Women who live in the South participate more frequently in hunting and fishing activities than do women in other parts of the country, and thus represent a market of interest to sporting goods stores.

A national sporting goods chain conducted a study of Texans who hunt and fish regularly, which, among other questions, asked participants to rank their store preferences for purchasing hunting and fishing equipment. The CEO of the sporting goods chain was curious to see if men and women differed in their store preferences. Five national store brands were ranked, and a cross-tabulation and chi-square analysis was performed by gender for each store. The results for Brand A are shown in Figure 13.25. Do men’s and women’s preferences differ for the store? If so, how do they differ?

What recommendations would you make to the CEO?