mktg470 final research paper

South Campus Plaza: Surf and Skate Shop Demand

Marketing Research

MKTG 470, Section 1

December 7th, 2015

Briana Albertson

Zack Oakley

Sarah Johanson

Andrew Salvatin

Jordan Welch

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Table of Contents

Executive Summary………………………………………………………………….……………………..3

Introduction………………………………………………………………….……………………………...4

Problem Definition……………………………………………………...………………………… 4

Research Question………………………………………………………...……………………… 4

Research Objective………………………………………………………………..……………… 4

Action Standards……………………………………………………………..…………………… 4

Secondary Data Analysis……………………………………………………….…………………………..6

Surf and Skate in the SDSU Culture……………………………………………………………… 6

Retail Locations……………………………………………………………………...…………… 7

Future Plans for SDSU……………………………………………………………….…………… 8

Research Method……………………………………………………………………………..……………..9

Primary Data Analysis…...……………………………………………………………….……………….10

Demographics and Psychographics…………………………………………………………… 10

Student Input…………………………………………………………………………..………… 11

Location Targeting………………………………………………………………………….…… 11

Appeal of Surf and Skate Shops to the Target Market…………..……………………………….12

Demand for a Surf and Skate Shop……………………………………………………………….13

Conclusion……………………………………………..…………………………………….……………16

Recommendations…………………………………………………………………….…...………………17

Limitations………………………………………………………………………….……………..………19

References……………………………………………………………………….…………………...……20

Appendix…………………………………………………………………….…………………….………21

Qualtrics Survey…………………………………………………………….…………………… 21

List of Figures and Tables.………………………………………………………….…………… 31

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Executive Summary

With the South Campus Plaza being built on the San Diego State University (SDSU)

campus, the main question that arises is what stores should be implemented. With a large surf

and skate culture here at SDSU, we took it upon ourselves to research if there was a demand for

a surf and skate shop on campus, more specifically, in the up and coming South Campus Plaza.

Currently, the closest surf and skate shop is four miles away which makes it hard for students

without cars to visit. With SDSU being one of the top 10 surfing colleges in the United States,

along with being just minutes from the beach, we predicted there to be demand.

We chose to distribute a survey to SDSU students via social media, email, and class

pages, in order to get an idea of the demand level for a surf and skate shop, and if there was

demand, to see if it was more focused toward surf and skate equipment or apparel. The South

Campus Plaza is looking to add retail stores to its location along with food and housing.

After closing our survey, we had a total of 280 respondents with the majority being

underclassmen that are on campus daily. While most of the respondents rated food variety as

being the most important when putting in stores to the South Campus Plaza, the ones who were

interested in the surf and skate shop were highly interested. We found that there were positive

appeals to the surf and skate culture within the SDSU community, and this kind of store would

most likely have a successful appeal among consumers. Since the South Campus Plaza is looking

to have a variety of stores, including retail, we suggest they should add a surf and skate store

which focuses on clothing rather than equipment. Further research would give light to the

question of what other types of stores should be implemented, including food locations which

have a high demand on the SDSU campus.

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Introduction

Problem Definition

With a community that has a culture surrounding surf and skate, this research project

aims to determine whether there would be demand for a shop at San Diego State University

(SDSU) that caters to the surf and skate needs of students and others in surrounding

communities. The closest surf and skate shop to SDSU is approximately four miles away,

making it inconvenient for those who lack proper transportation. Further, it is a hassle to

transport products back to campus if the purchases are too large, as is with the case with

surfboards. If a surf and skate shop were on campus, customers who live on-campus or near

SDSU could have the opportunity to make convenient purchases in their vicinity.

Research Question

Through research, we would like to find out if a surf and skate shop is something that is

largely demanded, especially by students on campus, for the new South Campus Plaza that is

currently under construction. We aim to find out respondents’ buying habits and how location

affects their purchases on campus. Then, we will question their current needs for different types

of stores at SDSU. Further, we plan on researching different types of surf and skate stores

including their likeability and demand.

Research Objective

The point of our research is to conclude whether or not SDSU and its’ surrounding

communities have the demand for a surf and skate shop. We would like to find out the needs and

wants of students and other customers in the area. We also plan on finding out the demographic

of prospective customers, including their appeal for the surf and skate culture.

Action Standards

We will be giving a questionnaire to students in order to determine their different

demands as well as spending habits to see if a surf and skate shop would be appropriate and

profitable on campus. We will also determine their attitudes towards different surf and skate

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shops, and what stores they classify in this category. These pieces of information can then be

used to see if there is a demand or interest for a surf and skate shop, as well as to find out which

customers to target.

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Secondary Data Analysis

Surf and Skate in the SDSU Culture

San Diego State University (SDSU) is one of the Top 10 surfing colleges in the country

(Surfer Mag, 2011). It is a quick drive from SDSU to any of the beaches around San Diego. Not

only is SDSU conveniently located to the beaches in San Diego, but Northern Baja is not too far

off (Greeninger, 2011). On campus itself, there is not only a surf club and surf classes available

but also a Center for Surf Research. The purpose of the Center for Surf Research is to “Facilitate

sustainability in surf tourism through research; Create life changing study abroad opportunities;

and, duckdive the greenwash to identify truly ‘eco’ surf products with our Sustainable Stoke

Catalogue” (Center for Surf Research, 2015). These new eco surf products could be great inside

a surf and skate shop on campus because it not only will raise awareness for these products but it

will also add variety to the items available to the store.

Surfing may seem like a popular sport, but a downside to it is that it is not available to

everyone around the world because, clearly, not everyone has access to the ocean. This can apply

to the highly diverse population San Diego brings in from all over the country and world.

According to an article by Kailee Bradstreet in Transworld Business, new technology for

manmade surf parks are coming into question so that the awareness and availability of surfing

can increase (Bradstreet, 2013). All of these new inventions and innovations can bring a greater

variety and diversity to campus for all the students to learn about as a whole and potentially get

involved.

Similarly, skating has a similar market, as the sports are extremely similar. While skating

had not been allowed in previous years, The Daily Aztec reports that a policy has been put in

place by the university police allowing skate boards on campus and in the bike lanes (Navarro,

2015). This provides a new opportunity to create a market for skateboards. By combining both

surf and skate shops, San Diego State University could create a place that will fulfill consumer

needs, with a target market that has a high chance of returning for more equipment.

On the other hand, according to the 2013 Board Retailer’s Association Summit, the size

of the skateboarding market has declined 2% since 2007. This may have to do with the fact that

the skater population is aging. In 2008, 71% of the skaters were 12-17 years of age. One of the

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key markets the industry focuses on is age 10-14. Due to a decline in this key audience, the

market has shrunk marginally. The industry remains optimistic as it is expected that the 5-9 year

old demographic is increasing in population. As far as retail stores go, skaters are spending most

of their money in the specialty market; 77% of the market shops there, while 10.9% shop on the

Internet, and 3.1% shop at sporting goods stores (The State of Skateboarding, 2013).

Retail Locations

Within the SDSU proximity, there are currently few shops offering surf and skate

products. According to Google Maps, when using the key search terms “surf and skate shop,” 3.9

miles away from SDSU is the closest store, Hanger94, an extreme sports equipment store with

access to both surf and skate supplies. In addition, the closest location specializing in surf and

skate apparel, Tilly’s, is 6.4 miles away (Google Maps, 2015). While these distances may not be

drastically far, it could cause significant struggles for those whose main transportation method is

walking, a high portion of the SDSU community. University of California, San Diego, on the

other hand, has an on-site location for outdoor supplies like surfing, Outback Surf Shop, which

has received a four-star review on Yelp from customers (Yelp, 2015). This is clearly a success at

a campus in the same city as SDSU, which is perhaps something our campus could model after.

To understand the surf and skate retail industry a bit further, one can look to the Surf

Industry Manufacturers Association (SIMA) which released The Specialty Retail Distribution

Study in 2012. This study is conducted by the Leisure Trends Group (LTG) who focuses

particularly on the surf and skate industry. The study predicts a bright future for the industry as

the core specialty surf and skate retail market brought in $1.46 billion in revenues in 2012. It

should be noted that the entire industry itself brought in $6.07 billion; however, this study

focused on the core specialty surf and skate industry only. All stores involved in the study had at

least 50% of overall sales coming from surf and skate products. Some of the highlight sales are

as follows: surf/skate equipment ($439 million), surf/skate men’s apparel ($202.5 million), and

surf/skate footwear ($225 million) (SIMA Specialty Retail Study, 2013).

