%that%they%did%not%know%the%location%of%
Woody’s.%This%was%a%problem%related%to%the%street%visibility%of%the%Woody's%store.%Given%
the%location,%most%Mizzou%students%should%be%familiar%with%the%location%of%Woody's;%
however,%they%were%not.%%
o Regarding%the%second%question%of%the%survey,%the%most%popular%response%to%how%
respondents%had%heard%about%Woody’s%was%“being%referred%to%by%a%friend”.%The%second%
highest%response%was%33%%of%our%respondents%indicating%that%they%had%“never%heard%of%
Woody's”.%The%next%biggest%were%social%media,%followed%by%seeing%it%passing%by.%
%
• OBJECTIVE!#2:!IN!WHICH!SCENARIOS!ARE!TARGET!CUSTOMERS!MOST!LIKELY!TO!SHOP!FOR!NEW!CLOTHING?!
o A%majority,%65%,%responded%that%they%are%most%likely%to%shop%for%new%clothing%during%a%
sale.%Coming%in%second%at%almost%12%%was%change%of%season.%Woody’s%prides%itself%with%
having%the%most%up=to=date%clothing%selection,%so%it%is%important%that%Woody’s%continues%
this.%The%other%three%responses%were%relatively%equal,%around%8=12%%each%
%
• OBJECTIVE!#3:!WHAT!RETAIL!ENVIRONMENT!WILL!BE!THE!MOST!CONDUCIVE!TO!CUSTOMER!RETENTION?!
o This%objective%was%evaluated%in%two%sections.%The%first%section%asked%respondents%to%rank%
what%aspects%of%a%store%atmosphere%are%of%most%importance%to%them.%Respondents%
indicated%a%strong%preference%for%“Recognizable%Brands”%as%the%most%important%aspect%
36
that%would%attract%them%to%a%store.%The%least%important%aspect%was%music.%%%
o Although%irrelevant%based%on%the%prior%finding,%when%asked,%respondents%indicated%their%
preferred%music%genre%to%listen%to%while%shopping%would%be%Country%(35%)%%
o The%country%music%preference%only%accounts%for%about%one%third%of%the%total%population.%
Because%of%this,%it%would%be%beneficial%for%Woody’s%to%include%other%higher%rated%genres.%
Results%indicate%the%next%two%highest%genres%were%Soft%Rock/Indie%(20%)%and%Rock%(14%).%
%
• OBJECTIVE!#4:!WHAT!BRANDS!WOULD!ATTRACT!THE!TARGET!MARKET?!!
o With%respondents%indicating%in%the%prior%objective%that%having%recognizable%brands%is%the%
most%important%aspect%to%them%when%it%comes%to%patronizing%a%store,%Woody’s%has%an%
opportunity%to%increase%its%product%mix%by%carrying%more%popular%brands.%Respondents%
identified%four%brands%that%they%would%like%to%see%available%at%Woody’s:%Vineyard%Vines,%
Southern%Tide,%Sperry,%and%Patagonia.%Each%were%desired%by%at%least%67%%of%all%
respondents.%
%
• OBJECTIVE!#5:!DEFINE!THE!AVERAGE!WOODY’S!TARGET!CONSUMER.!
o To%define%the%average%Woody’s%customer,%the%survey%collected%information%on%average%
clothing%size%as%well%as%age.%The%average%age%of%the%target%consumer%was%21%years%old.%
The%results%also%showed%an%equal%distribution%of%under=21%respondents,%as%there%were%
21%and%older.%Excluding%the%“other”%respondents,%80%%of%respondents%were%between%the%
ages%of%19=21.%This%information%is%significant%because%this%is%the%age%group%that%Woody’s%
would%like%to%target.%
37
• OBJECTIVE!#6:!WHAT!ARE!THE!MEDIA!USAGE!PATTERNS!OF!THOSE!WHO!WOULD!PATRONIZE!THE!STORE?!
o This%objective%was%evaluated%by%asking%respondents%what%source%of%social%media%they%
used%most%often.%The%results%showed%53%%of%the%population%uses%Twitter%and%41%%uses%
Facebook.%This%left%just%7%%between%Instagram,%Youtube,%Pinterest,%and%all%other%forms%
of%social%media.%These%results%show%that%Woody’s%should%be%relying%most%of%its%
information%to%its%targeted%market%on%Twitter%and%Facebook.%Woody’s%website%gives%
online%customers%the%option%to%pin%their%clothing%on%Pinterest%or%view%pictures%on%
Instagram.%However,%the%results%showed%Woody’s%should%be%giving%little%to%no%social%
media%presence%on%Instagram%and%Pinterest.%
!
