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OFFSITE

STUDENT ID CODE:

(first four letters of last name + shopper ID #):

SURVEY LOCATION / EXIT CODE #:

An Outlet Shopping Experience Dear Shopper,

A team of researchers from the George Washington University is undertaking a marketing research study to understand shoppers’ experience at outlet centers. I would be grateful if you could spend a few minutes to complete this survey.

Please be assured that your responses will be treated confidentially and with anonymity.

This study was approved by the management team of Tanger Outlets Center at National Harbor.

Thanking you in advance for your time and input. Kind regards,

The George Washington University (GWU)

Pre-screen question: Have you ever shopped at Tanger Outlets Center at National Harbor?

Yes (_ )* No ( )

*If yes, do not continue on

In our effort to save the environment, this survey form is printed on double-sided paper.

INSTRUCTIONS

IMPORTANT NOTE: Please answer ALL questions to the best of your abilities. There are no right or wrong answers! Please Check and/or WRITE your responses.

PRELIMINARY QUESTIONS

1. Have you shopped at an Outlet Mall? Yes (1 ) No ( 2 )

2. If Yes – what is your favorite outlet mall?

3. If Yes - What outlet mall have you most frequently shopped?

4. If No – Would you shop at an Outlet Mall? Yes (1 ) No ( 2)

5. How often do you buy something when you visit outlet malls (approximate % of the time, not including food or drink)? ……………%

6. What category of merchandise do you most frequently buy at outlet malls (mark the top 1 or 2 categories)?

Jewelry (1 )

Men’s Apparel (2 )

Women’s Shoes ( 3 )

Women’s Accessories (4)

Women’s Apparel ( 5)

Children’s Apparel (6 )

Men’s Shoes (7 )

Men’s Accessories ( 8 )