The skate and surf shop could potentially carry men and woman’s clothing from different

surf brands such as Billabong and RVCA. The demand for these clothing stores really depends

on a variety of factors. “Industry-specific factors can determine demand for women's (and men’s)

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clothing sales, such as brand recognition, changes in fashion trends and seasonal weather

conditions. Many shoppers' purchasing patterns are guided by their perception of the value of

certain brands” (IBIS World).

Future Plans for SDSU

According to the SDSU Newscenter website, the new South Campus Plaza “will include

housing for more than 600 students, along with retail outlets designed to serve both the campus

and its surrounding neighborhoods, creating a pedestrian-friendly destination for shopping,

dining and living.” SDSU President Elliot Hirshman believes the new location “will enhance the

quality of life, not just for students, but for the campus community” (Breaking Ground on South

Campus Plaza, 2014). The website has a heavy focus on the aspect of retail outlets being an

addition to the Plaza, but no current specifics of what these stores will yet be.

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Research Method

Through the use of Qualtrics, our group will be using the research method of computer-

assisted surveys. This will ensure speed, convenience, and a lower chance of error. This also

allows for the use of pictures or graphics, as well as the reduction of “interview evaluation”

concern with respondents. We hope to use mainly categorical, closed-ended questions, with

some questions being scaled or open-ended when more information is required.

Our survey will transition into three sections. First, we will ask questions related to their

experiences at SDSU, including their current buying habits and desires for the new South

Campus Plaza. Then, we will question them on their opinions towards the culture of surfing and

skating. Finally, we will move into questioning respondents about their attitudes towards six

different stores that could be considered surf and skate shops, studying the likeability and

demand for them at SDSU. These stores will include Tilly’s, Sun Diego, Hanger94, Dick’s

Sporting Goods, Zumiez, and Pac Sun. We made sure to select stores that were apparel-based,

equipment-based, and a combination of the two in order to determine what respondents exactly

consider a “surf and skate shop.” The survey will then end with simple demographic questions.

We will be using convenience sample, a type of non-probability sampling.

Nonprobability sampling compromises the representativeness of the results, but that for the

purpose of this study, representativeness is not aimed for. The results will not be

generalized. Through Facebook class pages for SDSU, organizations, class emails, and word of

mouth, we will distribute the survey throughout the SDSU population. We hope to incorporate

some type of referral sampling, as we will ask the people we know, and hopefully they pass on

the message as well.

With this survey, we aim to accumulate responses from around 100 participants. If

possible, we are going to have about half of the respondents be upper division students, while the

other half will be made up of lower division students in order to accurately represent the student

population. We will be able to track the accuracy of this by measuring objective properties at the

beginning of the survey. There will be some sample error; however, we hope the sample is fairly

accurate.

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Primary Data Analysis

Demographics and Psychographics

After asking a variety of demographic questions to understand our audience, we had 280

completed respondents: 93 males, 181 females, and 4 preferred not to say. The average age of

respondents was 19.57. There were originally 456 respondents, but only 61% completed the

survey due to high dropout rates. The largest amount of students who took our survey were lower

division students (65% of all respondents, see Table 1), daily visitors to the SDSU campus (51%,

see Table 2), and lived in on-campus housing (38%, see Table 3). These types of participants

could be a positive when reporting the demand for stores in the new South Campus Plaza since

freshman and sophomores will be here for a longer amount of time in comparison to seniors.

These students are more prone to purchasing items on campus, especially food (see Table 4). Out

of our respondents, 44% said that they make daily purchases per week, followed by another 27%

making purchases 2-3 times a week, making them applicable for studying in our data as a key

market (see Table 5).

In order to study SDSU’s surf and skate culture, we asked multiple questions based on

their attitudes and habits towards the two sports. While 73% of respondents never skateboard

(see Table 6) and 72% never surf (see Table7), both sports received an average attitude

perspective of “like” to “somewhat like” (see Table 8). Then, when it comes to these sports and

the SDSU campus, skateboarding on campus had an average response of “indifferent” with the

rest of the variables split between liking and disliking it (see Table 9). Surfing through SDSU

with the classes, on the other hand, still had an average response of an “indifferent” attitude, but

was skewed heavily towards liking the option of a class (see Table 10). Based off of these

results, while not everyone may actually participate in the sports, the culture has a generally

positive attitude towards it. This is crucial to consider when deciding what kind of surf and skate

store, more apparel-based or equipment-based, should be considered.

As shown from our results, 94% of our respondents were aware of the South Campus

Plaza being built on the SDSU Campus, and of those, 88% voted “interested” or “very

interested” in its up-and-coming opening (see Table 11). For stores, on average, food and

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restaurants have the highest level of appeal to SDSU students (with an average of 6.5 on a 7

point scale) followed by entertainment and apparel (see Table 12).

Student Input

When questioned about any comments or improvements regarding the current shopping

atmosphere at SDSU, fifty-seven respondents offered possibilities for the upcoming South

Campus Plaza. Of the participants, twenty-one suggested a grocery store, with three specifically

requesting a Trader Joe’s. Five respondents commented that there were not enough options on

campus, while three noted that there does not need to be more food options on campus. One

specified that food chains do not need to be expanded on campus, with one noting that the Habit

and Chipotle are two chains restaurants already available on campus. Six students noted that the

items on campus are price insensitive, looking to find alternatives that are cheaper or budget

friendly. According to one student, “Shopping at SDSU is so expensive that it makes me drive to

other places where I can buy what I need for an affordable price.”

Alternatively, ten students believed that there can be more/better dining options on

campus, requesting more bars and restaurants available to SDSU students. On top of this, five

students noted that there were not enough options. One student criticized: “It’s literally a

bookstore, some convenience stores, and a bunch of restaurants. Not much else to talk about,”

nothing that the SDSU campus needs some variety. Five students voiced that they would like a

larger variety of ethnic choices, with one student noting that the food selection lacked

diversity. Two students noted that they would like better sushi choice. Two students requested

healthy and semi-cooked meals, while three students requested vegetarian or vegan

options. Additionally, four students were seeking organic or greener produce.

Three students requested a health and beauty shop, while two students were looking for a

nail salon. Further, one student was looking for “more girly clothes,” and two students preferred

a nearby nail salon. One student noted that they knew nothing about the shopping atmosphere,

with another suggesting that Boba be served on campus. One student spoke out that the SDSU

shopping area is “sketchy,” while three students requested a Panera bakery.

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Location Targeting

A crosstabs associative analysis was run to study the relationship between how close

participants live to the SDSU campus and how often purchases are made on campus (see Table

13). By far, the strongest variable was those who are living in on-campus housing make daily

purchases at SDSU (35.2% of respondents). Clearly, this is not all that surprising of an outcome,

for that those who live at SDSU make their purchases conveniently on-site. This data is a bit

biased, for the on-campus students were the highest respondents, but it still had the highest

percentage within its location group to respond with making daily purchases. The second most

popular variable was those who live less than a mile away from SDSU make purchases 2-3 times

a week (11.7% of respondents). One might believe that students who live a farther distance away

may make more purchases since they cannot go home as easily to eat, grab supplies, etc., but this

data has displayed a stronger trend for the students in closer proximity. By interpreting these two

data points and the general trend throughout the analysis, a conclusion can be made that, in

general, those who live closest to campus make the most purchases, and these consumers are

ones to market most to for the new South Campus Plaza stores.

Appeal of Surf and Skate Shops to the Target Market

Next, we wanted to study the relationship between our target audience and what kind of

surf and skate stores they prefer. When a crosstabs analysis was run between how often

participants make purchases on campus and how they rated the surf and skate stores on a scale of

1-7, we studied the general trends the data displayed for each store (see Tables 14-19).

Respondents only rated the stores if they had acknowledged in a previous question that they were

aware of the store’s existence. In this analysis, we placed a focus upon our target audience: those

who at least make purchases once a month or more. For Tilly’s, Sun Diego, and Pac Sun, they

had their highest percentage of respondents giving the stores a high rating and shopping on

campus 2-3 times a week or daily. Then, for Dick’s Sporting Goods and Zumiez, there was a

highest trend around the same SDSU shopping habits but a medium-low rating of the stores.

