victoria's secret presentation

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Victoria's Secret Presentation

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  • Bienvenido a Mxico, el Secreto de VictoriaThe Expansion of Victorias Secret into MexicoAparna DonthiMan Tsun LeeBouphavanh MathouravongMarisol RiveraNicole Winkle

  • Research OverviewPrimary ResearchIn-depth surveyIndustry AnalysisDemographicsPerfume IndustryUnited StatesMexicoCompany AnalysisSituation AnalysisSTPMarketing MixImplementation

  • Executive SummaryDue to the declining market in the U.S. and growth in Mexico, Victorias Secret has the potential for a sizeable fragrance market in Mexico.Mexican consumers product values are congruent with that of the Victorias Secret brand image.Significant similarities and differences in marketing Victorias Secret brand in Mexico.

  • Primary ResearchBilingual In-Depth InterviewParallel TranslationAdministered in Cuernavaca, MexicoGoals of the InterviewAwareness of Victorias Secret in MexicoProduct Perceptions/Knowledge4 PsCompetitor Awareness

  • Situation AnalysisMexican ConsumersHighly rank service and priceHave short term view of products initial price means everythingReceptive to high quality products that are sold in smaller packages ImplicationsVictoria Secret offers great service/personal attention to customersOffers smaller, affordable product selection

  • Situation Analysis (Cont.)CompanyHigh International AwarenessSales Growth 8.1% (2003) CompetitorsEstee Lauder, Avon, JC Penney, LancmeCollaboratorsCBS, MusiciansSupermodels Heidi Klum, Tyra Banks, Environmental Factors

  • Perfume Industry AnalysisPerfume Industry in The United StatesPerfume industry to grow at declining rate over next five yearsDominated by female fragrances (2/3 of sales)Male fragrances accounts for 23.5% of market)ImplicationsDeclining U.S. marketSeek International GrowthMexican Perfume Market

  • Mexican Demographics Male customers account for 70% of perfume sales despite the fact that mens fragrances represent 1/3 of the marketWomen between 40-50 years can afford to pay $40-$150 for a bottle of perfumeMexico City represents 52% of salesGuadalajara and Monterrey have large potential for sales

  • Mexican MarketPerfume Industry in MexicoFemale Fragrances Experience Dramatic Growth2001 - $253 million2006 Predicted $348 million (37.5% increase)Many competitors (Satisfactory salessuggeststhere is still space for new launches)Black marketRelevant to price and distribution

  • Mexican EconomyIncreased Purchases of Luxury CommoditiesEconomic recovery in 1996Increase in private consumptionInternational Companies are increasing their presence

  • Victorias Secret (STP)PositioningFor the woman who wants to feel sexy, sophisticated, and ultra feminineSegmentationDoes not segment based on ageSegment based on productsvarious Victorias Secret brand fragrances appeal to different aspects of the Victorias Secret womanTargetingTarget how a woman feels, rather than her age, ethnicity, or other specific demographic

  • VS Marketing ImplementationThey cross promote between their online and offline operations.360-degree brand connects all 3 selling channels (catalogs, the stores, and website)Sex appeal is portrayed through advertisements and promotions.

  • Expansion into MexicoSegmentation and TargetingHighly populated/developed citiesMexico City, Monterrey, GuadalajaraProduct selections to appeal to different tastes and preferencesLow price-sensitivityPositioningProvide high quality product that delivers a flawless experienceCreates an image of sensuality and femininity

  • Who and How Old?More women between the ages of 19-25 responded to the survey.

  • InterestWomen are more apt to put their name on a mailing list to receive Victorias Secret catalogs than are men , thus it is important to target women with catalog advertising mediums.Women are interested in shopping at Victorias Secret more so than men. Tactics emphasizing femininity and sensuality would be appropriate.

    Are you interested in receiving a catalog?Are you interested in shopping at a Victorias Secret store?

  • Where and How?Brick and MortarProvide serviceProvide qualityDiscount storeBlack marketFocus on print adsDe-emphasize online ads

    Chart4

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    0.0833333333

    0.25

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    female

    Preferred Female Shopping Location

    Sheet

    Notes

    Output Created13-Feb-2004 15:19:19

    Comments

    InputData\\atropos\BigDog\Nichole data\nichole research project.sav

    Filter

    Weight

    Split File

    N of Rows in Working Data File17

    Missing Value HandlingDefinition of MissingUser-defined missing values are treated as missing.

    Cases UsedStatistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table.

    SyntaxCROSSTABS /TABLES=age gender marital cosmetics bodylotion perfume mixfreg diffbottle profile luxury BY newproduct image fragance quality price selection favstore paypurchase learn favorite victoria shopvic receiveing shopping buying education /FORM

    ResourcesElapsed Time0:00:00

    Dimensions Requested2

    Cells Available116,508

    Crosstabs

    how old are you * where learn about new products

    Crosstab

    where learn about new productsTotal

    TV advertisingfashion magazinesin store displays and samples

    how old are you1-18 yearsCount0101

    % within how old are you0.0%100.0%0.0%100.0%

    % within where learn about new products0.0%9.1%0.0%5.9%

    19 -25 yearsCount3519

    % within how old are you33.3%55.6%11.1%100.0%

    % within where learn about new products60.0%45.5%100.0%52.9%

    26 - 35 yearsCount0303

    % within how old are you0.0%100.0%0.0%100.0%

    % within where learn about new products0.0%27.3%0.0%17.6%

    36 - 45 yearsCount1203

    % within how old are you33.3%66.7%0.0%100.0%

    % within where learn about new products20.0%18.2%0.0%17.6%

    46 + yearsCount1001

    % within how old are you100.0%0.0%0.0%100.0%

    % within where learn about new products20.0%0.0%0.0%5.9%

    TotalCount511117

    % within how old are you29.4%64.7%5.9%100.0%

    % within where learn about new products100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square5.35880.719

    Likelihood Ratio6.79880.559

    Linear-by-Linear Association0.98810.320

    N of Valid Cases17

    a. 14 cells (93.3%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.2490.174-0.9940.336

    Ordinal by OrdinalSpearman Correlation-0.1840.233-0.7260.479

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    how old are you * importantance of image

    Crosstab

    importantance of imageTotal

    extremely unimportantunimportantslightly unimportantneither important nor unimportant

    how old are you1-18 yearsCount00011

    % within how old are you0.0%0.0%0.0%100.0%100.0%

    % within importantance of image0.0%0.0%0.0%20.0%5.9%

    19 -25 yearsCount11529

    % within how old are you11.1%11.1%55.6%22.2%100.0%

    % within importantance of image20.0%100.0%83.3%40.0%52.9%

    26 - 35 yearsCount20013

    % within how old are you66.7%0.0%0.0%33.3%100.0%

    % within importantance of image40.0%0.0%0.0%20.0%17.6%

    36 - 45 yearsCount20103

    % within how old are you66.7%0.0%33.3%0.0%100.0%

    % within importantance of image40.0%0.0%16.7%0.0%17.6%

    46 + yearsCount00011

    % within how old are you0.0%0.0%0.0%100.0%100.0%

    % within importantance of image0.0%0.0%0.0%20.0%5.9%

    TotalCount516517

    % within how old are you29.4%5.9%35.3%29.4%100.0%

    % within importantance of image100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square12.593120.399

    Likelihood Ratio14.318120.281

    Linear-by-Linear Association0.98110.322

    N of Valid Cases17

    a. 20 cells (100.0%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.2480.265-0.9900.338

    Ordinal by OrdinalSpearman Correlation-0.2900.266-1.1730.259

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    how old are you * importantance of fragance

    Crosstab

    importantance of fraganceTotal

    extremely important

    how old are you1-18 yearsCount11

    % within how old are you100.0%100.0%

    % within importantance of fragance5.9%5.9%

    19 -25 yearsCount99

    % within how old are you100.0%100.0%

    % within importantance of fragance52.9%52.9%

    26 - 35 yearsCount33

    % within how old are you100.0%100.0%

    % within importantance of fragance17.6%17.6%

    36 - 45 yearsCount33

    % within how old are you100.0%100.0%

    % within importantance of fragance17.6%17.6%

    46 + yearsCount11

    % within how old are you100.0%100.0%

    % within importantance of fragance5.9%5.9%

    TotalCount1717

    % within how old are you100.0%100.0%

    % within importantance of fragance100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of fragance is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of fragance is a constant.

