A market analysis and trade study of Santa Ana, California. - Page 70 |
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57
d u r in g th e g iv e n p e r i o d . U n d e r s ta n d a b ly , t h i s r a t i o m ight
i n c r e a s e o r d e c r e a s e d e p e n d in g on t h e c a le n d a r month o f
th e i n t e r v i e w .
A f u r t h e r q u e s t i o n was a sk ed o f t h e s e h o u s e h o ld s
who answ ered th e above i n th e a f f i r m a t i v e : "How many
t i m e s ? 11 The 266 h o u s e h o ld s i n d i c a t e d t h a t o n e - f o u r t h o f
them had shopped o n c e , o n e - f o u r t h had shopped t w i c e , more
th a n o n e - t e n t h had shopped t h r e e t i m e s , and [j.0.9^ had
shopped more f r e q u e n t l y th a n t h r e e t i m e s . F ig u r e l\. c h a r t s
th e f r e q u e n c y o f sh o p p in g r e p o r t e d .
A s e r i o u s l i m i t a t i o n o f t h i s q u e s t i o n , a g a in , i s
th e l a c k o f d a ta on a s p e c i f i c b a s i s , su ch a s sh o p p in g
f o r f o o d , a p p a r e l , and so on . A more e x t e n s i v e s u r v e y
would have b een n e c e s s a r y t o o b t a i n d a ta on th e f r e q u e n c y
o f sh o p p in g or p u rch a se by c o m m o d itie s .
Most r e c e n t p u r c h a s e . A l l o f t h e r e s p o n d e n t s were
a sk e d , "When was th e l a s t p u rch a se you made i n S a n ta Ana?"
About 5% d id n o t know or remember th e month o r y e a r , w h ile
th e m a j o r i t y , 302 ( 81. 6/0 s a i d t h a t th e y had made a purc
h a se w i t h i n t h e p r e v io u s two m o n th s. T h ir t y - o n e h o u s e h
o ld s (8.1p0 had made a p u rch a se w i t h i n a two t o f o u r
month p e r io d p r e v io u s to t h e i n t e r v i e w . Twenty r e sp o n d e
n t s , r e p r e s e n t i n g 5 . 1 $ , s a i d t h a t t h e i r l a s t p u rch a se had
b een o v e r fo u r m onths p r i o r to the i n t e r v i e w .
C onsum ers1 own s e n t im e n t s r e g a r d in g t h e i r fr e q u e n c y
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| Title | A market analysis and trade study of Santa Ana, California. - Page 70 |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 57 d u r in g th e g iv e n p e r i o d . U n d e r s ta n d a b ly , t h i s r a t i o m ight i n c r e a s e o r d e c r e a s e d e p e n d in g on t h e c a le n d a r month o f th e i n t e r v i e w . A f u r t h e r q u e s t i o n was a sk ed o f t h e s e h o u s e h o ld s who answ ered th e above i n th e a f f i r m a t i v e : "How many t i m e s ? 11 The 266 h o u s e h o ld s i n d i c a t e d t h a t o n e - f o u r t h o f them had shopped o n c e , o n e - f o u r t h had shopped t w i c e , more th a n o n e - t e n t h had shopped t h r e e t i m e s , and [j.0.9^ had shopped more f r e q u e n t l y th a n t h r e e t i m e s . F ig u r e l\. c h a r t s th e f r e q u e n c y o f sh o p p in g r e p o r t e d . A s e r i o u s l i m i t a t i o n o f t h i s q u e s t i o n , a g a in , i s th e l a c k o f d a ta on a s p e c i f i c b a s i s , su ch a s sh o p p in g f o r f o o d , a p p a r e l , and so on . A more e x t e n s i v e s u r v e y would have b een n e c e s s a r y t o o b t a i n d a ta on th e f r e q u e n c y o f sh o p p in g or p u rch a se by c o m m o d itie s . Most r e c e n t p u r c h a s e . A l l o f t h e r e s p o n d e n t s were a sk e d , "When was th e l a s t p u rch a se you made i n S a n ta Ana?" About 5% d id n o t know or remember th e month o r y e a r , w h ile th e m a j o r i t y , 302 ( 81. 6/0 s a i d t h a t th e y had made a purc h a se w i t h i n t h e p r e v io u s two m o n th s. T h ir t y - o n e h o u s e h o ld s (8.1p0 had made a p u rch a se w i t h i n a two t o f o u r month p e r io d p r e v io u s to t h e i n t e r v i e w . Twenty r e sp o n d e n t s , r e p r e s e n t i n g 5 . 1 $ , s a i d t h a t t h e i r l a s t p u rch a se had b een o v e r fo u r m onths p r i o r to the i n t e r v i e w . C onsum ers1 own s e n t im e n t s r e g a r d in g t h e i r fr e q u e n c y |