Hanger94 was somewhere in the middle of these two groups. Tilly’s highest respondent was a

daily shopper and given the store a 7 point rating (13.2%). Sun Diego’s was a daily shopper with

a 6 point rating (10.2%). Hanger94’s most common was someone who shopped at SDSU 2-3

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times a week with a 6 point rating of the store (11.6%). Dick’s Sporting Goods had their highest

as a daily shopper and gave the store a 4 point rating (11.1%). Zumiez, like Dick’s, also had a

daily shopper and a 4 point rating (13.6%). Finally, Pac Sun’s most common respondent, like

Tilly’s, was a daily SDSU consumer and gave the store a 7 point rating (18.0%). Judging solely

off of this analysis as well as the mean point ratings each store got, Pac Sun is arguably the best

option for this campus. It scored highest of all stores on the ratings, with a 5.31 average, and also

their most common respondent was a daily shopper. While Hanger94 came in second on the

store ratings, with a mean of 5.02, its most common respondent shopped less at SDSU than those

for Pac Sun. Also, it was far less known than the other choices, with only about 15% of

respondents knowing of the store, while every other store at least had 60% of respondents’

knowledge.

Demand for a Surf and Skate Shop

To gain further insight into what kind of demand there is for a surf and skate shop at

SDSU, we conducted associative analysis based upon two variables: whether respondents said

they would buy the clothing (surf and skate styled apparel) pictured in the survey and whether

they would shop at the specific stores listed if they were in a convenient location (see Tables 20

and 21). The test concluded that Zumiez, Pac Sun, Tilly’s, and Sun Diego exhibited p< .05. This

suggests that there is a significant correlation between those who said they would purchase this

style of clothing and those who said they would shop at these stores if they were in a convenient

location. It should be noted that Hanger94 did not register a significant correlation and Dick’s

sporting Goods was not included in the analysis as it does not sell the style of clothes pictured in

the survey. The Pearson Coefficients of the significantly correlated stores returned a relatively

weak positive relationship: the lowest with an r = .345 (Zumiez) and the highest with r = .463

(Pac Sun).

Predictive analysis was done to see whether consumers who shopped at stores in the past

would shop at the same store again if they were in a convenient location. The variables we used

to run the multiple regression were obtained through a series of statements delivered via a seven

point likert scale. Respondents were asked to rank on the scale their opinion from strongly

disagree to strongly agree. The dependent variable was “I would shop at this store if it was in a

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convenient location.” The independent variables were “I have shopped at this store before”,

“When I think of a ‘surf and skate’ store, I think of this type of location”, and “This type of store

would make my life easier.” Separate multiple regression analyses were conducted for each

store consisting of the same variables. The stores included in the analysis were Zumiez, Pac Sun,

Hanger94, Sun Diego, and Tilly’s. Looking at the ANOVA values, it was concluded that a linear

relationship was present between the variables for each store.

Zumiez (see Tables 22-24)

The regression analysis run for Zumiez turned up an R square of .579 suggesting 57.9%

of the regression can be explained by the independent variables. Each of the individual predictors

was significant (p < .05). The standardized beta coefficients efficients of the first two variables

showed a weak, positive relationship was present. It should be noted that the third variable, “This

type of store would make my life easier,” showed a moderate relationship with a beta coefficient

of .495. The VIFs were <10 showing there is no existing multicollinearity.

Pac Sun (see Tables 25-27)

The regression analysis run for Pac Sun produced an R square of .640, suggesting 64.0%

of the regression can be explained by the independent variables. Again, each of the individual

predictors was significant (p < .05). The standardized beta coefficients of the first two variables

showed a weak, positive relationship. The third variable, “This type of store would make my life

easier,” showed another moderate positive relationship with a beta coefficient of .516. The VIF

was <10 showing there is no existing multicollinearity.

Hanger94 (see Tables 28-30)

The regression analysis run for Hanger94 exhibited an R square of .793, suggesting

79.3% of the regression can be explained by the independent variables. The individual predictor

variables were significant (p< .05) except for the variable, “When I think of a ‘surf and skate’

store, I think of this type of location.” This variable was not significant (p> .05). The

standardized beta coefficients for the significant variables showed a moderate positive

relationship. The VIF was <10 showing there is no existing multicollinearity.

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Sun Diego (see Tables 31-33)

The regression analysis run for Sun Diego realized an R square of .632, suggesting 63.2%

of the regression can be explained by the independent variables. Each of the individual predictors

was significant (p < .05). The standardized beta coefficients showed a weak, positive

relationship. However, the variable, “This type of store would make my life easier,” showed a

strong, positive relationship with a standard beta coefficient of .631. The VIF was <10 showing

there is no existing multicollinearity.

Tilly’s (see Tables 34-36)

Finally, the regression analysis run for Tilly’s calculated an R square of .524, suggesting

52.4% of the regression can be explained by the independent variables. Each of the individual

predictors was significant (p < .05). The standard beta coefficients showed relatively weak,

positive relationships. The VIF was <10 showing there is no existing multicollinearity.

This regression analysis tells us a couple of things. Although some of the beta

coefficients were not strongly positive, the model predicts that people who have shopped at these

locations before would shop at them again if they were in a convenient location. The relatively

high R square values tell us that a majority of the regression model can be explained by the

individual predictors. These predictors were chosen because we felt they might help explain

whether or not consumers would shop at a surf and skate shop if it were on the SDSU campus.

This also gives insight into which stores, if any, would be best fit to be located on campus at

SDSU.

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Conclusion

When we began this research project, we set out to determine whether or not there was

large enough demand to place a surf and skate store on the San Diego State University campus in

the new South Campus Plaza. After conducting and gathering primary and secondary data, we

carefully analyzed this data and looked at it from many different angles in an effort to determine

the answer to our research question. Subsequently, we concluded that SDSU does have demand

for a surf and skate store; however, the extent to whether the demand is enough for a surf and

skate store to thrive is a tougher question to answer. The biggest deterrent to demand for a surf

and skate shop is the demand for other types of stores. Through comments from respondents,

various food options also had a relatively large demand. However, the attitudes towards surf and

skate apparel and lifestyle are mostly positive at San Diego State University. There is a fair

amount of people who responded that they would shop at the surf and skate stores featured in the

study if they were in a convenient location. It is important to note the “convenient location”

aspect since most of our respondents live in on-campus housing and are daily visitors to the

campus. Since they are the target market for the new South Campus Plaza, being the biggest

consumers already on campus, it is a great sign that they said they would shop at this location if

it was provided conveniently at SDSU.

While there were a lot of comments from students demanding various restaurant

locations, as we mentioned in our secondary analysis, the SDSU Newscenter website specifically

said in a quote about South Campus Plaza, “[It] will include housing for more than 600 students,

along with retail outlets designed to serve both the campus and its surrounding neighborhoods,

creating a pedestrian-friendly destination for shopping, dining and living” (Breaking Ground on

South Campus Plaza, 2014). Based off of this this description of the goals for the new Plaza, not

all of the spaces can be used for food demands, and they need to implement shopping locations

that are fitting for the SDSU community.

Moreover, some of the relationships we found of the surf and skate stores during the

predictive analysis were moderately strong and positive. We think that specific surf and skate

stores would perform better than other retail stores based on the research and analysis we have

found. It is our conclusion that there would be enough demand for a surf and skate shop if the

proper surf and skate shop were implemented in the proper setting.

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Recommendations

Although we have concluded that there would be enough demand for a surf and skate

store at San Diego State University, there are a few stipulations we think the University must

follow in order to ensure this store experiences success. As we mentioned in our conclusion, we

believe there is enough demand for a surf and skate shop if the proper surf and skate shop were

implemented in the proper setting. According to our research, we think certain stores would

perform better than others. Two stores in particular stood out during our research as having the

best opportunity to thrive at SDSU. These two stores are Pac Sun and Sun Diego. Both stores are

more apparel based, and they both exemplify the “San Diego” lifestyle. Also, in our crosstabs

analysis, Pac Sun and Sun Diego’s most common respondents were daily SDSU consumers and

gave the stores very high appeal ratings. Our predictive analysis showed that people were more

likely to shop at these stores, given the predictor variables, more than any of the other stores,

with the exception of Hanger94. The issue with Hanger94 is that it was the least recognized

store, and the high positive ratings distract from the fact that not nearly as many people knew of

this company. We recommend that San Diego State University places a Pac Sun or a Sun Diego

on campus. These stores are predicted to bring in more business than the other stores we used in

our study.

