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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)

SURVEY LOCATION /

EXIT CODE #:

STUDENT ID CODE:

(first four letters of last

name + shopper ID #):

1

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. How frequently do you visit the Tanger Outlets Center each year? Number of visits per year: .............. 2. How much do you spend (approximately) per visit at Tanger? (check one):

$0-$99 ( ) $100-$249 ( ) $250-$499 ( ) $500+ ( ) 3. What category of merchandise do you most frequently come to Tanger to buy (mark the top 1 or 2 categories)?

Jewelry ( ) Men’s Apparel ( ) Women’s Shoes ( ) Women’s Accessories ( ) Women’s Apparel ( ) Children’s Apparel ( ) Men’s Shoes ( ) Men’s Accessories ( )

4. How long have you been here today? …….…hours 5. Are you shopping by yourself? YES ( ) NO ( ) If the answer is NO, how many companions/family members are with you? …………..people 6. How many items did you purchase today? ..............(you can write zero if you did not buy anything) 7. How much did you spend on this visit ..............(you can write zero if you did not buy anything) 8. How did you spend your time at Tanger today? (check all that apply)

Window shopping ( ) Fashion shopping ( ) Café shop ( ) Other..............

SECTION 1: Your Views about Shopping in general 9. 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 this Shopping Experience at Tanger Outlets 10. On this shopping occasion, 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

11. Rate your recent mall shopping 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

2

12. Rate the following statements: Strongly

Disagree Neutral

Strongly Agree

I like to stay at this mall as long as possible 1 2 3 4 5 6 7 I enjoy spending time at this mall 1 2 3 4 5 6 7 I like shopping at this mall 1 2 3 4 5 6 7 I am friendly to strangers in this mall 1 2 3 4 5 6 7 I am talkative to boutique employees in this mall 1 2 3 4 5 6 7 I am talkative to other customers in this mall 1 2 3 4 5 6 7 I spend more money than I initially plan to spend at this mall

1 2 3 4 5 6 7

I spend more time than I initially wanted to at this mall 1 2 3 4 5 6 7 I am willing to recommend this mall to others 1 2 3 4 5 6 7 I will avoid returning to this mall 1 2 3 4 5 6 7 I will continue shopping at this mall in the next month 1 2 3 4 5 6 7 My choice to visit this mall was a wise one 1 2 3 4 5 6 7

I made the right decision to visit this mall 1 2 3 4 5 6 7

I only shop at certain stores in this mall 1 2 3 4 5 6 7

This 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 Tanger Outlets 13. Rate the following statements:

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 Tanger Outlets Center 14. How do you describe people in this outlet? (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

3

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  18 – 24  Female  25 – 34

 35 – 44 

 45 – 54 above 55

17- Highest level of formal education

18 - Total Household Income Per Year

 High school  Less than $35,000  Certificate / Diploma  $35,000 – $69,999  Bachelors degree  $70,000- 94,999  Postgraduate diploma / Masters  $95,000 - 129,999  Doctorate degree  $130,000 - 164,999

 $165,000- 199,999  $200,000- 299,999

 $300,000-399,999  $400,000- 599,999  $600,000 + 19- Where is your primary residence?

 Local (within 30 miles from Tanger Outlets at National Harbor)  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”: ___________________

20 - What was your method of transportation today? (Please check one)

o Car

o Metro

o Ride Share (Uber/Lyft)

o Motorcycle

o Bus

o Other (please specify _____)

21- Are you a “TangerClub Rewards” holder? If so, what is your rewards card number?

_________

22 - What is your favourite Outlet Shopping Mall? _____________

23- What Outlet Mall have you most frequently shopped? ___________