Marketing
Dylan J. Wallace
Professor Barbara Foster, sponsor
Consumer Behavior Observational Research: The Borders Group, Inc.
The Borders Group, Inc. sells books, music, movies and miscellaneous items through two mediums; the retail store and online. The purpose of this project was to determine the conversion rates for male and female shoppers, the average time spent waiting in line, and make relevant recommendations for improvement. The outcomes were: 36 percent conversion rate for male shoppers, a 78 percent conversion rate for female shoppers, and a mean waiting time of one minute and 58 seconds.
Session C - 11:30 a.m. - Room 330.