Also, as we mentioned before, there should be more studies run to specifically study the

food options to be included at South Campus Plaza. Clearly, students and the surrounding

community are very passionate about what restaurants are included on campus. Some students

would probably even prefer the entire Plaza to have only various food locations. But as we saw

from the location’s goals, this is not realistic, so there needs to be careful thought into

specifically which food locations get placed in the Plaza and will receive the largest success.

These successful restaurant locations will also help this new surf and skate shop thrive by

bringing in consumers and attention to the Plaza.

Furthermore, when this new South Campus Plaza is to open, it is important that the

correct marketing is done to the community in order to ensure success. As we found out, the

biggest consumers on campus are those that live in on-campus housing and make daily visits to

campus. Therefore, there should be the strongest marketing effort throughout campus, including

at the housing locations. The new stores that are being implemented in the Plaza should be

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highlighted on marketing materials, as it will gain excitement for the grand opening. As we

found when distributing our survey, there is a lot of anticipation for this new location on campus.

Therefore, if consumers knew exactly when it was opening and what they can expect, there will

be success at the Plaza.

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Limitations

When conducting market search there will always be limitations, no matter how careful

one is with their methods and preparation. For this project specifically, there were many

constraints and biases that took place that skewed our findings in the end. From our Qualtrics

survey that was facilitated online, 39% of the participants dropped out of the survey. There are

many aspects that could have contributed to this percentage, for example, our survey being too

long or the participant not being interested in the topic. In our survey, we asked a lot of questions

about specific retail stores, which some people have never heard about. This could include

international students, students who aren’t San Diego natives, or people who don’t have a “surf

and skate” type of style. Instead of focusing on the specific retail stores, we could have focused

more on surf and skate on campus, and rephrased some questions in a way that everyone would

understand so that they could answer accordingly. There also could have been some bias within

the survey. We tried to give the questions an order that was hard to identify our purpose in order

to get the most accurate responses possible. However, when respondents saw questions about

SDSU and South Campus Plaza followed by questions about surf and skate retail stores, it was

not hard to come to a conclusion of what our objective was. Therefore, there could be bias in

their responses by responding the way they think that want us researchers to respond.

In addition to these survey errors, since we are college students, this survey could have

had more success if there were not budget or time restraints. All of us have different schedules;

whether it is for other classes, for work, or personal lives. Therefore, we were not able to focus

on this project specifically as much as if it were our careers and top priority in our professional

life. Also, a larger budget could have provided us other ways to test our respondents and provide

new insights. Given these setbacks, we believe our work is commendable and are proud of the

amount of effort that was placed into this research.

20

References

Bradstreet, Kailee. (2013, July 21). Growing the Surf Industry Through Wave Technology &

Sustainable Tourism. Retrieved from http://business.transworld.net/features/surf-park-

summit-growing-the-surf-industry-through-wave-technology-sustainable-

tourism/#h2w0PoJlqEA4MBDo.97

Bradstreet, Kailee. (2013, June 7). SIMA Specialty Retail Study Shows Bright Future For

Surf/Skate. Retrieved from http://business.transworld.net/ features/sima-specialty-

retail-study-shows-bright-future-for-surfskate

Breaking Ground on South Campus Plaza. (2014, November 19). Retrieved from

http://newscenter.sdsu.edu/sdsu_newscenter/news_story.aspx?sid=75311

The Center For Surf Research. (2015). Retrieved from http://centerforsurfresearch.org/

Cronin, M., (2015, April 4). San Diego's 5 best surf shops. Retrieved from

http://sandiego.suntimes.com/sd-news/sd-business/7/92/113455/san-diegos-best-surf

shops/

Google Maps. (2015). San Diego State University. Retrieved from https://www.google.com/

maps/search/surf+and+skate+shop/@32.7634278,-117.0893245,12z

Greeninger, Nick. (2011, April) Top 10 Surf Colleges. Retrieved from

http://www.surfermag.com/features/top-10-surf-colleges/#rZcYjvviGLmARoOo.97

Harvey, Katherine P. (2013, June 10). Surf and Skate Retail Hold Strong. Retrieved from

http://www.sandiegouniontribune.com/news/2013/jun/10/surf-skate-retail-study-2013/

Hernandez, Magda. (Ed.). (2013, May 13). The State of the Skateboarding Industry. Retrieved

from http://www.shop-eat-surf.com/2009/05/the-state-of-the-skateboarding- industry

Imbruglia, Melissa. (2015, June). Clothing Stores In The US. Retrieved from

http://clients1.ibisworld.com/reports/us/industry/productsandmarkets.aspx?entid=

1067#DD

Navarro, E., (2015, September 8). SDSU Police to Allow Skateboards in Campus Bike Lanes.

Retrieved from http://www.thedailyaztec.com/68330/news/sdsu-police-to-allow-

skateboards-in-campus-bike- lanes/

Yelp. (2015). Outback Surf Shop. Retrieved from http://www.yelp.com/biz/outback-surf-shop- la-

jolla-2

21

Appendix

Qualtrics Survey

Q1 Thank you for your participation in the following survey. We will begin by asking you about your

experiences at San Diego State University.

Q2 Are you a current student at San Diego State University (SDSU)?

❍ Yes (1)

❍ No (2)

Answer If Are you a current student at San Diego State University (SDSU)? No Is Selected

Q3 Please indicate your following status.

❍ SDSU Alumni (1)

❍ SDSU Staff (2)

❍ Student at another university (please provide) (3) ____________________

❍ Other (4) ____________________

Q4 How close do you live to the SDSU campus?

❍ On-campus housing (1)

❍ Less than a mile away (2)

❍ 1-5 miles away (3)

❍ More than 5 miles away (4)

Q5 How often are you on the SDSU campus?

❍ Less than Once a Week (1)

❍ Once a Week (2)

❍ 2-3 Days a Week (3)

❍ 4-6 Days a Week (4)

❍ Daily (5)

Q6 Up until now, were you aware of the incoming South Campus Plaza that is under construction for Fall

2016?

❍ Yes (1)

❍ No (2)

22

Answer If Are you aware of the incoming South Campus Plaza that is under construction for Fall 2016?

Yes Is Selected

Q7 Please indicate your level of interest in the upcoming South Campus Plaza.

❍ Strongly interested (1)

❍ Interested (2)

❍ Indifferent (3)

❍ Uninterested (4)

❍ Strongly uninterested (5)

Answer If Are you aware of the incoming South Campus Plaza that is under construction for Fall 2016?

No Is Selected

Q8 According to the SDSU Newscenter on the South Campus Plaza, "[President Hirshman] said the

project — which is slated for completion in fall 2016 —will enhance the quality of life, not just for

students, but for the campus community. South Campus Plaza will include housing for more than 600

students, along with retail outlets designed to serve both the campus and its surrounding neighborhoods,

creating a pedestrian-friendly destination for shopping, dining and living. Located immediately south of

the SDSU Transit Center, between Hardy Avenue and Montezuma Road, South Campus Plaza will

provide a dynamic gateway to the university, helping to create a sense of place, while also helping SDSU

become a more residential campus. The project will be constructed in two phases. Phase one consists of

two residential buildings above ground-floor retail outlets and an adjacent parking structure to serve retail

customers. The California State University Board of Trustees unanimously approved plans for the

project in spring 2014. It is funded by system-wide revenue bonds that will be paid back by retail,

housing and parking revenue generated by the project. No state funds, tuition or fees are being

used." Source: http://newscenter.sdsu.edu/sdsu_newscenter/news_story.aspx?sid=75311

Q9 How often do you make purchases on the SDSU campus?

❍ Never (1)

❍ Less than Once a Month (2)

❍ Once a Month (3)

❍ 2-3 Times a Month (4)

❍ Once a Week (5)

❍ 2-3 Times a Week (6)

❍ Daily (7)

Q10 What type of purchases have you made on campus? Select all that apply.

❑ Food (1)

❑ Electronics (2)

❑ Apparel (3)

❑ School supplies (4)

❑ Other (5) ____________________

23

Q11 On a scale of 1-7, please rank the following store categories by level of appeal to be included in the

new South Campus Plaza.