    how old are you * importantance of quality

    Crosstab

    importantance of qualityTotal

    extremely important

    how old are you1-18 yearsCount11

    % within how old are you100.0%100.0%

    % within importantance of quality5.9%5.9%

    19 -25 yearsCount99

    % within how old are you100.0%100.0%

    % within importantance of quality52.9%52.9%

    26 - 35 yearsCount33

    % within how old are you100.0%100.0%

    % within importantance of quality17.6%17.6%

    36 - 45 yearsCount33

    % within how old are you100.0%100.0%

    % within importantance of quality17.6%17.6%

    46 + yearsCount11

    % within how old are you100.0%100.0%

    % within importantance of quality5.9%5.9%

    TotalCount1717

    % within how old are you100.0%100.0%

    % within importantance of quality100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of quality is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of quality is a constant.

    how old are you * importantance of price

    Crosstab

    importantance of priceTotal

    slightly unimportantneither important nor unimportantextremely importantSlightly Unimportnant

    how old are you1-18 yearsCount01010-18 years0

    % within how old are you0.0%100.0%0.0%100.0%19-2575.0%

    % within importantance of price0.0%12.5%0.0%5.9%26-350.0%

    19 -25 yearsCount333936-4533

    % within how old are you33.3%33.3%33.3%100.0%46 +0.0%

    % within importantance of price75.0%37.5%60.0%52.9%Neither

    26 - 35 yearsCount02130-18 years12.5%

    % within how old are you0.0%66.7%33.3%100.0%19-2537.5%

    % within importantance of price0.0%25.0%20.0%17.6%26-3525.0%

    36 - 45 yearsCount111336-4512.5%

    % within how old are you33.3%33.3%33.3%100.0%46 +12.5%

    % within importantance of price25.0%12.5%20.0%17.6%

    46 + yearsCount0101

    % within how old are you0.0%100.0%0.0%100.0%

    % within importantance of price0.0%12.5%0.0%5.9%

    TotalCount48517

    % within how old are you23.5%47.1%29.4%100.0%

    % within importantance of price100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square4.25080.834

    Likelihood Ratio5.68880.682

    Linear-by-Linear Association0.00010.986

    N of Valid Cases17

    a. 15 cells (100.0%) have expected count less than 5. The minimum expected count is .24.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.0040.203-0.0170.987

    Ordinal by OrdinalSpearman Correlation0.0520.2110.2010.843

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    how old are you * importantance of selection

    Crosstab

    importantance of selectionTotal

    extremely important

    how old are you1-18 yearsCount11

    % within how old are you100.0%100.0%

    % within importantance of selection5.9%5.9%

    19 -25 yearsCount99

    % within how old are you100.0%100.0%

    % within importantance of selection52.9%52.9%

    26 - 35 yearsCount33

    % within how old are you100.0%100.0%

    % within importantance of selection17.6%17.6%

    36 - 45 yearsCount33

    % within how old are you100.0%100.0%

    % within importantance of selection17.6%17.6%

    46 + yearsCount11

    % within how old are you100.0%100.0%

    % within importantance of selection5.9%5.9%

    TotalCount1717

    % within how old are you100.0%100.0%

    % within importantance of selection100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of selection is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of selection is a constant.

    how old are you * favorite store to shop

    Crosstab

    favorite store to shopTotal

    specialty storedepartment storediscount storemarket

    how old are you1-18 yearsCount10001

    % within how old are you100.0%0.0%0.0%0.0%100.0%

    % within favorite store to shop10.0%0.0%0.0%0.0%5.9%

    19 -25 yearsCount41319

    % within how old are you44.4%11.1%33.3%11.1%100.0%

    % within favorite store to shop40.0%100.0%60.0%100.0%52.9%

    26 - 35 yearsCount30003

    % within how old are you100.0%0.0%0.0%0.0%100.0%

    % within favorite store to shop30.0%0.0%0.0%0.0%17.6%

    36 - 45 yearsCount10203

    % within how old are you33.3%0.0%66.7%0.0%100.0%

    % within favorite store to shop10.0%0.0%40.0%0.0%17.6%

    46 + yearsCount10001

    % within how old are you100.0%0.0%0.0%0.0%100.0%

    % within favorite store to shop10.0%0.0%0.0%0.0%5.9%

    TotalCount1015117

    % within how old are you58.8%5.9%29.4%5.9%100.0%

    % within favorite store to shop100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square6.800120.871

    Likelihood Ratio8.496120.745

    Linear-by-Linear Association0.11010.741

    N of Valid Cases17

    a. 19 cells (95.0%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.0830.207-0.3220.752

    Ordinal by OrdinalSpearman Correlation-0.0770.240-0.3010.768

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    how old are you * how much do you typically pay for perfume

    Crosstab

    how much do you typically pay for perfumeTotal

    $26- $40> $40

    how old are you1-18 yearsCount011

    % within how old are you0.0%100.0%100.0%

    % within how much do you typically pay for perfume0.0%7.7%5.9%

    19 -25 yearsCount369

    % within how old are you33.3%66.7%100.0%

    % within how much do you typically pay for perfume75.0%46.2%52.9%

    26 - 35 yearsCount123

    % within how old are you33.3%66.7%100.0%

    % within how much do you typically pay for perfume25.0%15.4%17.6%

    36 - 45 yearsCount033

    % within how old are you0.0%100.0%100.0%

    % within how much do you typically pay for perfume0.0%23.1%17.6%

    46 + yearsCount011

    % within how old are you0.0%100.0%100.0%

    % within how much do you typically pay for perfume0.0%7.7%5.9%

    TotalCount41317

    % within how old are you23.5%76.5%100.0%

    % within how much do you typically pay for perfume100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square2.17940.703

    Likelihood Ratio3.27440.513

    Linear-by-Linear Association0.73810.390

    N of Valid Cases17

    a. 9 cells (90.0%) have expected count less than 5. The minimum expected count is .24.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.2150.1490.8520.408

    Ordinal by OrdinalSpearman Correlation0.1850.1840.7290.477

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    how old are you * how you learn about favorite perfume

    Crosstab

    how you learn about favorite perfumeTotal

    TV advertisingfashion magazinesfriends and familyit was given to me as a gift

    how old are you1-18 yearsCount01001

    % within how old are you0.0%100.0%0.0%0.0%100.0%

    % within how you learn about favorite perfume0.0%10.0%0.0%0.0%5.9%

    19 -25 yearsCount14229

    % within how old are you11.1%44.4%22.2%22.2%100.0%

    % within how you learn about favorite perfume100.0%40.0%66.7%66.7%52.9%

    26 - 35 yearsCount03003

    % within how old are you0.0%100.0%0.0%0.0%100.0%

    % within how you learn about favorite perfume0.0%30.0%0.0%0.0%17.6%

    36 - 45 yearsCount02013

    % within how old are you0.0%66.7%0.0%33.3%100.0%

    % within how you learn about favorite perfume0.0%20.0%0.0%33.3%17.6%

    46 + yearsCount00101

    % within how old are you0.0%0.0%100.0%0.0%100.0%

    % within how you learn about favorite perfume0.0%0.0%33.3%0.0%5.9%

    TotalCount1103317

    % within how old are you5.9%58.8%17.6%17.6%100.0%

    % within how you learn about favorite perfume100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square9.570120.654

    Likelihood Ratio10.361120.584

    Linear-by-Linear Association0.08310.773

    N of Valid Cases17

    a. 19 cells (95.0%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.0720.2150.2800.783

    Ordinal by OrdinalSpearman Correlation0.0890.2280.3450.735

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    how old are you * length you been wearing fav. perfume

    Crosstab

    length you been wearing fav. perfumeTotal

    less than one montha few monthsseveral monthsmore than one yearseveral years

    how old are you1-18 yearsCount001001

    % within how old are you0.0%0.0%100.0%0.0%0.0%100.0%

    % within length you been wearing fav. perfume0.0%0.0%50.0%0.0%0.0%5.9%

    19 -25 yearsCount111519

    % within how old are you11.1%11.1%11.1%55.6%11.1%100.0%

    % within length you been wearing fav. perfume100.0%25.0%50.0%62.5%50.0%52.9%

    26 - 35 yearsCount020103

    % within how old are you0.0%66.7%0.0%33.3%0.0%100.0%

    % within length you been wearing fav. perfume0.0%50.0%0.0%12.5%0.0%17.6%

    36 - 45 yearsCount010113

    % within how old are you0.0%33.3%0.0%33.3%33.3%100.0%

    % within length you been wearing fav. perfume0.0%25.0%0.0%12.5%50.0%17.6%

    46 + yearsCount000101

    % within how old are you0.0%0.0%0.0%100.0%0.0%100.0%

    % within length you been wearing fav. perfume0.0%0.0%0.0%12.5%0.0%5.9%

    TotalCount1428217

    % within how old are you5.9%23.5%11.8%47.1%11.8%100.0%

    % within length you been wearing fav. perfume100.0%100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square15.111160.517

