Observational Study

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Small Group Assignment: Observational Study at Forever 21

Being frequent shoppers ourselves, we were interested in the topic of female shopping behaviour and whether our initial assumptions based on our experiences were accurate. We thus came up with two hypotheses, namely: 1) Teenage girls spend more time deciding on their purchase than adult women. 2) Females who shop on weekends spend more time than they do shopping on weekdays. We came up with the first hypothesis as we believe that teenagers are more price sensitive and consequently, tend to spend more time deliberating on their purchases as they do not possess the buying power of working female adults to buy on impulse. Our second hypothesis was generated based on the assumption that in general, people have less time to spare on weekdays due to work and school and hence, do not spend as much time shopping as opposed to the weekends, when they often go out with friends and family and can make their decisions leisurely. We decided to use a popular shopping store with females – Forever 21 - as our location for our observational study. Half of our data was collected on a weekday and the other half was collected on a weekend, but in the same store at 313 @ Somerset. The variables we measured were the size of the group, dress code (formal vs. casual), hair length, age, the amount of time spent on selection, the number of items picked out of the rack for consideration, whether they tried on the clothes that they picked out and finally the number of items purchased. These are the interpretations of the data we collected from our observational study: 1) There was little to no difference between the times spent on deciding on purchases among females of the two age groups. 2) Females who shop on weekends do, in fact, spend more time shopping on weekends than on weekdays. Thus, our first hypothesis is unsupported, whereas our second hypothesis is.

Managerial implications
* Staffing: There was...
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