______ Food/Restaurants (1)

______ Apparel (2)

______ Electronics (3)

______ Health & Beauty Services (4)

______ Sporting Goods (5)

______ Entertainment (6)

Q12 Please state any comments or improvements about the current shopping atmosphere at SDSU.

Q13 We will now ask the following questions based on your attitudes towards the surf and skate industry.

Q14 Please indicate your attitude in the following.

Strongly Dislike

(1)

Dislike (2)

Somewhat Dislike

(3)

Indifferent (4)

Somewhat Like (5)

Like (6) Strongly Like (7)

Surfing (1) ❍ ❍ ❍ ❍ ❍ ❍ ❍

Skateboardin

g (2) ❍ ❍ ❍ ❍ ❍ ❍ ❍

Q15 How often do you skateboard?

❍ Never (1)




❍ Once a Week (5)


❍ Daily (7)

Q16 How often do you surf?

❍ Never (1)




❍ Once a Week (5)


❍ Daily (7)

24

Q17 What is your opinion of skateboarding on the SDSU campus?

❍ Strongly Dislike (1)

❍ Dislike (2)

❍ Indifferent (3)

❍ Like (4)

❍ Strongly Like (5)

Q18 What is your opinion of surfing classes at SDSU?

❍ Strongly Dislike (1)

❍ Dislike (2)

❍ Indifferent (3)

❍ Like (4)

❍ Strongly Like (5)

Q19 Please respond to the following statements based on your attitudes on the clothing pictured.

Strongly

Disagree (1) Disagree (2)

Neither Agree nor Disagree

(3)

Agree (4) Strongly

Agree (5)

I identify with

this style

clothing. (1)

❍ ❍ ❍ ❍ ❍

I would

purchase this

style of

clothing. (2)

❍ ❍ ❍ ❍ ❍

I would borrow

this style of

clothing from a

friend. (3)

❍ ❍ ❍ ❍ ❍

I would dislike

seeing this

clothing on

another

individual. (4)

❍ ❍ ❍ ❍ ❍

My current

wardrobe

consists mainly

of this style of

❍ ❍ ❍ ❍ ❍

25

clothing. (5)

I would not

wear this style

of clothing. (6)

❍ ❍ ❍ ❍ ❍

I wear this style

of clothing for

certain

occasions. (7)

❍ ❍ ❍ ❍ ❍

Q20 Please select which of the following stores you have heard of.

❑ Tilly's (1)

❑ Sun Diego (2)

❑ Hanger94 (3)

❑ Dick's Sporting Goods (4)

❑ Zumiez (5)

❑ Pac Sun (6)

Answer If Please select the following stores that you have heard of. q://QID28/SelectedChoicesCount Is

Greater Than 0

Q21 Please respond to the following statements based upon the store listed.

Answer If Please select the following stores that you have heard of. Tilly's Is Selected

Q22 Tilly's

Strongly



(3)

Agree (4) Strongly

Agree (5)

I have shopped

at this store

before. (1)

❍ ❍ ❍ ❍ ❍

I would drive at

least 5 miles to

shop at this

location. (2)

❍ ❍ ❍ ❍ ❍

I would shop at

this location if it

was at a

convenient

location. (3)

❍ ❍ ❍ ❍ ❍

When I think of

a "surf and

skate" store, I

think of this

type of location.

(4)

❍ ❍ ❍ ❍ ❍

This type of

store

disinterests me.

(5)

❍ ❍ ❍ ❍ ❍

I feel that this

type of store ❍ ❍ ❍ ❍ ❍

26

does not

complement the

SDSU lifestyle.

(6)

This type of

store would

make my life

easier. (7)

❍ ❍ ❍ ❍ ❍

Answer If Please select the following stores that you have heard of. Sun Diego Is Selected

Q23 Sun Diego

Strongly



(3)

Agree (4) Strongly

Agree (5)

I have shopped

at this store

before. (1)

❍ ❍ ❍ ❍ ❍

I would drive at

least 5 miles to

shop at this

location. (2)

❍ ❍ ❍ ❍ ❍

I would shop at

this location if it

was at a

convenient

location. (3)

❍ ❍ ❍ ❍ ❍

When I think of

a "surf and

skate" store, I

think of this

type of location.

(4)

❍ ❍ ❍ ❍ ❍

This type of

store

disinterests me.

(5)

❍ ❍ ❍ ❍ ❍

I feel that this

type of store

does not

complement the

SDSU lifestyle.

(6)

❍ ❍ ❍ ❍ ❍

This type of

store would

make my life

easier. (7)

❍ ❍ ❍ ❍ ❍

27

Answer If Please select the following stores that you have heard of. Hanger94 Is Selected

Q24 Hanger94

Strongly



(3)

Agree (4) Strongly

Agree (5)

I have shopped

at this store

before. (1)

❍ ❍ ❍ ❍ ❍

I would drive at

least 5 miles to

shop at this

location. (2)

❍ ❍ ❍ ❍ ❍

I would shop at

this location if it

was at a

convenient

location. (3)

❍ ❍ ❍ ❍ ❍

When I think of

a "surf and

skate" store, I

think of this

type of location.

(4)

❍ ❍ ❍ ❍ ❍

This type of

store

disinterests me.

(5)

❍ ❍ ❍ ❍ ❍

I feel that this

type of store

does not

complement the

SDSU lifestyle.

(6)

❍ ❍ ❍ ❍ ❍

This type of

store would

make my life

easier. (7)

❍ ❍ ❍ ❍ ❍

Answer If Please select the following stores that you have heard of. Dick's Sporting Goods Is Selected

Q25 Dick's Sporting Goods

Strongly



(3)

Agree (4) Strongly

Agree (5)

I have shopped

at this store

before. (1)

❍ ❍ ❍ ❍ ❍

I would drive at

least 5 miles to

shop at this

location. (2)

❍ ❍ ❍ ❍ ❍

I would shop at

this location if it ❍ ❍ ❍ ❍ ❍

28

was at a

convenient

location. (3)

When I think of

a "surf and

skate" store, I

think of this

type of location.

(4)

❍ ❍ ❍ ❍ ❍

This type of

store

disinterests me.

(5)

❍ ❍ ❍ ❍ ❍

I feel that this

type of store

does not

complement the

SDSU lifestyle.

(6)

❍ ❍ ❍ ❍ ❍

This type of

store would

make my life

easier. (7)

❍ ❍ ❍ ❍ ❍

Answer If Please select the following stores that you have heard of. Zumiez Is Selected

Q26 Zumiez

Strongly



(3)

Agree (4) Strongly

Agree (5)

I have shopped

at this store

before. (1)

❍ ❍ ❍ ❍ ❍

I would drive at

least 5 miles to

shop at this

location. (2)

❍ ❍ ❍ ❍ ❍

I would shop at

this location if it

was at a

convenient

location. (3)

❍ ❍ ❍ ❍ ❍

When I think of

a "surf and

skate" store, I

think of this

type of location.

(4)

❍ ❍ ❍ ❍ ❍

This type of

store

disinterests me.

(5)

❍ ❍ ❍ ❍ ❍

I feel that this

type of store ❍ ❍ ❍ ❍ ❍

29

does not

complement the

SDSU lifestyle.

(6)

This type of

store would

make my life

easier. (7)

❍ ❍ ❍ ❍ ❍

Answer If Please select the following stores that you have heard of. Pac Sun Is Selected

Q27 Pac Sun

Strongly



(3)

Agree (4) Strongly

Agree (5)

I have shopped

at this store

before. (1)

❍ ❍ ❍ ❍ ❍

I would drive at

least 5 miles to

shop at this

location. (2)

❍ ❍ ❍ ❍ ❍

I would shop at

this location if it

was at a

convienent

location. (3)

❍ ❍ ❍ ❍ ❍

When I think of

a "surf and

skate" store, I

think of this

type of location.

(4)

❍ ❍ ❍ ❍ ❍

This type of

store

disinterests me.

(5)

❍ ❍ ❍ ❍ ❍

I feel that this

type of store

does not

complement the

SDSU lifestyle.

(6)

❍ ❍ ❍ ❍ ❍

This type of

store would

make my life

easier. (7)

❍ ❍ ❍ ❍ ❍

30


Greater Than 0

Q28 How often do you shop at any of these locations?

❍ Never (1)




❍ Once a Week (5)


❍ Daily (7)


Greater Than 1

Q29 On a scale of 1-7, please rank the following stores by level of appeal.