    Likelihood Ratio12.556160.705

    Linear-by-Linear Association0.18310.669

    N of Valid Cases17

    a. 25 cells (100.0%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.1070.1990.4170.683

    Ordinal by OrdinalSpearman Correlation0.0840.2330.3260.749

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    how old are you * heard of victoria sercet

    Crosstab

    heard of victoria sercetTotal

    no

    how old are you1-18 yearsCount11

    % within how old are you100.0%100.0%

    % within heard of victoria sercet5.9%5.9%

    19 -25 yearsCount99

    % within how old are you100.0%100.0%

    % within heard of victoria sercet52.9%52.9%

    26 - 35 yearsCount33

    % within how old are you100.0%100.0%

    % within heard of victoria sercet17.6%17.6%

    36 - 45 yearsCount33

    % within how old are you100.0%100.0%

    % within heard of victoria sercet17.6%17.6%

    46 + yearsCount11

    % within how old are you100.0%100.0%

    % within heard of victoria sercet5.9%5.9%

    TotalCount1717

    % within how old are you100.0%100.0%

    % within heard of victoria sercet100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because heard of victoria sercet is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because heard of victoria sercet is a constant.

    how old are you * shopped at victoria store

    Crosstab

    shopped at victoria storeTotal

    yesno

    how old are you1-18 yearsCount011

    % within how old are you0.0%100.0%100.0%

    % within shopped at victoria store0.0%6.3%5.9%

    19 -25 yearsCount099

    % within how old are you0.0%100.0%100.0%

    % within shopped at victoria store0.0%56.3%52.9%

    26 - 35 yearsCount033

    % within how old are you0.0%100.0%100.0%

    % within shopped at victoria store0.0%18.8%17.6%

    36 - 45 yearsCount123

    % within how old are you33.3%66.7%100.0%

    % within shopped at victoria store100.0%12.5%17.6%

    46 + yearsCount011

    % within how old are you0.0%100.0%100.0%

    % within shopped at victoria store0.0%6.3%5.9%

    TotalCount11617

    % within how old are you5.9%94.1%100.0%

    % within shopped at victoria store100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square4.95840.292

    Likelihood Ratio3.78740.436

    Linear-by-Linear Association1.74010.187

    N of Valid Cases17

    a. 9 cells (90.0%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.3300.172-1.3530.196

    Ordinal by OrdinalSpearman Correlation-0.3330.164-1.3700.191

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    how old are you * interested in receiving a victoria secret catalog

    Crosstab

    interested in receiving a victoria secret catalogTotal

    yesno

    how old are you1-18 yearsCount101

    % within how old are you100.0%0.0%100.0%

    % within interested in receiving a victoria secret catalog7.7%0.0%6.3%

    19 -25 yearsCount628

    % within how old are you75.0%25.0%100.0%

    % within interested in receiving a victoria secret catalog46.2%66.7%50.0%

    26 - 35 yearsCount303

    % within how old are you100.0%0.0%100.0%

    % within interested in receiving a victoria secret catalog23.1%0.0%18.8%

    36 - 45 yearsCount213

    % within how old are you66.7%33.3%100.0%

    % within interested in receiving a victoria secret catalog15.4%33.3%18.8%

    46 + yearsCount101

    % within how old are you100.0%0.0%100.0%

    % within interested in receiving a victoria secret catalog7.7%0.0%6.3%

    TotalCount13316

    % within how old are you81.3%18.8%100.0%

    % within interested in receiving a victoria secret catalog100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square1.77840.777

    Likelihood Ratio2.62640.622

    Linear-by-Linear Association0.00110.970

    N of Valid Cases16

    a. 9 cells (90.0%) have expected count less than 5. The minimum expected count is .19.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.0100.232-0.0360.972

    Ordinal by OrdinalSpearman Correlation-0.0190.240-0.0700.945

    N of Valid Cases16

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    how old are you * interested in shopping at a vic store

    Crosstab

    interested in shopping at a vic storeTotal

    yesno

    how old are you1-18 yearsCount101

    % within how old are you100.0%0.0%100.0%

    % within interested in shopping at a vic store8.3%0.0%6.3%

    19 -25 yearsCount538

    % within how old are you62.5%37.5%100.0%

    % within interested in shopping at a vic store41.7%75.0%50.0%

    26 - 35 yearsCount303

    % within how old are you100.0%0.0%100.0%

    % within interested in shopping at a vic store25.0%0.0%18.8%

    36 - 45 yearsCount213

    % within how old are you66.7%33.3%100.0%

    % within interested in shopping at a vic store16.7%25.0%18.8%

    46 + yearsCount101

    % within how old are you100.0%0.0%100.0%

    % within interested in shopping at a vic store8.3%0.0%6.3%

    TotalCount12416

    % within how old are you75.0%25.0%100.0%

    % within interested in shopping at a vic store100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square2.44440.655

    Likelihood Ratio3.59140.464

    Linear-by-Linear Association0.16110.688

    N of Valid Cases16

    a. 9 cells (90.0%) have expected count less than 5. The minimum expected count is .25.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.1040.221-0.3900.702

    Ordinal by OrdinalSpearman Correlation-0.1180.233-0.4440.664

    N of Valid Cases16

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    how old are you * interested in buying beauty product from vic

    Crosstab

    interested in buying beauty product from vicTotal

    yesno

    how old are you1-18 yearsCount101

    % within how old are you100.0%0.0%100.0%

    % within interested in buying beauty product from vic8.3%0.0%6.3%

    19 -25 yearsCount538

    % within how old are you62.5%37.5%100.0%

    % within interested in buying beauty product from vic41.7%75.0%50.0%

    26 - 35 yearsCount303

    % within how old are you100.0%0.0%100.0%

    % within interested in buying beauty product from vic25.0%0.0%18.8%

    36 - 45 yearsCount213

    % within how old are you66.7%33.3%100.0%

    % within interested in buying beauty product from vic16.7%25.0%18.8%

    46 + yearsCount101

    % within how old are you100.0%0.0%100.0%

    % within interested in buying beauty product from vic8.3%0.0%6.3%

    TotalCount12416

    % within how old are you75.0%25.0%100.0%

    % within interested in buying beauty product from vic100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square2.44440.655

    Likelihood Ratio3.59140.464

    Linear-by-Linear Association0.16110.688

    N of Valid Cases16

    a. 9 cells (90.0%) have expected count less than 5. The minimum expected count is .25.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.1040.221-0.3900.702

    Ordinal by OrdinalSpearman Correlation-0.1180.233-0.4440.664

    N of Valid Cases16

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    how old are you * your level of education

    Crosstab

    your level of educationTotal

    Some High SchoolHigh School DiplomaCollege Degree

    how old are you1-18 yearsCount0011

    % within how old are you0.0%0.0%100.0%100.0%

    % within your level of education0.0%0.0%7.1%6.3%

    19 -25 yearsCount0088

    % within how old are you0.0%0.0%100.0%100.0%

    % within your level of education0.0%0.0%57.1%50.0%

    26 - 35 yearsCount1023

    % within how old are you33.3%0.0%66.7%100.0%

    % within your level of education100.0%0.0%14.3%18.8%

    36 - 45 yearsCount0033

    % within how old are you0.0%0.0%100.0%100.0%

    % within your level of education0.0%0.0%21.4%18.8%

    46 + yearsCount0101

    % within how old are you0.0%100.0%0.0%100.0%

    % within your level of education0.0%100.0%0.0%6.3%

    TotalCount111416

    % within how old are you6.3%6.3%87.5%100.0%

    % within your level of education100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square20.57180.008

    Likelihood Ratio11.01080.201

    Linear-by-Linear Association1.67310.196

    N of Valid Cases16

    a. 14 cells (93.3%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.3340.172-1.3260.206

    Ordinal by OrdinalSpearman Correlation-0.4260.181-1.7630.100

    N of Valid Cases16

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your gender * where learn about new products

    Crosstab

    where learn about new productsTotal

    TV advertisingfashion magazinesin store displays and samples

    what is your gendermaleCount3205

    % within what is your gender60.0%40.0%0.0%100.0%

    % within where learn about new products60.0%18.2%0.0%29.4%

    femaleCount29112

    % within what is your gender16.7%75.0%8.3%100.0%

    % within where learn about new products40.0%81.8%100.0%70.6%TV CommercialsFashion MagazinesPOP Display