• OBJECTIVE!#7:!WHAT!IS!THE!RELATIONSHIP!BETWEEN!SOCIAL!MEDIA!USAGE!AND!PREFERENCE!FOR!
PATRONIZING!THE!STORE?!
o Facebook%users%prefer%sales%promotions%and%changing%seasonal%clothing%as%the%most%
effective%ways%to%get%them%into%the%store.%Twitter%users%are%more%apt%to%shop%when%they%
see%sales%promotions%as%well%as%when%!
!
38
RECOMMENDATIONS!!After%meeting%with%Woody’s,%conducting%a%survey%to%its%target%market,%and%analyzing%the%data,%
the%group%suggested%a%variety%of%recommendations%for%the%clothing%store.%The%group’s%
recommendations%include:%
1. Generate!higher!awareness!of!brand!&!shop!location!
• On=campus%promotional%events%(with%a%map%located%on%coupons/pamphlets)%
• Creating%a%“slogan”%to%help%clarify%its%brand%image%
• More%consistency%with%vision%
Summary%
For%Woody’s%to%generate%higher%awareness%of%brand%and%shop%location%it%should%have%more%
on=campus%promotional%events.%Since,%its%target%market%is%primarily%young%professionals%and%
college=aged%men,%having%more%on=campus%promotional%events%will%generate%a%higher%
awareness.%Based%on%the%survey,%56%%of%respondents%did%not%know%the%location%of%Woody’s.%
The%group%recommends%in%addition%to%having%promotional%events,%to%also%include%a%map%of%
Woody’s%location%or%the%address%of%the%store.%%
% Also,%Woody’s%is%inconsistent%with%its%vision.%Having%a%“slogan”%that%could%be%posted%on%
its%website,%social%media%sites,%and%even%on%paper%copy%items%would%clarify%its%brand%image.%
Many%people%are%not%aware%that%Woody’s%targets%the%younger%male%population,%so%having%a%
slogan%or%phrase%to%define%its%clothing%items,%such%as%“upscale%casual%clothing”%would%generate%
awareness%and%clarify%customers%who%may%be%confused%about%what%the%store%has%to%offer.%%
39
RECOMMENDATIONS!!
2. Customize!store!environment!• Purchase%clothing%sizes%based%on%average%customer%size%form%the%survey%
• Add%Southern%Tide,%Vineyard%Vines,%Sperry,%and%Patagonia%products%to%store%
• Add%country%music%(34%%compared%to%#2%Indie%at%20%)%
Summary%
To%create%a%more%customized%store%environment,%Woody’s%should%use%the%survey%results%to%
purchase%clothing%sizes%that%represent%the%average%customer%size.%Based%on%the%survey,%most%
males%wear%a%size%large%and%following%close%after%is%a%size%medium.%This%information%is%
important,%because%Woody’s%can%purchase%clothing%sizes%based%on%the%average%customer%size%
and%decrease%the%risk%of%running%out%of%stock%on%certain%sizes.%%
Another%suggestion%is%for%Woody’s%to%broaden%its%brand%selection.%Many%of%its%
competitors%sell%brands%such%as%Sperry,%Vineyard%Vines,%and%a%variety%of%others%and%if%Woody’s%
were%to%offer%all%of%these%brands%in%one%location,%it%would%give%the%store%a%competitive%edge.%
80%%of%respondents%indicated%they%would%like%to%see%Woody’s%carry%Vineyard%Vines.%That%being%
said,%if%Woody’s%had%those%brands,%they%would%become%even%more%attractive%to%their%target.%%%
Lastly,%Woody’s%Gentlemen’s%Clothiers%should%add%country%music%to%its%soundtrack.%34%%
of%respondents%said%that%the%type%of%music%they%enjoy%most%while%shopping%was%country%music.%
This%is%yet%another%small%way%for%Woody’s%to%customize%the%customers’%shopping%experience.%!