If Please select the following stores that you have heard of. Tilly's Is Selected

______ Tilly's (1)

If Please select the following stores that you have heard of. Sun Diego Is Selected

______ Sun Diego (2)

If Please select the following stores that you have heard of. Hanger94 Is Selected

______ Hanger94 (3)

If Please select the following stores that you have heard of. Dick's Sporting Goods Is Selected

______ Dick's Sporting Goods (4)

If Please select the following stores that you have heard of. Zumiez Is Selected

______ Zumiez (5)

If Please select the following stores that you have heard of. Pac Sun Is Selected

______ Pac Sun (6)

Q30 Please state your gender.

❍ Male (1)

❍ Female (2)

❍ Prefer not to say (3)

Q31 Please enter your age.

Answer If Are you a current student at San Diego State University (SDSU)? Yes Is Selected

Q32 Please state your SDSU class level.

❍ Freshman (1)

❍ Sophomore (2)

❍ Junior (3)

❍ Senior (4)

❍ Other (5) ____________________

❍ Prefer not to say (6)

31

List of Figures and Tables

Table 1: “Please state your SDSU class level.”

# Answer

Response % 1 Freshman

108 40% 2 Sophomore

67 25% 3 Junior

32 12% 4 Senior

58 21% 5 Other

2 1%

6 Prefer not to say

3 1%

Total 270 100%

Table 2: “How often are you on the SDSU campus?”

# Answer

Response %

1 Less than Once a Week

13 3%

2 Once a Week

0 0%

3 2-3 Days a Week

41 10%

4 4-6 Days a Week

158 37%

5 Daily

218 51% Total 430 100%

Table 3: “How close do you live to the SDSU campus?”

# Answer

Response %

1 On-campus housing

163 38%

2 Less than a mile away

127 30%

3 1-5 miles away

52 12%

4 More than 5 miles away

88 20%

Total 430 100%

32

Table 4: “What type of purchases have you made on campus? Select all that apply.”

# Answer

Response % 1 Food

390 97% 2 Electronics

52 13% 3 Apparel

213 53% 4 School supplies

257 64% 5 Other

4 1%

Table 5: “How often do you make purchases on the SDSU campus?”

# Answer

Response % 1 Never

2 0%

2 Less than Once a Month

20 5%

3 Once a Month

10 2%

4 2-3 Times a Month

36 9%

5 Once a Week

50 12%

6 2-3 Times a Week

107 27%

7 Daily

178 44% Total 403 100%

Table 6: “How often do you skateboard?”

# Answer

Response % 1 Never

270 73%


28 8%

3 Once a Month

12 3%

4 2-3 Times a Month

18 5%

5 Once a Week

8 2%

6 2-3 Times a Week

10 3%

7 Daily

25 7%

Total 371 100%

33

Table 7: “How often do you surf?”

# Answer

Response % 1 Never

266 72%


52 14%

3 Once a Month

23 6%

4 2-3 Times a Month

15 4%

5 Once a Week

8 2%

6 2-3 Times a Week

6 2%

7 Daily

1 0% Total 371 100%

Table 8: “Please indicate your attitude in the following.”

# Question Strongl

y Dislike

Dislike

Somewhat Dislike

Indifferent

Somewhat Like

Like

Strongly Like

Total Respons

es

Mean

1 Surfing 10 9 5 154 49 85 59 371 4.92

2 Skateboarding

20 25 18 158 46 61 43 371 4.46

Table 9: “What is your opinion of skateboarding on the SDSU campus?”

# Answer

Response % 1 Strongly Dislike

23 6% 2 Dislike

43 12% 3 Indifferent

186 50% 4 Like

69 19% 5 Strongly Like

50 13%

Total 371 100%

34

Table 10: “What is your opinion of surfing classes at SDSU?”

# Answer

Response % 1 Strongly Dislike

7 2% 2 Dislike

2 1% 3 Indifferent

135 36% 4 Like

145 39% 5 Strongly Like

82 22%

Total 371 100%

Table 11: “Please indicate your level of interest in the upcoming South Campus Plaza.”

# Answer

Response %

1 Strongly interested

188 46%

2 Interested

171 42% 3 Indifferent

38 9% 4 Uninterested

8 2%

5 Strongly uninterested

0 0%

Total 405 100%

Table 12: “On a scale of 1-7, please rank the following store categories by level of appeal to be included in the new South Campus Plaza.”

# Answer Min Value Max Value Average

Value Standard Deviation

Responses

1 Food/Restaurants 1.00 7.00 6.49 0.94 382 2 Apparel 1.00 7.00 4.81 1.70 355 3 Electronics 1.00 7.00 3.74 1.64 335

4 Health & Beauty Services

1.00 7.00 4.43 1.72 336

5 Sporting Goods 1.00 7.00 3.63 1.76 325 6 Entertainment 1.00 7.00 5.39 1.49 369

35

Table 13: A crosstabs analysis between how close respondents live to campus and how often purchases are made at SDSU

How close do you live to the SDSU campus? * How often do you make purchases on the SDSU campus? Crosstabulation

How often do you make purchases on the SDSU campus?

Total Never

Less than

Once a

Month Once a

Month 2-3 Times

a Month Once a

Week 2-3 Times

a Week Daily

How close do you

live to the SDSU

campus?

On-campus

housing Count 0 1 0 1 3 9 142 156

% of

Total 0.0% 0.2% 0.0% 0.2% 0.7% 2.2% 35.2% 38.7%

Less than a

mile away Count 0 8 6 16 25 47 16 118

% of

Total 0.0% 2.0% 1.5% 4.0% 6.2% 11.7% 4.0% 29.3%

1-5 miles

away Count 0 3 1 10 11 14 10 49

% of

Total 0.0% 0.7% 0.2% 2.5% 2.7% 3.5% 2.5% 12.2%

More than 5

miles away Count 2 8 3 9 11 37 10 80

% of

Total 0.5% 2.0% 0.7% 2.2% 2.7% 9.2% 2.5% 19.9%

Total Count 2 20 10 36 50 107 178 403

% of

Total 0.5% 5.0% 2.5% 8.9% 12.4% 26.6% 44.2% 100.0%

.

36

Table 14: A crosstabs analysis between how often purchases are made on campus and the rating

of Tillys.

How often do you make purchases on the SDSU campus? * On a scale of 1-7, please rank the following stores by level of

appeal.-Tilly's Crosstabulation

On a scale of 1-7, please rank the follow ing stores by level of

appeal.-Tilly's

Total 1.00 2.00 3.00 4.00 5.00 6.00 7.00

How often do you

make purchases on

the SDSU campus?

Less than Once a

Month

Count 0 1 0 2 2 2 2 9

% of

Total 0.0% 0.4% 0.0% 0.9% 0.9% 0.9% 0.9% 4.0%

Once a Month Count 0 0 1 0 2 3 0 6

% of

Total 0.0% 0.0% 0.4% 0.0% 0.9% 1.3% 0.0% 2.6%

2-3 Times a Month Count 1 1 3 3 1 6 5 20

% of

Total 0.4% 0.4% 1.3% 1.3% 0.4% 2.6% 2.2% 8.8%

Once a Week Count 0 0 3 1 6 8 7 25

% of

Total 0.0% 0.0% 1.3% 0.4% 2.6% 3.5% 3.1% 11.0%

2-3 Times a Week Count 5 5 11 12 13 7 7 60

% of

Total 2.2% 2.2% 4.8% 5.3% 5.7% 3.1% 3.1% 26.4%

Daily Count 7 4 7 21 18 20 30 107

% of

Total 3.1% 1.8% 3.1% 9.3% 7.9% 8.8% 13.2% 47.1%

Total Count 13 11 25 39 42 46 51 227

% of

Total 5.7% 4.8% 11.0% 17.2% 18.5% 20.3% 22.5%

100.0

%

37


of Sun Diego.

How often do you make purchases on the SDSU campus? * On a scale of 1-7, please rank the following

stores by level of appeal.-Sun Diego Crosstabulation

On a scale of 1-7, please rank the following stores by

level of appeal.-Sun Diego

Total 1.00 2.00 3.00 4.00 5.00 6.00 7.00

How often do you

make purchases

on the SDSU

campus?