    TotalCount51111729656

    % within what is your gender29.4%64.7%5.9%100.0%

    % within where learn about new products100.0%100.0%100.0%100.0%male60.0%male18.2%

    female40.00%female81.80%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square3.33820.188

    Likelihood Ratio3.43620.179

    Linear-by-Linear Association2.40010.121

    N of Valid Cases17

    a. 5 cells (83.3%) have expected count less than 5. The minimum expected count is .29.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.3870.1601.6270.125

    Ordinal by OrdinalSpearman Correlation0.4390.2141.8930.078

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your gender * importantance of image

    Crosstab

    importantance of imageTotal

    extremely unimportantunimportantslightly unimportantneither important nor unimportant

    what is your gendermaleCount30025

    % within what is your gender60.0%0.0%0.0%40.0%100.0%

    % within importantance of image60.0%0.0%0.0%40.0%29.4%

    femaleCount216312

    % within what is your gender16.7%8.3%50.0%25.0%100.0%

    % within importantance of image40.0%100.0%100.0%60.0%70.6%

    TotalCount516517

    % within what is your gender29.4%5.9%35.3%29.4%100.0%

    % within importantance of image100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square5.44030.142

    Likelihood Ratio7.13730.068

    Linear-by-Linear Association0.94810.330

    N of Valid Cases17

    a. 8 cells (100.0%) have expected count less than 5. The minimum expected count is .29.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.2430.2740.9720.346

    Ordinal by OrdinalSpearman Correlation0.1660.2980.6520.524

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your gender * importantance of fragance

    Crosstab

    importantance of fraganceTotal

    extremely important

    what is your gendermaleCount55

    % within what is your gender100.0%100.0%

    % within importantance of fragance29.4%29.4%

    femaleCount1212

    % within what is your gender100.0%100.0%

    % within importantance of fragance70.6%70.6%

    TotalCount1717

    % within what is your gender100.0%100.0%

    % within importantance of fragance100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of fragance is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of fragance is a constant.

    what is your gender * importantance of quality

    Crosstab

    importantance of qualityTotal

    extremely important

    what is your gendermaleCount55

    % within what is your gender100.0%100.0%

    % within importantance of quality29.4%29.4%

    femaleCount1212

    % within what is your gender100.0%100.0%

    % within importantance of quality70.6%70.6%

    TotalCount1717

    % within what is your gender100.0%100.0%

    % within importantance of quality100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of quality is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of quality is a constant.

    what is your gender * importantance of price

    Crosstab

    importantance of priceTotal

    slightly unimportantneither important nor unimportantextremely important

    what is your gendermaleCount0145

    % within what is your gender0.0%20.0%80.0%100.0%

    % within importantance of price0.0%12.5%80.0%29.4%

    femaleCount47112

    % within what is your gender33.3%58.3%8.3%100.0%slightly unimportantneither important nor unimportantextremely important

    % within importantance of price100.0%87.5%20.0%70.6%23.5%47.1%29.4%

    TotalCount48517

    % within what is your gender23.5%47.1%29.4%100.0%slightly unimportantneither important nor unimportantextremely important

    % within importantance of price100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square8.93220.011

    Likelihood Ratio9.56520.008

    Linear-by-Linear Association8.31510.004

    N of Valid Cases17

    a. 5 cells (83.3%) have expected count less than 5. The minimum expected count is 1.18.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.7210.166-4.0290.001

    Ordinal by OrdinalSpearman Correlation-0.6680.139-3.4740.003

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your gender * importantance of selection

    Crosstab

    importantance of selectionTotal

    extremely important

    what is your gendermaleCount55

    % within what is your gender100.0%100.0%

    % within importantance of selection29.4%29.4%

    femaleCount1212

    % within what is your gender100.0%100.0%

    % within importantance of selection70.6%70.6%

    TotalCount1717

    % within what is your gender100.0%100.0%

    % within importantance of selection100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of selection is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of selection is a constant.

    what is your gender * favorite store to shop

    Crosstab

    favorite store to shopTotal

    specialty storedepartment storediscount storemarket

    what is your gendermaleCount20215

    % within what is your gender40.0%0.0%40.0%20.0%100.0%

    % within favorite store to shop20.0%0.0%40.0%100.0%29.4%

    femaleCount813012

    % within what is your gender66.7%8.3%25.0%0.0%100.0%

    % within favorite store to shop80.0%100.0%60.0%0.0%70.6%

    TotalCount1015117specialty storedepartment storediscount storesupermarket

    % within what is your gender58.8%5.9%29.4%5.9%100.0%58.8%5.9%29.4%5.9%

    % within favorite store to shop100.0%100.0%100.0%100.0%100.0%specialty storediscount store

    men40%men40

    Chi-Square Testswomen66.7%women60

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square3.51330.319specialty storedepartment storediscount storesupermarket

    Likelihood Ratio3.85930.277female66.70%8.3%25.0%0.0%

    Linear-by-Linear Association2.45610.117

    N of Valid Cases17

    a. 7 cells (87.5%) have expected count less than 5. The minimum expected count is .29.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.3920.231-1.6490.120

    Ordinal by OrdinalSpearman Correlation-0.3300.246-1.3520.196

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your gender * how much do you typically pay for perfume

    Crosstab

    how much do you typically pay for perfumeTotal

    $26- $40> $40

    what is your gendermaleCount235

    % within what is your gender40.0%60.0%100.0%

    % within how much do you typically pay for perfume50.0%23.1%29.4%

    femaleCount21012

    % within what is your gender16.7%83.3%100.0%

    % within how much do you typically pay for perfume50.0%76.9%70.6%$26-$40.>$40

    TotalCount413172477

    % within what is your gender23.5%76.5%100.0%

    % within how much do you typically pay for perfume100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)Exact Sig. (2-sided)Exact Sig. (1-sided)

    Pearson Chi-Square1.06810.301

    Continuity Correction(a)0.16510.685

    Likelihood Ratio1.00710.316

    Fisher's Exact Test0.5380.330

    Linear-by-Linear Association1.00510.316

    N of Valid Cases17

    a. Computed only for a 2x2 table

    b. 3 cells (75.0%) have expected count less than 5. The minimum expected count is 1.18.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.2510.2561.0030.332

    Ordinal by OrdinalSpearman Correlation0.2510.2561.0030.332

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your gender * how you learn about favorite perfume

    Crosstab

    how you learn about favorite perfumeTotal

    TV advertisingfashion magazinesfriends and familyit was given to me as a gift

    what is your gendermaleCount03115

    % within what is your gender0.0%60.0%20.0%20.0%100.0%

    % within how you learn about favorite perfume0.0%30.0%33.3%33.3%29.4%

    femaleCount172212

    % within what is your gender8.3%58.3%16.7%16.7%100.0%

    % within how you learn about favorite perfume100.0%70.0%66.7%66.7%70.6%

    TotalCount1103317

    % within what is your gender5.9%58.8%17.6%17.6%100.0%

    % within how you learn about favorite perfume100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square0.46330.927

    Likelihood Ratio0.74230.863

    Linear-by-Linear Association0.08710.768

    N of Valid Cases17

    a. 7 cells (87.5%) have expected count less than 5. The minimum expected count is .29.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.0740.242-0.2870.778

    Ordinal by OrdinalSpearman Correlation-0.1040.231-0.4050.691

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your gender * length you been wearing fav. perfume

    Crosstab

    length you been wearing fav. perfumeTotal

    less than one montha few monthsseveral monthsmore than one yearseveral years

    what is your gendermaleCount110305

    % within what is your gender20.0%20.0%0.0%60.0%0.0%100.0%

    % within length you been wearing fav. perfume100.0%25.0%0.0%37.5%0.0%29.4%

    femaleCount0325212

    % within what is your gender0.0%25.0%16.7%41.7%16.7%100.0%

    % within length you been wearing fav. perfume0.0%75.0%100.0%62.5%100.0%70.6%

    TotalCount1428217

    % within what is your gender5.9%23.5%11.8%47.1%11.8%100.0%

    % within length you been wearing fav. perfume100.0%100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square4.35640.360

    Likelihood Ratio5.51340.239

    Linear-by-Linear Association0.64510.422

    N of Valid Cases17

    a. 9 cells (90.0%) have expected count less than 5. The minimum expected count is .29.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.2010.2410.7940.440