!
! !
40
RECOMMENDATIONS!! ! ! ! !! !!!!!!!
3. Attract!more!customers!&!increase!sales!• Partnership%with%local%established%businesses%(ex:%Grand%Opening%event)%
Summary%
For%Woody’s%grand%opening%in%January,%it%partnered%with%Harpo’s%Bar%and%Grill.%Customers%
could%shop%at%Woody’s%while%drinking%beer%from%Harpo’s.%This%is%an%effective%marketing%
technique%to%attract%Woody’s%target%market%since%the%survey%showed%that%the%average%age%is%21.%
The%grand%opening%was%a%huge%success%and%Woody’s%should%implement%more%partnerships%with%
local%bars%for%on=campus%promotional%events%or%in=store%sales.%!
4. Broadcast!certain!events!based!on!social!media!preference!• Focus%primarily%on%Facebook%and%Twitter%to%reach%target%audience%
• Reassess%how%Instagram%should%be%part%of%its%online%and%social%media%presence%
Summary%
Based%on%the%survey,%most%respondents%use%Facebook%(41%)%and%Twitter%(53%)%as%their%
main%form%of%social%media%engagement.%Woody’s%should%focus%primarily%on%these%two%social%
media%sites%to%reach%its%target%market,%leading%into%the%second%recommendation.%!
With%the%knowledge%that%Woody’s%has%more%followers%on%Instagram%than%either%Twitter%
or%Facebook,%Woody’s%should%reevaluate%how%they%use%Instagram%in%conjunction%with%Facebook%
or%Twitter.%Linking%pictures%from%their%Instagram%to%its%Facebook%profile%may%be%able%to%utilize%
both%sites%effectively.%With%Twitter,%using%its%native%TwitPic%as%opposed%to%Instagram%may%prove%
more%successful%at%increasing%“clicks”.
41
APPENDIX:)COPY%OF%QUESTIONNAIRE!! !
42
APPENDIX:)COPY%OF%QUESTIONNAIRE!
! !
43
APPENDIX:)COPY%OF%QUESTIONNAIRE!
! !
44
APPENDIX:)RESEARCH'OBJECTIVES'SUMMARY!
Research!!Objective!
Questionnaire!!Question!
#1:!Determine!the!visibility!of!Woody’s!among!the!target!market!!
#1:!Do!you!know!the!location!of!Woody's!store?!
#1:!Determine!the!visibility!of!Woody’s!among!the!target!market!!
#2:!How!did!you!hear!about!Woody’s?!
#2:!In!which!scenarios!are!target!customers!most!likely!to!shop!for!new!clothing?!
#3:!in!which!situation!are!you!most!likely!to!shop!for!new!clothing?!!
#3:!What!retail!environment!is!going!to!be!most!conductive!to!customer!retention?!
#4:!Rank!which!aspects!of!store!atmosphere!contribute!most!to!a!pleasant!shopping!experience?!
#3:!What!retail!environment!is!going!to!be!most!conductive!to!customer!retention?!
!#5:!Which!genre!of!music!do!you!prefer!while!shopping?!
#4:!What!brands!would!attract!the!target!market?! #6:!Which!brands!would!you!like!to!see!available!at!Woody’s?!
#5:!Define!the!average!Woody’s!target!consumer!! #7:!What!is!your!average!shirt!size?!
#5:!Define!the!average!Woody’s!target!consumer!! #8:!What!is!your!average!pant!size?!
#5:!Define!the!average!Woody’s!target!consumer!! #10:!What!is!your!age?!
#6:!What!are!the!media!usage!patterns!of!those!who!would!patronize!the!clothing!store?!
#11:!What!source!of!social!media!do!you!use!the!most?!
