Appendix 24-M: A Long Report Example
Some of the people who wrote comments on the questionnaire expressed strong feelings about the high
price of clothes. Some typical comments were
Bring the prices down a bit and you'll see me much more often! I like buying clothes
(nice clothes) and would like to do so more often if it was affordable. Remember
students are on a limited budget.
I really enjoy nice clothes, but seldom can afford them.
In relation to how much money I have, men's clothing prices are too high.
I'm on a tight budget during the school year. Tell the University to lower tuition and
fees and the rest of Campustown to lower prices.
A survey conducted for The Daily Illini by Belden Associates, a marketing and communications research
and counseling firm, shows where students get their money. Most students are at least partially dependent
upon their parents. Another major source is part-time and summer employment. (See Table 2, page 9.)
This research also shows that students have a limited money supply; they must pay for tuition, housing,
food, books, and any other items from the money they get from their parents, employment, scholarships, and
loans. The money earned by employment, especially part-time and summer, is restricted, as is scholarship and
loan money. Also, the money received from parents is limited unless the parents can afford and are willing to
give unlimited amounts to their child.
This information about price sensitivity has an important implication for Redwood and Ross: unless
Redwood and Ross can lower prices, sales of its clothing will not increase.
Competitive advantages are qualities which differentiate one store from another. These characteristics are
unique to a store and may include the store personnel, atmosphere, and location. Product quality, style, and
price are not competitive advantages because the same products and prices can be found at a number of
stores in the C-U area. For example, Baskins, Carson Pirie Scott, and Kuhn's all carry a classically designed
product at prices comparable to Redwood and Ross's.
Appendix 24-N: A Long Report Example