    Ordinal by OrdinalSpearman Correlation0.1680.2390.6610.518

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your gender * heard of victoria sercet

    Crosstab

    heard of victoria sercetTotal

    no

    what is your gendermaleCount55

    % within what is your gender100.0%100.0%

    % within heard of victoria sercet29.4%29.4%

    femaleCount1212

    % within what is your gender100.0%100.0%

    % within heard of victoria sercet70.6%70.6%

    TotalCount1717

    % within what is your gender100.0%100.0%

    % within heard of victoria sercet100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because heard of victoria sercet is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because heard of victoria sercet is a constant.

    what is your gender * shopped at victoria store

    Crosstab

    shopped at victoria storeTotal

    yesno

    what is your gendermaleCount055

    % within what is your gender0.0%100.0%100.0%

    % within shopped at victoria store0.0%31.3%29.4%

    femaleCount11112

    % within what is your gender8.3%91.7%100.0%

    % within shopped at victoria store100.0%68.8%70.6%

    TotalCount11617

    % within what is your gender5.9%94.1%100.0%

    % within shopped at victoria store100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)Exact Sig. (2-sided)Exact Sig. (1-sided)

    Pearson Chi-Square0.44310.506

    Continuity Correction(a)0.00011.000

    Likelihood Ratio0.72210.395

    Fisher's Exact Test1.0000.706

    Linear-by-Linear Association0.41710.519

    N of Valid Cases17

    a. Computed only for a 2x2 table

    b. 3 cells (75.0%) have expected count less than 5. The minimum expected count is .29.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.1610.087-0.6330.536

    Ordinal by OrdinalSpearman Correlation-0.1610.087-0.6330.536

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your gender * interested in receiving a victoria secret catalog

    Crosstab

    interested in receiving a victoria secret catalogTotal

    yesno

    what is your gendermaleCount235

    % within what is your gender40.0%60.0%100.0%

    % within interested in receiving a victoria secret catalog15.4%100.0%31.3%

    femaleCount11011

    % within what is your gender100.0%0.0%100.0%

    % within interested in receiving a victoria secret catalog84.6%0.0%68.8%

    TotalCount13316

    % within what is your gender81.3%18.8%100.0%

    % within interested in receiving a victoria secret catalog100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)Exact Sig. (2-sided)Exact Sig. (1-sided)

    Pearson Chi-Square8.12310.004

    Continuity Correction(a)4.66210.031

    Likelihood Ratio8.71210.003

    Fisher's Exact Test0.0180.018

    Linear-by-Linear Association7.61510.006

    N of Valid Cases16

    a. Computed only for a 2x2 table

    b. 3 cells (75.0%) have expected count less than 5. The minimum expected count is .94.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.7130.163-3.8000.002

    Ordinal by OrdinalSpearman Correlation-0.7130.163-3.8000.002

    N of Valid Cases16

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your gender * interested in shopping at a vic store

    Crosstab

    interested in shopping at a vic storeTotal

    yesno

    what is your gendermaleCount145

    % within what is your gender20.0%80.0%100.0%

    % within interested in shopping at a vic store8.3%100.0%31.3%

    femaleCount11011

    % within what is your gender100.0%0.0%100.0%

    % within interested in shopping at a vic store91.7%0.0%68.8%

    TotalCount12416

    % within what is your gender75.0%25.0%100.0%

    % within interested in shopping at a vic store100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)Exact Sig. (2-sided)Exact Sig. (1-sided)

    Pearson Chi-Square11.73310.001

    Continuity Correction(a)7.85510.005

    Likelihood Ratio12.99110.000

    Fisher's Exact Test0.0030.003

    Linear-by-Linear Association11.00010.001

    N of Valid Cases16

    a. Computed only for a 2x2 table

    b. 3 cells (75.0%) have expected count less than 5. The minimum expected count is 1.25.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.8560.129-6.2050.000

    Ordinal by OrdinalSpearman Correlation-0.8560.129-6.2050.000

    N of Valid Cases16

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your gender * interested in buying beauty product from vic

    Crosstab

    interested in buying beauty product from vicTotal

    yesno

    what is your gendermaleCount145

    % within what is your gender20.0%80.0%100.0%

    % within interested in buying beauty product from vic8.3%100.0%31.3%

    femaleCount11011

    % within what is your gender100.0%0.0%100.0%yes75.0%

    % within interested in buying beauty product from vic91.7%0.0%68.8%no25.0%

    TotalCount12416

    % within what is your gender75.0%25.0%100.0%female91.7%

    % within interested in buying beauty product from vic100.0%100.0%100.0%male8.3%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)Exact Sig. (2-sided)Exact Sig. (1-sided)

    Pearson Chi-Square11.73310.001

    Continuity Correction(a)7.85510.005

    Likelihood Ratio12.99110.000

    Fisher's Exact Test0.0030.003

    Linear-by-Linear Association11.00010.001

    N of Valid Cases16

    a. Computed only for a 2x2 table

    b. 3 cells (75.0%) have expected count less than 5. The minimum expected count is 1.25.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.8560.129-6.2050.000

    Ordinal by OrdinalSpearman Correlation-0.8560.129-6.2050.000

    N of Valid Cases16

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your gender * your level of education

    Crosstab

    your level of educationTotal

    Some High SchoolHigh School DiplomaCollege Degree

    what is your gendermaleCount0055

    % within what is your gender0.0%0.0%100.0%100.0%

    % within your level of education0.0%0.0%35.7%31.3%

    femaleCount11911

    % within what is your gender9.1%9.1%81.8%100.0%

    % within your level of education100.0%100.0%64.3%68.8%

    TotalCount111416

    % within what is your gender6.3%6.3%87.5%100.0%

    % within your level of education100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square1.03920.595

    Likelihood Ratio1.62620.444

    Linear-by-Linear Association0.86410.353

    N of Valid Cases16

    a. 5 cells (83.3%) have expected count less than 5. The minimum expected count is .31.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.2400.096-0.9250.371

    Ordinal by OrdinalSpearman Correlation-0.2540.102-0.9840.342

    N of Valid Cases16

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your marital status * where learn about new products

    Crosstab

    where learn about new productsTotal

    TV advertisingfashion magazinesin store displays and samples

    what is your marital statussingleCount36110

    % within what is your marital status30.0%60.0%10.0%100.0%

    % within where learn about new products60.0%54.5%100.0%58.8%

    marriedCount2406

    % within what is your marital status33.3%66.7%0.0%100.0%

    % within where learn about new products40.0%36.4%0.0%35.3%

    separatedCount0101

    % within what is your marital status0.0%100.0%0.0%100.0%

    % within where learn about new products0.0%9.1%0.0%5.9%

    TotalCount511117

    % within what is your marital status29.4%64.7%5.9%100.0%

    % within where learn about new products100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square1.25740.869

    Likelihood Ratio1.88440.757

    Linear-by-Linear Association0.03110.860

    N of Valid Cases17

    a. 8 cells (88.9%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.0440.165-0.1710.866

    Ordinal by OrdinalSpearman Correlation-0.0300.227-0.1170.908

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your marital status * importantance of image

    Crosstab

    importantance of imageTotal

    extremely unimportantunimportantslightly unimportantneither important nor unimportant

    what is your marital statussingleCount313310

    % within what is your marital status30.0%10.0%30.0%30.0%100.0%

    % within importantance of image60.0%100.0%50.0%60.0%58.8%

    marriedCount20226

    % within what is your marital status33.3%0.0%33.3%33.3%100.0%

    % within importantance of image40.0%0.0%33.3%40.0%35.3%

    separatedCount00101

    % within what is your marital status0.0%0.0%100.0%0.0%100.0%

    % within importantance of image0.0%0.0%16.7%0.0%5.9%

    TotalCount516517

    % within what is your marital status29.4%5.9%35.3%29.4%100.0%

    % within importantance of image100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square2.62660.854

    Likelihood Ratio3.17960.786

    Linear-by-Linear Association0.09110.763

    N of Valid Cases17

    a. 12 cells (100.0%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.0750.1610.2920.774

    Ordinal by OrdinalSpearman Correlation0.0410.2250.1580.877

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your marital status * importantance of fragance

    Crosstab

    importantance of fraganceTotal

    extremely important

    what is your marital statussingleCount1010

    % within what is your marital status100.0%100.0%

    % within importantance of fragance58.8%58.8%

    marriedCount66

    % within what is your marital status100.0%100.0%

    % within importantance of fragance35.3%35.3%

    separatedCount11

    % within what is your marital status100.0%100.0%

    % within importantance of fragance5.9%5.9%

    TotalCount1717

    % within what is your marital status100.0%100.0%

    % within importantance of fragance100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of fragance is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of fragance is a constant.