#7:!What!is!the!relationship!between!social!media!usage!and!preference!for!patronizing!the!store?!!
#3,!#11!
45
APPENDIX:)SPSS#OUTPUT!!! ! ! ! !!!!PAGE%1!
Research!Objective!#1,!Question!#2!How did you hear about Woody's Gentlemen's Clothiers?
Mean Mean With 95% confidence 1. Referred by a friend 43.60% 34%-53.2%
2. Walked by 5.90% 1.3%-10.5% 3. Social media 14.90% 7.9%-21.8% 4. I have never heard of Woody's 32.70% 23.5%-41.8% 5. other 3% 0-6.33%
!Research!Objective!#2,!Question!#3!In which situation are you most likely to shop for new clothing? Select one. Frequency Percent
Valid Percent
Cumulative Percent
During a sale or promotion 66 65.3 65.3 65.3
When I have received a discount coupon
8 7.9 7.9 73.3
Change of season 12 11.9 11.9 85.1 For an upcoming event 11 10.9 10.9 96.0 Other 4 4.0 4.0 100.0 Total 101 100.0 100.0
Research!Objective!#1,!Question!#1 Do you know the location of Woody's in Columbia?
Frequency Percent Valid Percent Cumulative Percent Population parameter with 95% confidence
Yes 44 43.6 43.6 43.6 33.93-52.27%
No 57 56.4 56.4 100.0 46.44-66.36%
46
APPENDIX:)SPSS#OUTPUT#!! ! ! ! !!!!PAGE%2!Research!Objective!#3,!Question!#4:!!Ranked order of store aspects that contribute most to a pleasant shopping experience We took the sum of all responses to calculate rank order. Lower sums = higher priority during shopping experience
Recognizable brands
Store Layout/Décor
Friendly Staff
Knowledgeable Staff Music
361 489 530 630 855 #1 rank #2 rank #3 rank #4 rank #5 rank
Research!Objective!#3,!Question!#5!
What genre of music do you prefer most while shopping in-store? Top 5 Responses
Percent Valid Percent Cumulative Percent
Population parameter
95% confidence Country 34.7 34.7 34.7 25.4%-44%
Soft Rock/Indie 19.8 19.8 91.1 12%-28% Rock 13.9 13.9 59.4 7.1%-20.6%
Hip Hop/Rap 11.9 11.9 71.3 8.7%-15% Pop 10.9 10.9 45.5 7.8%-14%
100.0 100.0 Research!Objective!#4,!Question!#6 “Which brands would you like to see available at Woody’s?” Accepted 80% Vineyard Vines 76% Southern Tide 70% Sperry 67% Patagonia Rejected 45% Southern Proper 27% Maui Jim 15% Fayettechill 10% Ray Ban 13% Other (5% Costa Del Mar, 8% Other)
47
APPENDIX:)SPSS#OUTPUT!!! ! ! ! !!!!PAGE%3!Research!Objective!#5,!Question!#7,!#8!
What is your average shirt size?
Size Frequency Percent Valid Percent Cumulative Percent Small 4 4.0 4.0 4.0 Medium 35 34.7 34.7 38.6 Large 44 43.6 43.6 82.2 XL 17 16.8 16.8 99.0 XXL 1 1.0 1.0 100.0 Total 101 100.0 100.0
What is your average shirt size? Means with 95% confidence #1 Large- 34% - 53.3% #2 Medium- 25.4% - 44% #3 X-Large- 9.5% - 24% #4 Small- .02% - 7.8% #5 XXL: 0% - 2.03%
Research!Objective!#5,!Question!#7,!#8!
One-Sample Statistics
N Mean Std. Deviation
Std. Error Mean
What is your average shirt size? 101 2.76 .814 .081
What is your average pants size?-Pants length
101 32.4653 1.78642 .17776
What is your average pants size?-Pants waist
101 33.3861 2.61140 .25984
#8 What is your average pant size: average pant length: 32-33, average waist: 33-34
Research Objective: Define the average Woody’s target consumer
95% Confidence Interval of the Difference
Lower Upper What is your average pants size? -Pants length What is your average pants size? -Pants waist
32.1127 32.8706
32.8180 33.9017
48
APPENDIX:)SPSS#OUTPUT!!! ! ! ! !!!!PAGE%4!