Less than Once a

Month

Count 1 0 1 1 2 3 1 9

% of

Total 0.6% 0.0% 0.6% 0.6% 1.2% 1.8% 0.6% 5.4%


% of

Total 0.0% 0.0% 0.0% 0.6% 1.8% 1.8% 0.0% 4.2%

2-3 Times a

Month

Count 0 1 1 2 5 4 4 17

% of

Total 0.0% 0.6% 0.6% 1.2% 3.0% 2.4% 2.4% 10.2%


% of

Total 0.6% 0.6% 1.2% 1.2% 3.6% 4.2% 2.4% 13.8%

2-3 Times a

Week

Count 0 7 3 12 8 9 6 45

% of

Total 0.0% 4.2% 1.8% 7.2% 4.8% 5.4% 3.6% 26.9%

Daily Count 3 1 6 16 13 17 10 66

% of

Total 1.8% 0.6% 3.6% 9.6% 7.8% 10.2% 6.0% 39.5%

Total Count 5 10 13 34 37 43 25 167

% of

Total 3.0% 6.0% 7.8% 20.4% 22.2% 25.7% 15.0%

100.0

%

38


of Hanger94.


stores by level of appeal.-Hanger94 Crosstabulation

On a scale of 1-7, please rank the following stores by

level of appeal.-Hanger94

Total 1.00 2.00 3.00 4.00 5.00 6.00 7.00

How often do you

make purchases

on the SDSU

campus?

Less than Once a

Month

Count 0 0 1 1 1 0 1 4

% of

Total 0.0% 0.0% 2.3% 2.3% 2.3% 0.0% 2.3% 9.3%


% of

Total 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 2.3% 2.3%

2-3 Times a

Month

Count 0 0 1 1 1 0 1 4

% of

Total 0.0% 0.0% 2.3% 2.3% 2.3% 0.0% 2.3% 9.3%


% of

Total 2.3% 0.0% 0.0% 0.0% 2.3% 4.7% 2.3%

11.6

%

2-3 Times a

Week

Count 0 0 1 1 3 5 4 14

% of

Total 0.0% 0.0% 2.3% 2.3% 7.0% 11.6% 9.3%

32.6

%

Daily Count 0 1 4 3 4 1 2 15

% of

Total 0.0% 2.3% 9.3% 7.0% 9.3% 2.3% 4.7%

34.9

%

Total Count 1 1 7 6 10 8 10 43

% of

Total 2.3% 2.3% 16.3% 14.0% 23.3% 18.6% 23.3%

100.0

%

39


of Dick’s Sporting Goods.


stores by level of appeal.-Dick's Sporting Goods Crosstabulation

On a scale of 1-7, please rank the following stores by level of

appeal.-Dick's Sporting Goods

Total 1.00 2.00 3.00 4.00 5.00 6.00 7.00

How often do

you make

purchases on the

SDSU campus?

Less than Once

a Month

Count 0 0 2 1 2 2 3 10

% of

Total 0.0% 0.0% 0.9% 0.5% 0.9% 0.9% 1.4% 4.6%


% of

Total 0.0% 0.0% 0.0% 0.5% 0.5% 0.9% 0.5% 2.3%

2-3 Times a

Month

Count 2 3 2 3 1 3 4 18

% of

Total 0.9% 1.4% 0.9% 1.4% 0.5% 1.4% 1.8% 8.3%


% of

Total 0.9% 0.5% 1.8% 1.8% 2.3% 2.8% 1.4%

11.5

%

2-3 Times a

Week

Count 5 6 5 15 13 7 6 57

% of

Total 2.3% 2.8% 2.3% 6.9% 6.0% 3.2% 2.8%

26.3

%

Daily Count 9 5 13 24 22 9 20 102

% of

Total 4.1% 2.3% 6.0% 11.1% 10.1% 4.1% 9.2%

47.0

%

Total Count 18 15 26 48 44 29 37 217

% of

Total 8.3% 6.9% 12.0% 22.1% 20.3% 13.4% 17.1%

100.0

%

40


of Zumiez.

How often do you make purchases on the SDSU campus? * On a scale of 1-7, please rank the following stores by

level of appeal.-Zumiez Crosstabulation

On a scale of 1-7, please rank the following stores by level

of appeal.-Zumiez

Total 1.00 2.00 3.00 4.00 5.00 6.00 7.00

How often do you

make purchases on

the SDSU campus?

Never Count 1 0 0 0 0 0 0 1

% of

Total 0.5% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.5%

Less than Once a

Month

Count 0 0 4 2 2 1 0 9

% of

Total 0.0% 0.0% 1.8% 0.9% 0.9% 0.5% 0.0% 4.1%


% of

Total 0.0% 0.5% 0.0% 0.0% 2.3% 0.0% 0.0% 2.7%

2-3 Times a Month Count 2 2 1 2 4 3 5 19

% of

Total 0.9% 0.9% 0.5% 0.9% 1.8% 1.4% 2.3% 8.6%


% of

Total 0.0% 0.0% 1.4% 1.8% 2.7% 2.7% 1.4% 10.0%


% of

Total 2.7% 6.4% 3.6% 4.5% 5.9% 1.4% 1.4% 25.9%

Daily Count 8 11 14 30 17 10 16 106

% of

Total 3.6% 5.0% 6.4% 13.6% 7.7% 4.5% 7.3% 48.2%

Total Count 17 28 30 48 47 23 27 220

% of

Total 7.7% 12.7% 13.6% 21.8% 21.4% 10.5% 12.3%

100.0

%

41


of Dick’s Sporting Goods.

How often do you make purchases on the SDSU campus? * On a scale of 1-7, please rank the following stores

by level of appeal.-Pac Sun Crosstabulation

On a scale of 1-7, please rank the following stores by level

of appeal.-Pac Sun

Total 1.00 2.00 3.00 4.00 5.00 6.00 7.00

How often do you

make purchases

on the SDSU

campus?

Less than Once a

Month

Count 0 0 1 4 2 2 1 10

% of

Total 0.0% 0.0% 0.4% 1.6% 0.8% 0.8% 0.4% 4.1%


% of

Total 0.4% 0.0% 0.4% 0.0% 0.4% 1.2% 0.8% 3.3%

2-3 Times a

Month

Count 0 2 0 2 4 5 8 21

% of

Total 0.0% 0.8% 0.0% 0.8% 1.6% 2.0% 3.3% 8.6%


% of

Total 0.0% 0.0% 0.4% 2.9% 0.4% 3.7% 3.3% 10.6%


% of

Total 0.8% 0.8% 2.9% 4.9% 4.9% 7.8% 3.3% 25.3%

Daily Count 4 6 4 17 20 23 44 118

% of

Total 1.6% 2.4% 1.6% 6.9% 8.2% 9.4% 18.0% 48.2%

Total Count 7 10 14 42 40 61 71 245

% of

Total 2.9% 4.1% 5.7% 17.1% 16.3% 24.9% 29.0%

100.0

%

42

Table 20: A descriptive analysis of how likely consumers would shop at the surf and skate

location if it was at a convenient location.

Please respond to the following statements based on your attitudes on the clothing pictured above* I would shop at this location if it was at a convenient location (Scale of 1-5)

Descriptive Statistics

Mean Std.

Dev iation N Please respond to the f ollowing statements based on y our attitudes on the clothing pictured abo... -I would purchase this sty le of clothing. 3.49 1.079 345 Zumiez-I would shop at this location if it was at a conv enient location. 3.27 1.184 235 Pac Sun-I would shop at this location if it was at a conv enient location. 3.78 1.135 261 Sun Diego-I would shop at this location if it was at a conv enient location. 3.46 1.160 178 Tilly 's-I would shop at this location if it was at a conv enient location. 3.64 1.135 245 Hanger94-I would shop at this location if it was at a conv enient location. 3.51 1.218 45

43

Table 21: Associative Analysis between whether respondents said they would buy the clothing

(surf and skate styled apparel) pictured in the survey and whether they would shop at the specific stores listed if they were in a convenient location. Please respond to the following statements based on your attitudes on the clothing pictured above* I would shop at this location if it was at a convenient location (Scale of 1-5)

Correlations

Please respond to

the f ollowing

statements based on

y our attitudes on the clothing pictured

abo...-I would

purchase this sty le of

clothing.

Zumiez-I would

shop at this location if it

was at a

conv enient

location.

Pac Sun-I

would shop at this location if it

was at a

conv ienent

location.