    what is your marital status * importantance of quality

    Crosstab

    importantance of qualityTotal

    extremely important

    what is your marital statussingleCount1010

    % within what is your marital status100.0%100.0%

    % within importantance of quality58.8%58.8%

    marriedCount66

    % within what is your marital status100.0%100.0%

    % within importantance of quality35.3%35.3%

    separatedCount11

    % within what is your marital status100.0%100.0%

    % within importantance of quality5.9%5.9%

    TotalCount1717

    % within what is your marital status100.0%100.0%

    % within importantance of quality100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of quality is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of quality is a constant.

    what is your marital status * importantance of price

    Crosstab

    importantance of priceTotal

    slightly unimportantneither important nor unimportantextremely important

    what is your marital statussingleCount15410

    % within what is your marital status10.0%50.0%40.0%100.0%

    % within importantance of price25.0%62.5%80.0%58.8%

    marriedCount3216

    % within what is your marital status50.0%33.3%16.7%100.0%

    % within importantance of price75.0%25.0%20.0%35.3%

    separatedCount0101

    % within what is your marital status0.0%100.0%0.0%100.0%

    % within importantance of price0.0%12.5%0.0%5.9%

    TotalCount48517

    % within what is your marital status23.5%47.1%29.4%100.0%

    % within importantance of price100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square4.66140.324

    Likelihood Ratio4.87040.301

    Linear-by-Linear Association1.26610.261

    N of Valid Cases17

    a. 9 cells (100.0%) have expected count less than 5. The minimum expected count is .24.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.2810.138-1.1350.274

    Ordinal by OrdinalSpearman Correlation-0.3700.197-1.5440.143

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your marital status * importantance of selection

    Crosstab

    importantance of selectionTotal

    extremely important

    what is your marital statussingleCount1010

    % within what is your marital status100.0%100.0%

    % within importantance of selection58.8%58.8%

    marriedCount66

    % within what is your marital status100.0%100.0%

    % within importantance of selection35.3%35.3%

    separatedCount11

    % within what is your marital status100.0%100.0%

    % within importantance of selection5.9%5.9%

    TotalCount1717

    % within what is your marital status100.0%100.0%

    % within importantance of selection100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of selection is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of selection is a constant.

    what is your marital status * favorite store to shop

    Crosstab

    favorite store to shopTotal

    specialty storedepartment storediscount storemarket

    what is your marital statussingleCount612110

    % within what is your marital status60.0%10.0%20.0%10.0%100.0%

    % within favorite store to shop60.0%100.0%40.0%100.0%58.8%

    marriedCount40206

    % within what is your marital status66.7%0.0%33.3%0.0%100.0%

    % within favorite store to shop40.0%0.0%40.0%0.0%35.3%

    separatedCount00101

    % within what is your marital status0.0%0.0%100.0%0.0%100.0%

    % within favorite store to shop0.0%0.0%20.0%0.0%5.9%

    TotalCount1015117

    % within what is your marital status58.8%5.9%29.4%5.9%100.0%

    % within favorite store to shop100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square4.08060.666

    Likelihood Ratio4.76760.574

    Linear-by-Linear Association0.27910.597

    N of Valid Cases17

    a. 11 cells (91.7%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.1320.2220.5160.614

    Ordinal by OrdinalSpearman Correlation0.0820.2500.3180.755

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your marital status * how much do you typically pay for perfume

    Crosstab

    how much do you typically pay for perfumeTotal

    $26- $40> $40

    what is your marital statussingleCount4610

    % within what is your marital status40.0%60.0%100.0%

    % within how much do you typically pay for perfume100.0%46.2%58.8%

    marriedCount066

    % within what is your marital status0.0%100.0%100.0%

    % within how much do you typically pay for perfume0.0%46.2%35.3%

    separatedCount011

    % within what is your marital status0.0%100.0%100.0%

    % within how much do you typically pay for perfume0.0%7.7%5.9%

    TotalCount41317

    % within what is your marital status23.5%76.5%100.0%

    % within how much do you typically pay for perfume100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square3.66220.160

    Likelihood Ratio5.09020.078

    Linear-by-Linear Association2.29210.130

    N of Valid Cases17

    a. 5 cells (83.3%) have expected count less than 5. The minimum expected count is .24.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.3780.1031.5840.134

    Ordinal by OrdinalSpearman Correlation0.4560.1241.9850.066

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your marital status * how you learn about favorite perfume

    Crosstab

    how you learn about favorite perfumeTotal

    TV advertisingfashion magazinesfriends and familyit was given to me as a gift

    what is your marital statussingleCount152210

    % within what is your marital status10.0%50.0%20.0%20.0%100.0%

    % within how you learn about favorite perfume100.0%50.0%66.7%66.7%58.8%

    marriedCount05106

    % within what is your marital status0.0%83.3%16.7%0.0%100.0%

    % within how you learn about favorite perfume0.0%50.0%33.3%0.0%35.3%

    separatedCount00011

    % within what is your marital status0.0%0.0%0.0%100.0%100.0%

    % within how you learn about favorite perfume0.0%0.0%0.0%33.3%5.9%

    TotalCount1103317

    % within what is your marital status5.9%58.8%17.6%17.6%100.0%

    % within how you learn about favorite perfume100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square7.17860.305

    Likelihood Ratio7.27560.296

    Linear-by-Linear Association1.20610.272

    N of Valid Cases17

    a. 11 cells (91.7%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.2750.3271.1060.286

    Ordinal by OrdinalSpearman Correlation0.0400.2680.1540.880

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your marital status * length you been wearing fav. perfume

    Crosstab

    length you been wearing fav. perfumeTotal

    less than one montha few monthsseveral monthsmore than one yearseveral years

    what is your marital statussingleCount1215110

    % within what is your marital status10.0%20.0%10.0%50.0%10.0%100.0%

    % within length you been wearing fav. perfume100.0%50.0%50.0%62.5%50.0%58.8%

    marriedCount021306

    % within what is your marital status0.0%33.3%16.7%50.0%0.0%100.0%

    % within length you been wearing fav. perfume0.0%50.0%50.0%37.5%0.0%35.3%

    separatedCount000011

    % within what is your marital status0.0%0.0%0.0%0.0%100.0%100.0%

    % within length you been wearing fav. perfume0.0%0.0%0.0%0.0%50.0%5.9%

    TotalCount1428217

    % within what is your marital status5.9%23.5%11.8%47.1%11.8%100.0%

    % within length you been wearing fav. perfume100.0%100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square9.35080.314

    Likelihood Ratio7.10180.526

    Linear-by-Linear Association1.04410.307

    N of Valid Cases17

    a. 15 cells (100.0%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.2550.2331.0230.322

    Ordinal by OrdinalSpearman Correlation0.1150.2660.4480.661

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your marital status * heard of victoria sercet

    Crosstab

    heard of victoria sercetTotal

    no

    what is your marital statussingleCount1010

    % within what is your marital status100.0%100.0%

    % within heard of victoria sercet58.8%58.8%

    marriedCount66

    % within what is your marital status100.0%100.0%

    % within heard of victoria sercet35.3%35.3%

    separatedCount11

    % within what is your marital status100.0%100.0%

    % within heard of victoria sercet5.9%5.9%

    TotalCount1717

    % within what is your marital status100.0%100.0%

    % within heard of victoria sercet100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because heard of victoria sercet is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because heard of victoria sercet is a constant.

    what is your marital status * shopped at victoria store

    Crosstab

    shopped at victoria storeTotal

    yesno

    what is your marital statussingleCount01010

    % within what is your marital status0.0%100.0%100.0%

    % within shopped at victoria store0.0%62.5%58.8%

    marriedCount156

    % within what is your marital status16.7%83.3%100.0%

    % within shopped at victoria store100.0%31.3%35.3%

    separatedCount011

    % within what is your marital status0.0%100.0%100.0%

    % within shopped at victoria store0.0%6.3%5.9%

    TotalCount11617

    % within what is your marital status5.9%94.1%100.0%

    % within shopped at victoria store100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square1.94820.378

    Likelihood Ratio2.20020.333

    Linear-by-Linear Association0.36810.544

    N of Valid Cases17

    a. 4 cells (66.7%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.1520.121-0.5940.561

    Ordinal by OrdinalSpearman Correlation-0.2640.145-1.0610.305

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your marital status * interested in receiving a victoria secret catalog