Research!Objective!#5,!Question!#7,!#8!What is your average pants size? Pants waist
Valid Frequency Percent Valid Percent Cumulative Percent
28.00 2 2.0 2.0 2.0 29.00 3 3.0 3.0 5.0 30.00 4 4.0 4.0 8.9 31.00 7 6.9 6.9 15.8 32.00 28 27.7 27.7 43.6 33.00 14 13.9 13.9 57.4 34.00 20 19.8 19.8 77.2 35.00 3 3.0 3.0 80.2 36.00 10 9.9 9.9 90.1 37.00 1 1.0 1.0 91.1 38.00 6 5.9 5.9 97.0 40.00 2 2.0 2.0 99.0 44.00 1 1.0 1.0 100.0
Research!Objective!#5,!Question!#7,!#8!
What is your average pants size? Pants length Valid Frequency Percent Valid Percent Cumulative Percent
28.00 1 1.0 1.0 1.0 29.00 2 2.0 2.0 3.0 30.00 10 9.9 9.9 12.9 31.00 12 11.9 11.9 24.8 32.00 36 35.6 35.6 60.4 33.00 9 8.9 8.9 69.3 34.00 23 22.8 22.8 92.1 35.00 2 2.0 2.0 94.1 36.00 4 4.0 4.0 98.0 38.00 2 2.0 2.0 100.0 Total 101 100.0 100.0
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APPENDIX:)SPSS#OUTPUT!!! ! ! ! !!!!PAGE%5!Research!Objective!#5,!Question!#10:!
!!!!“What is your age?”!Age Quantity % of total 18 years 2 1.98% 19 years 25 24.75% 20 years 23 22.77% 21 years 33 32.67% 22 years 14 13.86% 23 years 2 1.98% 25 years 1 0.99% 29 years 1 0.99% TOTALS 101 100%
Avg = 21.00
Research!Objective!#6,!Question!#11! What source of social media do you use the most? Select one.
Percent Valid Percent Cumulative Percent
With 95% confidence
Facebook 40.6 40.6 40.6 31-51.2% Twitter 53.5 53.5 94.1 43.8-63% Instagram 3.0 3.0 97.0 dnm Youtube 1.0 1.0 98.0 dnm Other 2.0 2.0 100.0 dnm 100.0 100.0
Research!Objective!#7,!Questions!#3!and!#11!In!which!situation!are!you!most!likely!to!shop!for!new!clothing?!!
Source:!Facebook!Users;!n=41!
Scenario! #! Avg!%! Population!parameter!(95%!Confidence)!
During!a!sale!or!promotion! 27! 66%! 51.3f80.4%!
Change!of!season! 7! 17%! 5.5f28.6%!
When!I!have!received!a!discount!coupon!
2! 5%!0f11.5%!!
For!an!upcoming!event! 2! 5%! 0f11.5%!
Other! 3! 7%! 0f15.3%!
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APPENDIX:)SPSS#OUTPUT!!! ! ! ! !!!!PAGE%6!
Research!Objective!#7,!Questions!#3!and!#11!In!which!situation!are!you!most!likely!to!shop!for!new!clothing?!!
Source:!Facebook!Users;!n=41!
Scenario # Avg % Population parameter (95% Confidence)
During a sale or promotion 33 63% 50-76%
For an upcoming event 9 17% 6.7-26.6%
When I have received a discount coupon 5 9% 1.5-17%
Change of season 5 9% 1.5-17%
Other 1 2% 0-5.8%
Research!Objective!#7,!Questions!#3!and!#11!In which situation are you most likely to shop for new clothing?
Response FB user preferences
TW user preferences
During a sale or promotion 65.85% 62.96% When I have received a discount coupon 4.88% 9.26%
Change of season 17.07% 9.26% For an upcoming event 4.88% 16.67% Other 7.32% 1.85% Total 1 1
!
