1. FASHION VERSUS MUSIC BB JULIE

2. On the Runway… 1858 - First couture fashion house established in Paris 1914-1918 (WW1) – women wear pants and work in factories 1920’s – promiscuous clothing 1950 – heels used as sign of elegance 1968 – comfortable, elegant clothing adopted 1974 – men’s fashion takes off 1990 – cozy, romantic designs Present day – social status is highly reflected through material items such as clothing and fashion

3. Store Tactics Number of studies done to support that music volume and music genre played in store affects consumer purchases Professional studies indicate that stores utilize music in order to increase spending

4. Research… Observe the gender distribution within mall Compare the most popular stores for each gender Compare the most popular genre of music between the ages of teenagers Compare the most common genre of music within most popular stores of each gender

5. Procedure! Go to the mall on numerous days and at different times Ask every third person that walks by a set of questions Observe type of clothing people are wearing during trip to mall

6. Personal Thoughts Gender population – More females than males Most popular store – Female: Forever 21 – Male: Sports stores Most popular music genre – 13 to 15: pop – 16 to 22: hip hop Music and Store – Association will exist

7. Gender Population! Male = 26.86%

8. Gender Population Test! Ho: z=0.5 Ha: z>0.5 Conditions: 1.SRS 2.np nq 3.pop Checks: 1.Assumed 2.283(0.5)=141.5 283(0.5)=141.5 3.283 ≥ 10 ALL CONDITIONS MET Z-DISTRIBUTION 1-PROPORTION Z-TEST Z= =7.787 P(z>7.787)=3.459 X 10 -15

9. Gender Conclusions! >We reject Ho because P-value of 3.459X10 -15 <alpha=0.05. >We have sufficient evidence that the true proportion of females that attended the mall during out study is greater than 50% >This means that the true proportion of females who attend the mall is greater than the true proportion of males who attend the mall

10. Gender vs. Store!

11. Gender vs. Store Test! Ho: There is no association between gender and the type of store they shop in Ha: There is an association between gender and the type of store they shop in x 2 = ∑ (obs-exp) 2 / exp Conditions: 1.SRS 2.All expected cell counts > 5 Checks: 1.assumed 2.No, continued anyway x 2 = (1-0.73) 2 / 0.73 + (0-0.26) 2 / 0.26 + … x 2 = 135.9 P( x 2 >135.9 df=43 ) = 1.441x10 -11 ALL CONDITIONS MET CHI SQUARE-DISTRIBUTION INDEPENDENCE TEST

12. Gender vs. Store Conclusions! >We reject Ho because P-value of 1.441X10 -11 <alpha=0.05. >We have sufficient evidence that there is an association between gender and store shopped in

13. Age vs. Music!

14. Age vs. Music Test! Ho: There is no association between age and genre of music listened to Ha: There is an association between age and genre of music listened to Conditions: 1.SRS 2.All expected cell counts > 5 Checks: 1.assumed 2.No, but continued anyway x 2 = ∑ (obs-exp) 2 / exp x 2 = (0-0.020) 2 / 0.020+ (0-0.21) 2 / 0.21 + … x 2 = 111.0693 P( x 2 >111.0693 df=72 ) = 0.002 ALL CONDITIONS MET CHI SQUARE-DISTRIBUTION INDEPENDENCE TEST

15. Age vs. Music Conclusions! >We reject Ho because P-value of 0.002<alpha=0.05. >We have sufficient evidence that there is an association between age and genre of music listened to.

16. Music vs. Store!

17. Music vs. Store Test! Ho: There is no association between age and genre of music listened to Ha: There is an association between age and genre of music listened to Conditions: 1.SRS 2.All expected cell counts > 5 Checks: 1.assumed 2.No, continue anyway x 2 = ∑ (obs-exp) 2 / exp x 2 = (0-0.02) 2 / 0.02 + (0-0.22) 2 + … ALL CONDITIONS MET CHI SQUARE-DISTRIBUTION INDEPENDENCE TEST x 2 = 445.603 P( x 2 >445.603 df=344 ) = 1.773x10 -4

18. Music vs. Store Conclusions! >We have sufficient evidence that there is an association between music genre and store shopped in. >We reject Ho because P-value of 1.773X10 -4 <alpha=0.05.

19. Population! More likely that women go to mall than men Gender does affect the type of store shopped in Age does determine type of music listened to Music does affect type of store shopped in

20. Bias/Error! Only recorded observations at one mall – Montgomery Mall Girl surveyors – Women more comfortable talking to other women and vice versa Age – Only surveyed people between 13-22 years of age Gender – More females like to shop than males Infinite choices for favorite store – Should have limited choices to certain stores

21. Final Thoughts! We believed that the tests indicated what we suspected – More females at mall than males – Gender and age have affect over store and music – Music affects store Organizing data was extremely tedious and time- consuming We believed Forever 21 would be most popular women’s store but we were surprised to see that most popular men’s store was Target (believed it would be sports authority)