    Crosstab

    interested in receiving a victoria secret catalogTotal

    yesno

    what is your marital statussingleCount8210

    % within what is your marital status80.0%20.0%100.0%

    % within interested in receiving a victoria secret catalog61.5%66.7%62.5%

    marriedCount415

    % within what is your marital status80.0%20.0%100.0%

    % within interested in receiving a victoria secret catalog30.8%33.3%31.3%

    separatedCount101

    % within what is your marital status100.0%0.0%100.0%

    % within interested in receiving a victoria secret catalog7.7%0.0%6.3%

    TotalCount13316

    % within what is your marital status81.3%18.8%100.0%

    % within interested in receiving a victoria secret catalog100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square0.24620.884

    Likelihood Ratio0.43020.806

    Linear-by-Linear Association0.15410.695

    N of Valid Cases16

    a. 5 cells (83.3%) have expected count less than 5. The minimum expected count is .19.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.1010.165-0.3810.709

    Ordinal by OrdinalSpearman Correlation-0.0610.230-0.2290.822

    N of Valid Cases16

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your marital status * interested in shopping at a vic store

    Crosstab

    interested in shopping at a vic storeTotal

    yesno

    what is your marital statussingleCount7310

    % within what is your marital status70.0%30.0%100.0%

    % within interested in shopping at a vic store58.3%75.0%62.5%

    marriedCount415

    % within what is your marital status80.0%20.0%100.0%

    % within interested in shopping at a vic store33.3%25.0%31.3%

    separatedCount101

    % within what is your marital status100.0%0.0%100.0%

    % within interested in shopping at a vic store8.3%0.0%6.3%

    TotalCount12416

    % within what is your marital status75.0%25.0%100.0%

    % within interested in shopping at a vic store100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square0.53320.766

    Likelihood Ratio0.77320.679

    Linear-by-Linear Association0.50010.480

    N of Valid Cases16

    a. 5 cells (83.3%) have expected count less than 5. The minimum expected count is .25.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.1830.156-0.6950.499

    Ordinal by OrdinalSpearman Correlation-0.1650.219-0.6270.541

    N of Valid Cases16

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your marital status * interested in buying beauty product from vic

    Crosstab

    interested in buying beauty product from vicTotal

    yesno

    what is your marital statussingleCount7310

    % within what is your marital status70.0%30.0%100.0%

    % within interested in buying beauty product from vic58.3%75.0%62.5%

    marriedCount415

    % within what is your marital status80.0%20.0%100.0%

    % within interested in buying beauty product from vic33.3%25.0%31.3%

    separatedCount101

    % within what is your marital status100.0%0.0%100.0%

    % within interested in buying beauty product from vic8.3%0.0%6.3%

    TotalCount12416

    % within what is your marital status75.0%25.0%100.0%

    % within interested in buying beauty product from vic100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square0.53320.766

    Likelihood Ratio0.77320.679

    Linear-by-Linear Association0.50010.480

    N of Valid Cases16

    a. 5 cells (83.3%) have expected count less than 5. The minimum expected count is .25.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.1830.156-0.6950.499

    Ordinal by OrdinalSpearman Correlation-0.1650.219-0.6270.541

    N of Valid Cases16

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    what is your marital status * your level of education

    Crosstab

    your level of educationTotal

    Some High SchoolHigh School DiplomaCollege Degree

    what is your marital statussingleCount001010

    % within what is your marital status0.0%0.0%100.0%100.0%

    % within your level of education0.0%0.0%71.4%62.5%

    marriedCount1135

    % within what is your marital status20.0%20.0%60.0%100.0%

    % within your level of education100.0%100.0%21.4%31.3%

    separatedCount0011

    % within what is your marital status0.0%0.0%100.0%100.0%

    % within your level of education0.0%0.0%7.1%6.3%

    TotalCount111416

    % within what is your marital status6.3%6.3%87.5%100.0%

    % within your level of education100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square5.02940.284

    Likelihood Ratio5.32740.255

    Linear-by-Linear Association0.76110.383

    N of Valid Cases16

    a. 8 cells (88.9%) have expected count less than 5. The minimum expected count is .06.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.2250.162-0.8650.402

    Ordinal by OrdinalSpearman Correlation-0.4310.175-1.7900.095

    N of Valid Cases16

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    do you where cosmetics * where learn about new products

    Crosstab

    where learn about new productsTotal

    TV advertisingfashion magazinesin store displays and samples

    do you where cosmeticseverydayCount27110

    % within do you where cosmetics20.0%70.0%10.0%100.0%

    % within where learn about new products40.0%63.6%100.0%58.8%

    weekdaysCount0202

    % within do you where cosmetics0.0%100.0%0.0%100.0%

    % within where learn about new products0.0%18.2%0.0%11.8%

    neverCount3205

    % within do you where cosmetics60.0%40.0%0.0%100.0%

    % within where learn about new products60.0%18.2%0.0%29.4%

    TotalCount511117

    % within do you where cosmetics29.4%64.7%5.9%100.0%

    % within where learn about new products100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square4.08040.395

    Likelihood Ratio4.71540.318

    Linear-by-Linear Association2.32510.127

    N of Valid Cases17

    a. 8 cells (88.9%) have expected count less than 5. The minimum expected count is .12.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.3810.166-1.5970.131

    Ordinal by OrdinalSpearman Correlation-0.3620.226-1.5030.153

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    do you where cosmetics * importantance of image

    Crosstab

    importantance of imageTotal

    extremely unimportantunimportantslightly unimportantneither important nor unimportant

    do you where cosmeticseverydayCount214310

    % within do you where cosmetics20.0%10.0%40.0%30.0%100.0%

    % within importantance of image40.0%100.0%66.7%60.0%58.8%

    weekdaysCount00202

    % within do you where cosmetics0.0%0.0%100.0%0.0%100.0%

    % within importantance of image0.0%0.0%33.3%0.0%11.8%

    neverCount30025

    % within do you where cosmetics60.0%0.0%0.0%40.0%100.0%

    % within importantance of image60.0%0.0%0.0%40.0%29.4%

    TotalCount516517

    % within do you where cosmetics29.4%5.9%35.3%29.4%100.0%

    % within importantance of image100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square8.16060.227

    Likelihood Ratio10.31260.112

    Linear-by-Linear Association0.84910.357

    N of Valid Cases17

    a. 12 cells (100.0%) have expected count less than 5. The minimum expected count is .12.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.2300.277-0.9170.374

    Ordinal by OrdinalSpearman Correlation-0.1490.278-0.5850.567

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    do you where cosmetics * importantance of fragance

    Crosstab

    importantance of fraganceTotal

    extremely important

    do you where cosmeticseverydayCount1010

    % within do you where cosmetics100.0%100.0%

    % within importantance of fragance58.8%58.8%

    weekdaysCount22

    % within do you where cosmetics100.0%100.0%

    % within importantance of fragance11.8%11.8%

    neverCount55

    % within do you where cosmetics100.0%100.0%

    % within importantance of fragance29.4%29.4%

    TotalCount1717

    % within do you where cosmetics100.0%100.0%

    % within importantance of fragance100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of fragance is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of fragance is a constant.

    do you where cosmetics * importantance of quality

    Crosstab

    importantance of qualityTotal

    extremely important

    do you where cosmeticseverydayCount1010

    % within do you where cosmetics100.0%100.0%

    % within importantance of quality58.8%58.8%

    weekdaysCount22

    % within do you where cosmetics100.0%100.0%

    % within importantance of quality11.8%11.8%

    neverCount55

    % within do you where cosmetics100.0%100.0%

    % within importantance of quality29.4%29.4%

    TotalCount1717

    % within do you where cosmetics100.0%100.0%

    % within importantance of quality100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of quality is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of quality is a constant.

    do you where cosmetics * importantance of price

    Crosstab

    importantance of priceTotal

    slightly unimportantneither important nor unimportantextremely important

    do you where cosmeticseverydayCount45110

    % within do you where cosmetics40.0%50.0%10.0%100.0%

    % within importantance of price100.0%62.5%20.0%58.8%

    weekdaysCount0202

    % within do you where cosmetics0.0%100.0%0.0%100.0%

    % within importantance of price0.0%25.0%0.0%11.8%

    neverCount0145

    % within do you where cosmetics0.0%20.0%80.0%100.0%

    % within importantance of price0.0%12.5%80.0%29.4%

    TotalCount48517

    % within do you where cosmetics23.5%47.1%29.4%100.0%

    % within importantance of price100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square11.00840.026