7. Do you normally shop by yourself? YES ( 1 ) NO ( 2 )

If the answer is NO, how many companions/family members go with you? people

8. How many items did you purchase during your last outlet trip? (you can write zero if you did not buy anything)

9. How much did you spend on your last outlet trip? (you can write zero if you did not buy anything)

10. What are the main (if any) factors would entice you to visit an outlet center?

Discounts (1) Restaurants ( 2 ) Shopping Experience (3 ) Brands ( 4) Other: 5

SECTION 1: Your Views about Shopping in general

11. To you, going shopping is:

Unimportant

1

2

3

4

5

6

7

Important

Boring

1

2

3

4

5

6

7

Interesting

Means nothing

1

2

3

4

5

6

7

Means a lot to me

Unappealing

1

2

3

4

5

6

7

Appealing

SECTION 2: Your Views about Outlet Malls

12. When I go to outlet malls, I primarily want to:

Strongly Disagree

Neutral

Strongly Agree

Get things done

1

2

3

4

5

6

7

Relieve boredom

1

2

3

4

5

6

7

Explore new trends and products available at the boutiques

1

2

3

4

5

6

7

13. Rate your recent outlet experience:

Strongly Disagree

Strongly Agree

Exciting

1

2

3

4

5

6

7

Interesting

1

2

3

4

5

6

7

Stimulating

1

2

3

4

5

6

7

Pressured

1

2

3

4

5

6

7

Rushed

1

2

3

4

5

6

7

Hectic

1

2

3

4

5

6

7

Better than expected

1

2

3

4

5

6

7

1

14. Rate the following statements based on your last outlet mall experience:

Strongly Disagree

Neutral

Strongly Agree

I like to stay at the mall as long as possible

1

2

3

4

5

6

7

I enjoy spending time at the mall

1

2

3

4

5

6

7

I like shopping at the mall

1

2

3

4

5

6

7

I am friendly to strangers in the mall

1

2

3

4

5

6

7

I am talkative to boutique employees in the mall

1

2

3

4

5

6

7

I am talkative to other customers in the mall

1

2

3

4

5

6

7

I spend more money than I initially plan to spend at the mall

1

2

3

4

5

6

7

I spend more time than I initially wanted to at the mall

1

2

3

4

5

6

7

I am willing to recommend a mall to others

1

2

3

4

5

6

7

I will avoid returning to the mall

1

2

3

4

5

6

7

I will continue shopping at the mall in the next month

1

2

3

4

5

6

7

I only shop at certain stores in the mall

1

2

3

4

5

6

7

The mall is exactly what is needed for shopping

1

2

3

4

5

6

7

I like to explore different and new stores in the mall

1

2

3

4

5

6

7

In this mall, I can find brands that I cannot find elsewhere

1

2

3

4

5

6

7

SECTION 3: YOUR VIEWS about Outlet Malls

15. Rate the following statements about what you would want to experience:

Strongly Disagree

Neutral

Strongly Agree

Plays music that I like

1

2

3

4

5

6

7

Lighting is appropriate

1

2

3

4

5

6

7

Temperature is comfortable

1

2

3

4

5

6

7

The mall's architecture is appealing

1

2

3

4

5

6

7

The mall decor is attractive

1

2

3

4

5

6

7

Has clean restrooms, walkways and exits

1

2

3

4

5

6

7

Signs/directions (enter, exit, bathrooms) are helpful

1

2

3

4

5

6

7

The layout makes it easy to get to where you want

1

2

3

4

5

6

7

Overall layout makes it easy to get around

1

2

3

4

5

6

7

Parking lot has ample spaces

1

2

3

4

5

6

7

Has an excellent variety of food

1

2

3

4

5

6

7

Has an excellent variety of stores

1

2

3

4

5

6

7

Has plenty of seating areas

1

2

3

4

5

6

7

The exterior design of the mall is attractive

1

2

3

4

5

6

7

The price level at this mall is as expected

1

2

3

4

5

6

7

Offers a lot of special promotions

1

2

3

4

5

6

7

This mall is easy to get to

1

2

3

4

5

6

7

This mall has high quality products

1

2

3

4

5

6

7

Products are of a good value in this mall

1

2

3

4

5

6

7

SECTION 4: YOUR Views about Others in Outlet malls

16. How do you describe people in an outlet store? (7 – Strongly Agree, 1 – Strongly Disagree)

This mall has well-dressed and well put-together employees

1

2

3

4

5

6

7

This mall has friendly employees

1

2

3

4

5

6

7

This mall has helpful employees

1

2

3

4

5

6

7

Customers of this mall are well-dressed and well put-together

1

2

3

4

5

6

7

Customers of this mall are friendly

1

2

3

4

5

6

7

Customers of this mall are helpful

1

2

3

4

5

6

7

This mall is over-crowded

1

2

3

4

5

6

7

The overall lifestyle of customers shopping at this mall is similar to my lifestyle

1

2

3

4

5

6

7

The basic values of customers of this mall are similar to my values

1

2

3

4

5

6

7

The dress and appearance of customers of this mall, is similar to my dress and appearance.

1

2

3

4

5

6

7

The associates in the stores are friendly

1

2

3

4

5

6

7

SECTION 5: Tell us about yourself

15- Gender 16- Age

 Male (1)  18 – 24 (1)

 Female (2)  25 – 34 (2)

 35 – 44 (3)

 45 – 54 (4)

above 55 (5)

17- Highest level of formal education 18 - Total Household Income Per Year

High school (1) Certificate (2) DiplomaDIplima ((2)

Less than $35k (1)

$35,000 – $69,999 (2)

Bachelors degree (3)

$70,000- 94,999 (3)

Postgraduate diploma / Masters (4)

$95,000 - 129,999 (4)

Doctorate degree (5)

$130,000 - 164,999 (5)

$165,000- 199,999 (6)

$200,000- 299,999 (7)

$300,000-399,999 (8)

$400,000- 599,999 (9)

$600,000 + (10)

19- Where is your primary residence?

· Local (within 30 miles from Tanger Outlets at National Harbor) If so, what zip code do you reside?.....................

· U.S. Tourist, please tell us about the name of your state...........................

· International Tourist, please tell us about your nationality...............................

19(a)- Please enter your zip code if you chose “Local” OR “U.S. Tourist”:________