Sun Diego-I


was at a

conv enient

location.

Tilly 's-I would

shop at this location if it

was at a

conv enient

location.

Hanger94-I


was at a

conv enient

location.

Please respond to the

f ollowing statements

based on y our attitudes

on the clothing pictured abo...-I would purchase

this sty le of clothing.

Pearson Correlation 1 .345** .463** .414** .424** .188 Sig. (2-tailed) .000 .000 .000 .000 .217 N

345 235 261 178 245 45

Zumiez-I would shop at this location if it was at

a conv enient location.

Pearson Correlation .345** 1 .516** .432** .517** .441** Sig. (2-tailed) .000 .000 .000 .000 .003 N 235 235 232 161 221 42

Pac Sun-I would shop

at this location if it was at a conv ienent

location.

Pearson Correlation .463** .516** 1 .505** .509** .416** Sig. (2-tailed) .000 .000 .000 .000 .005 N 261 232 261 172 240 44

Sun Diego-I would

shop at this location if it was at a conv enient

location.

Pearson Correlation .414** .432** .505** 1 .547** .772** Sig. (2-tailed) .000 .000 .000 .000 .000 N 178 161 172 178 167 39

Tilly 's-I would shop at this location if it was at

a conv enient location.

Pearson Correlation .424** .517** .509** .547** 1 .416** Sig. (2-tailed) .000 .000 .000 .000 .005 N 245 221 240 167 245 44

Hanger94-I would shop

at this location if it was at a conv enient

location.

Pearson Correlation .188 .441** .416** .772** .416** 1 Sig. (2-tailed) .217 .003 .005 .000 .005

N 45 42 44 39 44 45

**. Correlation is

signif icant at the 0.01 lev el (2-tailed).

Table 22: Predictive Analysis to gain insight into possible demand for a surf and skate shop on

SDSU campus

Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. -Zumiez

Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .761a .579 .574 .773

a. Predictors: (Constant), Zumiez-I hav e shopped at this store bef ore., Zumiez-When I think of a “surf and skate” store, I think of this ty pe of location.,

Zumiez-This ty pe of store would make my lif e easier.

44


SDSU campus


ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 190.119 3 63.373 106.087 .000b Residual 137.992 231 .597

Total 328.111 234

a. Dependent Variable: Zumiez-I would shop at this location if it was at a conv enient location.

b. Predictors: (Constant), Zumiez-This ty pe of store would make my lif e easier., Zumiez-When I think of a "surf and skate" store, I think of this ty pe of

location., Zumiez-I hav e shopped at this store bef ore.


SDSU campus


Coefficientsa

Model

Unstandardized Coef f icients Standardized

Coef f icients t

Sig. Collinearity

Statistics

B Std. Error Beta Tolerance VIF

1 (Constant) .240 .199 1.205 .229

Zumiez-I hav e shopped at this store bef ore. .246 .047 .267 5.196 .000 .691 1.448 Zumiez-When I think of a "surf and skate" store, I think of this ty pe of location. .173 .055 .152 3.127 .002 .772 1.295

Zumiez-This ty pe of store would make my lif e

easier. .541 .058 .495 9.281 .000 .639 1.565

a. Dependent Variable: Zumiez-I would shop at this location if it was at a conv enient location.

45


SDSU campus

Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Pac Sun

Model Summary


1 .800a .640 .636 .685

a. Predictors: (Constant), Pac Sun-I hav e shopped at this store bef ore., Pac Sun-When I think of a “surf and skate” store, I think of this ty pe of location., Pac Sun-This ty pe of store would make my lif e easier.

Table 26: Predictive Analysis to gain insight into possible demand for a surf and skate shop on SDSU campus


ANOVAa



Total 335.111 260

a. Dependent Variable: Pac Sun-I would shop at this location if it was at a conv enient location.

b. Predictors: (Constant), Pac Sun-This ty pe of store would make my lif e easier., Pac Sun-When I think of a "surf and skate" store, I think of this ty pe

of location., Pac Sun-I hav e shopped at this store bef ore.

46


SDSU campus


Coefficients

Model Unstandardized Coef f icients Standardized

Coef f icients t Sig. Collinearity

Statistics


1

(Constant) .178 .188 .944 .346

Pac Sun-I hav e shopped at this store bef ore. .258 .047 .256 5.460 .000 .637 1.569 Pac Sun-When I think of a "surf and skate" store, I think of this ty pe of location. .200 .047 .180 4.204 .000 .763 1.310

Pac Sun-This ty pe of store would make my lif e

easier. .545 .051 .516 10.704 .000 .602 1.660

a. Dependent Variable: Pac Sun-I would shop at this location if it was at a conv ienent location.


SDSU campus

Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Hanger94

Model Summary


1 .890a .793 .778 .574

a. Predictors: (Constant), Hanger94-I hav e shopped at this store bef ore, Hanger94-When I think of a “surf and skate” store, I think of this ty pe of location., Hanger94-This ty pe of store would make my lif e easier.

47


SDSU campus


ANOVAa



Total 65.244 44

a. Dependent Variable: Hanger94-I would shop at this location if it was at a conv enient location.

b. Predictors: (Constant), Hanger94-This ty pe of store would make my lif e easier., Hanger94-I hav e shopped at this store bef ore., Hanger94-When I

think of a "surf and skate" store, I think of this ty pe of location.



Coefficientsa



Statistics


1

(Constant) .222 .339 .656 .516

Hanger94-I hav e shopped at this store bef ore. .278 .072 .333 3.837 .000 .670 1.493 Hanger94-When I think of a "surf and skate"

store, I think of this ty pe of location. .150 .112 .126 1.337 .189 .572 1.747

Hanger94-This ty pe of store would make my life

easier. .605 .102 .574 5.949 .000 .543 1.843

a. Dependent Variable: Hanger94-I would shop at this location if it was at a conv enient location.

48


SDSU campus

Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Sun Diego

Model Summary


1 .554a .307 .303 1.165

a. Predictors: (Constant), Sun Diego-I would shop at this location if it was at a conv enient location.



ANOVAa



Total 238.225 177

a. Dependent Variable: Sun Diego-I would shop at this location if it was at a conv enient location.

b. Predictors: (Constant), Sun Diego-This ty pe of store would make my lif e easier., Sun Diego-When I think of a "surf and skate" store, I think of this

ty pe of location., Sun Diego-I hav e shopped at this store bef ore.

49


SDSU campus


Coefficientsa



Statistics


1

(Constant) .329 .253 1.299 .196

Sun Diego-I hav e shopped at this store bef ore. .155 .046 .186 3.376 .001 .697 1.435 Sun Diego-When I think of a "surf and skate" store, I think of this ty pe of location. .152 .064 .118 2.376 .019 .852 1.173

Sun Diego-This ty pe of store would make my

lif e easier. .668 .058 .631 11.511 .000 .705 1.418

a. Dependent Variable: Sun Diego-I would shop at this location if it was at a conv enient location.


SDSU campus

Multiple Regression Analysis: Dependant Variable: I would shop at this location if it was in a convenient location. Predictors: I have shopped at this store before., When I think of a “surf and skate” store, I think of this type of location., This type of store would make my life easier. - Tilly’s

Model Summary


1 .561a .314 .312 .890

a. Predictors: (Constant), Tilly 's-I would shop at this location if it was at a conv enient location.

50


SDSU campus


ANOVAa



Total 314.392 244

a. Dependent Variable: Tilly 's-I would shop at this location if it was at a conv enient location.

b. Predictors: (Constant), Tilly 's-This ty pe of store would make my lif e easier., Tilly 's-I hav e shopped at this store bef ore., Tilly 's-When I think of a "surf

and skate" store, I think of this ty pe of location.



Coefficientsa

Model

Unstandardized Coef f icients Standardized

Coef f icients t

Sig. Collinearity

Statistics


1 (Constant) .292 .227 1.289 .199

Tilly 's-I hav e shopped at this store bef ore. .374 .052 .354 7.232 .000 .825 1.212 Tilly 's-When I think of a "surf and skate" store, I

think of this ty pe of location. .187 .050 .185 3.746 .000 .805 1.242

Tilly 's-This ty pe of store would make my lif e easier. .403 .054 .393 7.453 .000 .708 1.412

a. Dependent Variable: Tilly 's-I would shop at this location if it was at a conv enient location.

mktg470 final research paper

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