    Likelihood Ratio12.00240.017

    Linear-by-Linear Association8.13610.004

    N of Valid Cases17

    a. 9 cells (100.0%) have expected count less than 5. The minimum expected count is .47.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.7130.1723.9390.001

    Ordinal by OrdinalSpearman Correlation0.6530.1513.3430.004

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    do you where cosmetics * importantance of selection

    Crosstab

    importantance of selectionTotal

    extremely important

    do you where cosmeticseverydayCount1010

    % within do you where cosmetics100.0%100.0%

    % within importantance of selection58.8%58.8%

    weekdaysCount22

    % within do you where cosmetics100.0%100.0%

    % within importantance of selection11.8%11.8%

    neverCount55

    % within do you where cosmetics100.0%100.0%

    % within importantance of selection29.4%29.4%

    TotalCount1717

    % within do you where cosmetics100.0%100.0%

    % within importantance of selection100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of selection is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because importantance of selection is a constant.

    do you where cosmetics * favorite store to shop

    Crosstab

    favorite store to shopTotal

    specialty storedepartment storediscount storemarket

    do you where cosmeticseverydayCount811010

    % within do you where cosmetics80.0%10.0%10.0%0.0%100.0%

    % within favorite store to shop80.0%100.0%20.0%0.0%58.8%

    weekdaysCount00202

    % within do you where cosmetics0.0%0.0%100.0%0.0%100.0%

    % within favorite store to shop0.0%0.0%40.0%0.0%11.8%

    neverCount20215

    % within do you where cosmetics40.0%0.0%40.0%20.0%100.0%

    % within favorite store to shop20.0%0.0%40.0%100.0%29.4%

    TotalCount1015117

    % within do you where cosmetics58.8%5.9%29.4%5.9%100.0%

    % within favorite store to shop100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square10.20060.116

    Likelihood Ratio10.85360.093

    Linear-by-Linear Association3.46110.063

    N of Valid Cases17

    a. 11 cells (91.7%) have expected count less than 5. The minimum expected count is .12.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.4650.2122.0350.060

    Ordinal by OrdinalSpearman Correlation0.5220.2142.3690.032

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    do you where cosmetics * how much do you typically pay for perfume

    Crosstab

    how much do you typically pay for perfumeTotal

    $26- $40> $40

    do you where cosmeticseverydayCount2810

    % within do you where cosmetics20.0%80.0%100.0%

    % within how much do you typically pay for perfume50.0%61.5%58.8%

    weekdaysCount022

    % within do you where cosmetics0.0%100.0%100.0%

    % within how much do you typically pay for perfume0.0%15.4%11.8%

    neverCount235

    % within do you where cosmetics40.0%60.0%100.0%

    % within how much do you typically pay for perfume50.0%23.1%29.4%

    TotalCount41317

    % within do you where cosmetics23.5%76.5%100.0%

    % within how much do you typically pay for perfume100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square1.43820.487

    Likelihood Ratio1.81220.404

    Linear-by-Linear Association0.77910.377

    N of Valid Cases17

    a. 5 cells (83.3%) have expected count less than 5. The minimum expected count is .47.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.2210.262-0.8760.395

    Ordinal by OrdinalSpearman Correlation-0.1610.260-0.6320.537

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    do you where cosmetics * how you learn about favorite perfume

    Crosstab

    how you learn about favorite perfumeTotal

    TV advertisingfashion magazinesfriends and familyit was given to me as a gift

    do you where cosmeticseverydayCount072110

    % within do you where cosmetics0.0%70.0%20.0%10.0%100.0%

    % within how you learn about favorite perfume0.0%70.0%66.7%33.3%58.8%

    weekdaysCount10012

    % within do you where cosmetics50.0%0.0%0.0%50.0%100.0%

    % within how you learn about favorite perfume100.0%0.0%0.0%33.3%11.8%

    neverCount03115

    % within do you where cosmetics0.0%60.0%20.0%20.0%100.0%

    % within how you learn about favorite perfume0.0%30.0%33.3%33.3%29.4%

    TotalCount1103317

    % within do you where cosmetics5.9%58.8%17.6%17.6%100.0%

    % within how you learn about favorite perfume100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square10.82360.094

    Likelihood Ratio8.78360.186

    Linear-by-Linear Association0.17610.675

    N of Valid Cases17

    a. 11 cells (91.7%) have expected count less than 5. The minimum expected count is .12.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.1050.2260.4090.689

    Ordinal by OrdinalSpearman Correlation0.0860.2300.3330.744

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    do you where cosmetics * length you been wearing fav. perfume

    Crosstab

    length you been wearing fav. perfumeTotal

    less than one montha few monthsseveral monthsmore than one yearseveral years

    do you where cosmeticseverydayCount0324110

    % within do you where cosmetics0.0%30.0%20.0%40.0%10.0%100.0%

    % within length you been wearing fav. perfume0.0%75.0%100.0%50.0%50.0%58.8%

    weekdaysCount000112

    % within do you where cosmetics0.0%0.0%0.0%50.0%50.0%100.0%

    % within length you been wearing fav. perfume0.0%0.0%0.0%12.5%50.0%11.8%

    neverCount110305

    % within do you where cosmetics20.0%20.0%0.0%60.0%0.0%100.0%

    % within length you been wearing fav. perfume100.0%25.0%0.0%37.5%0.0%29.4%

    TotalCount1428217

    % within do you where cosmetics5.9%23.5%11.8%47.1%11.8%100.0%

    % within length you been wearing fav. perfume100.0%100.0%100.0%100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square7.86380.447

    Likelihood Ratio8.55080.382

    Linear-by-Linear Association0.31010.578

    N of Valid Cases17

    a. 15 cells (100.0%) have expected count less than 5. The minimum expected count is .12.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R-0.1390.246-0.5440.594

    Ordinal by OrdinalSpearman Correlation0.0090.2550.0350.973

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    do you where cosmetics * heard of victoria sercet

    Crosstab

    heard of victoria sercetTotal

    no

    do you where cosmeticseverydayCount1010

    % within do you where cosmetics100.0%100.0%

    % within heard of victoria sercet58.8%58.8%

    weekdaysCount22

    % within do you where cosmetics100.0%100.0%

    % within heard of victoria sercet11.8%11.8%

    neverCount55

    % within do you where cosmetics100.0%100.0%

    % within heard of victoria sercet29.4%29.4%

    TotalCount1717

    % within do you where cosmetics100.0%100.0%

    % within heard of victoria sercet100.0%100.0%

    Chi-Square Tests

    Value

    Pearson Chi-Square.(a)

    N of Valid Cases17

    a. No statistics are computed because heard of victoria sercet is a constant.

    Symmetric Measures

    Value

    Interval by IntervalPearson's R.(a)

    N of Valid Cases17

    a. No statistics are computed because heard of victoria sercet is a constant.

    do you where cosmetics * shopped at victoria store

    Crosstab

    shopped at victoria storeTotal

    yesno

    do you where cosmeticseverydayCount1910

    % within do you where cosmetics10.0%90.0%100.0%

    % within shopped at victoria store100.0%56.3%58.8%

    weekdaysCount022

    % within do you where cosmetics0.0%100.0%100.0%

    % within shopped at victoria store0.0%12.5%11.8%

    neverCount055

    % within do you where cosmetics0.0%100.0%100.0%

    % within shopped at victoria store0.0%31.3%29.4%

    TotalCount11617

    % within do you where cosmetics5.9%94.1%100.0%

    % within shopped at victoria store100.0%100.0%100.0%

    Chi-Square Tests

    ValuedfAsymp. Sig. (2-sided)

    Pearson Chi-Square0.74420.689

    Likelihood Ratio1.10520.576

    Linear-by-Linear Association0.53210.466

    N of Valid Cases17

    a. 5 cells (83.3%) have expected count less than 5. The minimum expected count is .12.

    Symmetric Measures

    ValueAsymp. Std. Error(a)Approx. T(b)Approx. Sig.

    Interval by IntervalPearson's R0.1820.0950.7180.484

    Ordinal by OrdinalSpearman Correlation0.2030.1050.8040.434

    N of Valid Cases17

    a. Not assuming the null hypothesis.

    b. Using the asymptotic standard error assuming the null hypothesis.

    c. Based on normal approximation.

    do you where cosmetics * interested in receiving a victoria secret catalog

    Crosstab

    interested in receiving a victoria secret catalogTotal

    yesno

    do you where cosmeticseverydayCount909

    % within do you where cosmetics100.0%0.0%100.0%