1. INSIGHTS
based on
OBSERVATIONS!!
By
DANIA FARAH
2. Shops Visited
• Grocery stores
Ghous e Azam store
Aghaas supermarket and Phamacy
Home plus supermarket
Jamia General Store
• The Bakers
• Qasim shop
5. Before entering….
• The bright stores with punchy colour combinations
on the outside draw attention and have magnetic
tendency.
• The open doors were more welcoming.
• Bold fonts combination of capital and small
letters!!
• The carved letters in Urdu are highlights of the
cultural element
• Qasim shop could only be seen from outside,
couldn’t be entered. It’s look wasn’t welcoming…
but it added diversity to my observation.
6. Environment……..
• The light colour combination on the inside was
basic trend…that fits the environment. Like for
‘The Bakers’ the combination was according to
the type of store: Dark brown and cream.
• Most of the stores that were visited apart from the
Jamia store and the Qasim shop were tiled.. They
gave the sophisticated look to the store but tend
to be slippery to walk.
• The calm and quiet environment was more
appealing and cozy to be in as compared to the
chaotic situation of one store which was due to
the people around!
7. • Low ceiling of ‘The Bakers’ gave a
suffocating feeling. Yet in majority the
ceilings were high.
• The big stores didn’t let the feeling of the
sound being there.. Yet in the small stores
the communication among people also
tended to look like noise..
• Didn’t experience the music in any of the
shops.
• Majority of the stores were crowded with
the merchandise that gave a shabby look.
One reason is that there were Eid holidays
that might have caused the apparent
crowdedness.
8. • No distinctive smell was observed
• Most had high level of security with gunmen
and or otherwise grilled.
• The outlook of the stores that appeared
esteemed were perceived to have high prices
and in some cases it was true too.
• Cash registers were at the exit and or in the
centre of the shop.
• Tempting and motivating
items are placed near cash
counter.
9. Personnel….
• In most stores personnel were easy to approach.
• The stores which were sales person based were
easily and quickly approachable.
• Some of the personnel are very welcoming and
on their toes to keep their customer chain..
• Employees are of average age group from 35 to
50.
• Sales people of our stores were not of very
sound background so they didn’t enjoy or use
the store products.
• Salesperson of stores visited didn’t have any
uniforms.
14. Products……
• Prominent products were displayed in the
form of their tempting stands.. Like
Safeguard soap in the form of a display of
big soap shaped stand, Mosfree lotions
displayed in Jumbo Mosfree bottle shaped
shelf and so on.
• One tempting example of the display is of
the packets of spice kept in spotlight and
rotating on a base.
15. • Sale products included spices, medicines and
detergents. Medicines were on sale as a
common feature of two stores.
• The products were arranged according to the
functions in the grocery stores.
• The bakers had also arranged the items in terms
of the categories: sweets, cakes, accessories
and so on.
• Almost all the products were at eye level..
• The big cartons with many items of a product
were kept high in the self service based stores.
• The prices could be read easily and the majority
of the items were within reach of the customer.
• Items like medicines and certain cosmetic items
were kept in shelves that were approachable
through the salesperson only.
16. Customer…..
• The small stores had a majority of male individuals
coming in with an aim to buy a specific thing. These
customers came for targeted limited item based
shopping that ended soon.
• In supermarkets and the bakery, complete families
with small children too could be seen investing long
time making selection and buying a long list of items.
• In most of the stores there was a specific direction that
was followed by the customers from the entrance as
the path led to diversion. The diversions tend to be
different for different people.
• The super markets were totally self service based
shops while the small scale shops were semi self
service based and some items could be touched and
selected on own. The products could be touched
freely.
17. • Most customers were
interested dealers
who bought one of
Percentage
of
the other thing customers who
didn’t buy
Percentage
of
customers
who bought
