course assignment

1. Assignment Nr. 2 ‘Are you paying attention’
Store ‘Kaks karu’
Before I enter the store
Store has widely open doors and nice light setting inside and cofortable lighting.
It looks inviting.
The writing is mixed with logo and presents clearly the name and brand. Brand though does not
have direct link with the activity.
Inside
Flooring is nothing that much special. Traditional light colored floor tiles. Though all colour scheme is
creeted of light and bage tones. That gives the feeling of space but a cozy space.
Lighting is again witout fancy bulbs or materials but does put focus on the product and from the
right angle inviting to explore what is in the shelf.
Sounds and music is very silent somewhat it is good but till the moment you apprach the shop
assistant – as then of course everyone would hear the conversation.
Music is slow and that is with purpose to keep cutomer longer in the store.
The amount of product is well planned it is not sparse or too crammed. Each section is well separate
and there is no mix and match for you to go through.
No distinctive smells in the store. Security is all atomated and all is at the entrance door to scan if
someone is taking good that are still tagged.
Cashier is the entrance/exit on a side.

2. General feel is very nice. And you can spend some time in the store simpl brosing. The amount of
product, placement, colours and othe elements of environment such as cleaniness does create a feel
of product being quality one.
Personnel
Shop assistants do not jump on customer straight away. But seem to be around when customer
needs them. Service is personal and there is no standard script as each purchase and inquiry is
different. Atmosphere is pretty relaxed and staff is friendly but not annoying.
They do have uniform t-shirts. All of the assistants are women. The dress code though could be
smarter since shop is not selling or focusing on cheap stuff.
Product
Product placement is done quite smart. The products that are captured first by the eyes are big
ones. But they are placed either more to the back or to the side of other shelves forcing you to pay
attention where you are going.
The biggest products are the most expensive ones.
All other product is shelved by type that also makes it same price category.
Customers
Customers are in the age range of 25-40. This is all due to the type of product being sold. Some of
them come with the kids but kids do not drive buying decision in this shop. Customer can also come
in couples.
Most customers do come with actual purpose and either go directly to the product or at least search
and what they are looking fore. That would be 80% of them. Rest are browsing and looking for sale
items and any new arrivals.
60% customers leave with purchase. This is all because they do come with purpose.
Conclusion is - that it is easy to spot things when you are exposed enough to retail industry and
maybe even when you are not that familliar with it. It is more important to understand reasons
behind them and link things together. And that is a great part of diving into consumer behavior ;)